40%
YoY increase in website organic traffic
20 hrs
saved on keyword research annually
"Moz’s Keyword Explorer neatly ties together keyword research metrics and makes complex analysis easy so we can spend less time in spreadsheets and more time generating qualified website traffic”
Client: Virtru
Industry: Technology | Location: Washington DC
Virtru is a trusted provider of data protection and encryption to thousands of organizations around the world. With Virtru's email and file encryption solutions, people can keep their digital content private and secure — even after it’s shared online.
Challenge: Finding the best keywords to target to drive qualified website traffic.
As the Director of Demand Generation at Virtru, Sean McVey is focused on driving top-of-funnel growth by generating relevant web traffic and cultivating qualified leads. Since the majority of new customer growth for Virtru comes from organic search, it was important that Sean and his team not only maintain but improve Virtru’s search engine rankings. To increase rankings and ultimately drive more qualified web traffic, they decided to refresh their keyword strategy by finding the right keywords to target for maximum results.
“Organic search is a key component of growing our funnel activity”
Solution: Keyword research at scale
Keyword research is undoubtedly one of the most important aspects of any SEO campaign. For Sean to discover the best keywords to target for his site and audience, it was essential to create keyword lists and also understand the demand for each keyword and the work required to rank for it.
Keyword Explorer took Sean all the way through the keyword research process, making it easy to:
- Get intuitive keyword suggestions, including long-tail keyword opportunities
- Collect accurate volume data for a keyword or group of keywords
- See how difficult a keyword is to rank for and scope the work required to achieve high rankings
- Estimate the organic traffic opportunity by looking at the relative click-through rate of organic web results for a given keyword
- Prioritize keywords at a glance with Moz’s Potential Score
- Create and compare keyword lists
Prior to Keyword Explorer Sean's research process was incredibly manual and involved a collection of disparate tools and countless hours spent in an Excel spreadsheet. Now with Keyword Explorer in Moz Pro, Virtru can perform crucial keyword research at scale.
"Without Keyword Explorer, we wouldn’t have been able to fully understand keyword difficulty and identify the best keywords to target so quickly. It saves us 10+ hours of time on each keyword research initiative."
How Virtru uses Keyword Explorer in Moz Pro
Analyze keywords by search volume
Effectively predict how much search volume a keyword will receive with more than 95% accuracy.
Check Keyword Difficulty
Moz’s proprietary Keyword Difficulty score shows how easy (or hard) it is to rank on each SERP.
Prioritize keywords to target
Comprehensive scoring helps you prioritize keywords by topic or focus in one place to use as a keyword planner.