Search Visibility Improvement
Expanded keyword footprint and SERP feature presence across priority pages.
Client
A mid-market SaaS provider specializing in human resources and payroll automation for regional enterprises.
The Challenge
The client struggled with plateaued organic growth and a heavy reliance on branded search, leaving them invisible to prospects in the early consideration phase of the buyer journey. Their core product pages were losing ground to nimble competitors who had optimized for featured snippets and informational intent.
Technically, the site suffered from a bloated crawl budget and poor internal linking, which prevented new landing pages from ranking quickly. High-value industry terms had significant search volume, but the client was positioned on page two or three, failing to capture meaningful lead flow.
Our Approach
- Conducted a comprehensive gap analysis against three direct competitors to identify missing informational keywords.
- Restructured existing cornerstone content into a hub-and-spoke model to strengthen topical authority.
- Optimized technical schema markup (FAQ and How-To) to secure SERP real estate and increase click-through rates.
- Executed a targeted backlink campaign focused on high-DA HR and business publications to boost domain authority.
- Refined on-page SEO including title tag restructuring and header optimization for priority product categories.
- Implemented a strategic internal linking refresh to pass equity from high-performing blog posts to conversion pages.
Execution
The project was delivered over a six-month roadmap, utilizing Ahrefs and SEMrush for competitive intelligence and rank tracking. We held bi-weekly alignment sprints with the client's internal creative team to ensure technical recommendations integrated seamlessly with their brand voice.
Channel focus was entirely organic search, with a heavy emphasis on Google’s desktop and mobile SERPs. We utilized Google Search Console for real-time indexing requests and performance monitoring, adjusting the content calendar monthly based on high-performing keyword clusters.
Results
The strategy successfully diversified the client's traffic profile, significantly reducing their dependence on expensive paid search and branded terms. By capturing high-value SERP features, the brand established itself as a category leader, resulting in a sustainable increase in qualified lead volume.
Duration: 6 months
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