Search Engine Optimization
Driving ICP-Aligned Lead Growth for a B2B SaaS Company
A global leader in spend management and accounts payable automation partnered with Marcel Digital to elevate its SEO strategy. The primary objective was to attract high-quality leads that aligned with the organization’s Ideal Customer Profile (ICP), ensuring they progressed through the funnel to become Marketing Qualified Leads (MQLs). By refining its SEO approach, the organization aimed to enhance search visibility, increase organic traffic, and improve lead attribution, ultimately maximizing marketing efficiency and impact.
The Challenge
The organization needed to elevate its SEO strategy to attract higher-quality, ICP-aligned leads and better compete in the AP automation space. To do this, they had to improve alignment with high-intent search behavior, strengthen content performance, and expand visibility in key international markets, all while gaining clearer insight into which SEO efforts drove meaningful conversions. Key challenges include:
Attracting High-Intent, ICP-Aligned Prospects
The existing strategy focused too heavily on traffic volume rather than decision-makers ready to convert.
Improving Content Performance & Search Intent Alignment
Solution pages and supporting content weren’t optimized for lower-funnel AP automation queries.
Expanding International Visibility With Accurate Attribution
The organization needed stronger SEO presence in priority markets, especially France, and clearer tracking to understand which efforts were generating qualified leads.
The Solution
Marcel Digital built a comprehensive SEO strategy aligned with the organization’s goal of attracting high-intent, ICP-aligned leads. By refining keyword targeting, improving content performance, and expanding international visibility, the strategy focused on driving meaningful conversions rather than broad traffic.
Refined Keyword Targeting & Content Enhancements
We developed a lower-funnel keyword strategy shaped by persona research and competitive insights. Existing solution pages, blogs, and glossary entries were optimized for high-intent searches, while new content was created around AP automation topics like fraud detection, real-time analytics, invoice processing, and ERP integrations. Strengthened internal linking helped pass authority to conversion-focused pages.
Scalable International SEO Expansion
To increase visibility in key global markets, we launched localized content and regional sites aligned with local search trends, especially in France, where e-invoicing regulations drive demand. Strategic link-building efforts supported higher domain authority and improved rankings.
Improved Lead Attribution & Reporting
We enhanced attribution within the marketing automation platform to better measure ICP-aligned MQLs. Clearer reporting and ongoing insights allowed continuous optimization based on real lead quality and performance outcomes.
The Results
By prioritizing ICP alignment, content refinement, and strategic keyword targeting, Marcel Digital helped the organization achieve substantial organic growth and improved marketing efficiency.
Search-driven leads increased by 61% compared to the previous year.
Organic traffic from targeted markets grew by 21.4%.
Optimized conversion-focused pages saw a 25.73% increase in traffic, resulting in higher engagement and conversion rates.
Secured 50 new first-page keyword rankings, with 28 reaching the top three positions.
Non-branded first-page rankings increased by 30%, adding 208 new keywords.
Content optimization played a crucial role in this success. Eight of the top 10 trafficked blogs in 2024 were either created or refreshed as part of the SEO campaign. Despite making up just 1.6% of total content, these blogs contributed 24% of all key blog-related events.
By prioritizing ICP alignment, content refinement, and strategic keyword targeting, Marcel Digital helped Medius achieve substantial organic growth and improved marketing efficiency.
