Ep 20: SaaS Strategies for Outranking Industry Giants With John Burton

How do you compete with industry giants on a limited budget? John Burton shares how Staffology went from barely ranking for their own brand terms to outranking Sage Pay and becoming IRIS's go-to growth product in just 2 years.

Thank you to our guest, John Burton!

https://www.linkedin.com/in/jburtonuk/

This episode is brought to you by Moz’s Keyword Explorer. Try it for free: http://mz.cm/KeywordExplorer

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Key takeaways:

• How they achieved 400% ROI and ranked 4th for "payroll software" in 18 months
• Smart content repurposing: turning 2 monthly pieces into 6 using existing resources
• Leveraging founder stories for digital PR (featuring Duane Jackson's unique background)
• Building topic clusters around fundamental industry questions
• How they recovered and improved rankings after an unexpected website relaunch
• Dominating branded search in the SaaS space

Whether you're competing against industry leaders or maximizing SEO on a budget, this episode shows you how to punch above your weight class with practical, proven strategies.

Timestamps:

0:18 - Introduction & Background

1:03 - Leveraging Founder's Reputation for SEO

3:56 - Pre-Campaign SEO Status

4:40 - Campaign Results and Achievements

5:43 - Key SEO Strategies (Topic Clusters)

12:21 - Brand Recognition Growth

13:02 - Technical SEO Challenges

15:31 - Content Strategy and Repurposing

18:56 - ROI and Metrics Discussion

19:45 - Handling Website Relaunch Challenges

23:13 - Key Learnings for SaaS Companies

#MozPod #SEOStrategy #SaaSSEO #ContentMarketing #DigitalPR #ROI

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