The brief

With the hope of boosting lead generation through organic search, an industry-leading, cloud-based software company in the manufacturing space reached out to Search Laboratory.


increase in leads that fit the desired demographic and behavioral criteria


YoY increase in non-branded keyword clicks from SEO


YoY increase in goal completions


YoY increase in clicks from product-related content

Our research

Search Laboratory performed a detailed audit of the company’s SEO landscape, researched organic rankings for competitors, and identified keyword trends for content optimisation. From here, we discovered that a recent Google algorithm update favored long-form informational pages for the most relevant, product-focused keywords. 


Together, we agreed that a content-driven strategy was necessary to increase top-funnel SEO performance. 

A robust investment in content strategy to increase SEO

While most marketers aim to create digestible, easy-to-read content that further engages those already familiar with the brand, we noticed that informative content would allow the company to be more visible to users at the beginning of their buyer journey.  


The long-tail search queries identified during the keyword research stage revealed that the company’s ideal buyers are looking for technical, educational content that explains the need for and value of their comprehensive operational software. We decided to focus on building foundational pillar pages that would better explain the use cases of individual products.


With an eye toward the specific industries this company was targeting (automotive being a prime example), we built out landing pages with in-depth, relevant content, providing high-level insight into their product lines and solutions.


These pillar pages were then positioned within product subfolders in the website structure, creating topical clusters around important commercial pages. 

Minding the (content) gap

Using our proprietary software SEOlab, we were able to identify the key content gaps prospects were searching for. We then structured outlines for content that would enable them to stand out from the competition in organic search results.  


In response to Google’s algorithm update, EAT, we worked closely with the company’s Marketing team to create content addressing common industry challenges. This valuable insight ensured that high-quality content standards are met, in line with Google’s guidelines. 


Where relevant, we added structured data to the backend of the site to ensure search engines had a better understanding of where to position the new content. By paying attention to schema markup, we looked to increase the chance of appearing at the top of the SERPs in a Rich Snippet. 

The results

With the success of a new content strategy integrated with back-end technical SEO, we acquired answer box rankings for many targeted queries and valuable real estate at the top of the search results page. 


Traffic to their website increased significantly, with a 253% YoY increase in non-branded keyword clicks from SEO.

  • Goal completions: Up 9.84% YoY 
  • Clicks from product-related content: Up 238% YoY 
  • A newly created pillar page is now delivering 5.05% of all organic traffic 

Organic search contributed to 76% of conversion paths, with organic traffic becoming the second top source of new business pipeline in 2022. 

With the support of Search Laboratory, the company saw a 31% increase in leads that fit the desired demographic and behavioral criteria for potential purchase. 




In this workshop, you will learn how to overcome the challenges faced by companies selling high-valued purchases, how to shift towards a modelled world using centralised data, and why every business should have a data roadmap, as well as how to build yours.


What you will learn:

  • How to overcome the challenges of high-value purchases
    • Long user journeys
    • Multiple stakeholders
    • Multiple devices and touchpoints
    • Justifying upper-funnel investment
  • How to build an attribution solution to better define your marketing investment strategy across the user journey
  • How to incorporate modelling and machine learning into your digital strategy
  • How to identify your data pain points and build your data roadmap
  • How the digital maturity solution will set you up for future success.
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