Mertech
The Path to Cloud
The Challenge
In a rapidly evolving digital landscape, many businesses still rely on legacy systems like Dataflex, Cobol, and Btrieve. Mertech, a leader in application modernization, helps these businesses transition to cloud-based solutions. However, to expand its reach and drive more website traffic, Mertech needed to enhance its online presence through SEO, improving rankings for key web pages and better targeting its niche audience.
The Vision
Mertech’s vision aims to guide existing customers—particularly those who have yet to transition to modern cloud solutions—toward a future of enhanced efficiency and scalability, in essence, a “Path2Cloud.” Recognizing that some clients may not feel ready to make this leap, the campaign emphasizes building a bridge to modernization rather than solely focusing on products. By highlighting their comprehensive services, the aim is to provide strategic insights and actionable steps tailored to each customer’s unique needs. Through this approach, Mertech seeks to empower clients to embrace cloud technology confidently.
The Scopic Solution
To achieve this vision towards Path2Cloud, Mertech approached Scopic’s marketing team to assist with SEO efforts to attract this niche market to their site. The SEO work that our marketing team has done led to significant improvements in keyword rankings and content performance. Our SEO efforts successfully pushed three of Mertech’s web pages to the top position on the first page of search results.
Content created in support of SEO efforts has gained notable visibility, with clicks increasing by 2,500% and the BTR2SQL product page seeing a 12.6% rise in traffic. Top landing pages and search queries have shown enhanced performance, highlighting the success of the current SEO strategy in boosting site visibility and engagement
In the first quarter of 2024, the efforts from our SEO team significantly increased the number of clicks on keywords from Mertech’s SEO topic clusters by 1,362%, as well as improving the website’s visibility, with an increase in organic clicks by 150% and an increase in impressions by 174.5% compared to the previous period.
In addition to SEO efforts, we also developed a comprehensive LinkedIn content strategy and email marketing campaign for Mertech’s application modernization services. The LinkedIn strategy included guidance on content types, formats, posting frequency, hashtags, and optimal times to post, all while ensuring alignment with Mertech’s branding through a cohesive design. As a result of these efforts, impressive growth was achieved in just 2.5 months: impressions soared by 12.5 times, unique page visitors increased by 24%, follower growth multiplied by 5.5 times, and engagement skyrocketed by 60 times.
Our team also supported Mertech on email marketing efforts, boasting an impressive 4.50% in click through rates, surpassing the industry average of 2.44%.
