Playing Follow the Leader

InfinityQS had successfully implemented a rebranding and marketing evolution that set it apart from competitors in its space. It also had a lead in organic search for the highest-volume keywords related to the way manufacturers use data intelligence and statistical process control (SPC) software to improve quality management. However, their efforts drew interest not just from potential customers but also from competitors, who followed their lead and began attempting to increase keyword volume on their sites. InfinityQS needed to respond quickly to maintain its organic lead.


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Elevating the Conversation

An analysis of searches for key terms and related concepts indicated a need for entry-level information for teams who wanted to learn more about quality efforts or SPC software capabilities. The InfinityQS website already contained substantial customer-focused educational content. In addition, the company had a wealth of unpublished information about the topics its audience was seeking. Refactored used these resources to produce three new interactive, multi-page resource sections: The Definitive Guide to SPC Charts; SPC 101 for Manufacturing; and an SPC Glossary. Each of these new sections was evaluated for SEO as well as relevance, clarity, and overall fit with the existing site.

Lengthening the Lead 

In less than four months, the new optimized content resulted in a combined increase of 325 keyword rankings and a 366% increase in organic sessions. These highly engaging pages have also increased visitor time on page by a remarkable 4:09 minutes. The content has acted as an enforcer of existing keyword rankings, supporting the InfinityQS website by adding 248 keywords site-wide, 13 keywords in the top 3 positions, and 72 keywords in the top 4-10 positions. Most important, the pages demonstrate that InfinityQS is invested in the learning and success of their customers—and in the education of the next generation of quality professionals in manufacturing.

Staying Ahead of the Competition—by Design

Built on the solid foundation of its existing customer-focused content, the new InfinityQS optimized pages provide a deep dive that proves its authority in the quality intelligence software space.

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