With a goal to help people deliver the best software solutions, Parasoft faced a unique challenge — they couldn’t easily optimize their new product for SEO because it was a new innovation and didn’t have any specific keywords associated with it. Parasoft was left with a head-scratching question: how can we leverage SEO to market something that no one knows to search for?
Carving a New Niche With Creative Content
On top of marketing a new product people didn’t know how to search for, Parasoft already had an established product in their set of offerings that competed for keywords that their new product also needed to rank for. How could they launch a new, similar product without decreasing the number of leads coming in from their older product?
Victorious got creative. To bring in traffic for the new product without cannibalizing existing keywords or competing for rank with their established product, we helped Parasoft create a page with educational content featuring both products, explaining the differences between them, and directing users to the product best suited for them. The older product page was de-optimized and thematically related keywords were added to the new page to boost visibility for both products.