Turning organic search into the largest pipeline channel for a B2B SaaS
A comparison-led content architecture and AI recommendation strategy that made organic the leading source of qualified trials.
+212%
Non-branded organic traffic
over 12 months
3.4×
Page-one keywords
+168%
Organic trial sign-ups
7% → 34%
AI recommendation share
tracked prompt set
Where things stood
Paid CAC had doubled in eighteen months. Organic traffic was almost entirely branded, and competitor comparison queries were owned by review aggregators. AI assistants rarely mentioned the product when asked for tools in its category.
Organic sessions and ranking keywords
Monthly figures from Search Console and analytics across the engagement.
What we decided to do
- 01Jobs-to-be-done keyword architecture mapped to product capabilities
- 02Comparison and alternatives page programme
- 03Integration page templates with unique content
- 04Corroborated brand facts across the sources AI models retrieve
What shipped
- Rebuilt information architecture around 14 use-case hubs
- Launched 36 comparison and alternative pages
- Shipped 120 integration pages with structured data
- Secured 60+ editorial mentions and reviews
- Implemented AI visibility tracking across 400 prompts
How the engagement unfolded
- 01
Months 1–2
Audit, keyword architecture and technical fixes
- 02
Months 3–6
Comparison pages, integration templates and content production
- 03
Months 7–12
Authority building, AI corroboration and iteration
Content & Authority
Keyword Research
Demand mapping, clustering and intent classification that tells you what to build, what to fix and what to ignore.
Content & Authority
Content SEO
Topic authority built through strategic, expert-led content that ranks in Google and gets cited by AI.
AI Search
AI SEO
Optimise for visibility across Google AI Overviews, ChatGPT, Gemini, Claude, Perplexity and every emerging AI search experience.
Technical
Technical SEO
Crawlability, indexation, rendering and Core Web Vitals engineered so search engines can access and trust every important page.
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Duplicate URLs crawled
Recovering crawl budget and growing category revenue for a multi-brand retailer
Faceted navigation control and category authority turned a bloated catalogue into an efficient, revenue-generating organic channel.
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Map pack appearances
Scaling map pack visibility across a 40-location clinic network
Location page architecture, Business Profile management and medically reviewed content built local visibility across every clinic.
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