Case study · B2B software
Organic search that fills the pipeline, not just the traffic chart
A B2B SaaS company had plenty of blog traffic and very few demo requests from it. This is how we rebuilt its organic search around the pages buyers actually use to choose software, and measured the result in the CRM rather than in sessions.
Project overview
An SEO programme measured in pipeline.
- Industry
- B2B software
- Client
- Confidential
- Solution
- SEO programme
- Platform
- Next.js marketing site + HubSpot
- Timeline
- 9–12 months
- Team
- 4 people
- Focus
- Commercial and comparison searches
- Measurement
- Demo requests and pipeline in the CRM
- Reporting
- Monthly, against targets
Expected business outcomes
What the client set out to achieve
Targets were set in demo requests and pipeline, because traffic alone had already been tried.
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60–120%
More demo requests from organic search
Pages built for buyers who are comparing options convert far better than general blog posts.
Target range over 9–12 months; measured in the CRM by first touch
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30–50
Commercial keywords moved to page one
Use-case, integration and comparison searches, chosen for buying intent.
Tracked weekly against an agreed keyword set
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20–35%
Of new pipeline sourced from organic
Organic becomes a channel the sales team can plan around.
Target share; depends on how much paid spend runs alongside
Business challenges
Where the client started
Traffic was growing. Revenue from it was not.
Content
Hundreds of blog posts on general topics, written for volume.
Product pages
Thin feature pages that ranked for nothing beyond the brand name.
Technical
A JavaScript-heavy site that search engines rendered slowly and incompletely.
Reporting
Monthly reports showed sessions and rankings, never pipeline.
Sales view
The sales team could not name one deal that began with a search.
Proposed solution
What the SEO programme covered
Technical fixes first, then the pages buyers search for, then the measurement that proves it.
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Technical foundation
Server-side rendering for key templates, a clean sitemap and internal links that reach every product page.
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Keyword map
Every commercial search mapped to one page, so pages stopped competing with each other.
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Use-case and integration pages
Pages built for the searches buyers make when they already know the problem.
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Comparison pages
Honest comparisons with alternatives, written with the product team.
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Content refresh
Old posts merged, updated or removed, so authority went to the pages that matter.
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Pipeline reporting
Organic sessions tied to demo requests and deals in HubSpot.
Project requirements
What the client asked us for
The request was more leads from organic search. The condition was proof: the marketing director wanted to see organic in the pipeline report, not in a separate SEO deck.
So the first deliverable was the measurement, not the content. Once demo requests could be traced to landing pages, it was obvious which pages to build next.
What the project had to deliver
- 01More demo requests from search
- 02Rankings for buying-intent searches
- 03Reporting in pipeline, not sessions
- 04A content plan the product team trusts
Key challenges & considerations
What made it harder, and what we did
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A JavaScript front end search engines rendered poorly
What we did
Key templates were moved to server-side rendering first, so every later page was readable from the day it was published.
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Strong competitors with older, larger sites
What we did
Targets were chosen where the client could win: specific use-case and integration searches rather than the broadest terms.
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A product team with little time for content reviews
What we did
Reviews were kept to a fifteen-minute check of a finished draft, with the product team's claims agreed in advance.
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Attribution split across several tools
What we did
Organic sessions were tied to demo requests and deals in the CRM, so one report replaced three.
What we watched for
- Fix rendering before writing anything
- Map one search to one page
- Report in pipeline from the first month
- Remove weak content as well as adding strong content
Development process
Measure first, then build what buyers search for
Each stage was agreed against the target it was meant to move.
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Audit and baseline
A technical crawl, a keyword gap analysis and a baseline of demo requests by landing page.
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Technical fixes
Rendering, indexation and internal linking fixed in the codebase, released in small batches.
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Keyword map and page plan
Commercial searches mapped to pages, with the product team agreeing each page's claim.
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Build and publish
Use-case, integration and comparison pages written, designed and shipped every sprint.
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Refresh and consolidate
Old content merged or removed, and internal links pointed at the new pages.
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Report and adjust
Monthly reviews against pipeline targets, with the plan changed by what the data showed.
Technology stack
Search tools, connected to the CRM
Standard SEO tooling, with the reporting joined to HubSpot so results are counted in deals.
Search
- Google Search Console
- Screaming Frog
- Ahrefs
Site
- Next.js
- Server-side rendering
- Structured data
Analytics
- Google Analytics 4
- HubSpot
- Looker Studio
Content
- Keyword map
- Page briefs
- Editorial calendar
Quality assurance & deployment
Checked before it went live, measured after
Marketing work is only as good as its measurement. Tracking was verified before anything launched, technical changes were tested on staging, and every result was reconciled with the client's own sales or booking data.
- Conversion tracking tested end to end before launch
- Technical changes checked on staging with a full crawl
- Redirects, links and structured data validated
- Copy and claims reviewed by the client's experts
- Reported figures reconciled with the client's own system
Deployment
- 01Refresh and consolidateOld content merged or removed, and internal links pointed at the new pages.
- 02Report and adjustMonthly reviews against pipeline targets, with the plan changed by what the data showed.
- 03Staged releasesChanges went live in small batches, each one watched in the first days.
- 04Reporting and handoverA monthly review against the agreed targets, and documentation the client's team can work from.
Final deliverables
A channel the sales team can plan around
Organic search now appears in the pipeline report next to paid and outbound, with demo requests traced back to the page that earned them.
The client's own team has a keyword map, page templates and a monthly rhythm, so new product areas get pages that rank rather than posts that don't.
- Demo requests traced to landing pages
- Page-one rankings for commercial searches
- A smaller, stronger content library
- A keyword map the team maintains
Handed over to the client
- 01Audit and roadmapFindings ranked by their effect
- 02Implemented changesIn the client's own site, accounts and tools
- 03Tracking and dashboardResults in the client's own figures
- 04Content and campaign assetsTemplates, pages and creative
- 05Documentation and trainingSo the client's team can carry on
Success metrics
How success is measured
| Measure | Outcome | How it is measured |
|---|---|---|
| More demo requests from organic search | 60–120% | Target range over 9–12 months; measured in the CRM by first touch |
| Commercial keywords moved to page one | 30–50 | Tracked weekly against an agreed keyword set |
| Of new pipeline sourced from organic | 20–35% | Target share; depends on how much paid spend runs alongside |
Verified reviews
What clients say about working with us
Verified reviews from our clients, published on Clutch.
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Web Development
Custom Web Development for a Software Solutions Company
We can rely on them to handle almost any task with confidence, as they consistently deliver good results.
Casper Hougaard Jensen
CEO & Co-Founder, Iterator IT Jul 2021 – Sep 2022
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Web Development
Web & Mobile App Development for a Software Development Company
They efficiently organized tasks and deliverables while promptly addressing questions.
Damien Retzinger
Founder, Graycore Jun 2021 – Feb 2023
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Web Development
Website Development for a Software Engineering Company
They have a broad understanding of different technologies.
Eugene Bosikov CEO, Ezibeline LLC Mar 2022 – Ongoing Verified review on Clutch (Eugene Bosikov, opens in a new tab)
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