How we strengthened B2B search visibility and channel performance for a US based ERP & CRM consultancy

Sectors: Technology, B2B

Services: Technical SEO audit, Google Search Console audit, Google Analytics audit, content strategy, content audit, Google Ads consultancy, LinkedIn Ads consultancy

When a leading UK heart research charity needed a more strategic and joined-up approach to organic search, we were brought in to support its web, content, and event teams with specialist SEO consultancy. Our work spanned technical audits, analytics and Search Console reviews, content strategy, internal training, link acquisition, and on-site optimisation — helping strengthen the organisation’s digital foundations and improve how search performance was managed across the business.

The Challenge

For ERP and CRM consultancies, digital marketing has to do more than attract traffic. It has to build visibility in a specialist market, support long B2B buying cycles, and help the business appear in the right searches at the right stage of intent.

In this case, the client had strong expertise and a well-defined service offer, but its digital channels needed a more joined-up strategy. Website performance, organic search, paid search and LinkedIn were all important to growth, yet there were gaps in technical SEO, measurement, content planning and paid media alignment.

The business needed clearer insight into how its channels were performing, what was limiting search visibility, and where to focus effort to generate better marketing outcomes.

The Solution

We delivered a cross-channel consultancy programme focused on search visibility, website performance, analytics and paid media effectiveness.

Rather than treating SEO, content and ads as separate workstreams, we assessed how they were working together across the full digital journey. That allowed us to identify technical issues affecting visibility, uncover performance blind spots in reporting, and build a more focused plan for both organic and paid growth.

What We Did

We began with a technical website SEO audit to identify issues affecting crawlability, indexation, on-page performance and the overall search-readiness of the site.

We then carried out a Google Search Console performance audit to understand how the site was appearing in search, which queries and pages were driving visibility, and where there were missed opportunities to improve rankings and click-through performance.

Alongside this, we reviewed Google Analytics to assess how well the client was measuring user behaviour, channel contribution and website effectiveness. This helped highlight where decision-making was being limited by incomplete or unclear performance insight.

From there, we developed a content strategy grounded in search opportunity, audience intent and service relevance. We also completed a content audit to assess how existing pages were performing, where content was under-supporting commercial goals, and what needed to be improved, consolidated or expanded.

Finally, we provided consultancy across both Google Ads and LinkedIn Ads, reviewing how paid activity was supporting the wider marketing strategy, where targeting and messaging could be strengthened, and how each platform could play a clearer role in reaching decision-makers in the ERP and CRM space.

Why It Worked

This approach worked because it addressed the client’s digital marketing challenges as a connected system rather than a set of isolated tactics.

By starting with technical SEO and performance auditing, we established a clearer picture of what was holding back visibility and measurement. By layering content strategy on top of that, we ensured future activity would be guided by search demand and commercial relevance. And by reviewing Google Ads and LinkedIn Ads in the same engagement, we were able to align paid and organic efforts more effectively.

For a specialist B2B consultancy, that kind of joined-up thinking matters. It creates stronger foundations, sharper priorities and a clearer route from digital activity to business growth.

The Result

The client came away with a clearer, more actionable view of its digital marketing performance across website SEO, organic search, analytics, Google Ads and LinkedIn Ads.

The engagement provided a stronger strategic foundation for improving search visibility, refining content priorities, strengthening reporting, and making paid media decisions with greater confidence.

Most importantly, it helped position the business for more effective digital growth in a competitive ERP and CRM market, with a clearer understanding of how to improve visibility, attract the right audience and support future lead generation.