A B2B SaaS with a mature paid program and a flat organic curve. The unlock wasn't more content — it was reframing one strategic URL and the cluster orbiting it, then operating it with sales discipline.
Strong product, mature paid motion, flat organic for two years. The existing SEO operation produced rankings on long-tail blog posts that didn't generate qualified opportunities. The strategic URLs — comparison pages, alternative-to pages and the main category PLP — were either missing, underweight or misaligned with how prospects actually evaluated the category.
We rebuilt the main comparison URL with depth, structured comparison data, evaluation criteria and citable reasons-to-choose — treating it like a category page, not a marketing page.
Eight satellite URLs (alternative-to, vs-competitors, evaluation guides) restructured to feed authority into the strategic URL and capture evaluation-stage demand.
Salesforce integration so each cluster's pipeline contribution was visible weekly. SEO entered the revenue meeting, not the marketing weekly.
Structured comparison schema, authority signals and digital PR so ChatGPT, Gemini and Perplexity cited the brand in 'best alternative' answers.
In 9 months the cluster generated 38% of new organic pipeline — measured in Salesforce opportunities — at a blended CAC payback 29% shorter than paid. LLM citations multiplied 5.2x for evaluation queries.
"We finally stopped reporting traffic and started reporting pipeline. SEO became a real channel for our sales team."
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