Growing Non-Branded Traffic for a B2B SaaS Company
How 20North shifted Decusoft's organic presence away from branded-only traffic through SEO, blog topic clusters, and a site redesign, lifting non-branded clicks 61% in three months and page 1 keywords 206% in six.
Client
Decusoft
Services
SEO, Web Design
Industry
B2B Software, HR Tech
Platforms
Google, AI Search
Non-Branded Click Growth (3 Months)
61%
Page 1 Keyword Growth (6 Months)
206%
Project Overview
Decusoft is a B2B software company with a compensation management platform built for mid-market HR and finance teams. They came to 20North with a one-person internal marketing team and a crowded, well-funded competitive set working against them.
Their organic presence was 94% branded at kickoff, meaning almost every click came from people already searching for Decusoft by name. The HR and finance buyers comparing compensation platforms were landing on competitors instead, many of whom sell workforce management suites that include compensation as one feature of many rather than tools built specifically for the job.
Key opportunities included:
- Growing non-branded organic clicks against a 10% three-month goal
- Outranking generalist workforce suites that treat compensation as one feature of many
- Building topical authority around the problems compensation managers search, including pay compression, LTIP, variable comp and incentive plan design
- Modernizing the homepage and feature pages so the sales team could show them in demos
- Improving on-page conversion through CTA and form placement
- Earning citations in AI answer engines as those tools become part of the buyer journey
Project Execution
20North ran an SEO program paired with a site redesign and a conversion-focused UX update, built around the specific terms compensation buyers actually search.
Platform, Feature, and Use Case Page Optimization
- Rewrote and expanded the Compose platform page to target high-intent compensation keywords
- Optimized feature pages around the pain points buyers search, including reporting and analytics, incentive planning and sales commissions
- Built new high-intent pages for compensation budgeting, benchmarking, executive compensation, salary progression and variable compensation
Topic Cluster Blog Content
- Produced 1500-word blogs targeting informational keywords compensation managers actually search
- Built topic clusters around pay compression, variable comp, LTIP, clawback and incentive plan design
- Optimized existing blogs that had ranking potential but needed on-page work
Homepage and Feature Page Redesign
- Redesigned the homepage for a modern, updated feel the sales team could show in demos
- Rebuilt the feature pages with a layout that supports both SEO content and conversion
- Set the design system up to roll across the remaining feature pages
UX and Conversion Rate Optimization
- Prioritized CTAs across the templates so organic visitors had a clear next step
- Repositioned demo forms and secondary CTAs so sales commission, predictive compensation and contact paths all converted
Technical SEO and AI Readiness
- Fixed the technical issues flagged in the kickoff audit, including 4xx errors, broken links, missing H1s and alt-text gaps
- Added organization schema and an LLMs.txt file so AI answer engines could cite Decusoft content
- Monitored citation share and AI visibility alongside traditional rankings
The result is a Decusoft site that ranks for the problems compensation buyers search, converts the traffic it earns, and gets cited by AI answer engines alongside the top competitor set.
Project Results
The program grew organic visibility and moved the metrics that matter to the business.
Non-Branded Visibility (First 3 Months)
- Non-branded clicks up 61% against a 10% kickoff goal
- Total ranked keywords up 30%
- Keywords on page 1 up 150%
- Impressions up 81%
Organic Rankings (First 6 Months)
- Total ranked keywords up 40%
- Keywords on page 1 up 206%
- Non-branded average position up 38%
- Non-branded clicks up 45% quarter over quarter
Business Impact
- Organic form conversions up 175% in the first 3 months
- Organic form conversions up 75% quarter over quarter at month 6
- Demo requests nearly doubled across the 6-month window
AI Search Visibility (May 2026)
- Citation rank #1 across the tracked competitor set
- Citation share 16%
- Overall visibility score 27%
- Visibility on the prompt "What are the benefits of using predictive compensation tools?" grew 27 points, reaching 58%
Search Foundation
- Rebuilt topical authority around compensation, not workforce management
- Published a blog library tied to the real questions compensation managers search
- Modernized the homepage and feature pages
- Earned AI citation share ahead of a well-funded, well-known competitor set
The keyword and ranking gains show the organic visibility Decusoft built. The non-branded click, conversion and AI citation growth show that visibility turning into pipeline.
