360Learning is the AI-powered, end-to-end learning platform for collaborative learning. The platform empowers learning and development teams to drive business impact by pinpointing skills gaps, capturing knowledge from experts, and delivering it to learners when needed most.

Omniscient Digital worked with the 360Learning team to shift their organic growth strategy to generate more leads and pipeline.

Here’s how.

Traffic growth didn’t result in pipeline growth

When Joei and Robin at 360Learning approached Omniscient Digital, the organization was already recognized as a leader in collaborative learning. However, despite having a strong SEO foundation and significant traffic growth, 360Learning faced a critical challenge: their existing SEO strategy didn’t translate into leads for the business often enough.

They found themselves stuck in what we call the traffic trap, where an increase in website visitors did not equate to an increase in meaningful business outcomes.

Joei and Robin selected Omniscient Digital as a strategic partner to iterate on their SEO program to generate leads and wanted the ability to measure, report on, and communicate the impact of that strategic shift to their executives.

Implementing a conversion-focused SEO strategy

The new SEO strategy focused on prioritizing high-conversion search queries over simply maximizing traffic growth.

Omniscient Digital began by analyzing 360Learning’s existing content portfolio to identify gaps and opportunities. It categorizes each URL based on its commercial intent (low, moderate, or high). This analysis provides a bird’s-eye view of the content portfolio makeup, enabling the transition from strategy to execution.

The analysis revealed significant topical gaps in their content strategy related to L&D solutions, sales enablement software, and employee training tools that were now made more tangible to the 360Learning team and stakeholders.

It was clear their previous strategy focused primarily on top-of-funnel (TOFU) content which reached readers who had little-to-no commercial intent.

The strategy had lacked a focus in capturing search queries that demonstrated high commercial intent—what some might call middle-of-funnel (MOFU) and bottom-of-funnel (BOFU) keywords.

To address these gaps, Omniscient Digital developed a content roadmap focused on addressing the needs of 360Learning’s audience who were in market for an LMS and had high commercial intent. The roadmap was built based on understanding their persona’s pain points, use cases, and jobs to be done (JTBD).

To capture leads even when readers were not immediately ready to use their product, all content had calls-to-action mapped to a gated asset such as downloadable templates and playbooks in their L&D resources library.

While 360Learning’s team handled content production based on detailed content briefs, Omniscient Digital provided strategic guidance, set and monitored KPIs to track performance, and identified new growth opportunities.

Omniscient led monthly meetings to present performance KPIs for the SEO and content program and recommended to capitalize on emerging opportunities such as their new skills-based learning product.

Turning pageviews into pipeline

Through their new organic growth strategy of prioritizing high commercial intent keywords over high search volume, 360Learning saw the following results:

• 2X increase in blog-attributed sales pipeline
• 215% increase in sales qualified leads generated from organic traffic to the blog
• 227% increase in top 3 keyword rankings in search engines
• 2X improvement in blog organic traffic conversion rate for US and UK

The partnership between 360Learning and Omniscient Digital shows the impact of a conversion-focused SEO strategy. By aligning SEO with business goals, 360Learning overcame the traffic trap and drove significant business growth.

Let’s find out how we can help you do the same.