Informatica is a leading data integration and management solutions provider serving global organizations. Their data integration tools are critical to businesses as they help to unify disparate data sources, ensuring data is accurate, consistent, and up-to-date.
As data grows exponentially and efficient data integration tools become more in demand, many competitors offer similar software solutions. This can make it difficult for companies like Informatica to stand out from stiff competition.
For this project, I teamed up with the Director of SEO to increase organic traffic on Informatica's ETL page. We aimed to make the page more engaging to increase search engine rankings, grow organic traffic, and generate more leads.
Learn how we climbed from page 8 to the top of page 1 on Google Search.
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I met with the Director of SEO to kickoff a collaborative brainstorming session. We audited the current ETL page and found several formatting issues including:
I met with the Director of SEO to kickoff a collaborative brainstorming session. We audited the current ETL page and found several formatting issues including:
Next, I ran an audit on Google Search to see which infographics ranked on the top. This allowed met o differentiate my content, and create something unique to captivate my target audience.
The top-ranking images were simple and easy to understand. They all included icons with the words "extract, transform, load." Yet, they needed explanations on each part of the process.
While our competitors may have had higher rankings, their graphics needed more detail on ETL. I included concise explanations under each section of our graphic to make the ETL process more understandable from the perspective of someone searching on Google.
Our additional descriptions benefited those who wanted a more in-depth understanding of the ETL process beyond the visual aid.
Building organic traffic can take several months, but we did it! We went from having our ETL page buried on page 8 of Google Search to seeing it as the very first image result and shared and copied on various blogs and referenced by other sites.
It took a few months to start seeing results. However, six months after leaving the company, my former coworker reached out to let me know how much impact our infographic had, and that it is in the #1 spot on Google Image Search as well as showing up on the top of Google Search.
This was a fun project and while the results seem simple – they have had a big impact.
