Launched in 2014 as part of PDF Technologies, a subsidiary of our existing partner, KDAN, the Beijing-based PDF Reader Pro quickly emerged as a leading Adobe Acrobat alternative. After capturing much of the B2C market, it turned its attention to the business world — because apparently dominating one market segment wasn't enough to keep them busy.
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In May of that year, our CEO Vlad connected with the team at PDF Reader Pro, a natural progression of our five-year partnership with KDAN. After demonstrating our expertise by doubling KDAN's monthly organic traffic, we were confidently introduced to the leadership at PDF Technologies to explore how we could replicate that success for PDF Reader Pro.
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Empact Challenge
Although PDF Reader Pro had a solid website and content publication, its key marketing messaging was missing detailed product guides to achieve the following goals:
PDF Reader Pro as a product was enjoying decent monthly sales figures, but their marketing team looked to us to meet their ambitious KPIs. Our content would be the missing ingredient for its widespread acquisition and prominent SERP presence.
Empact Roadmap
Since we began working together in 2023, we've completed nearly 20 marketing projects. Here is an overview of our partnership so far.
Content Audit
The first thing we did was deeply analyze PDF Reader Pro's publication. Our audit involved reading through hundreds of existing posts — yes, hundreds — and pruning the ones that hampered rather than helped their inbound efforts.
With the audit complete, we had a clear path forward: detailed, focused how-to tutorials that would actually make people want to read about PDFs. A higher bar than you'd think.
Product Guides
The audit gave us plenty of room to work with, so we assigned two of our content writers to create how-to tutorials covering every PDF and document management topic worth ranking for.
These middle- and bottom-of-the-funnel topics were integral in boosting PDF Reader Pro's conversions, giving prospects step-by-step previews of the tool's abilities.
It wasn't long before the PDF Reader Pro publication saw 30% traffic growth (month over month), with over one million page views in the previous 12 months.
Our content strategy also drove an 85% growth in sales compared to the beginning of our partnership in June 2023, with 15–20% of monthly sales attributed to our product guides.
Templates Creation
Like any good document management site, PDF Reader Pro's website also contains document-related templates. We saw another growth opportunity here and assigned several additional content writers to create hundreds of fresh new templates, each with high professional and personal search intent and value.
This strategy paid off in a big way. Comparing traffic from 2022 to 2023, the templates page saw a 187.87% increase. And the growth wasn't just vanity metrics — the templates became genuinely useful tools for users, establishing PDF Reader Pro as a go-to resource for document management.
Off-Page SEO
Empact Partners' dedicated SEO team was ready to handle one of PDF Reader Pro's most vital goals: raising their website's Domain Rating (DR).
This would be achieved by earning 10 new authoritative backlinks monthly. To date, we've built valuable publication partnerships, resulting in over 150 high-quality backlinks for pdfreaderpro.com, which increased their DR from 60 to 66 between June 2023 and September 2024. Our articles also ranked for nearly 5,000 high-volume keywords on Google's first page during the same period.
Our collaboration with PDF Reader Pro has been dynamic and highly empactful. We continually find and implement new marketing strategies to meet our shared monthly KPIs.
With a website copy overhaul and a second content audit in the pipeline, the roadmap ahead is packed. Working with PDF Reader Pro's team has been one of those partnerships where the ambition never runs out — just the hours in the day.
Book a meeting to learn how Empact Partners can collaborate with your team to reach your GTM goals.
