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

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.

Roam is a shared workspace offering flexible month-to-month memberships, offices, and offsite meeting spaces. The brand started in Alpharetta in 2008 with the goal of providing a better solution for remote workers on the go and has since expanded into larger meeting rooms and dedicated offices across Atlanta, Georgia and Dallas, Texas.

Before partnering with 20North, Roam's marketing efforts focused on content development, in-person events, and partnership strategies, with a ton of untapped digital strategies. By 2022, there was a clear need to optimize Google as a marketing channel. An initial look at organic traffic surfaced a familiar problem: the majority of traffic was coming from branded terms, leaving Roam stagnant in organic users and conversions on non-branded terms.

The partnership began with SEO and local search in 2022 and expanded into paid media, location-specific service pages, and answer engine optimization as AI search gained share. Today, Roam holds the #1 AI visibility position in its category, far ahead of the next closest competitors.

Challenges across organic, local, paid, and AI search:

• Traffic concentrated on branded terms only
• Limited visibility for non-branded, location-based searches
• Untapped Google Ads opportunity for high-intent keywords
• New location openings outpacing site content
• No infrastructure for AI search visibility

With the help of 20North, Roam understood where their organic traffic was coming from and how to find more relevant, conversion-friendly users on Google. The combination of SEO and SEM is the key to winning on Google, ensuring Roam shows up for what consumers are searching for. As the program expanded into AEO, Roam pulled into the #1 position across every AI visibility metric in its category, far ahead of the next closest competitors.

Google Wins

• 82% increase in Google impressions
• 202% increase in organic revenue
• 130% more keywords ranking on Google's first page
• 21 unique location landing pages live across Roam's footprint

AI Search Wins

• #1 in AI visibility at 83.4%, nearly double the next closest competitor at 43% and well above the next at 27%
• #1 in share of voice at 15%, double the next closest competitor at 7.5% and triple the next at 4.8%
• #1 in citation share at 18.7%, more than double the next closest competitors at 7.5% and 5.4%
• Top-cited pages span service, location, and educational blog content, giving Roam citation depth across the funnel
• Ranks across high-intent prompts in Roam's #1 category