Portworx

EXTENDING THE REACH OF A SOFTWARE STARTUP

Portworx came onto the scene as a venture-funded, state-of-the-art software technology designed as an infrastructure container storage solution for the DevOps sector. Using a powerful and adaptable management layer, Portworx’s SaaS provides technical businesses a proven solution to common production issues. But however brilliant their tech, the company was still struggling to break into a space without real branding, market share, or visibility. We set out to position Portworx as a strong business tool and maximize their consumer exposure.

THE CHALLENGE

Can a seo strategy build industry authority without massive expense?

Software startups like Portworx require all the exposure they can get to successfully claim a corner of their target market. Because they had no clear market leader to compete with, if Portworx could become the leading authority in their field with concentrated SEO strategy, they could build brand authority and reputation without a massive advertising budget. MV3 Marketing’s goal was to push the company’s content into feature snippets to grab a slice of market share–our version of guerilla marketing.

KEY INSIGHT

The benefits of specialization

Portworx is a company with strong entrepreneurial instincts and a fighting team spirit. Delivering breakthrough container storage technology, the company has already garnered a portfolio of high-level customers like GE Digital and Lufthansa. They service a nearly universal sector, but their product focuses on a very specialized, very significant business solution. At MV3, we knew we could use that exclusivity to work for them, not against them, by making them a go-to voice in the field–and letting their tech do the rest of the talking.

THE MV3 SOLUTION

From 15 to 600 daily users

Portworx had the technology, but they needed a strong influx of traffic to become a true industry frontrunner. MV3 Marketing performed a technical SEO audit on Portworx’s website and, using our findings, constructed a custom SEO strategy to elevate the business to the next level.

Our advanced, optimized focus on business objectives for this SaaS provider led to a 500% increase in ranking non-branded terms. By outlining a defined protocol for optimized content, we captured over 20 highly-competitive feature snippets, thus effectively raising Portworx’s search profile.

To implement the new SEO strategy, we worked hand-in-hand with Portworx’s development team, improving internal content to meet webmaster guidelines and accordingly boosting ratings and traffic. Our optimization strategy resulted in a constant incline of users and revenue.

Under MV3’s guidance, Portworx traffic increased from 15-30 visits a day to more than 600 daily users, and the website’s click-through-rates jumped from 5% to 40-50% for a lengthy list of both head and long tail terms. Overall, MV3 increased the company’s rating 547%, from 150 keywords to 2800 keywords, with a 270% increase in page-one listings. By creating consistent content, increasing link outreach and optimizing technical performance, MV3 increased Portworx’s organic market reach by nearly 2000%.

“I did a little experiment today: I took a blog that we did a few weeks ago, added [MV3’s advice], and asked Google to reindex. It is ALREADY a featured snippet. It only took 30 minutes. That is insane. So yeah, I believe you now. Thanks!”

-Michael Ferranti
VP of Product Marketing, Portworx