Case study: consolidating the visibility of a compliance software publisher

Context

A regulatory compliance software publisher, active in Canada and the United States, relies on several domains and extensions that compete with each other in Google. A trust analysis (E-E-A-T) reveals technical errors, an unclear brand message, too many thin pages in the index and few recommendations from recognized outside sources. The engagement starts in 2022.

Actions

• Rebuild of the main site: fewer thin pages in the index and less cannibalization between domains.
• New structure: commercial pages, company pages, resources and blog, built on keyword research and a taxonomy.
• A few hand-picked blog posts moved to a Resources section, with a reworked layout and a call to action.
• Solution pages aligned with real queries, and in-depth guides published in 2023 and 2024.
• Creation of the group’s entities in Google’s Knowledge Graph (company, group companies, executive), in 2023 and 2024.

Results (Q2 2024 vs Q2 2023)

• Organic clicks: +60%, all countries and all pages. Non-brand: +64%. Brand: +40%.
• Non-brand in target markets: United States +91%, Canada +47%.
• Category queries: clicks double.
• Brand in the United States: +109% organic clicks (Q2 2024 vs Q2 2023).