Zego (powered by PayLease) is a prop tech company providing property management solutions for payments, utilities, communications and smart devices.
Objective: Zego wanted to increase traffic to their site, improve search rankings for higher converting keywords, while also increasing lead quantity and quality.
Role: Led the management and execution of SEO and paid digital media strategies across multiple channels including paid search, display and LinkedIn ads.
Strategy: Because Zego’s primary goal was lead generation, we focused on optimizing individual product pages and targeted keywords that converted well on paid media. I was responsible for performing keyword and competitor analysis, writing custom meta data, developing monthly SEO plans and reporting.
From a paid search perspective, we cleaned up and restructured Zego’s existing campaigns. This included non-branded campaign expansion, structured snippets and negative keyword management. The initial paid search overhaul provided more control and granularity over the account and campaigns which led to a significant increase in lead conversions.
In addition to the paid search ads, we leveraged display ads on Google and LinkedIn to increase brand awareness and retarget website visitors.
Results: In the last six months of working with Zego, we began to see some impressive increases in rankings, traffic and leads:
- 43% increase in organic traffic
- 115% increase in organic pipeline
- 34% increase in paid search leads
- 3.8X in paid search ROAS
Notable page 1 rankings:
- ratio utility billing services (MSV 40) – #1
- smart apartment technology (MSV 110) – #2
- property wide wifi (MSV 70) – #2
- rent payment app (MSV 1,300) – #7
Client:
Zego (powered by PayLease)
Services provided:
SEO, Paid Search & Display Advertising