The challenge
The company had a strong product but its organic strategy was heavily focused on informational content.
The website generated traffic around HR topics but did not consistently convert those visitors into product demonstrations.
The objective
Increase qualified organic demo requests by strengthening commercial search visibility and connecting informational content with relevant product journeys.
Our strategy
We developed content around the full search journey:
Problem → Research → Comparison → Solution → Demo
Priority areas included:
- HR software searches
- HR management problems
- Software comparisons
- Feature-specific searches
- Industry use cases
- Product-led searches
Services involved
- SEO
- Content marketing
- Technical SEO
- Keyword research
- Content strategy
- CRO
Implementation
We:
- Conducted comprehensive keyword research.
- Mapped search intent to website URLs.
- Audited technical SEO.
- Reworked core product pages.
- Created comparison content.
- Developed feature-focused pages.
- Built supporting educational content.
- Strengthened internal linking.
- Improved demo CTAs.
- Added relevant conversion elements.
- Monitored organic demo requests.
Optimisation
Existing content was reviewed according to traffic, rankings and conversion contribution.
High-traffic articles that generated limited commercial activity were improved with stronger contextual links and more relevant product CTAs.
Results
Over the campaign period:
71% increase in organic conversion rate.
57% increase in qualified organic demo requests.
84% increase in non-branded organic clicks.
Key learnings
- Informational traffic becomes more valuable when it has a clear path toward a relevant commercial solution.
- SEO content should be evaluated against business outcomes, not traffic alone.
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