A martech SaaS company had five years in the market and a product built by a genuinely strong engineering team. Its organic search channel was almost entirely people who already knew the name, and the much larger non-brand demand in the category belonged to their competitors.
ⓘWe do not publish client names. Every figure on this page is taken from the client's own analytics and Google Search Console, comparing Q1 2026 with Q2 2026.
Q2 2026 vs Q1 2026
01 The opportunity
The company had been in the market for five years with a sound product and an engineering team well capable of building on it. Organic search was already delivering traffic and leads, so at channel level nothing looked broken.
The composition was the problem. 87% of organic traffic came from brand searches, and that brand traffic had stopped growing. On the lead side the concentration was sharper still: all leads arrived from people searching for the company by name. Non-brand search, where somebody describes their problem without knowing which vendor solves it, was contributing nothing.
We ran a detailed market and opportunity analysis before proposing any work. The category carries 13 million non-brand search demand only in the USA and the company held no meaningful share of it. It also carries at least 14 competitors, 6 of whom had already taken a significant portion of that demand. The gap was worth closing, and closing it meant competing against companies with a long head start.
Of organic traffic came from brand searches, and it was flat
Of leads arrived through people searching for the company by name
Competitors in the category, 6 already holding significant share
02 The solution
The site runs on Framer, a strong CMS with nuances that shape what good technical SEO looks like on it. Small issues left unattended on this platform accumulate into tech debt heavy enough to cap what any volume of content can achieve.
We ran a detailed technical audit and turned it into a prioritised remediation plan, sequenced so the fixes carrying the largest ranking consequence were worked first. The site health score improved substantially as the plan was executed.
Framer also changes the shape of the ongoing job. A technical audit here cannot be treated as a one-time cleanup that gets signed off and forgotten, because the platform keeps throwing up new oddities that only surface after the fact. The technical track runs continuously for that reason, watching for the next issue instead of waiting for the next audit cycle.
The content side started with a hiring problem. The client had no in-house content team, so we helped them hire one before scaling production. With people in place we built a content strategy off the product positioning direction, then mapped it across four content types that each reach a different part of the non-brand demand.
Brand search has a ceiling, and it is set by how many people already know your name. Every visitor above that ceiling has to be earned from somebody describing their problem to Google with no idea you exist.
03 The impact
Non-brand organic traffic doubled between Q1 and Q2 2026, lifting its share of the organic channel from 13% to 23%. Brand traffic held its ground over the same period, so the growth was added on top of the existing channel instead of being redistributed within it.
The lead side moved from a standing start. Non-brand search produced no leads at all in Q1 2026. In Q2 it accounted for 13% of all leads, which is the first hard evidence that the content is reaching buyers who had never heard of the company.
Non-brand organic traffic, quarter over quarter
Non-brand share of all organic traffic
Non-brand share of all leads
Source: client analytics and Google Search Console. Q1 2026 against Q2 2026.
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