SEO optimisation & training strategy sets SAAS enterprise up for success

The Challenge

Impression has been working with The Access Group since 2022, focusing on SEO to organically grow their products and services. In 2024, The Access Group challenged us with ambitious growth targets, which would involve improving further on their already strong levels of growth.

Specifically, we were tasked with:

1

Increasing new client pipeline value through organic search by 20%

2

Increasing enquiries from organic traffic by 20%

3

Increasing organic sessions to support pipeline growth, focusing on both quality and quantity to achieve necessary enquiries, without a specific traffic target.

The Strategy

Our strategy comprised 3 SEO focuses which included improving content centred on The Access Group’s ‘Premier League’ high-value products, a year-long SEO training program to shift their internal team towards a ‘search-first mindset’, and ongoing technical SEO support.

1

‘Search-first’ training

Team training allowed us to influence website content through The Access Group’s internal digital team more effectively than if all changes went through Impression. Our monthly ‘masterclasses’ covered hot topics like AI content creation, competitor analysis, and successful strategies.

During these sessions, The Access Group’s internal digital team learnt SEO success stories and how they could be applied across the website, optimisation and content creation roadmaps, and pitfalls like the overreliance on AI-generated content and how to avoid them. This ultimately led to wider, sustainable organic growth driven by internal stakeholders alongside Impression’s team.

2

Product optimisation

Our content strategy centred on optimising high-value URLs for the Access Group, including branded and non-branded pages. Our macro & micro approach involved ensuring that the macro-level purpose of our most valuable URLs matched the perceived search intent of their target audience’s most popular keywords, while also making micro-level changes to page content to ensure that the language used matched their target audience.

Macro-level shifts including evolving site pages to serve different purposes, such as changing a transactional-based page to an informational-led page to nurture audiences, rather than just going for a hard sell. While the micro-level shifts involved ensuring that the page’s language matched keyword search demand. Many of these pages saw significant improvement after being optimised.

3

Technical SEO

Our technical SEO work focused on site performance, using Google Search Console’s core web vitals as a benchmark. These recommendations are driving an ongoing project to improve The Access Group’s platform for better overall performance.

The Results

32%

Increase in pipeline value from organic search

32%

Increase in enquiries

78%

Increase in organic sessions

40%

Increase in enquiries on high-value ‘premier league’ commercial page

Impression are an excellent strategic partner and extension of our in-house team. Through a thorough understanding of our objectives and open feedback, Impression have greatly contributed to our success and advanced our SEO strategy.

Jenni Stacey Head of Web Experience at The Access Group