Accounting software firm
171% more demo requests from organic search
We built a page for each product around the business problem it solves, fixed what slowed the site down and earned links from the trade press the firm's buyers follow.
Case study · Productivity software
B2B SEO for a Productivity Software Firm: 214% More Enquiries
This software firm sells a planning tool to teams. Its website ranked for words people browse with, not the searches buyers make when they are ready to choose a tool, and technical problems kept new pages out of Google. We fixed the website, rebuilt its pages around buyer searches and tracked every enquiry back to the page it came from. Organic enquiries rose by 214%.
Technical SEO
Buyer search pages
Enquiry tracking
Measured results
What Changed for the Firm
214%
more organic enquiries
Demo and contact requests from organic search, against the same months a year before.
9 months
from first audit to result
Technical fixes came first; the new pages built the rest.
0
pages left out of Google
Every page meant to rank can now be found and indexed.
Enquiries are counted in the firm's own CRM and analytics, by the page they arrived on, and set against the same months of the previous year.
Before we started
The Challenge: Traffic That Never Turned Into Enquiries
The website had visitors, but most came for general productivity tips and left. The searches a buyer makes when choosing a tool for a team led to rivals' comparison and product pages instead.
Two technical problems made it worse: duplicate versions of key pages split their strength, and a setting kept several new pages out of Google altogether.
Our approach
How We Grew Organic Enquiries
Fix what blocks Google first, then build the pages buyers are searching for.
Fixed the technical problems
We removed the duplicate pages, corrected the setting that hid new ones and made the site quicker to load.
Mapped the buyer searches
We listed the searches people make when choosing a planning tool for a team, from first question to shortlist.
Rebuilt the pages around them
Each buyer search got a page that answers it, with the product shown where it solves the problem.
Tracked every enquiry
Each enquiry is tied to the page it came from, so the next pages are chosen by what brings in demos.
Scope
Everything in the Plan
Every item here was agreed in writing before we began.
- Technical SEO audit
- Duplicate pages removed
- Indexing settings corrected
- Page speed improvements
- Buyer search map
- Pages built around buyer searches
- Internal links between related pages
- Enquiry tracking by page
Where it stands
More Buyers Asking for a Demo
Nine months after the work started, organic enquiries were up 214% year on year. The pages that brought them in were the new ones built around buyer searches, and every enquiry can now be traced to the page that earned it.
For Reading firms
What Reading Firms Can Take From This
The same approach works for any B2B or professional service firm in Reading that wins work through its website.
Rank for buyers, not browsers
Visitors who are only reading tips rarely enquire. Find the searches people make when they are choosing a supplier.
Fix the technical basics first
Duplicate pages and hidden pages waste every other effort. Check that Google can find each page you want to rank.
Answer one search per page
A page that answers one buyer question clearly beats a page that tries to cover everything.
Count enquiries, not rankings
Tie each enquiry to the page it came from. Then you know which pages are worth more of your budget.
Questions
Questions About B2B SEO for Software Firms
How long does B2B SEO take to bring enquiries?
Technical fixes can show within weeks. New pages usually take three to six months to rank well for buyer searches.
What is a buyer search?
A search someone makes when they are close to choosing a supplier, such as a comparison or a search for a tool that solves a specific problem.
How do you track enquiries from SEO?
In your own CRM and analytics, by the page each enquiry arrived on, so the figures are yours to check.
Do you work with B2B firms in Reading?
Yes. Software, professional service and other B2B firms in Reading and across Berkshire use the same approach.
Other projects
More B2B SEO Results
Read the case study about Accounting software firm
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Named in AI answers to 31 buyer questions, up from 6
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Want More Enquiries From Search?
Tell us what you sell and who buys it. We will reply with the searches worth winning, what it would take and what it should bring in.