How Bill.com Grew its Organic Traffic

In today's digital age, organic traffic is the lifeblood of any successful online business. Bill.com, a leading provider of online payment solutions ¹, has mastered the art of attracting organic traffic, achieving remarkable growth in recent years. This article delves into the strategies and tactics employed by Bill.com to achieve this success, examining their content strategy, link-building efforts, social media presence, and the impact of Google's core updates on their organic growth.

Content Strategy

Bill.com's content strategy is centered around providing valuable and informative resources for businesses of all sizes. As an online accounting, invoicing, and payment platform for small businesses ², they offer a variety of features, including invoicing, expense management, and payment processing. Their website features a wealth of information, including guides, templates, and webinars, all designed to help businesses navigate the complexities of financial operations³.

A key component of their content strategy is their blog, which covers a wide range of topics relevant to their target audience. This includes addressing the challenges faced by finance professionals in today's evolving work environment. With the rise of remote work, talent shortages, and increased demands for strategic and analytical expertise, finance professionals are often overworked and require efficient tools to manage their tasks effectively⁴. Bill.com recognizes these challenges and positions its platform as a solution to streamline financial operations and empower finance teams.

Their blog posts provide valuable insights and practical advice, attracting potential customers searching for information on these topics. Popular blog posts include:

• How many business credit cards should you have?
• ACH, EFT and eChecks: Which is right for my business?
• What do procurement specialists do?
• How to spot and avoid check fraud: A guide for businesses
• 13 common accounting problems and challenges ⁵

These blog posts are likely contributing to their organic traffic growth by providing valuable information to their target audience and establishing them as a thought leader in the industry⁵. By consistently publishing high-quality content, Bill.com establishes itself as a trusted resource, driving organic traffic and building brand authority.

Link-Building Strategy

While specific details about Bill.com's link-building strategy are not readily available, it's evident that they prioritize referrals and client testimonials⁶. This approach aligns with their focus on building trust and credibility within the industry. Referrals and testimonials serve as powerful forms of social proof, demonstrating the value and effectiveness of Bill.com's services to potential customers. By fostering strong relationships with clients and partners, Bill.com likely benefits from organic backlinks and positive word-of-mouth referrals, both of which contribute to improved organic search rankings.

Social Media Strategy

Bill.com leverages social media to engage with its target audience and promote its brand. Their social media strategy involves a multi-faceted approach:

• Sharing valuable content: They share blog posts and other resources on social media platforms, driving traffic to their website and increasing brand visibility⁷.
• Remarketing: Bill.com utilizes remarketing ads on platforms like Facebook to re-engage website visitors who have shown interest in their services⁶.
• Visual storytelling: They incorporate visual elements, such as static and motion graphics, in their social media campaigns to capture attention and convey their brand message effectively. This approach has been successful in driving engagement and website traffic⁸. For example, a social media campaign centered around the success story of their mid-market client Quicken resulted in impressive engagement and website traffic⁸.
• Engaging with their audience: Bill.com actively participates in conversations on social media, responding to comments and questions, and fostering a sense of community⁷.
• 70-20-10 posting model: Bill.com may be using the 70-20-10 posting model for their social media content. This means 70% of their content adds value to their readers, 20% is shared content from relevant sources, and 10% is promotional content⁷.

By maintaining an active and engaging social media presence, Bill.com strengthens its brand image, expands its reach, and drives organic traffic to its website.

Impact of Google Core Updates

Google's core updates aim to improve the overall quality of search results, often impacting websites with low-quality or irrelevant content. These updates prioritize websites that offer a positive user experience, valuable information, and adhere to SEO best practices⁹. While specific data on the impact of these updates on Bill.com's organic traffic is not available, it's likely that their focus on high-quality content and user experience has helped them weather these updates successfully⁹. By adhering to SEO best practices and prioritizing user needs, Bill.com maintains a strong online presence and minimizes the negative effects of algorithm changes.

Technical SEO Strategy

Technical SEO plays a crucial role in ensuring that a website is easily accessible and understandable by search engines. This involves optimizing various technical aspects of the website to improve its crawling, indexing, and ranking¹⁰. Crawling refers to the process of search engines discovering and accessing web pages, while indexing involves organizing and storing those pages in a searchable database. Ranking determines where a website appears in search results for relevant keywords.

One aspect of technical SEO that Bill.com may be employing is the use of subfolders in URLs to organize their website content¹¹. For example, grouping pages related to a specific topic or category under a common subfolder can help search engines understand the website's structure and improve its ability to index and rank relevant pages.

High-Intent Keywords with Conversions

Unfortunately, specific data on high-intent keywords with conversions for Bill.com is not available in the provided research material¹². However, based on their services and target audience, some potential high-intent keywords could include:

To identify high-intent keywords with conversions, Bill.com likely utilizes tools like SEMrush or Ahrefs to track keyword performance, analyze search trends, and optimize their content accordingly.

