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Establishing digital authority leads to 2,750% MQL increase

To increase Matillion’s SEO organic growth, Directive focused on establishing their digital presence by concentrating on actionable tactics to generate qualified traffic and conversions. 

Client overview

Matillion is an industry-leading provider of cloud-based data integration solutions for platforms such as Amazon Redshift, Snowflake, and Google BigQuery. Matillion delivers technology that enables companies to exploit their cloud data, providing simplicity, speed, scale, and savings. 


Directive adds a lot of bandwidth to our team and provide focus in areas that we are not always able to dedicate time to, but that can have short and long-term impacts. Their keen focus on SEO and their ability to provide content recommendations help us use our internal resources wisely and spend time where we know we can make a difference.

Sonya Hansen
Director of Demand Generation, Matillion

The challenge

Though Matillion is a high-profiled, innovative company, they wanted to increase their organic traffic and organic conversions from their ideal customers in the data transformation industry.

The strategy

The Directive team focused on establishing Matillion’s digital presence by building organic traffic and organic conversions. To achieve growth, we concentrated on brand awareness link building and website conversion rate optimization elements to keep visitors on Matillion’s pages

Building link equity 

To provide a seamless SEO strategy to increase Matillion’s organic traffic, we aimed to secure guest blog article publication from credible sites to further build the backlink portfolio, enhancing domain authority of Matillion’s site. Through this step, we increased link equity and also promoted Matillion’s brand to all viewers of these posts, who shared the same target audience. Writers included Matillion team members along with outside-sourced guests.

To add to our guest blog outreach, the Directive team implemented internal linking throughout Matillion’s website for further content interaction. Relevant links were strategically placed throughout the site to encourage visitors to stay on the site by discovering a helpful service page or finding a compatible blog article that answers a question. 

This approach led to a rewarding outcome and proved our efforts in building Matillion’s organic traffic spike. Compared to the previous year, organic traffic surged 32% on their homepage and 268% in blog posts. Our team landed 31 new sites that linked back to Matillion, boosting organic traffic and promotion to their entire site. 

Eliminating distractions

In the second phase of our strategy, we identified that Matillion’s main conversion pages were driving organic traffic; however, visitors were not converting on the main call-to-action(CTA) to get a demo on the page. Instead, guests would browse the page and click in various spots. To regain the target audience’s focus on the main conversion form, Directive removed clickable distractions within the pages including the main navigation bar and other internal links within the pages.

Next, we split test all internal links (with the exception of their Disclaimer and Legal Information page links) within their pages to fully grasp their visitors’ attention to their main conversion form. 

50% saw the “Original” version of their conversion pages and the other 50% saw the “Variant” version with no internal links within the pages.

In less than one month, the variant version of their main conversion pages excelled with an average of 88%. This approach proved our hypothesis correct; where we would regain our target audience’s focus in submitting a demo request through our main conversion form by removing clickable distractions within the page. 

After the test ran for one month, sign-ups for demos increased by over 49% month-over-month.

2750 Increase in YoY MQLs
268 Increase in YoY blog traffic
64 Increase in organic conversions in one quarter

The results speak for themselves

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