Case Study | Betterup

Turning a Content Library Into a Traffic Engine

  • Client Type

    Enterprise B2B SaaS

  • Industry

    Tech

  • Services Provided

    SEO strategy, on-page optimization, internal linking architecture

  • Headline Result

    +100K clicks and ~10M impressions in one quarter

Driving CVR via Strategic Optimizations

The Challenge

This client had built a large library of valuable content—guides, resources, and thought-leadership pieces. The problem? It had been published quickly without a consistent SEO strategy.

That meant:

  • Crawlers couldn’t understand how to categorize or rank the content.

  • The site’s authority was diluted across dozens of unoptimized pages.

  • Users weren’t finding the content organically, despite its quality.

Internally, the marketing team felt stuck. They had invested heavily in content creation, but weren’t seeing returns in visibility, traffic, or conversions. With limited resources, they needed a solution that would:

  • Unlock the value of existing assets,

  • Scale without overloading their bandwidth,

  • Build a foundation for future CRO and lead-gen efforts.

Objectives

  • Increase visibility of the existing content library.

  • Improve crawlability and categorization of key pages.

  • Lay the groundwork for conversion optimization.

My Approach

I designed a systematic, resource-conscious SEO strategy that focused on high-impact technical and on-page fixes.

  1. Strategic Keyword Mapping
    Mapped each piece of content to primary and secondary keywords, aligning pages with search intent and preventing cannibalization.

  2. Metadata Optimization
    Rewrote title tags and meta descriptions to better reflect audience needs and improve click-through rates.

  3. On-Page Content Enhancements
    Updated copy to integrate keywords naturally, improve readability, and answer user queries more directly.

  4. Image Optimization
    Optimized file sizes, added descriptive alt text, and ensured accessibility for screen readers and crawlers.

  5. Internal Linking Architecture
    Built a cohesive linking strategy to connect related pieces of content, improve crawl flow, and distribute authority across the site.

Execution

Working closely with the marketing team, I rolled out optimizations in phases to minimize disruption. This allowed us to:

  • Make consistent improvements without overwhelming internal teams.

  • Track changes incrementally, ensuring we could attribute results to specific efforts.

  • Build repeatable workflows the client could use for future content.

Results

The impact was immediate and compounding:

📈 +100K clicks and ~10M impressions in one quarter
➡️ 24% increase in clicks and 5% increase in impressions quarter-over-quarter
🔥 Continued growth as optimized content matured and updates were maintained

And beyond the numbers:

  • The CRO team inherited a clean, optimized content library, ready for conversion-focused experiments.

  • The client’s investment in content creation finally began to deliver ROI.

  • The improved structure created a scalable model for future content publishing.

Whether you’ve got clear goals or just know something’s not working, let’s talk. I’ll help you get visibility that lasts—without jargon, bloated deliverables, or wasted budget.

We’ll get clear on your goals, where I can support, and the potential for your business.

I’ll try to keep the nerding out to a minimum.

Ready to future-proof your visibility?

Book a Consultation