HYPR Case Study

  • HYPR, a company that aims to bring passwordless authentication and login security solutions to businesses everywhere, wanted to step into the next phase of growth. 
  • With help from Redefine Marketing Group, the brand was able to gain over a thousand new links – ultimately increasing their amount of referring traffic. 
  • Redefine Marketing Group also helped them land on a consistent posting schedule, with high-quality content designed to build authority. 
  • Finally, after some site cleanup and user experience improvements, HYPR was set for growth and success. 

In the world of cybersecurity, HYPR makes logging in easier, faster, and more secure. They’re a proven leader in passwordless authentication and a FIDO-standards pioneer, with several large-scale deployments under their belt. 

While they sought to improve their clients’ and their client’s employees’ daily lives, HYPR was ready to step into the next phase of their own growth and development. As they looked forward to Q2 of 2022, it was time to lean on organic search. 

The challenge 

HYPR wanted to set the foundation for its next growth stage with a unified content marketing and link-building approach. They had the resources for a strategic content marketing strategy, but needed help with the day-to-day execution. 

They’d fallen into an inconsistent schedule for publishing their blogs, and that pattern hindered their ability to build up a hearty backlink profile. With backlinks standing as a valuable key to unlocking SEO success, setting up a content posting schedule and building their backlink profile would need to be step one. 

Redefine Marketing Group’s solution 

While we knew we’d need to elevate their online presence through a robust link-building strategy and consistent posting schedule, we also knew that running an entire site audit would give us a 360 view of the overall health. After all, UX and SEO go hand in hand, so we left no stone unturned. 

Upon an audit, we discovered a few smaller issues, like a mismatch between the navigational URLs and the canonical tag URLs, and a canonical problem with their encyclopedia pages – one that would ultimately hide category pages from search engines. Issues like duplicated meta descriptions, redirect chains and loops, and 118 pages with low text-to-HTML ratios would also need to be addressed. 

Improving backlinks  

We set out on our quest for backlink success by developing a 10k+ prospecting list for HYPR. We focused on key publications with a heavy focus on new technology and cybersecurity, while still hitting on specific niches like human resources, information technology, blockchain tech, and even education. 

After filtering out our prospect list and beginning to sow the seeds of outreach, we realized the best way to seal the deal was to pitch and produce niche-relevant link-building content. It would need to be content that strategically linked back to search-optimized blog posts, while still being able to stand alone on someone else’s website. 

While examining our list of prospects, we made sure to keep our eyes on authority scores, also referred to as domain authority. Authority scores are a directional metric, provided by SEO tools, that help us visualize the SEO value of that domain. The higher the score, the more likely that building a backlink there would boost HYPR’s authority. 

Landing links on sites that were both relevant and high authority meant we could drive hyper-targeted referral traffic back to HYPR, and help Google draw associations between the high-value keywords that we used in that pitched content and HYPR’s domain. 

High-quality, consistent content 

While backlinks were being built, we also needed to keep our eyes trained on what would go directly on HYPR’s site. For our content strategy, we utilized the HYPR blog to begin ranking for informational terms, and expand the breadth of keywords that the website ranked for overall. 

For example, we wanted to ensure that we were building cornerstone content on topics that HYPR needed to ‘own’ – we needed HYPR to be the experts on topics like ‘multi-factor authentication’ and ‘passwordless’. Doing so would nail down the site’s credibility with Google. 

Strategically, getting high-quality content posted on a more consistent, regular basis would also help drive authority, and including active Calls To Action on these pages would direct potential customers to HYPR’s primary transactional pages. This search-engine-optimized content would not just boost authority and expertise; it would also push conversions. 

Site cleanup 

Finally, we wanted to address the site issues we discovered during our audit. In addition to general housekeeping of fixing problems with duplicate title tags, meta descriptions, and redirect chains and loops, we unlocked a few more opportunities to help HYPR perform. 

User experience

Supercharging page speed on the homepage, blog subdomain, and resources pages would ensure that user experience was in tip-top shape. Touching base with the canonicals tag and URL issues would further improve the overall user experience. 

Additionally, as we swept through the images on the site, we pinpointed which were lacking alt text where it should be necessary. 

Broken internal and external links were addressed as well, effectively preventing HYPR users from encountering pesky 404 errors. While we were at it, we unminified JavaScript and CSS files – basically, the process of removing unneeded lines and spaces in the source code of a page. 

Text to HTML 

We took a look at the 118 pages with low text-to-HTML ratios. This refers to pages that have a ratio of text content that is much lower than the amount of HTML code used in the page structure. Search engines tend to favor pages with higher ratios, as they indicate that the page has enough content that will be relevant to any given user’s search query. 

We did away with unnecessary HTML elements and created new on-page content that would provide a more valuable experience for its uses. 

Glossary fine-tuning 

For their glossary, we needed to prune out non-HYPR related terms, as Google was in the process of cracking down more firmly on glossary terms/pages to avoid ‘spammy’ content on the web. We also reviewed page structures and included more definitive CTAs to seal the deal. 

The key to success 

After time spent building valuable backlinks that would drive impactful referring traffic, getting their content on track, and making a few tweaks to the overall site experience for HYPR, the results rolled in. Their domain-wide backlink growth climbed exponentially, with 1,144 links built for the site. That’s a 102% increase in backlinks, and 48% more referring domains with a build time of 6-7 hours on average. 

1400+102%6-7 +48%
Links built BacklinksBuild time (HR) Referring Domains 

Growing at HYPR speeds 

HYPR continued to work with Redefine Marketing Group to curate powerful link-building relationships and build their domain authority through expert keyword research and optimization. 

Need a hand with your own link-building efforts? It might be time to call in an expert. Redefine Marketing Group has the white-hat link-building experience and expertise to help you see the same success that HYPR enjoyed – and more! Get in contact with us today to learn more. 

Author avatar
Jason Martinez
Jason is a Cal Poly Pomona Alum, extreme fan of marketing, and social media advocate. As a Brand Marketing Manager at Redefine Marketing Group, he is responsible for the development and execution of strategy for reputation management, link building, and social media marketing for both the agency and its clients.
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