312% organic growth.

The Challenge

A B2B SaaS platform offering project management tools for construction firms was almost entirely dependent on paid advertising for customer acquisition. Organic traffic was flat at around 3,200 monthly sessions, contributing less than 8% of total sign-ups.

Their website had significant technical debt: duplicate content across 200+ pages, crawl budget wasted on parameter URLs, no schema markup, page speeds averaging 6.2 seconds on mobile, and a blog with 80+ articles published without any keyword strategy. The site had authority — DR 42 — but it was being squandered by poor technical foundations. Paid media was costing £34 per qualified lead with no organic alternative in sight.

The Strategy

Phase 1: Technical Foundation (Months 1-2)

We conducted a comprehensive technical audit covering crawlability, indexation, site architecture, and Core Web Vitals. Priority fixes included consolidating duplicate content with canonical tags, implementing proper URL parameter handling in Search Console, adding structured data across all key page types, and a site speed programme that brought mobile load times from 6.2 seconds to 1.8 seconds. We also restructured the site architecture to create clear topical clusters — grouping content around core product use cases rather than the flat blog structure they had before.

Phase 2: Content Strategy (Months 2-6)

We mapped the entire buyer journey for their three core personas — project managers, quantity surveyors, and construction directors — and identified 120+ content opportunities across informational, commercial, and transactional intent. We focused on 4-6 high-quality pieces per month targeting keywords with clear commercial intent, written by writers with construction knowledge, reviewed by subject matter experts, and optimised for both search engines and conversion. Each piece was woven into internal linking structures that channelled authority to conversion pages.

Phase 3: Authority Building (Months 3-9)

With technical foundations solid and content publishing at pace, we ran a targeted digital PR and link building campaign focused on construction industry publications, technology review sites, and business media. We secured 34 referring domains from DR 40+ sites over 6 months, with several pieces earning natural editorial links from industry coverage.

The Results

Over 9 months, organic traffic grew from 3,200 to 13,184 monthly sessions — a 312% increase. More importantly, organic sign-ups grew from 8% to 31% of total acquisitions, and the blended customer acquisition cost dropped 40% as the proportion of free organic traffic increased.

The site now ranks on page 1 for 47 target keywords, including several high-value commercial terms that had previously required £15-20 per click in Google Ads. The content programme continues to compound, with older articles gaining authority and rankings over time. The client reallocated £4,000 per month from Google Ads to higher-value campaigns as organic took over acquisition.

Key Takeaways

• Technical SEO comes first. Without fixing the foundation, no amount of content or links will deliver results. The speed improvements alone produced a measurable ranking uplift.
• Content quality beats content volume. 4-6 well-researched, expert-reviewed articles per month outperformed the previous strategy of 8-10 generic posts.
• SEO reduces paid media dependency. As organic grew, the client reallocated £4,000 monthly from Google Ads to higher-value campaigns.
• Topical authority compounds. The cluster structure meant each new piece strengthened existing rankings, creating accelerating returns over time.