Objective 1: Improve website visibility

Action #1. Audit and rebuild website architecture

Yevhen began with a full “as-is” SEO assessment to map the website’s current state. He mapped crawl depth, indexing, redirects, rendering, and pagination across blogs and case studies. Together with the client, they focused on bringing priority pages upfront (from 10–12 clicks deep to ~4), fixing broken pagination, unifying redirects, and avoiding JS-heavy content.

Final website structure

As a result, the site became cleaner to crawl and faster to render: Core Web Vitals improved, and Googlebot began indexing more reliably. 

Action #2. Clean up dead content

Together with the client, Yevhen removed 100 non-performing pages. As a result, traffic rose and key pages started gaining more clicks, with several pages reaching top-3 positions in their clusters.

Action #3. Rework keyword strategy

After fixing the technical foundation, Yevhen ran a keyword analysis and clustered phrases by search intent, from awareness topics to decision-stage (BOFU) keywords. Together with the client, he mapped those clusters to specific pages, identified duplicates, and found opportunities where they could compete for mid- and low-difficulty keywords.

Keyword research

As a result, new and updated pages started ranking faster, and the site began appearing for high-intent queries that directly contribute to the inbound pipeline.

Objective 2: Increase qualified inbound leads

Action #1. Measure what qualifies and optimize for it

With the technical base in place, Yevhen shifted reporting from vague impressions to clicks and page-level conversions. He connected analytics tools so the team could track the right metrics each month, pulling bigger Search Console reports and filtering by key markets (US, UK, Canada, Germany).

Now, the company can compare page types by conversion rate and prioritize what works.

Action #2. Improve content with a focus on unique company expertise

To improve website content, Yevhen ran a content-quality workshop and reset the editorial approach, showing the team how to: 

Proof-driven, BOFU content performed better, and some articles climbed to the top-3, attracting and converting 10 qualified leads, even before any investments in link building.