82% Increase in MQLs for Cybersecurity Firm With SEO Strategy
An award-winning SEO strategy overhauled site structure, content quality, and conversion design to drive a significant jump in qualified leads for a B2B cybersecurity firm.
Improved organic visibility leads to increased qualified leads
Timeframe: Year over Year
Situation:
A B2B cybersecurity firm specializing in risk management and compliance had accumulated years of blog content without a governing strategy. That content represented more than 70% of the sitemap and much of it was diluting the site’s overall quality signal. Lead-generating pages had forms buried at the bottom with poor responsiveness, the site structure made navigation harder than it needed to be, and the content that was supposed to convert buyers wasn’t written with them in mind.
Approach:
Before optimizing for rankings, the site needed to be worth ranking. I audited hundreds of blog articles and built a page-by-page plan to determine what to cut, improve, or leave alone. Reducing the volume of low-quality content gave the pages that deserved visibility a cleaner path to it.
On the technical side, I reorganized site structure and moved blog and resource content into subfolders, optimized file sizes and page builder configuration for load speed, and built a resource hub to consolidate case studies, white papers, and downloadable content in one place. Video content received transcriptions for both ADA compliance and indexable content.
The conversion layer got an equally deliberate overhaul. CTAs were moved above the fold and shifted from static forms to click-triggered popups. Page copy was rewritten based on keyword and audience research to reach buyers at the right moment with the right message.
Outcome:
Organic clicks grew 200% and impressions grew 149% year over year, with click-through rate up 21%. The structural and conversion improvements translated directly to pipeline: qualified leads from organic search increased 82%.
The campaign earned gold in the Organic Search Engine Marketing category at a regional marketing awards program two years running.
Work completed during my tenure at an agency. For this client, I was responsible for SEO strategy, content optimization, and conversion rate optimization.