ServiceMax from GE Digital is the leading field management application for enterprise businesses. They were already doing well with SEO. In fact, Michael Cohen, the Digital Marketing Manager, had been doing in-house SEO for over 10 years.
But being a Digital Marketing Manager usually means being very busy. Like many leaders, he would benefit from having some space freed up for him to focus on other marketing efforts. He was doubtful that an SEO partner would provide much improvement. He would soon be pleasantly surprised.
Good, Better, Best
For ServiceMax, the primary concern was the day-to-day management and upkeep of their SEO campaign. Michael too often saw SEO fall to the wayside when other marketing priorities or ad hoc projects popped up. The campaign was still doing well — but Michael didn’t just want to do well; he wanted to crush it.
Victorious shaped a strategy that leveraged existing capabilities while focusing on exceptional service in the areas that Michael felt needed the most attention. Equipped with a reliable partner, Michael began to appreciate precisely how helpful a good SEO agency can be.
After months of increased organic traffic, better link building, and overall better SEO results with Victorious, a new challenge presented itself when a significant new competitor entered the market. The competitor had the financial capability to be both dominating and strategic.
Victorious stepped up with a scrappy approach to identify high-value gaps in the competitor’s strategy and use it to ServiceMax’s advantage.
Special Projects: Keyword Cannibalization
For years, ServiceMax owned a nearly unused domain that has authority over the current website, so they wanted to bring the domain on as a subdomain. While there were countless benefits to this transition, there was an ongoing problem: the active ServiceMax website was being pushed to the second page of search results because it did not have domain authority.
So Victorious went with a strategic keyword cannibalization effort to outrank the primary domain over the secondary domain.