How to attract 2000 applications per month using the SEO+quiz combination

[sohanuzzaman57]

Kira Mashina, quizmaker and ambassador of Marquis, is on the line. I will tell you an interesting case of a company that sells rolled pipes from the largest factories in the Russian Federation.

The case is under NDA, so I won’t reveal the name of the company, but I will share some interesting working mechanics.

Context and task
The dealer company sells pipes to industrial enterprises brazil phone number list and smaller companies. They promoted in a standard way for the niche - through context, SEO and a series of sites.

Task: lead generation - increase the flow of incoming purchase requests

Campaign period: 2023–2024

Channel: Search Traffic

Landing: information portal about metal, the most visited page is a pipe weight calculator by parameters.

Solution
From the search on the information portal for calculating the weight of the pipe, two groups come:

Students who prepare term papers on the topic are not the target audience.
Logisticians, engineers, managers, people who buy pipes - this is the most targeted traffic. They need to be converted into applications.
We decided to put a quiz on the page of the information portal with a pipe weight calculator in order to cut off non-targeted leads and warm up the targeted ones further into a purchase using a request for cost calculation in the quiz.

Setting up search queries
SEO specialists collected organic traffic from Google and Yandex search engines with popular queries in the niche. For example, "pipe weight calculator", "calculate pipe weight", etc.