B2B SaaS / HR & Payroll Software
XCD was producing high-quality content that was not reaching the right audience. A targeted SEO audit and content strategy realignment boosted page 1 rankings from 85 to 152, grew organic traffic by 264%, and more than tripled market share from 2.5% to 8.3%.
The Challenge
XCD had invested in content production but was not seeing search results to match. Their content was well-written but not aligned to the keywords HR directors and payroll managers were actually searching for.
In a competitive SaaS market where established platforms hold strong domain authority, XCD needed a sharper, more targeted approach to break through and a partner who understood B2B search intent.
Our Approach
A deep-dive audit identified the disconnect between XCD's content output and their audience's search behaviour. We mapped keyword gaps, technical issues, and missed ranking opportunities across the full site.
We built content clusters around Salesforce-native HR, payroll automation, and workforce management - topics where XCD held genuine authority but had not yet claimed search visibility.
Content was realigned to target the specific queries HR and payroll decision-makers use during research and evaluation, capturing demand at every stage of the buyer journey.
The Results
From a standing start with misaligned content, XCD became a search-visible authority in their market, tripling market share in the process.
| Metric | Before Viaduct | After Viaduct | Change |
|---|---|---|---|
| Page 1 Rankings | 85 keywords | 152 keywords | +79% |
| Organic Traffic | Baseline | +264% | 3.6x growth |
| Market Share | 2.5% | 8.3% | 3.3x increase |
| Content Alignment | Misaligned | Intent-matched | Rebuilt |
| Net New Rankings | - | +67 positions | Added |
We were producing great content but it simply wasn’t reaching the people who mattered. Viaduct Generation identified exactly where the disconnect was and rebuilt our strategy around the searches HR and payroll decision-makers actually make. Going from 2.5% to 8.3% market share and seeing a 264% increase in organic traffic has completely changed how we view content as a growth channel.
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