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ZoomInfo, formerly DiscoverOrg, works with business-to-business companies to help find, get in front of, and sell to their ideal customers. They do this by analyzing marketplace data and creating a marketing strategy for their clients. Their mission is to “give sales and marketing professionals access to more data coverage, deeper insights, and a portfolio of features and solutions to power their go-to-market strategies.”
With Webfor, they hoped to essentially do the same thing for themselves. After thoroughly evaluating their site, we were able to identify needed on- and off-site search engine optimization (SEO) services, give prioritized recommendations, and provide implementation support. Through increased organic search, ZoomInfo would improve its search rankings and conversion growth.
Shortly after work started, ZoomInfo acquired RainKing, one of their largest competitors. We were suddenly tasked with the transfer of more than two million URLs from one domain to the other! In the end, the migration actually helped with our overall goals of increased rankings and overall reach.
Once the acquisition of RainKing became final, the scope of the project increased. RainKing had millions of URLs, but only a few hundred thousand were being indexed. We developed a plan to pull over the content and create a more SEO-friendly architecture and page layout that ultimately led to the majority of the URLs being indexed.
Using a number of qualitative and quantitative factors, we made suggestions as to what content should be migrated, merged with existing content, and redirected. Webfor also provided support for this huge undertaking, breaking down the incoming content and focusing on key areas driven by data: Traffic, conversions, external links, social metrics, and more.
When it comes to a site migration or any size, the key is to retain as much of the keyword, traffic, and conversion success that had already been achieved. Through careful planning, laser-focused project management, and some good old-fashioned elbow grease, ZoomInfo not only held steady, but those key performance indicators actually increased.
The year following our partnership, ZoomInfo saw tremendous increases in its web metrics and overall growth. The seamless integration of the two sites, SEO upgrades, and efficient implementation registered unlikely, if not unexpected, results:
• Organic Traffic Increase: 464%
• Conversion Percentage: 114%
• Page One Keyword Ranking Increase: 1,438%
Listen or watch as Kevin Getch explains Webfor’s partnership with DiscoverOrg/ZoomInfo and the incredible results gained from our time together.
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