SEO

Organic Traffic Recovery

Diagnosed an algorithm-related decline and recovered organic sessions.

Client

A mid-market B2B software-as-a-service provider specializing in human capital management solutions.

The Challenge

Following a major core search engine update, the client experienced a 35% month-over-month decline in organic traffic, specifically targeting high-intent 'middle of the funnel' feature pages. This drop led to a 20% reduction in qualified demo requests and a loss of top-three rankings for high-volume legacy keywords.

Preliminary analysis revealed that the content was perceived as thin and outdated compared to evolving competitor benchmarks. The site also suffered from technical debt, including slow core web vitals and a chaotic internal linking structure that diluted topical authority.

Our Approach

• Conducted a comprehensive content audit to identify decayed and underperforming assets
• Performed a technical SEO sweep focusing on Core Web Vitals and crawl budget optimization
• Mapped keyword intent to current SERP landscapes to identify content-type mismatches
• Implemented a topical cluster strategy to consolidate fragmented pages into authoritative hubs
• Restructured internal linking to prioritize high-conversion landing pages
• Refreshed old blog content with updated data, legal compliance updates, and expert quotes
• Executed a targeted backlink retrieval campaign to reclaim broken or lost external links

Execution

The execution phase began with the 'pruning' of 150 low-quality URLs to concentrate link equity on high-value pages. Our development team addressed 404 errors and optimized image delivery, improving the mobile LCP (Largest Contentful Paint) by 1.2 seconds.

Simultaneously, the content team overhauled 20 core service pillars, integrating semantically related keywords and structured data (FAQ schema). We established a 'Newsroom' cadence to signal freshness to search engines, while a strategic internal linking matrix was deployed to guide crawlers through the newly defined topical hubs.

Results

Organic Impressions

+112%

Keyword Rankings

42

Organic Sessions

+58%

Goal Conversions

24%

The strategy successfully reversed a multi-month traffic decline, restoring organic sessions to 15% above pre-drop levels. By focusing on site health and content quality, the brand regained its status as a topical authority in the HCM space.

Duration: 120 days