B2B software platform
Illustrative artwork for a sample project
- organic sign-ups
- +118%
- page-one keywords
- 64
Illustrative figures for a sample project.
This case study shows how we run and report a project of this kind. The business and the numbers are not a real client's.
How the figures are countedThe challenge
A strong product that search could only find by name.
The product was well liked by the people who used it, but almost nobody found it through search unless they already knew what it was called.
The blog had been written around company news and feature releases rather than the problems buyers search for. Several redesigns had left redirect chains, duplicate pages and slow templates behind.
On top of that, a demo request that started with an organic search could not be told apart from one that came from anywhere else.
What the audit found
Category searches went elsewhere
Comparison, alternative and how-to queries in the category had no page on the site that answered them.
Technical debt from past redesigns
Redirect chains, orphaned pages and duplicate templates were diluting the pages that mattered most.
Sign-ups without a source
Form submissions were counted, but not tied to the landing page or topic that produced them.
What we did
Measure sign-ups properly first. Then clean up, then publish.
Measurement came first, so that every later decision about content could be judged on sign-ups rather than on traffic.
01 Analytics
Analytics & Tracking
A clean Google Analytics 4 and Tag Manager setup, with demo requests and trial sign-ups defined once and passed to the CRM with their source attached.
- Conversion events rebuilt and tested for demo requests and trial sign-ups
- Landing page and channel stored against each lead in the CRM
- A Looker Studio dashboard that reports sign-ups by topic, not only by page
- A baseline recorded before any content or technical change went live
02 SEO
Search Engine Optimization
A crawl-led clean-up to make the existing site easier to index and faster to load, followed by on-page work on the pages closest to a buying decision.
- Redirect chains collapsed, and orphaned pages either linked or removed
- Duplicate templates consolidated behind canonical tags
- Internal links rebuilt around product and use-case pages
- Page-speed work on the templates that receive most organic visits
03 Content
Content Marketing
A topic map built from the questions buyers ask at each stage, then an editorial calendar that covered one topic properly before moving to the next.
- Topic clusters chosen by search demand and by fit with the product
- Comparison and alternative pages written with input from the sales team
- Existing articles refreshed or merged before new ones were commissioned
- Each brief given a target query, an intent and a next step for the reader
What changed
Organic search became the largest source of demo requests.
Search moved from a channel that mostly served people who already knew the brand to the single largest source of new demo requests.
Sign-ups from people who had not heard of the product
Pages written for category and comparison queries began to bring in new visitors, and to convert them.
Rankings where buyers actually look
The site reached page one for the group of queries the topic map was built around.
One set of numbers for marketing and sales
Both teams now read the same sign-up figures, split by topic and by landing page.
How this was measured
Sample figuresOrganic sign-ups are demo requests and trial starts whose first recorded session came from organic search, counted in Google Analytics 4 and reconciled with the CRM. Page-one keywords are tracked non-branded queries in positions one to ten, taken from Search Console and a rank tracker on the same day each month.
Illustrative figures for a sample project.
What comes next
Widen the topic map, one cluster at a time.
With measurement and the technical base in place, the plan widens without changing its method.
Integration and use-case pages
One cluster per quarter, each built with the product team so the pages stay accurate.
Visibility in AI-generated answers
Tracking how often the product is named for category questions, and which sources those answers draw on.
Calls to action on the busiest articles
Tests on the pages with the most organic visits, to raise the share of readers who start a trial.