About The Customer:

Edison365 (https://edison365.com/) is an established UK-based innovation software solution. Edison365 is traditionally marketed to the UK market, and as of 2023 and 2024 focused on driving more visibility in the US search engines. Edison365 delivers innovation management software, business case solutions, and project technology solutions for businesses that care to improve project delivery, innovation, and collaboration. 

Problems:

  • Edison365 is a UK-based technology business that needed visibility in the global market, primarily the US.
  • Launched a new website with many redirections, site structure considerations, and changing product terminology.
  • Edison365 has critical performance issues with the site.
  • The Marketing Team lacked technical SEO expertise to create, structure, and rank content.
  • Edison365 had no insights into Google Search Console data or attribution of search. 
  • Edison365 had less than 200 clicks a month from Organic Search when the project commenced.

Key outcomes:

  • Edison365 saw more than a 500% increase in organic visibility in less than 18 months. 
  • Successfully launched a new website, key oversight of site health post-launch and during migration.
  • Gained critical insights from Google Search Console and Analytics, and utilized this to inform strategy.
  • Aligned search terms with business offerings, go-to-market, and product development roadmap.
  • Observation of key areas on the website to optimize and improve loading speed, time on site doubled, and a 150% increase in the volume of pages viewed by the same user.  
  • Decrease in bounce rate, higher engagement, and increased conversion rate from Organic search.
  • Support key strategic implementation for enhanced visibility including content optimization, creation of pillar pages, industry agnostic pages, and other assets to drive more visibility for key areas. 
  • Implementation of SEO and content production training and coaching to accelerate the content output.
  • As of the time of the case study, Edison365 has more than 6,000 keywords in the top 1-10 positions in search.

Edison365 Needed a Trusted SEO Partner To Support With US-Market Penetration and Website Development Project

Edison365 first engaged Jason during the summer of 2021. This initial touch point was to audit the legacy website and provide SEO support for improving visibility in the US Market. At this point, the website had limited visibility in the UK market and very limited US organic visibility.

The objective was clear: gain visibility in the US Market and create an SEO ecosystem that could contribute to their customer acquisition journey. 

As the relationship from the initial touch point grew, Edison365 started to see incremental gains in their organic traffic, and also direct traffic channels. As the new website was deployed, performance optimizations were made, and the foundations of a strong SEO program were created.

Aligning SEO to The GTM (go-to-market)

Additionally, Edison365 needed to align content to their buyer journey and more importantly business strategy. If your approach to the market, product offerings, or target audience changes, so should your content strategy. 

As the website grew we were faced with making decisions around search terms and content groups that aligned or not with our target audience and current products. This means monitoring the visibility of new search terms was key to understanding the impact business strategy decisions had on our organic visibility.

Avoid Being Diluted!

One of the larger challenges that was faced during the delivery of this project was moving from a specific niche to our wider broader topic/search terms. Previously the website had succeeded in a relatively short time in ranking for high-intent keywords, that were within a specific niche. 

When the business strategy evolved, so did some of the focus search terms that made the niche terms replaced with higher-volume keywords. This challenge or risk of getting diluted as the website optimized for broader more competitive search terms was overcome by pillar pages and content with high levels of utility. 

We delivered SEO-content templates for comparison pages, buying guides, industry-agnostic pages, and optimized-segmented pages for account-based marketing tactics. Supporting the content process was key to ensuring that the final content published contained some of the SEO basics and fundamentals.

Optimization of existing pages and content including articles

We identified “low-hanging fruit” in the existing archive of articles that had CTR (click-through rate) potential and optimized content accordingly, implementing a step-by-step checklist for optimizing each page.

Focusing on adding additional value to the articles, by researching the topics identifying content gaps in the search results, and implementing these findings on the articles. This also included breaking down the content into structured headings following an SEO hierarchy of headings. 

On-page optimization was conducted on all blogs, service pages, pillar pages, and case studies to maximize the organic visibility of the content. We focused on identifying organic visibility opportunities and updating the content accordingly. 

Our SEO Coaching, Support, and Enablement: What We Did

Our comprehensive SEO Coaching, support, and enablement allowed us to show the true value of SEO to the customer. To achieve the team worked very closely with the customer as we conducted an in-depth comprehensive SEO audit to expose all areas that needed attention, and built a rigorous SEO optimization program, task list, and website health framework for the customer to work towards beyond the initial fix. Providing immediate remedy to the fundamental SEO problems and an ongoing support system and key parameters for the website to adhere to. This includes setting technical SEO KPIs for the website and onboarding the team to understand these metrics and execute accordingly.

Key implementations of the SEO Program:

  • US Content competitor analysis. 
  • Moved server environment to a US-based solution.
  • Implemented a schema audit.
  • Audited all sitemaps. 
  • Verified and cleaned all URL paths. 
  • Shortened permalinks and internal linking structure. 
  • Established pillar pages, archive pages, and implemented the right page schema types.
  • Implemented powerful CDNs.
  • Clear, well-structured sitemaps were implemented, and indexing schedules were facilitated.  
  • Sitemaps were routinely indexed via Google Search Console.
  • Achieved grade A (GTMetrix) and 95% performance score (Google Page Speed Insights).
  • Optimized and cleaned up all metadata and tags on the site and content. 
  • Alt tag optimization: all media was optimized to load correctly in image search with the right tags.

The result? 

Customer acquired their first set of leads from the US market from Organic search! Website competes in the US search engines without losing relevance in the UK and Europe.

The website loaded rapidly on all devices. The sitemaps indexed successfully all content to be displayed successfully on all devices. URLs became manageable and a URL builder was implemented for ongoing scalability of the sitemaps and new pages.

12 Months To Organic Visibility and 5x Leads Per Month

During the SEO program, Sabre Limited went from invisible to visible. Organic search became a key channel for bringing in qualified leads, with high purchasing intent. SEO contributed to brand awareness and building a solid pipeline. 

Sabre Limited had the advantage that the market for Microsoft Dynamics Manufacturing integrators wasn’t saturated with highly optimized content or websites, which gave them a competitive edge to stay ahead and win key organic real estate. 

But more importantly, than supply leads and revenue ops, we focused on driving SEO awareness to the team, fostering the adoption of SEO best practices, and enabling SEO to become a long-term opportunity vs a short hack. The team's SEO “know-how” soared, providing a better understanding of key drivers to organic visibility and long-term sustainable success. 

As the CEO points out in the video testimonial, rather than just do the work or optimizations on the site “Jason didn’t just help us and do the work, he taught us how to fish”

The Team To Achieve SEO Success for Edison365 

This SEO program wasn’t achieved in a silo. There was an integrated high-performance SEO team behind the project to deliver at each stage. 

Ranging from the key strategic SEO oversight to website development and updates, SEO training for the team, and On-Page optimizations. 

The key roles we filled in this project were:

  • SEO Oversight and Strategist
  • On-page SEO Content Specialist 
  • SEO Coach

Integrated Collaboration for SEO Success

Working with the team to win is what we care about the most. This customer had limited resources and aggressive ambitions to make headway in a new market! The key to success in these projects is communication, integrated working relationships with the team, and managing expectations. Creating organic visibility isn’t just flipping a switch. Its journey and supporting the customer’s goals to start that journey is the best part of these SEO projects!

The Time Frame

  • This project started in 2021
  • Continued through 2022, 2023, 2024 
  • The engagement was concluded successfully in 2025 as the customer took more of their SEO in-house, and we supported the upskilling, learning, and adoption of key SEO principles by the staff.