The challenge
Technical audit surfaced 40+ issues — missing schema, crawl waste on faceted URLs, duplicate title tags, a core-web-vitals failure on every template page. Content inventory was thin on mid-funnel terms and nonexistent on bottom-funnel comparison queries. The team had been publishing content for 18 months with no measurable ranking movement beyond branded searches.
Our approach
- 01
Technical SEO remediation: schema rollout (SoftwareApplication, Article, FAQPage), canonical cleanup, faceted URL rules
- 02
Core Web Vitals fixes — shipped a Next.js migration for key templates that cut LCP in half
- 03
Keyword strategy: 60 priority terms across awareness, consideration, and decision
- 04
Monthly content briefs delivered to their writers with SERP analysis, E-E-A-T signals to include, and internal link suggestions
- 05
Quarterly content audits and internal linking refresh — the internal link graph was where most compounding happened
- 06
Comparison + alternatives pages built for high-intent bottom-funnel capture
Results
Organic sessions +240% over 6 months — sustained at 18 months
40 target keywords ranked in top 3 positions (0 at baseline)
Core Web Vitals: all green across key templates
Organic-sourced pipeline up 5x in trailing 90 days
Cost per acquired customer from organic ~8x lower than paid channels
Timeline
Engagement: 3-month sprint to technical fixes + first content wave; 18-month retainer ongoing.
What we learned
- Technical SEO was the unlock — they'd been publishing content onto a broken foundation for 18 months
- Bottom-funnel comparison pages ranked fastest and drove the most pipeline
- Internal linking was the compounding engine; most competitors ignored it entirely
“We went from invisible on Google to dominating our category. The technical work was the unlock nobody else had done.”
— Head of Growth, B2B SaaS