This international SaaS company provides cloud-based Point of Sale (POS) systems for retail and hospitality businesses. With operations in over 10 countries, their platform powers thousands of businesses with tools for inventory, payments, reporting, and more.

Their primary markets UK, US, Canada, and Australia are highly competitive, making organic visibility and conversion-critical for growth.

Despite a strong product offering, the company faced stagnating organic traffic and inconsistent user engagement across its key markets. The content landscape had become cluttered with outdated blogs, low-performing pages, and missed SEO opportunities. Additionally, technical issues were holding back site performance and limiting visibility.

Key challenges included:

• Underperforming core pages in competitive regions

• Disorganised content with limited buyer intent targeting

• Technical SEO issues reducing crawl efficiency and user experience

• Low domain authority relative to competitors

A full-funnel organic growth strategy was designed and executed, combining content, technical SEO, and digital PR to drive scalable results across four core markets.

Work carried out:

• Comprehensive Content Audit:
  Analysed and segmented content by type (services, products, blogs) across UK, US, Canada, and Australia to identify performance gaps and clean up outdated assets.
• Content Pruning & Categorisation:
  Removed non-performing and irrelevant blog content to improve crawl budget and ensure only value-adding content remained.
• Anchor Map & Internal Linking Optimisation:
  Audited anchor text usage and link structures to eliminate overlap, improve topic depth, and direct link equity to revenue-generating pages.
• Mid-Funnel Content Strategy:
  Developed high-intent content including product comparisons, “alternatives to” articles, and targeted guides for users close to purchasing. Core service and product pages were also optimized to boost conversion.
• Technical SEO Overhaul:
  Resolved 404 errors, redirect loops, and hreflang issues. Implemented improved product schema markup to enhance visibility in search and increase CTR.
• PR Collaboration for Authority Building:
  Worked closely with the Brand Director on a digital PR campaign that generated hundreds of high-quality backlinks. This not only boosted domain authority but also drove qualified referral traffic that contributed directly to revenue growth.