Case Study: SEO-Driven Growth in US and UK Markets for Figur HR
Client Overview
Client: Figur HR
Industry: Compensation Management Software
Target Regions: UK and US
Duration: 12 months
Primary Goals: Improve search visibility and increase qualified lead generation
Figur HR, a French-based leader in compensation management, sought to expand its digital reach in the competitive English-speaking markets of the UK and US. To meet these goals, the company engaged Pearl Lemon for a year-long SEO campaign designed to increase organic rankings, attract high-value traffic, and drive qualified leads.
Objectives
Figur HR had four core objectives:
- Expand Keyword Rankings in Target Regions
- Increase High-Intent Organic Traffic
- Strengthen Domain Authority
- Maintain Clear and Consistent Communication and Reporting
Each of these objectives informed Pearl Lemon’s data-driven approach, focused on driving tangible improvements in search presence, traffic value, and conversions.
Strategy
Pearl Lemon’s strategy combined thorough keyword research, targeted content optimization, link-building efforts, and technical SEO improvements. The campaign also emphasized transparent communication through regular updates and performance metrics.
1. Comprehensive Keyword Research and Targeting
Pearl Lemon conducted extensive keyword research to identify over 1,000 target keywords that resonated with Figur HR’s audiences in both the UK and US. These keywords included terms specific to compensation management, HR software, and broader HR technology themes. By focusing on both long-tail keywords and competitive terms with strong commercial intent, Pearl Lemon ensured Figur HR’s content was positioned to attract high-value, conversion-ready traffic.
2. Technical SEO and On-Page Optimization
Technical SEO improvements were a critical part of the strategy. Pearl Lemon performed a site audit to identify areas that could impact search rankings and user experience. Improvements included:
- Page Load Speed: Optimizations reduced load times, supporting better engagement and ranking potential.
- URL Structure: URLs were simplified and optimized for keyword relevance, aiding search visibility.
- Meta Tag Optimization: Title tags, headers, and meta descriptions were updated for keyword targeting and improved click-through rates.
These optimizations were designed to create a stronger foundation for Figur HR’s content, increasing both visibility and usability.
3. Link Building and Domain Authority Growth
Pearl Lemon launched a link-building campaign to increase Figur HR’s domain authority, focusing on securing high-quality backlinks from trusted, industry-relevant sources. Key actions included:
- Outreach to Industry Publications: Building relationships with reputable sites in HR, compensation management, and technology spaces generated backlinks that improved Figur HR’s authority and search engine trust.
- Guest Contributions and Content Syndication: By securing guest contributions on HR industry blogs, Pearl Lemon added further credibility to Figur HR’s domain and created lasting pathways for referral traffic.
This link-building effort played a pivotal role in increasing Figur HR’s search rankings across target keywords.
4. Localized Content for UK and US Markets
Recognizing regional differences in search intent and keyword usage, Pearl Lemon adjusted Figur HR’s content strategy to align with the needs of UK and US audiences. They tracked and responded to regional search trends, ensuring Figur HR’s messaging aligned with local preferences and terminology. This tailored approach strengthened Figur HR’s positioning in each market and helped capture a more relevant audience.
5. Transparent, Data-Driven Reporting and Communication
Pearl Lemon prioritized clear communication and consistent reporting, maintaining weekly updates with Figur HR. This reporting included key performance metrics like traffic growth, keyword movement, and domain authority changes. By sharing these updates regularly, Pearl Lemon built trust and allowed Figur HR to monitor the effectiveness of each campaign component.
Results
After 12 months, Figur HR saw measurable improvements across all major performance metrics:
- Keyword Expansion: Over 1,000 new keywords ranked across the UK and US markets, broadening Figur HR’s search visibility and relevance in core HR and compensation management areas.
- Increased Organic Traffic Value by $1,700 per Month: Organic traffic grew in both volume and value, with an estimated increase of $1,700 in monthly traffic value. This rise indicates a higher quality of traffic, signaling that Figur HR’s content was reaching a more engaged audience.
- Improved Domain Authority and Search Engine Trust: Figur HR’s link-building efforts led to a stronger domain authority, reinforcing its ability to rank well in competitive HR and software-related searches.
- Top Positions for Key Search Terms: Keyword positions in the lucrative 1-3 ranking range grew steadily, especially for high-intent keywords in the HR and compensation management sectors. This visibility in top positions has increased Figur HR’s capacity to attract potential clients actively searching for solutions.
Conclusion
Through Pearl Lemon’s data-driven SEO strategy, Figur HR has established a solid presence in the English-speaking markets of the UK and US. Each component—from keyword selection to technical optimizations and targeted link-building—contributed to steady, measurable growth. With a clear focus on metrics and regular communication, Pearl Lemon delivered a campaign that continues to generate quality leads and strengthen Figur HR’s search visibility. This case exemplifies the impact of a well-rounded, metric-driven SEO approach in highly competitive software markets.
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