SEO insights from our expert analysis of Lob.com

Hi there! Thanks for stopping by.  Welcome to The Weekly Click by Adogy, where we dive into expert tips and tricks by analyzing websites to uncover actionable takeways that could help them rank better at the top of search results.

The brand Lob.com has a rich history. The domain was registered in 1995 and has garnered links from massive SaaS companies like Shopify, Stripe, Slack, and HubSpot, as well as publications such as Forbes, BusinessInsider, TechCrunch, and YCombinator. In July 2020, they had around 200 referring domains, with a massive jump a month later to almost 900, likely due to a combination of a funding raise announcement and a Supreme Court case they were involved in.

Lob operates in the direct mail automation niche. They market themselves as a Klaviyo for direct mail, offering everything needed to build, send, and measure mail campaigns.

The direct mail automation software market was valued at $0.87 billion in 2024 and is projected to reach $3.99 billion by 2030, indicating significant growth potential in this sector.

In this week's analysis, I analyze Lob a direct mail automation platform. The site receives an estimated 9.9k in monthly traffic according to Ahrefs.

This is what I cover in this report:

• Website overview

• Major highlights

• Competitor overview

• Easy wins to increase revenue and/or traffic

• Actionable takeaways you can apply

Let’s get into it.

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Website Overview & First Thoughts

Lob has shown impressive growth in its backlink profile. Currently, it boasts a Domain Rating (DR) of 74 with over 1,800 referring domains and 190,000 backlinks. They have an estimated 9.9k in monthly organic traffic and are ranking for 9.7k organic keywords.

The website features a modern design with beautiful fonts and well-designed graphics. The user experience is almost at the level of a top-tier publication, which likely contributes to its strong performance.

However, much of their performance doesn’t seem to be SEO-related. Rather, their strong brand has led to massive brand traffic. Over 33% of their traffic is for their brand name alone. This leads to a massive potential opportunity for SEO.

Highlights

• Brand Strength: Lob has built a strong brand in the direct mail automation space. With over 8,000 monthly searches for their brand name in the United States alone, they've established themselves as a go-to solution in their industry. This brand recognition is a significant asset, helping them stand out in a competitive market.

• Great Website Design: Lob boasts a modern, visually appealing website with beautiful fonts and well-designed graphics. The user experience is nearly on par with top-tier publications, which likely contributes to user engagement and conversion rates. This attention to design details sets them apart from many competitors in the B2B space.

• Value-Adding Tools: Beyond just providing content, Lob offers tools that provide additional value to their users. These tools likely include features for designing, automating, and tracking direct mail campaigns, which can be a significant draw for potential customers looking for comprehensive solutions.

• Expert Team: Lob has assembled a team of experts in the direct mail automation space. This expertise is crucial in a specialized field like direct mail automation, as it builds trust with potential clients and allows the company to offer insights and solutions based on deep industry knowledge.

Why is this site winning?

Lob is winning due to its strong brand recognition, high-quality backlink profile, and professional website design. Their connections with major SaaS companies and appearances in reputable publications have likely contributed significantly to their success.

However, they have a massive opportunity to grow even bigger.

Top 3 competitors

• PostGrid.com: A REST API to send personalized letters, sharing 4,141 common keywords with Lob.

• USPS.com: One of the biggest mailing/shipping companies, sharing 3,862 common keywords.

• Taradel.com: A small business marketing SaaS company focusing on targeting local communities with direct mail and social media, sharing 1,588 common keywords.

🚀 4 Easy Wins to Grow This Site

1. Look for more keywords to target

2. Increase content depth

3. Create signals of expertise and trust

4. Leverage brand strength

Win 1: Look for more keywords to target

A quick search for the term "direct mail" reveals that Lob isn't ranking for hundreds of relevant keywords. These include phrases like "direct mail cost," "direct mail design," "direct mail solutions," and "direct mail ideas." People searching for these terms are actively thinking about direct mail services - exactly the audience Lob should target.

When identified, Lob can create targeted content to capture this valuable search traffic and attract potential customers at various stages of their decision-making process.

Win 2: Increase content depth

Aim to create more in-depth, comprehensive content that goes beyond 1,000 words.

While Google made it clear the content length is not a ranking factor, they also made it clear that information gain is. When creating content, Lob needs to aim to be more comprehensive in its approach.

The majority of its content is less than 1,000 words. The content looks nice, but it lacks the depth required to compete in search rankings. For competitive keywords, word count can go up to 9,000 to 10,000 words. I generally recommend for pillar pieces to go for 2,500 - 3,000 words.

Win 3: Create signals of expertise and trust

Incorporate clear expertise signals throughout the website, especially on the blog pages. This could include author bios, case studies, industry awards, and client testimonials that showcases their expertise in direct mail automation. I have said this in the last few newsletter, but showcasing your expertise and why YOU should be writing this piece of content is very important today in SEO. Google analyzes each page for both information gain and expertise. If you are an expert in direct mail automation, then you need to showcase that expertise on every page.

Win 4: Leverage brand strength

Capitalize on the strong brand searches by creating more branded content. This could include detailed product guides, company news, and thought leadership pieces that reinforce Lob's position as a leader in direct mail automation. The goal is to turn Lob is to a name brand to increase sharability and create more backlinking opportunities.

Takeaways for you

• Focus on comprehensive keyword research to identify untapped opportunities in your niche.

• Prioritize creating in-depth, valuable content that goes beyond surface-level information.

• Showcase your expertise prominently throughout your website to build trust with users and search engines.

• Capitalize on your brand strength by creating more branded content and thought leadership pieces.

• Regularly analyze your competitors to identify gaps in your content strategy and market positioning.