27%
increase in organic search traffic year-over-year
2x
increase in share of voice for important keyword categories
10%
total market share for "scholarship" related core keywords and growing.
“With Moz Pro and STAT, you automatically get all the insight any serious SEO practitioner could want. You can spend less time doing repetitive work in Excel and more time focusing on how you’re actually going to strategically use your analytics.”
Client: R/GA
Industry: Marketing Agency | Customer since 2018
R/GA is an innovation company that helps brands and businesses define and create more human futures. Their work spans innovation, consulting, brand design, experience design, and marketing communications. R/GA is part of The Interpublic Group of Companies, one of the world’s largest advertising and marketing organizations, and has more than 1600 employees and 16 offices globally.
Challenge: Gaining deep SERP analytics to inform SEO strategy
When a client in the healthcare vertical decided to shake up their internal business objectives and migrate to a new website domain, R/GA needed to develop a brand-new SEO roadmap to help them grow visibility, earn backlinks from industry authorities, and outrank SERP competitors.
R/GA also needed to find and fix SEO and UX issues introduced during the migration; the new domain was suffering from a notable drop in traffic.
To do all of this, R/GA had to drill into keyword and competitor research. They needed an accurate way to capture the search landscape, gain insight into what searchers care about, and who key competitors were for each keyword phrase.
Before Moz Pro and STAT Search Analytics, gathering this insight would have been “cumbersome and time-consuming,” according to Sam Callender, Associate Director of Search at R/GA.
In the early days, they didn’t have a robust rank-tracking tool. All of the heavy lifting was done in Excel — and trying to turn their data into a comprehensive report was nearly impossible.
Moz Pro and STAT changed everything.
“We chose STAT as our #1 solution for rank tracking and search analytics because it enables us to organize search data and use those insights to build SEO strategies for our clients.”
Solution: Deep insight into top SERP competitors
With Moz Pro and STAT, R/GA had the robust tools needed to methodically analyze ranking impediments, conduct rigorous keyword research, and inform comprehensive SEO strategies.
First, R/GA used Moz Pro to analyze the client’s website and assess why the new website had lost traffic. They narrowed it down to two culprits:
- Using Site Crawl, R/GA discovered that missing redirect rules were resulting in 404 error pages.
- Using Link Explorer, R/GA analyzed the client’s backlink profile and identified opportunities to recover a large number of valuable links lost during the website migration.
This insight made it easy for R/GA to help the client implement redirect rules and recapture the lost link equity.
Next, R/GA conducted a large amount of keyword research, segmenting the results to understand and capitalize on topics important to the audience. They used Moz Pro Keyword Explorer to identify what people were searching for and how they were searching for it. Then they pulled that data into STAT to analyze ranking changes in keyword sets and identify new opportunities.
STAT’s Share of Voice tool enabled R/GA to quickly identify and benchmark search competitors and understand the impact of Google’s featured snippets and other SERP features on rankings and traffic.
Sam also leverages the ‘People Also Ask’ (PAA) report within STAT to extract snippets from the SERP.
This report includes the keyword that triggers the PAA feature, the questions within the answer box, as well as the ranking URL. Sam set this report to pull PAA information on all of the client’s keywords to surface previously unseen ranking content and assist with keyword research and competitive analysis.
R/GA discovered an opportunity to create content that helped people find scholarship listings in their profession. They helped the client build a comprehensive content library for this purpose, and used STAT Rank Tracking to measure the results.
When it comes time to prove value to the client or demonstrate results in a way that’s easy to understand, both Moz Pro and STAT allow Sam to generate compelling visuals with the click of a button.
“Most of our customers come to us and they want more website traffic, first page rankings in SERPs, and increased conversions. Before you can address those items, you need to understand the ‘share of voice’ — the search volume associated with your brand and how much you own versus your competitors. That's where STAT comes in.”
Results: 27% increase in organic search traffic year-over-year
Using Moz Pro and STAT, R/GA helped their client reclaim lost link equity. They also created a custom SEO strategy for their client, backed by keyword research and competitor insight.
Within a few short months of executing on this new SEO strategy:
- Year-over-year organic search traffic increased by 27%, and that number continues to climb.
- Share of voice metrics for important keyword categories increased from 1.4% (389 searches) to 3.14% (873 searches) out of 27,000 monthly searches.
- Share of voice for the newly created “scholarship” keyword phrase is now approaching 10%.
Within one year, the client’s total market share of voice went from 0.35% to 7.89% — and it continues to climb every month.
According to Sam, the powerful combination of Moz Pro and STAT has massively improved R/GA’s ability to make recommendations that help even the most well-established clients continue to grow.
“In November 2019, our client had less than 1% share of voice for the term ‘scholarships’ when compared to industry competitors. In four months, we doubled their share of voice. Now, it’s closer to 10%. With STAT, we’re able to easily track this improvement and show it to our client.”
How R/GA uses Moz and STAT Search Analytics:
Share of Voice
Surface which sites get the most eyeballs and gather competitive insights on your top SERP competitors.
Link Explorer
Assess link strength and value, find lost backlinks, and discover new link building opportunities.
SERP Features
Discover which keywords are winning SERP features and which keywords have features up for grabs.
Moz Pro and STAT Search Analytics
The deep data duo to help you conduct SERP research, competitive intel, and search analytics.
Explore more success stories
LeadLogic + Moz Pro
LeadLogic used Moz to grow organic visibility for a new-to-digital client, leading to increased links, rankings, and traffic resulting in new leads.
Virtru + Keyword Explorer
Take keyword research to the next level with keyword metrics that make complex analysis easy. For Virtru, this led to a 40% increase in organic traffic.
TopSpot + Moz Pro
TopSpot expected a traffic decline during a domain switch. With Moz, they implemented the right strategies and came out on top.