CASE STUDY:

SEO Copy Optimisation for Gartner USA

ACTIONING QUICK WINS TO DRIVE TRAFFIC AND CONVERSIONS FOR KEY TERMS

3

Sprints

3

Copy Templates

23

Content Hubs

Overview

Gartner is a trusted advisor for more than 14,000 enterprises in 100+ countries. It proudly equips executives with the information they need to make critical business decisions and stay ahead of change.

Its website serves to convey Gartner’s outstanding expertise across various industries. It is also a vital lead generation tool. With a commercial interest to improve visibility for niche search terms, Gartner partnered with Avion to help systemise its approach to content with user intent in mind—and rewrite copy in line with SEO recommendations.

Process

This project not only involved refreshing existing pages, but also creating new pages specifically targeting niche terms not yet featured on the Gartner website.

Knowing strong relationships are integral to the success of any digital project, we applied our agile project management and leadership skills to split the project into collective sprints. Key activities included the proactive co-creation of content briefs, regular team huddles, and several online tools.

Recognizing the importance of embedding ourselves within an organisation, we strategically focused on a smaller number of decks to be delivered in the first sprint to get the initial batch just right. This approach helped us iron out the collaborative process, too.

Results

We proudly created 23 content hubs across 7 different knowledge areas. Our copy decks spanned 3 different formats, ready for AB testing to measure changes to SERP rankings, visits, bounce rate, form fills, and report downloads.

Part of our mission was to positively impact quality score and overall brand authority. Rewriting content to meet the expectations of C-level audiences in an engaging way was not a simple task. The high standard of work we delivered was fitting for a world leader in driving successful outcomes, such as Gartner.

If you’re from a large enterprise looking to improve your website, we’d love to help. Our expert content specialists can distil complex language into keyword-rich copy that inspires action. Contact us today.