How SEO became our cheapest source of customers

The task

Build a permanent flow of customers from search engines.

What we did

• Technical audit and optimisation: every page checked for errors, duplicates and missing SEO tags before promotion began.
• Analysis of the niche and competitors: compared keyword sets and picked content and query ideas to apply.
• Collected the semantic core: the queries we want customers from.
• Described the site structure and matched the semantic core to every product page.
• Usability and content style: a consistent house style for articles, case studies and product pages that keeps people reading and returning.
• Regulations: SEO is a business process like issuing an invoice, so we wrote it down. The management team left the process and now spends 1-2 hours a month on it.
• Content marketing: most of our traffic and potential customers come from our blog with practical material on business and marketing.
• Link building through guest articles in large publications. One expert comment we gave to a business outlet still brings enquiries more than six months later.

Results

Takeaways

• Treat SEO as a documented process, not a favour you ask of one person.
• Match every important query to a page; let the site structure follow demand.
• Content quality is the base: useful material earns links and returns visitors.
• Customers who find you through search already know you, so they are easier to work with.

Amounts are shown in US dollars, converted at a fixed rate.