Client Overview

• Client: Qualtrics & Delighted.com
• Industry: Experience management, customer feedback, and SaaS analytics
• Market Position: Category leader following Qualtrics’ acquisition of Delighted
• Engagement Focus: Dual SEO campaigns balancing authority growth with high-intent traffic and conversions

The Problem

Following the acquisition of Delighted, Qualtrics needed to strengthen organic visibility across two related—but distinct—brands without diluting positioning or confusing search intent.

Key challenges included:

• Post-acquisition overlap in keywords, audiences, and product narratives
• Need to consolidate authority while preserving Delighted’s product-led growth motion
• Highly competitive SaaS SERPs dominated by review platforms and enterprise incumbents
• Requirement to drive high-intent traffic, not just brand awareness
• Pressure to support conversions, not vanity SEO metrics

The challenge was strategic: build domain-level authority for both brands while directing the most commercially valuable traffic to the right product at the right moment.

Strategic Objective

The dual campaign was designed to:

• Increase overall authority signals across both Qualtrics and Delighted
• Improve rankings for high-intent, conversion-oriented keywords
• Maintain clear brand and product differentiation post-acquisition
• Drive qualified organic traffic aligned with enterprise and SMB buying journeys

The Solution

Digital.Marketing executed two coordinated but distinct SEO and authority-building campaigns, each tailored to its brand’s role in the broader ecosystem.

Dual Brand & Keyword Strategy

• Defined clear keyword ownership between:
  • Qualtrics (enterprise experience management)
  • Delighted (lightweight, product-led feedback solutions)
• Prevented internal competition while maximizing total SERP coverage

High-Authority Publisher & Placement Strategy

• Secured authoritative placements across:
  • Business and technology media
  • SaaS, CX, and product management publications
• Balanced:
  • Broad authority-building placements
  • Targeted, high-intent links pointing to conversion-focused pages

Page-Level Conversion Support

• Directed high-quality links toward:
  • Core solution and pricing pages
  • High-intent use-case content
• Reinforced page-level trust signals where buying decisions occurred

Post-Acquisition SEO Alignment

• Ensured consistent execution across:
  • Brand messaging
  • Editorial tone
  • Enterprise SEO and compliance standards

Execution Highlights

• Ran parallel campaigns with shared strategic oversight
• Built authority at both the domain and page level
• Prioritized commercial intent and conversion impact
• Avoided common post-acquisition SEO pitfalls such as keyword cannibalization

Results

While detailed metrics remain confidential, the campaigns delivered:

• Stronger overall domain authority across both brands
• Improved rankings for high-intent, conversion-oriented keywords
• Increased qualified organic traffic to revenue-driving pages
• Better alignment between SEO performance and conversion outcomes

Why It Worked

• Treated SEO as a post-acquisition integration strategy, not a siloed tactic
• Balanced authority building with intent precision
• Focused on where traffic converted, not just where it ranked
• Executed with enterprise-level discipline across two brands

Takeaway

Post-acquisition SEO success depends on clarity, coordination, and intent alignment.

Digital.Marketing helped Qualtrics and Delighted translate shared authority into measurable, conversion-driven organic growth, ensuring both brands benefited strategically from the acquisition rather than competing against each other.

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