Client Spotlight: Gusto
Elevating a Top HR Management Platform to Rank #1 in 2023
Ranked #1 as the Best Overall Payroll Solution for small businesses (Business.org, 2023), Gusto is an HR management platform that provides SMBs with an all-in-one payroll, benefits, and HR solution.
With a customer base of over 300,000 businesses, Gusto has established itself as a trusted partner for entrepreneurs and HR professionals seeking an easy-to-use, intuitive solution that can save them time and money. By simplifying HR tasks and empowering businesses to focus on their core operations, Gusto is enabling companies to thrive and grow in a chaotic world.
How Do You Attract More Customers While Delivering Value To Existing Clients?
In 2020, Gusto recognized that their customers were struggling with HR compliance issues, especially in light of the COVID-19 pandemic, and were searching for helpful resources online.
In order to address this pain point and serve their customers to the fullest, Gusto partnered with Jim to create keyword-rich, well-researched, and timely content that would provide value to their customers. Leveraging existing content, such as webinars and product demos, Jim turned these resources into longform articles and informative guides.
The result was two-fold — not only did these articles provide reliable, informative content for their existing customers, but they also attracted a significant amount of organic traffic and leads through the use of targeted keywords and linking strategies.
Jim Carter’s Approach
1 - Repurpose Existing Content
Using Gusto’s extensive library of webinars, demos, and educational content, we repurposed videos into written, long-form articles. From 2020 to 2022, we wrote and published 305 articles, resulting in over 500,000 words of engaging, keyword-rich content.
2 - Strategically Target Keywords
Google loves long-form written content, but to boost your organic search traffic, using strategic keywords is a MUST. That’s why we researched and targeted trending keywords for each article, based on Gusto’s audience and what they were already searching for. In total, we targeted over 1,700 keywords, including them within article titles, headings, and URLs so that Google knew Gusto was providing tremendous value.
3 - Refresh Content with Interlinking
Our strategic plan didn’t end with publishing. As these articles went live on the Gusto website, we linked out to other published Gusto articles that were relevant within each article. By doing so, we built a healthy web of interlinking within their site, which boosted their Google rankings and provided a better user experience.