Paid Media Tools

While the research material doesn't explicitly mention the specific paid media tools used by Bill.com, it's reasonable to assume that they leverage a combination of popular platforms and tools to reach their target audience¹². These could include:

• Google Ads: To run targeted search and display advertising campaigns.
• Social Media Advertising: Utilizing platforms like Facebook, LinkedIn, and Twitter to reach specific demographics and interests.
• Programmatic Advertising: Employing platforms like The Trade Desk to automate ad buying and optimize campaign performance.

By strategically allocating budget and resources across various paid media channels, Bill.com can complement their organic efforts and maximize their reach.

Conclusion

Bill.com's success in growing organic traffic can be attributed to a comprehensive digital marketing strategy that encompasses high-quality content creation, strategic link-building, active social media engagement, and a commitment to SEO best practices. Their content strategy focuses on providing valuable resources and addressing the challenges faced by finance professionals, establishing them as a trusted resource in the industry. Their link-building efforts prioritize referrals and testimonials, building trust and credibility with potential customers. Their social media strategy involves sharing valuable content, engaging with their audience, and utilizing visual storytelling to expand their reach and drive traffic. Additionally, their commitment to technical SEO ensures that their website is easily accessible and understandable by search engines.

While specific data on certain aspects of their strategy is limited, it's evident that their focus on user experience and providing valuable resources has played a crucial role in their organic growth. Furthermore, Bill.com's brand evolution and focus on authenticity ¹³ contribute to their strong brand identity and resonate with their target audience. By continuing to adapt and evolve their strategies in the ever-changing digital landscape, Bill.com is well-positioned to maintain its strong online presence and attract a growing audience of businesses seeking efficient payment solutions.

It's important to acknowledge that the research material provided may not encompass all aspects of Bill.com's digital marketing strategy. Further investigation into their specific SEO tactics, paid media campaigns, and conversion tracking methods could provide a more comprehensive understanding of their overall approach.

Works cited

1. Google's Latest Algorithm Update And How It Impacts Organic ..., accessed January 2, 2025, https://www.tugagency.com/tug-life/tug-blog/2022/04/27/googles-latest-algorithm-update-and-how-it-impacts-organic-visibility-2/
2. The BILL Resource Center - Bill.com, accessed January 2, 2025, https://bill.com/resources
3. BILL | Financial Operations Platform for Businesses & Firms, accessed January 2, 2025, https://bill.com/
4. ​​How to get the most out of your BILL account, accessed January 2, 2025, https://www.bill.com/blog/get-the-most-from-your-bill-account
5. The BILL Blog, accessed January 2, 2025, https://bill.com/blog
6. How Bill.com Uses Social Proof To Establish Trust With Millions Of Visitors, accessed January 2, 2025, https://foundationinc.co/lab/social-proof-bill/
7. How to pitch BILL to clients, accessed January 2, 2025, https://www.bill.com/accountant-resource-center/articles/how-to-pitch-bill-to-clients
8. Bill.com Social Campaign Drives High Engagement Among New Audience - Walker Sands, accessed January 2, 2025, https://www.walkersands.com/work/bill-com-social-campaign-drives-high-engagement-among-new-audience/
9. Impact of Google's March Core Update on Websites and SEO ..., accessed January 2, 2025, https://pureseo.com/us/blog/impact-of-googles-march-core-update-spam-update
10. Technical SEO: A Simple Guide to Crawling, Indexing, and Ranking - Momentic, accessed January 2, 2025, https://momenticmarketing.com/blog/technical-seo-a-simple-guide
11. Technical SEO: The Ultimate Guide for 2025 - Backlinko, accessed January 2, 2025, https://backlinko.com/technical-seo-guide
12. What Is Organic Traffic? (And How to Increase It) - Semrush, accessed January 2, 2025, https://www.semrush.com/blog/organic-traffic/
13. Introducing BILL: Our new brand, accessed January 2, 2025, https://www.bill.com/blog/new-brand

Questions and Answers

1. What is the core focus of Bill.com's content strategy?

   • Bill.com's content strategy focuses on providing valuable and informative resources for businesses of all sizes, including guides, templates, and webinars to help navigate financial operations.

2. How does Bill.com utilize its blog to attract organic traffic?

   • The blog covers a wide range of topics relevant to finance professionals, offering insights and practical advice, which helps attract potential customers searching for information.

3. What role do referrals and testimonials play in Bill.com's link-building strategy?

   • Referrals and testimonials serve as social proof, building trust and credibility, which likely results in organic backlinks and improved search rankings.

4. How does Bill.com engage with its audience on social media?

   • Bill.com shares valuable content, uses remarketing ads, incorporates visual storytelling, and actively participates in conversations to engage with its audience.

5. What impact do Google's core updates have on Bill.com's organic growth?

   • By focusing on high-quality content and user experience, Bill.com likely maintains a strong online presence and minimizes the negative effects of Google's core updates.

6. What is the significance of technical SEO in Bill.com's strategy?

   • Technical SEO ensures the website is accessible and understandable by search engines, improving crawling, indexing, and ranking.

7. How does Bill.com identify high-intent keywords for conversions?

   • Bill.com likely uses tools like SEMrush or Ahrefs to track keyword performance and optimize content for high-intent keywords relevant to their services.