Example: “35% YoY growth, $16.5M to $20M, 7 RFPs in 2 months.
Start with a Digital Marketing Audit
Key Outcomes
35% year-over-year growth
Revenue increased from $16.5M to $20M
150 organic leads this year vs 30 last year
7 RFPs in 2 months vs 2 in the entire prior year
50%+ market share on targeted service keywords
Priority keywords moved from page 10 to page 1
Client Snapshot
Client: Promotions and Incentives
Industry: Promotional Products
Market: B2B
Geography: Canada (national + regional visibility)
Sales Model: Lead generation, ecommerce, enterprise RFPs
Competitive Intensity: Medium
Engagement Type: Ongoing
Timeframe: 6 to 12 months of active work with YoY impact measured over 12 months
B2B service-first SEO and AI search visibility engagement focused on demand capture, not traffic volume.
Primary KPI: qualified inbound leads and RFPs.
Situation Overview
The Challenge
Service pages were effectively non-visible for transactional searches.
Promotions and Incentives was not showing up on Google for core services. Their service and landing pages were not visible when procurement and operations teams were actively searching. That created a structural revenue gap: demand existed, but discovery did not.
The result was predictable:
missed high-intent inbound opportunities
weak visibility against competitors
minimal organic lead flow
Visibility gap at the moment of buyer intent.
Goals and Success Criteria
Clear, measurable outcomes tied to revenue impact.
This engagement was built around measurable outcomes:
rank core service pages for transactional, non-branded searches
increase qualified inbound leads from organic search
improve enterprise inquiry volume, including RFPs
expand discoverability into AI-driven search behaviors, specifically ChatGPT
connect SEO activity to pipeline quality and revenue outcomes
Audience and Buying Triggers
Who Was Searching
Procurement managers
HR and People Operations
Operations leaders
Sales enablement and ops
Typical Deal Triggers
new hires and onboarding programs
rebrands and brand refreshes
program rollouts and corporate initiatives
contract renewals and vendor changes
What We Did
This was a service-first SEO and AI visibility program designed to capture demand at purchase intent.
1) Keyword-Driven SEO for Transactional Demand
We targeted approximately 15 high-intent, non-branded keywords tied directly to revenue-producing services. Examples included:
Crew Gifts
Custom Uniform Programs
Company stores for clients
Company stores for employees
The focus was not informational traffic. The focus was buyer-ready searches.
2) Service and Landing Page Optimization
We built and optimized service landing pages to rank and convert:
created optimized landing pages where gaps existed
optimized all core pages for relevance and clarity
improved page structure to align with search intent
refined CTAs and form paths to increase inquiry rates
3) Site Architecture and Internal Linking
We strengthened topical authority and crawl paths:
consolidated service offerings where overlap weakened rankings
implemented internal linking across most pages to reinforce service clusters
reduced structural dilution so priority pages carried clear authority signals
4) Technical SEO Foundations
We executed technical updates to support performance and indexing, ensuring pages could be crawled, understood, and ranked consistently.
Indexing, crawl paths, and page performance were audited and remediated where issues were found.
5) AI Search Visibility via ChatGPT
Structured service pages with clear entity definitions and answer-ready blocks.
AI visibility was a primary objective. Content was structured so it could be extracted and surfaced by AI assistants, with clear service definitions, tight topical coverage, and answer-ready formatting.
Every initiative was prioritized to capture buyer-ready demand and convert visibility into qualified pipeline.
Conversion Mechanics
Primary conversion actions
contact form submissions
quote requests
enterprise RFP inquiries
company store demos
ecommerce purchases
CRO improvements implemented
clearer CTAs
intent-matched landing pages
simplified forms
All organic leads flowed into the CRM.
Captured via forms, quote requests, and RFP inquiries” to connect mechanics to CRM.
Scope and Constraints
Scope of work
SEO, GEO, content optimization, and technical SEO
internal linking and site architecture improvements
partner citations and referral links from established international partners.
increased positive reviews to strengthen trust signals
What was running concurrently
paid media campaigns ran during the same period
What did not change
no major product, pricing, or sales model changes
Real-world constraints
long sales cycle
multi-stakeholder buying process
procurement friction and approval delays
Results
This engagement produced measurable outcomes across rankings, pipeline, and revenue.
Search performance
majority of service-related keywords ranking on Google
priority keyword movement from page 10 to page 1
over 50% market share across targeted keywords, displacing competitors and sometimes directory-style results. Share of first-page visibility for targeted keywords” to avoid challenges from sophisticated buyers.
Example: “Monthly lead velocity moved from near-zero to ~30 per month during peak periods.
Lead and pipeline outcomes
150 new organic leads this year vs 30 last year
organic leads increased from 0 per month to approximately 30 per month during the engagement window
7 RFPs in two months vs 2 RFPs in the entire prior year
higher quality leads, including opportunities up to $500,000
Business outcomes
35% year-over-year growth
revenue increased from $16.5M to $20M
Measurement, Impact, and Repeatability
How AI Visibility Was Validated
Leads began originating directly from ChatGPT-driven discovery. AI visibility was validated through service-specific inbound inquiries aligned with AI-style search behavior, alongside measurable growth in qualified inbound volume.
Validated through prospect self-reporting and service-specific inquiries consistent with ChatGPT-style discovery
Attribution Statement
Impact was assessed using CRM and analytics reporting, tracking keyword ranking movement, service page traffic, lead volume, RFP frequency, and opportunity quality.
Paid media ran concurrently, but there were no major pricing or product changes during the period. Results reflect contribution driven by improved organic discoverability and service-page demand capture.
Results reflect disciplined demand capture, not attribution inflation.
Why This Matters
Ranking is not about traffic volume. It is about capturing demand at the exact moment a buyer is searching for your services.
If your service pages are not visible at that moment, competitors take the opportunity by default.
Replicable Framework
This approach is now used as a standard framework across service-based B2B clients:
transactional keyword targeting
service-first landing page optimization
internal linking and topic clustering
technical SEO foundations
AI-ready content structure for assistant-driven discovery
A repeatable system designed to scale across service-based B2B organizations.
Want Similar Results?
If you want to rank on Google and increase visibility in ChatGPT when customers are actively looking, we can help.
15-minute fit check. No obligation.
Decision-ready guidance. Clear priorities. Measurable outcomes.
FAQ
Most campaigns show measurable ranking movement within weeks, with compounding gains over several optimization cycles depending on competition and site condition.
Service pages first. Blogs are secondary support assets when needed for authority and internal linking.
By structuring service content with clear entities, concise definitions, answer-ready formatting, and strong topical coverage so AI assistants can extract and surface it reliably.
Yes. Paid media can run concurrently. The goal is to build an organic demand channel that performs independently and compounds over time.
Yes. This work is designed for long, multi-stakeholder buying cycles. We regularly support organizations where procurement, operations, finance, and leadership are involved in evaluation and approval.
Our role is to ensure your search visibility, service pages, and demand capture logic hold up under RFP scrutiny and enterprise decision-making, not just short-term lead volume.
Execution is separate and optional.
Strategy and audits are delivered as decision-ready assets that stand on their own. After delivery, you can execute internally, work with existing vendors, or scope execution support separately if it makes sense.
This ensures you are not locked into execution before clarity and priorities are established.
A short strategy call or a digital marketing audit to confirm fit, scope, and the highest-leverage ranking opportunities.