Growing organic search through technical SEO and content

Technical fixes, content architecture and the internal linking that makes both pay off took the site from near-invisibility to 4.55 million impressions across more than a thousand ranking keywords. Average position moved from around 40 to 11, and the organic conversion rate nearly tripled.

SEO
Content

Problem

The site ranked for the company name and almost nothing else. Position 40 is not a ranking, it is a rounding error: nobody scrolls that far, so none of the existing content was doing any work.

Approach

Started with the technical floor, because content published onto a broken site is wasted budget: crawlability, index bloat, internal linking, page speed. Then built topic clusters around what the sales team actually gets asked, rather than what a keyword tool ranked highest by volume. Every piece got a job: rank, convert, or support something that does.

Organic conversion rate went from 1.1% to 3.1%, which matters more than the traffic: the visitors arriving were the ones the content was written for.

Outcome

Impressions grew 447% and clicks 197%, with average position moving from around 40 to 11 across 1,000+ ranking keywords. Organic conversion rate went from 1.1% to 3.1%, which matters more than the traffic: the visitors arriving were the ones the content was written for.

B2B growth diagnostic

Understand where your marketing is losing momentum and what to improve first.

View service ↗

Ask how this was measured

Back to home