Bing Maps needed leads with SEO/PPC
Project Overview
Using the Bing Maps API, enterprise-level developers may create map-based geospatial experiences with Microsoft’s Bing Maps Platform. Users can access specific geocoding capabilities for millions of US addresses by adding standard or custom data points to this platform.
Coalition Technologies (ex-employer) was contacted by the Microsoft Bing Enterprise Maps team to counteract the decline in organic website traffic caused by 2019 changes and increase monthly leads through Enterprise Search Engine Optimisation (SEO) and Enterprise Pay Per Click (PPC) initiatives.
Challenge
Microsoft created the Bing Maps Platform, a geographic mapping tool. Developers can use this platform to make location applications and turn addresses into geographic coordinate location maps. This platform has a wide range of applications and is frequently utilised by major delivery services and shipping network clients like Domino’s Pizza and Fulfilment by Amazon. Brand marketing techniques can also make use of Bing Maps. It gives drivers, cars, and their systems information about routes and locations.
The website had various changes in 2019, which the team later discovered resulted in a decline in organic leads. The management of the brand contemplated shutting down the Microsoft Bing Maps for Enterprise division and ending all associated advertising activities. They later made the decision to restructure the Maps division, though, and hired our team of professionals to put into practice efficient SEO and PPC tactics that would not only stop these declines but also surpass the pre-2019 lead levels.
Results
New users, total users, sessions, and goal completions have all increased on the website. Between February 2022 and the end of September 2022, over 27% of site visitors came from organic search. Additionally, more than 2.7% of total website traffic has come from paid search.
By the eighth month of our digital marketing strategy, 492 new keywords, including useful terms like “Map API,” “Map License,” and “Truck Routing Software,” were ranking for our targeted URLs on Microsoft.com/en-us/maps on the first page of Google search results. Between February 2022 and September 2022, the overall goal conversion rate was 11.56%, whereas the organic search goal conversion rate during the same period was 18.88%. There were 456,109 sessions in all throughout this eight-month period.