How Perkbox Reached a £110 Cost Per Opp in just 10 Months

Perkbox UK operates with a sales-led approach—targeting medium to large companies with an employee benefits solution. Search volumes in this market are relatively low, since the ICP doesn’t switch providers often (annual contracts are the norm), but deal value is high. That means it’s critical to get in front of Perkbox’s target market when they’re searching for a solution. In April 2021, Perkbox started with good brand awareness in the UK market, and with a baseline of organic traffic. Most non-brand organic traffic was low intent, with a low conversion rate to SQLs and opportunities. In order to scale cost-effectively, Perkbox needed to rank for higher intent keywords that indicate their ICP needs their solution imminently.

Skale’s strategy to grow Perkbox's organic SEO channel included:

• • Detailed keyword research & content planning

• • Optimising existing content

• • Creating new landing pages & blog articles

• • A technical SEO analysis

• • High-quality link building

How did the team go about it? Firstly, Skale analyzed their existing position to create a roadmap for how to make the most impact in the shortest amount of time. The team were able to find quick wins by re-optimising existing landing pages around a more appropriate keyword. One example of this was their platform page. Important on-page factors like the meta title & h1 were optimized around ‘employee experience platform’, which have less than 10 searches per month in the UK. Since this page already had lots of strong backlinks, when we re-optimised for ‘employee benefits platform’, a keyword with almost 200 searches per month, we ranked overnight and saw a quick increase in SQLs & Opps. Ensuring technical foundations was another focus during the early stages of Skale’s SEO roadmap. The team conducted an audit, but more importantly, we prioritised the issues and clearly laid out an action plan. Detailed task briefs were prepared for Perkbox’s development agency to make SEO improvements related to site structure, core web vitals, internal linking, image optimisations and more. Skale also conducted detailed keyword research to assess and prioritize the SEO opportunities, and put together a quarterly content plan. Our content plan prioritises high-intent keywords that help ICPs to discover Perkbox at the right time. Examples include ‘Employee discount scheme’, ‘employee wellbeing programmes’, and ‘employee wellbeing initiatives’. With detailed content briefs, on-page optimizations, and link building, these pages now rank at number one on Google UK for their target keywords, and they reliably generate SQLs and Opps every month. We've also built strong topical authority with content clusters in key areas like employee wellbeing, employee discounts, and more. Every month, Skale builds quality backlinks to Perkbox’s target pages. These come from websites with relevant authority on topics like: employee wellbeing, employee recognition, employee retention, and more. Backlinks enabled the team to compete in the top spots for higher volume, higher competition keywords—by building topical authority.