A B2B data management platform recorded approximately 31% more Google organic clicks and 160% more search impressions year over year. The programme combined technical content development, improvements to existing pages, product-page optimisation and relevant backlink placements. First-page positions were secured for searches relating to Salesforce backup, disaster recovery and data management.
The starting point
The company operated in a specialised software market, helping organisations manage and protect Salesforce data. Its SEO challenge was to reach more people researching relevant problems and solutions beyond searches for the company’s own name.
The August data recorded 957 Google organic clicks, of which only 50 were classified as non-branded. That represented approximately 5% of reported organic clicks and highlighted an opportunity to improve discovery across relevant technical topics.
The site also faced competing landing pages for important queries. For one core backup term, Google repeatedly switched which URL it ranked. Some existing articles covered relevant subjects but needed stronger alignment with search intent, while other topics required new content.
What I worked on with the team
1. Built content around relevant technical problems
The content programme covered backup and recovery, data archiving, performance, security, storage and integration. New articles and content briefs addressed questions that Salesforce administrators and technical buyers might investigate when evaluating their data environment.
This created coverage across related problems rather than relying on a single broad product keyword. Topics included disaster recovery planning, backup options, database management, encryption and data integration.
2. Improved page relevance and product information
I reviewed metadata, headings and page content, alongside the relationship between target queries and the URLs appearing in search results.
Product-page work included recommendations for FAQs, clearer feature descriptions and page structure. We also addressed competing pages; excluding a free-backup page from indexing had begun to produce results.
These changes formed part of an effort to give important queries a clearer destination and improve the information available on relevant landing pages.
3. Supported content with technical recommendations and links
The programme included completed author biographies and changes to the structured-data template for blog posts. Relevant external placements covered data protection, archiving and compliance topics. I also prepared technical requirements covering page speed, navigation within articles and other site improvements.
The results
| Metric | 2023 comparison | 2024 comparison | Change |
|---|---|---|---|
| Google organic clicks | Approximately 2,470 | Approximately 3,230 | +31% |
| Search impressions | Approximately 255,000 | Approximately 662,000 | +160% |
| Average CTR | 1.0% | 0.5% | −0.5 percentage points |
| Average position | 33.9 | 34.8 | 0.9 positions weaker |
The site therefore gained approximately 760 additional clicks and 407,000 impressions in the comparison.
First-page rankings for relevant technical searches
| Keyword | Reported position |
|---|---|
| salesforce disaster recovery plan | 3 |
| salesforce performance best practices | 3 |
| salesforce disaster recovery | 4 |
| free salesforce backup | 4 |
| sfdc backup | 5 |
| salesforce database management | 6 |
| backup salesforce database | 7 |
| salesforce data backup | 8 |
| salesforce data recovery | 8 |
| salesforce data backup solutions | 9 |
What this case demonstrates
For this B2B data management platform, a programme of technical content, on-page improvements and supporting SEO work coincided with wider search exposure and more organic clicks year over year.
