AI Speech Technology Platform: a technical product mapped to buyer search

The challenge

The product's technical capabilities were difficult to translate into search intent. SEO lacked a clear strategy and prioritisation, technical issues limited performance, and content was not aligned with B2B funnel stages. Commercial keywords and use cases were poorly covered, and structural URL issues hurt developer and technical audiences.

Where value was leaking

Mapped onto the Organic Value Chain, three links were holding everything else back.

• Research The product's technical capabilities had never been mapped to search intent.
• Build Content wasn't aligned with B2B funnel stages, and commercial keywords and use cases were poorly covered.
• Retrieval Technical issues and URL structure held back performance for technical audiences.

My role

• Owner of the SEO strategy
• Designed and executed a B2B / SaaS SEO strategy
• Defined a full-funnel content approach across TOFU, MOFU and BOFU
• Led technical SEO analysis and prioritisation
• Worked closely with product, marketing and sales teams
• Advisory role with strategic oversight and reporting

Strategy and key actions

1. 01

   Audit

   Introduced a structured SEO audit covering technical, content and intent gaps.

2. 02

   Roadmap

   Built an SEO roadmap focused on rapid visibility gains.

3. 03

   Search intent

   Reworked problem/solution content to better match search intent.

4. 04

   Commercial pages

   Optimised and rebuilt key landing pages targeting commercial keywords.

5. 05

   Consolidation

   Cleaned and consolidated outdated or underperforming content.

6. 06

   Use cases and URLs

   Defined clear use-case pages aligned with enterprise buyer needs, and improved URL structure for technical audiences.

The results

In just three months (Ahrefs): +50% organic visibility growth, +92% keywords in the top 10 positions, +200% daily impressions growth, and a 4× increase in ChatGPT referrals.

Why it worked

The product was strong; the translation was missing. Mapping its capabilities to the questions buyers actually ask, then rebuilding the pages that answer them, made the site easier to rank and easier for AI assistants to recommend.