For over three decades, ECI Software Solutions has been a cornerstone in providing industry-specific, cloud-based business management software and services. Their suite of products, including ERP, CRM, and POS software, caters to small and medium-sized businesses across sectors like manufacturing, wholesale/retail distribution, building and construction, and field service.

Despite ECI’s extensive experience and diverse offerings, ECI faced several challenges in optimizing its digital strategy and managing content effectively. GrowthTurn partnered with ECI to address these issues and drive measurable improvements in their online presence and performance:

1. Product Overlap: Some of ECI’s software products were closely related and ended up competing with each other, creating internal competition and market confusion. Previously, six pages were competing for the same keyword (“home builder software“), but now we’ve streamlined the strategy and successfully ranked it on the first page of Google.
2. Lack of Traffic Tracking: ECI had no effective system to measure traffic from various channels, especially organic traffic, making it difficult to understand and optimize their digital performance.
3. Content Plan Execution: The company struggled with executing a cohesive content plan for each of its products, leading to inconsistencies and missed opportunities in content marketing.
4. Dispersed Content Assets: Existing content assets were hosted on subdomains, leading to a fragmented user experience and diluted SEO efforts.

 

To address these challenges, GrowthTurn implemented a multi-faceted strategy tailored to ECI’s needs:

1. Product Page Optimization: We focused on optimizing ECI’s product pages by clearly defining each product’s features and targeting the appropriate keywords. This helped in distinguishing the products and reducing internal competition.
2. Automated Executive Dashboard: Utilizing Looker Studio, we built an automated executive dashboard for ECI’s top-level management. This tool provided real-time insights into traffic and performance metrics, enabling data-driven decision-making.
   
3. Content Optimization Tracker: We introduced a content optimization tracker to systematize content production. This ensured that content creation was aligned with strategic goals and keyword targets.
   
   
4. Content Consolidation: We advised and assisted ECI in consolidating all their content assets into a single hub on the main domain. This not only improved user experience but also enhanced SEO performance by centralizing authority.

The implementation of these solutions yielded remarkable results for ECI:

1. 📈 Increased Organic Traffic and Goals: Within just three months, ECI saw a 24% year-over-year (YoY) increase in organic traffic and a 44% YoY increase in achieved goals.
   
   The 1st arrow shows the 1st 3 month optimization result of GrowthTurn and the 2nd arrow shows the improvement in organic traffic after a year.
2. Overall Traffic Growth: There was a 21% YoY increase in total organic traffic, rising from 161K in 2022 to 196K in 2023.
3. 🔝 Enhanced Keyword Rankings: The number of organic keywords ranking on the first page of Google surged by 163%, increasing from 596 to 1,569.