Medius, a global leader in spend management and accounts payable automation, partnered with Marcel Digital to elevate its SEO strategy. The primary objective was to attract high-quality leads that aligned with Medius’ Ideal Customer Profile (ICP), ensuring they progressed through the funnel to become Marketing Qualified Leads (MQLs). By refining its SEO approach, Medius aimed to enhance search visibility, increase organic traffic, and improve lead attribution—ultimately maximizing marketing efficiency and impact.
Why did we start the project?
The Challenge
Medius faced several key hurdles in optimizing its SEO strategy:
- Lead Quality Over Quantity: Instead of simply increasing lead volume, Medius needed to attract and convert high-intent prospects that fit its ICP, improving marketing efficiency.
- Search Intent Alignment: Targeting lower-funnel search queries related to AP automation was essential to driving conversions.
- Content Optimization: Existing content required refinement to improve rankings, capture high-intent traffic, and support conversion efforts.
- International SEO Expansion: Medius sought to strengthen its presence in key markets, particularly France, where e-invoicing compliance is a priority.
- Enhanced Lead Attribution: Improving tracking and reporting was crucial to identifying which SEO tactics were most effective in driving ICP-aligned MQLs.
How Marcel Digital Helped
The Solution
Marcel Digital developed a comprehensive SEO strategy tailored to Medius’ objectives. A targeted keyword strategy focused on lower-funnel keywords such as "schedule an AP automation demo" and "accounts payable automation software." Persona research and competitive analysis helped identify key pain points and search behaviors to refine keyword targeting.
Content optimization played a crucial role in the strategy. We refreshed existing solution pages, blogs, and glossary content to align with high-intent searches while creating new content around key AP-related topics, including fraud detection, real-time analytics, invoice automation, invoice processing, and ERP connections. Strengthening internal linking was also a priority to distribute SEO authority from informational content to conversion-focused pages.
International SEO efforts were implemented to improve visibility in key growth markets. We launched localized content and regional sites to align with regional search trends and compliance requirements, particularly in France. Additionally, offsite SEO efforts, including link-building initiatives, helped enhance Medius’ domain authority, leading to increased organic rankings and referral traffic.
To measure success, we enhanced tracking and reporting by improving lead attribution and data visibility in Marketo. Regular reporting updates and strategic insights ensured continuous refinement of SEO efforts based on lead quality data.
What Happened After Launch?
The Results
By prioritizing ICP alignment, content refinement, and strategic keyword targeting, Marcel Digital helped Medius achieve substantial organic growth and improved marketing efficiency.
Medius experienced significant growth in organic performance, directly aligning with its strategic goals. Search-driven leads increased by 61% compared to 2023, while organic traffic from targeted markets grew by 21.4%. Optimized money-making pages saw a 25.73% increase in traffic, resulting in higher engagement and conversion rates. Additionally, Medius secured 50 new first-page keyword rankings, with 28 reaching the top three positions. Non-branded first-page rankings increased by 30%, adding 208 new keywords.
Content optimization played a crucial role in this success. Eight of the top 10 trafficked blogs in 2024 were either created or refreshed as part of the SEO campaign. Despite making up just 1.6% of total content, these blogs contributed 24% of all key blog-related events.
By prioritizing ICP alignment, content refinement, and strategic keyword targeting, Marcel Digital helped Medius achieve substantial organic growth and improved marketing efficiency.
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