Fragmented search equity
Acquired brands and legacy domains created overlapping topics, duplicated intent, and inconsistent authority signals across the portfolio.
Enterprise SEO case study
From 57K to 2.6M blog views: scaling organic growth across a complex SaaS portfolio
A multi-year enterprise SEO and content strategy helped Eptura dramatically expand organic visibility, consolidate authority across acquired brands, and build a search program designed to support both traditional search and emerging AI discovery.
Context: This case study reflects work led by Hi-Rez Collective founder David Holtzer while serving in an in-house SEO leadership role at Eptura. Eptura was not a Hi-Rez client.
Results at a glance
What changed
~57K → 2.6M
Blog views grew more than 45×.
~19K → 700K
Active blog users grew more than 35×.
250+
Keywords reached Top 10 positions.
+46%
Reported improvement in session duration.
The challenge
Enterprise SEO gets harder when the business keeps changing
Eptura's search program operated across a large B2B SaaS ecosystem shaped by acquisitions, legacy brands, overlapping products, migrations, competing keyword targets, and multiple audiences.
The goal was not simply to publish more content. It was to create a scalable organic growth system that could consolidate authority, reduce duplication, improve technical performance, and connect search visibility to business priorities.
Enterprise-scale publishing
High publishing volume only mattered when topics were tied to buyer intent, product relevance, internal linking, and measurable organic opportunity.
Constant site change
Migrations, indexing, redirects, canonicalization, structured data, Core Web Vitals, and crawl efficiency had to be managed alongside content growth.
A changing discovery environment
The program also had to evolve beyond rankings and traffic as AI-generated answers, citations, and recommendation visibility became more important.
The strategy
Build authority around topics, not isolated keywords
The growth strategy combined technical SEO, content architecture, topic-cluster development, internal linking, conversion alignment, and increasingly, AI-search visibility measurement.
Map content to buyer problems
Build topic clusters around workplace, asset, facility, hybrid work, compliance, sustainability, and enterprise technology use cases instead of chasing disconnected keywords.
Protect crawlability and authority
Manage migrations, redirects, canonicals, indexing, structured data, page experience, internal linking, and technical cleanup across a large web footprint.
Reduce overlap
Identify cannibalization, competing pages, duplicated themes, and legacy URLs so authority could be consolidated instead of fragmented.
Use data to decide what gets created
Prioritize content using Search Console, GA4, competitive research, ranking opportunity, engagement, conversions, and business relevance.
Turn pages into a system
Connect informational, commercial, product, and solution content so search engines could better understand relationships between topics and entities.
Expand beyond rankings
Track brand mentions, citations, share of voice, prompt coverage, and how platforms such as ChatGPT, Gemini, Claude, and Perplexity describe the company.
Execution
SEO strategy only works when it gets implemented
The program combined strategic planning with direct execution across content, technical SEO, analytics, migrations, optimization, and cross-functional collaboration.
1
Built a repeatable content prioritization framework
Focused editorial resources on topics with meaningful search demand, strategic relevance, internal-linking value, and realistic ranking opportunity.
2
Expanded and refreshed high-value topic clusters
Improved existing content while creating supporting pages that strengthened topical depth rather than relying on isolated blog posts.
3
Managed technical SEO through ongoing site change
Addressed crawlability, redirects, indexing, schema, canonicalization, page performance, migrations, and site architecture as the web ecosystem evolved.
4
Connected SEO reporting to decisions
Used GA4, Search Console, SEMrush, and other search data to identify where content should be expanded, consolidated, redirected, refreshed, or deprioritized.
5
Adapted the program for AI search
Extended measurement into LLM visibility, citations, brand narrative, and prompt-level competitive performance rather than treating AI optimization as separate from SEO.
The results
Organic growth became a scalable acquisition channel
The program produced sustained growth across content reach, active users, keyword visibility, and search footprint while supporting the broader consolidation of multiple brands into Eptura.
More than 45× growth in blog views
Roughly 57,000 views grew to approximately 2.6 million.
More than 35× growth in active blog users
Roughly 19,000 active users grew to approximately 700,000.
250+ Top 10 keywords
A substantially larger footprint across strategically relevant organic queries.
+46% session duration
Growth was paired with stronger engagement rather than traffic volume alone.
The biggest shift was moving SEO from a collection of rankings and content requests into a system for deciding what the business should build, consolidate, improve, and measure next.
Why it worked
The lessons apply well beyond enterprise SaaS
Authority compounds
Strong organic growth comes from connected content, technical health, internal links, and consistent entity signals—not a single optimized page.
Prioritization matters
The highest-value SEO work is often deciding what not to create and where existing authority should be consolidated instead.
SEO now includes AI discovery
Traditional rankings still matter, but brands also need to understand whether AI systems can accurately identify, cite, compare, and recommend them.
Build the next growth system
Move from reporting rankings to reporting recommendations
Hi-Rez combines technical SEO, content strategy, analytics, and AI-search visibility to turn search data into prioritized recommendations and implementation.