How Zenpost helped PandaDoc Notary 20X their traffic in an emerging market.
Increase in organic traffic
Increase in organic visibility
Keywords ranked in pos 1-3
Increase in CTR
Zenpost: “How does PandaDoc Notary define success in SEO over the next 6 months?”
PandaDoc Notary: “Bottom line? We need to see it working, and we need to see it working fast.”
Online notarization is one of many dark horse solutions to come out of the pandemic era. Reduced in-person services created an overnight need, and just like that, a new market rapidly took form in the ever-expanding SaaS industry.
This brings us to LiveNotary, a nascent online notarization software company acquired by leading software solutions provider PandaDoc.
PandaDoc is an established and successful SaaS brand. But acquisitions tend to put a team back into a kind of “start-up mode,” complete with aggressive targets and shrewd budgeting. Striking quickly to seize opportunity in a rising market requires precision, proven strategies, and creative execution.
Post-acquisition, LiveNotary was re-branded as PandaDoc Notary and added to the parent company’s suite of document modification services.
But as a brand new property, it had virtually no digital footprint and a very short runway to start competing in search.
PandaDoc was a growing company attempting to scale multiple new solutions at once. This pressured the PandaDoc Notary team to pick the right strategy and prove it was working fast (in no more than 6 months!), all with limited resources.
The PandaDoc Notary team was handed two broad goals: expand the parent company into the fast-growing remote notarization market, and catch up to competitors in search, quickly.
To do this, they knew they needed to grow their reach regionally with location-specific pages in key markets (e.g., find an online notary in Miami, FL). They had created some of these pages already, but there was just one problem – they weren’t ranking.
At this point, PandaDoc Notary turned to Zenpost. We diagnosed the situation and came up with a holistic SEO approach that combined content creation and optimization with link building efforts to ramp up the brand’s market viability in SERPs.
To recap, here are the core challenges the PandaDoc Notary team asked for Zenpost’s help with:
Zenpost takes a Sprint Model approach to SEO, much like SaaS companies do with their own products.
In Sprint 1, we perform foundational keyword research and detailed analytical review to produce a Sprint 2 plan that combines content creation, link building, and ongoing monitoring (just in case Google surprises us with a pesky update).
Since PandaDoc Notary is a new brand focused on fast user growth, Zenpost also implemented Sprint 3 strategies to optimize CTR rates on key strategic pages.
Sprint 1: A deep dive into the site, a 6-month strategy
Sprint 2: Bulking up traffic
Sprint 2: Link Building
Sprint 2: Catching up to competitors in search
Sprint 2: Technical & content optimization to CTR
Sprint 2: Technical & content optimization to CTR (cont.)
Featured snippet content reformatting also led certain knowledge center posts to improve to over 700%.
“We need to see it working, and we need to see it working fast.”
That’s what the PandaDoc Notary team expected of a successful strategy, and that’s what Zenpost delivered. To answer each of its unique challenges and internal mandates, our services:
- Resulted in 500+ keywords ranking in positions 1-3, bringing visibility among competitors from 0 to match 25% of their top keywords.
- Facilitated a 20-fold organic traffic increase within the first 6 months of Sprint 2, and maintained an average growth of 50% each month. The domain grew from virtually non-existent to number 2 in their industry in the first year.
- Boosted CTR on strategic pages by 26% thanks to technical optimizations and ongoing expert recommendations from our SEO techs.
Sprint 2 was designed in Q2 2022 and was meant to last 6 months, but the PandaDoc Notary team continued to rely on our services through the end of 2022.
“Zenpost has been a key driver in our early success at PandaDoc Notary! Within 4 months of partnering, Zenpost helped us 10x our organic traffic and user signups. Their SEO strategy and technical optimizations have led to a 26% increase in our site’s CTR. Additionally, their team’s professionalism, campaign management, and communication has made for a very seamless partnership. I highly recommend!”
– Nuno Brito @ PandaDoc Notary