SEO Case Study: 58.72% Growth in Organic Traffic fora B2B Payments Client

What if you could increase your organic traffic—without publishing a single new piece of content?
That’s exactly what we did for a B2B client in the payments industry. By strategically optimizing existing content, strengthening their backlink profile, and improving their site’s UX, we delivered a 58.72% increase in organic traffic—growing from 3,689 to 5,855 monthly visitors.

And we did it without reinventing the wheel.

📌 Client Overview

Our client is a U.S.-based B2B payment solutions provider serving multiple industries. Prior to working with us, they were struggling with:

• Low visibility for service-related keywords
• Limited domain authority
• Poor engagement on key landing pages

Their website had strong potential, but lacked the signals and structure Google values most in today’s search landscape.

⚠️ Challenges We Faced

We identified four major challenges during the discovery phase:

• Devaluation from Google’s June 2021 Core Update due to weak E-E-A-T (Experience, Expertise, Authority, Trust) signals.
• Ranking loss from the April 2024 Core Update, particularly on legacy pages.
• Lack of authority and trust, with few high-quality backlinks.
• Poor usability and engagement metrics on key blog posts and landing pages.

These issues were capping their growth—so we designed a recovery and growth plan tailored to their unique situation.

🛠️ Our Strategy

1. Strengthening E-E-A-T (Experience, Expertise, Authority, Trust)

E-E-A-T plays a crucial role in how Google assesses content quality, especially in YMYL (Your Money or Your Life) niches like finance and payments.

Here’s how we enhanced the site’s credibility:

• ✅ Improved the “About Us” page by highlighting team credentials, company mission, and industry partnerships.

• ✅ Added author bios with headshots, qualifications, and LinkedIn links to build content authority.

• ✅ Encouraged positive online reviews across platforms like Google Reviews and Trustpilot.

• ✅ Optimized contact information site-wide, ensuring users and Google could easily verify business legitimacy.

2. Boosting Domain Authority with Link Building

We ran a focused blogger outreach campaign to secure high-authority backlinks. Key actions included:

• 🔍 Identifying relevant link prospects already covering related topics.
• ✉️ Crafting personalized pitches, showing how our client’s content added unique value.
• 🤖 Leveraging AI-powered tools for efficient prospecting and outreach automation.

The result? A significant increase in referring domains and improved keyword rankings across key service pages.

3. Optimizing Underperforming Pages

Instead of creating new content, we revived and restructured existing pages for better performance.

We used tools like Ahrefs to identify:

• Pages ranking on page 2 of Google (positions 11–20)
• Content with high impressions but low click-through or conversion rates

For each page, we:

• ✏️ Rewrote meta titles and descriptions for higher CTRs
• 🧩 Reorganized headings and subtopics to align with search intent
• 🔗 Added internal links from authoritative pages
• 📊 Filled content gaps by benchmarking against top-ranking competitors

This led to faster ranking gains—without the cost or time of producing new content.

A great user experience is essential for keeping visitors engaged and signaling quality to Google.

We implemented:

• 🧭 Breadcrumb navigation to improve crawlability and UX
• 📚 Table of Contents on blog posts for easy navigation (with sticky headers)
• 🧑‍💻 Related posts section to increase time on site and internal linking
• 📱 Mobile-optimized menus using a hamburger icon for cleaner navigation
• 🎯 Simplified main menu structure to spotlight core service offerings

We also reviewed and adjusted page layouts for better visual hierarchy, readability, and load speed.

4. Improving Usability and On-Site Experience

A great user experience is essential for keeping visitors engaged and signaling quality to Google.

📈 Results

Here’s what our efforts achieved over the course of the campaign:

• 🚀 Organic traffic grew by 58.72%, from 3,689 to 5,855 monthly visitors.
• 🔑 Top 10 keyword rankings increased by 299%, from 295 to 1,179 keywords.
• 🔗 Backlink profile strengthened through consistent outreach and content promotion.
• 📊 Better engagement metrics (lower bounce rate, higher time-on-page, more internal pageviews).

All without creating a single new blog post or landing page from scratch.

✅ Takeaways You Can Apply Today

If you’re struggling to grow your search traffic, consider this:

You don’t always need more content. You need better-performing content, a more credible brand presence, and a structure that both users and Google trust.

Here's how you can get started:

• Audit your underperforming pages and optimize them instead of publishing new ones.
• Review your About Us, author bios, and contact pages for trust signals.
• Improve UX with visual aids, TOCs, breadcrumbs, and clear menus.
• Build links from relevant websites that already cover your topic.
• Focus on E-E-A-T — it’s not a ranking factor, but it influences every ranking factor.

📞 Ready to Increase Your Traffic Like This?

If you want similar results—without wasting time on content that won’t rank—our team is ready to help.

👉 Hire us to elevate your SEO strategy and get your business in front of more of the right people.