Project Summary
Professional Experience | Led and implemented by our Founder & CEO while working in-house at a B2B technology company.
An international B2B technology company with active marketing campaigns was missing a formal organic SEO strategy. The goal was to grow organic traffic, improve website health, and generate organic leads and revenue from the website. The new strategy also needed to reinforce the messaging buyers were already seeing in other campaigns.
The project established and rolled out an organic search strategy. The work drew on Semrush and Google Analytics to guide technical fixes and updates to existing content, with the company’s campaign messaging informing the content changes.
Work Showcase
Connecting organic search to lead generation
The project brought technical SEO, content optimization, and analytics into one plan. It improved the website’s technical foundation and updated the content prospective buyers could find through search, with organic leads and revenue as the business goals.
Project Highlights
- Built and implemented the company’s organic search strategy.
- Used Semrush and Google Analytics to inform priorities and track performance.
- Resolved technical site errors to improve website health and the visitor experience.
- Updated existing content to support the search strategy and align with active marketing campaigns.
Key Outcomes
- 60% increase in organic website traffic within six months.
- 100+ leads generated through organic search.
- $319,000 in revenue attributed to organic search.
- 32% improvement in technical website health.
The Approach
Set Goals for Organic Search
The strategy defined what the company needed organic search to contribute. That meant looking at traffic and technical site health alongside leads and revenue, so the team could evaluate search as a source of new business.
Address Technical Website Issues
The work addressed technical errors identified during the review to improve site performance and the experience for visitors arriving from search. The project tracked technical site health as a separate measure of progress.
Align Existing Content With Campaign Messaging
The project included optimizing content already on the site to support the new organic strategy. The updates carried messaging from active campaigns into the pages buyers could discover through search, giving those campaigns a consistent presence beyond their original channels.
Measure What Search Contributed
Semrush and Google Analytics helped evaluate performance. Traffic showed whether more people were finding the site through organic search, while leads and attributed revenue showed what that channel contributed to the business.
Key Insights
Existing content gave the company a place to start. Updating pages to support the new search strategy extended active campaign messaging to buyers who were researching solutions on their own.
Tracking site health, traffic, leads, and revenue separately also helped the team see where progress was happening. Site health reflected improvements to the website itself. Leads and attributed revenue showed the business value of organic search.
Impact
Organic traffic rose 60% within six months, and technical website health improved by 32%. The project recorded more than 100 organic leads and $319,000 in revenue attributed to organic search. The company also gained a way to evaluate organic search alongside its other marketing campaigns using business outcomes it already cared about.
End Note
At Uniquely Tailored Marketing, we bring that same approach to SEO for technology businesses. We start with what buyers need to understand as they evaluate a solution, make it easier for them to find that information, and measure what happens after they land on the site.
