Before she knows the name
She is searching for the software, not for Connotate
Connotate turned pages on the web into data a business could use. People who needed that searched “content aggregator software,” where Connotate sat at Google position 56, and “data extraction software,” where it sat at position 11. She could need the product and never see the name.
January 2016
We pointed those searches at the platform page
The first work was the searches for extraction, scraping, and collection. We matched those searches to the platform page and fixed the page they landed on. A researcher did not have to arrive already knowing the name Connotate.
April 2016
Three buyers, three reasons, one platform
A pricing analyst, a publisher, and an investment researcher could use the same platform. They would not stop for the same sentence. We added aggregation and monitoring, and wrote an article for each job. Every article led back to the platform page.
A year inside the research
Connotate stayed on the page while buyers compared tools
From March 2016 through February 2017, Google recorded 1,233,886 impressions on the tracked searches, and 23,623 clicks in the months that include click counts. For that year, someone comparing this kind of software could come across Connotate before she had chosen a vendor.
The terms that had been buried
“Content aggregator software” went from 56 to 3
“Data extraction software” moved from Google position 11 to position 2. In the first quarter of 2017, Connotate held the first organic result for “web data extraction” and for “content aggregation software.” A researcher who did not know the name could find the company at the top of the search.
Gina Cerami, VP Marketing “I see your efforts have gotten us back to 20 in the Top 3 – nice!”
What the sales team received
The listing turned into a lead worth calling
By July 2017, the number of first-page rankings had gone from 14 to 41. Over the same January-to-November months, recorded organic goal completions went from 275 in 2015 to 398 in 2016. Of 145 leads attributed to organic web search, 57 became sales-qualified, which means the sales team accepted them. That is not a count of closed sales.
February 2019
Import.io acquired Connotate
Import.io’s announcement said the deal added more than 70 enterprise customers and eight patents. By then, a person researching the category could find Connotate, read why the platform mattered to her job, and reach the sales team.
