How We Increased Conversions by 157% and Organic Traffic by 340% in the B2B Tech Industry: Software Mind Case Study

Software Mind has been providing development teams, expertise, and measurable results for over 25 years. Founded in 1999 as a boutique Polish software house, the company has grown into a global technology partner operating in Europe, the USA, and Latin America. Its evolution mirrors the challenges faced by its clients, such as market expansion, integration of innovative technologies, and digital transformation execution.

Specializing in building cross-functional teams, developing custom software, and leading digital transformations, Software Mind leverages cutting-edge technologies like AI, cloud computing, and embedded systems. With over 1,500 experts, 1,000+ completed projects, and collaborations with 250+ clients across 35+ countries, the company delivers impactful solutions. 

Supporting both startups and global companies, Software Mind delivers impactful solutions. accelerate growth, shorten time-to-market, and generate business value. The company stands out for its culture of openness, innovation, and results-driven approach.

The Challenge

B2B service pages in the tech industry for the US and DACH (Germany, Austria, Switzerland) markets is one of the toughest challenges in SEO and content marketing. Several key factors influence the difficulty and effectiveness of SEO campaigns:

• Market Competition – The tech industry is highly competitive, especially in the US, where Software Mind competes with both local and international firms.
• Business Competition – Besides other software houses, Software Mind faces competition from major corporations like EY and Accenture, which have consistently strong search visibility.
• Search Engine Competition – The US search results increasingly feature directories (e.g., Clutch.co), social media platforms (e.g., LinkedIn), and user-generated content (e.g., Reddit), making it harder for service pages to rank.
• Users and Search Engine Changes – Google’s introduction of AI Overview, zero-click searches, and an increased CTR for answer snippets and rapid development of Chat GPT have further altered the search landscape.
  
  

Project Kickoff

Our collaboration began in February 2023, focusing on SEO efforts primarily for the US market. We started with strategic workshops to map out business needs, assess resources, define constraints, and craft a targeted SEO strategy. 

According to Semrush data, softwaremind.com had been receiving organic sessions since 2016. However, until March 2023, it had never surpassed 100 organic sessions per month from Google US (with two brief exceptions that were not sustained). 

This meant that we had to build organic traffic and conversions almost from scratch, leveraging the domain’s history and link profile as support.

During the strategic workshops, the client outlined key expectations for the SEO campaign:

• Reaching specific marketing personas,
• Increasing high-intent organic traffic,
• Expanding Software Mind’s brand exposure in target markets,
• Supporting lead generation efforts,
• Integrating SEO into the content creation process,
• Developing a new, user-friendly website version and handling migration,
• Incorporating SEO into site architecture development (consulting).
  
  

Our Solutions

Our collaboration involved a combination of strategic initiatives and ongoing optimization efforts such as the development of the website architecture with additional service pages, but also optimization activities (content, technical aspects, improving internal linking, eliminating duplicates or low-quality pages)

Initial Steps:

• Conducted a strategic workshop, including SWOT analysis, to understand business specifics and available resources.
• Used a proprietary method to identify low-competition keywords with high growth potential, aligning with existing content and services.

Ongoing SEO Actions:

• Applied semantic proximity analysis to improve internal linking, optimize site architecture, and eliminate duplication and keyword cannibalization;
• Launched 13 new SEO-optimized landing pages and optimized 10 existing service pages, totaling 23 pages;
• Used Machine Learning and Learning to rank methodologies (White Dog analysis) to identify ranking factors and execute large-scale SEO improvements based on data;
• Managed the entire domain and website layout migration process, from risk assessment to implementation and performance monitoring;
• Analyzed Google US trends, particularly LinkedIn’s growing role in search visibility. 

Process Optimization:

• Conducted regular strategy meetings to evaluate performance, refine approaches, and explore new directions.;
• Kept up-to-date with Google and tech industry changes to maintain competitiveness.
  
  

Results Achieved

• 330% increase in organic traffic across target markets on all website pages.

• 540% increase in organic traffic to service pages in target markets, driving high-intent users with higher conversion potential..

• 180% increase in conversions in Q2 2024 vs. Q2 2023.
• Brand exposure significantly improved: Software Mind now appears in the "People also ask" module over 120 times, compared to just 10 times in May 2023 (based on Semrush historical data).
  

Next Steps

Maintaining and building upon these results is our current focus. The next steps include:

• Expanding organic traffic in the USA, both in Google and AI-driven search engines (AI Overview) and chatbots like Chat GPT
• Enhancing visibility and traffic in the UK following AI Overview implementation
• Increasing brand exposure through outreach link building and Featured Snippets optimization 
• Adapting the site to Chat GPT and AI Overview challenges, as well as LinkedIn’s and user-generated content’s growing impact on search results.
• Strengthening visibility in the DACH region
  
  

Conclusion

By increasing intent-driven traffic and conversions, we have successfully met Software Mind’s business objectives. Strong SEO performance ensures sustained high rankings and creates opportunities to explore new thematic areas and reach new audience segments. However, staying ahead of changes in Google’s search engine and AI-driven search technologies will be key to long-term success.

Thank you, Software Mind, for your trust and collaboration!