Customer Testimonial:
We hired SimpleTiger to help us gain traction for specific keywords from a competitor of ours that shut down, Adobe FormsCentral. Almost all our rankings for Adobe FormsCentral keywords increased across the board. It also helped our overall search rankings. SimpleTiger also has excellent connections within the press and were able to land us features on Inc.com, The Huffington Post, Business.com, Digital Journal, and Forbes.
— Steve Gibson, Marketing Director at JotForm.com

JotForm

Project Overview:
Business:

JotForm is a form building platform that is free to use by anyone, the only time customers start to pay is when they have a certain level of form submissions. JotForm integrates beautifully with SalesForce, PayPal, MailChimp, and pretty much every large service you could imagine a form builder integrating with. JotForm lets you set up powerful forms in seconds, from simple contact forms to robust payment forms, integrated with the services you already use.

Problem:

One of JotForm’s largest competitors, Adobe, was shutting down the product JotForm had to compete with, FormsCentral, and wanted our help getting their “FormsCentral Alternative” page to rank #1 for all searches revolving around “adobe formscentral alternative” so that when the service shut down users could easily import their forms directly from the FormsCentral Alternative page.

JotForm also wanted PR help announcing this import tool to the tech and business world, as well as announcing other tools such as their new Form Analytics, Fillable Form PDF Creator, and Apple Watch app.

Solution:

We took a thorough, multi-prong approach by first analyzing the page for SEO best practices, correcting all technical impurities in the page, adding relevant content that would help users once they were on the page, aligned other factors on the site, as well as created content around the site that would instruct users on what they could do next once all of their forms were imported to JotForm, and linked these pieces of content from the FormsCentral Alternative page itself.

We built a large amount of content to promote off-site, publishing on many large publications in the marketing and business community – such as Inc.com, The Huffington Post, Business.com, Digital Journal, and Forbes – through strategic outreach with editors and writers in our network.

Process

In the initial weeks of the project we did a very fast-tracked content planning project that included analyzing current site structure, recommending new site structure, new pages, updates to current pages, and new blog content - all of which we could utilize in the link building process. From that point we also recommended a few technical optimization updates that had a net-effect over the entire site’s performance, and then we went straight into link building. With a lot of budget for our link building project we were able to push a ton of effort into interesting areas, which lead to JotForm’s new tools being mentioned by massive publications such as Forbes, Inc, The Huffington Post, and Business.com.

Solutions
Plan

With such a laser-focused project brief and timeline we really had our work cut out for us in this project. The plan was to initially figure out exactly what pages we needed to have built or updated to reasonably compete for the term that we were looking to dominate for. We wanted to have a page that we could build a story around and build links to at scale that would serve the purpose of our project, so we crafted a wireframe of exactly what that page should have, how it should be positioned on the site and got to work.

Production

The JotForm team took our outlines and other recommendations and built out the on-site content we needed built to effectively build the links we needed to build in order to rank for the terms they were looking to target, primarily “Adobe FormsCentral Alternative”, from there we started our proactive link building process. We had already researched the best opportunities for links throughout the initial planning phase, so we started building links based off of that information, pitching publications on the story that we had developed surrounding Adobe shutting down their FormsCentral service.

Iteration

With such a laser-focused project brief and timeline we really had our work cut out for us in this project. The plan was to initially figure out exactly what pages we needed to have built or updated to reasonably compete for the term that we were looking to dominate for. We wanted to have a page that we could build a story around and build links to at scale that would serve the purpose of our project, so we crafted a wireframe of exactly what that page should have, how it should be positioned on the site and got to work.

Results:
  • Within 2 months JotForm’s “FormsCentral Alternative” page ranked #1 for “adobe formscentral alternative” and all related terms, with months to spare before the service shut down.
  • Features in Inc.com, The Huffington Post, Business.com, Digital Journal, and Forbes – all of which both contributed traffic to JotForm, and helped get their name in front of the right market at the right time when a switch in the marketplace was about to occur.
  • In the first 2 months we increased traffic to the FormsCentral Alternative page by 597% with over 20,000 unique visitors coming straight to the page from search alone, and over 35,000 unique visitors coming to the page over the course of the first 3 months.
  • In just under 3 months we increased sitewide organic search traffic by 31% (over 330,000 unique visitors) compared to the 3 months prior to starting our campaign.
  • Being vouched for directly by Adobe on their blog as the preferred alternative for their service once their service shuts down

Simply effective marketing.