How Innography Increased Organic Traffic 49% While Improving Conversion Rates
The Problem Wasn’t a Lack of Content
Innography provides enterprise patent search and intellectual property analysis software.
When Click Laboratory began working with the company, Innography was already investing heavily in content.
The problem was that organic traffic had stopped growing.
Publishing more content should have created more opportunities to appear in search. Instead, traffic remained relatively flat.
That told us the problem was deeper than content volume.
Before recommending even more articles, we needed to understand why the content and website Innography already had were not producing more organic growth.
We Found Multiple SEO Leaks
Our analysis uncovered technical issues that were making it harder for search engines to efficiently crawl the website.
There was also a growing library of older blog content that was no longer performing well.
This is a common SEO problem. Over time, websites accumulate pages. Some attract traffic and links. Others become outdated, overlap with stronger pages, or generate little search visibility at all.
Simply adding more content on top of that does not necessarily improve SEO. In some cases, the better opportunity is to improve the content and authority already on the site.
Technical issues slowing the crawl
Older content that had stopped performing
Pages overlapping stronger pages
So rather than treating “publish more” as the strategy, we began by cleaning up the foundation.
Fixing the Technical Foundation First
Click Laboratory addressed technical issues that could interfere with crawling and organic visibility.
Then we evaluated existing content to determine what was helping the site and what was not.
- Underperforming blog content was cleaned up
- Overlapping pages were consolidated where appropriate
- Old URLs were redirected so existing traffic and authority went to stronger, more useful destinations
This helped create a cleaner website for both visitors and search engines.
The strategy was simple: make the existing site work better before asking Innography to produce even more.
But getting more people to the website exposed another opportunity.
More Traffic Only Matters If Visitors Take the Next Step
SEO was only part of the problem.
Once someone arrived at Innography’s website, the content could be difficult to consume and the next action was not always obvious.
That meant some of the value being created by increased search visibility could be lost after the click.
We began looking at user behavior and conversion opportunities across the website.
Better rankings bring a visitor to the site
The content is difficult to consume
The next action is not obvious
Value is lost after the click
The goal was not simply to increase pageviews. It was to understand what visitors were doing, where they were struggling, and how the experience could do a better job of moving interested prospects forward.
Making Complex Content Easier to Use
Innography sells sophisticated enterprise software in a specialized market.
That creates a common challenge for B2B websites: the company has a lot to explain, but presenting too much information at once can make it harder for visitors to understand what matters.
We focused on improving engagement with the content and making conversion opportunities more noticeable.
Small improvements in pages viewed and time on the website showed stronger engagement.
- Understand complex information more easily
- Find relevant content faster
- See a clearer next step
- Move from education toward consideration
- Engage with more of the website before leaving
More importantly, individual conversion tests produced improvements ranging from 1% to 12%.
SEO and CRO Began Working Together
This is where the larger opportunity became clear.
Innography did not have an isolated SEO problem. It had a system with multiple points of friction:
- Technical issues were limiting search visibility.
- Older content was no longer contributing enough value.
- New content was not generating the growth it should have.
- Some visitors who did reach the website were not being given a clear enough path toward conversion.
Fixing those areas together meant that improvements at one stage could make the next stage more valuable.
Brought more of the right visitors to the site
Gave them a reason to stay
Gave more of those visitors a reason to take another step
The Results
The exact customer traffic numbers remain confidential, but the trend was clear. Innography was no longer creating content simply to add more pages to the website.
Its SEO, content, and conversion efforts were beginning to work as a connected system.
The Bigger Lesson: More Content Isn’t Always the Answer
When organic traffic stops growing, the natural reaction is often to create more content.
Sometimes that is exactly what is needed.
But first, it is worth asking a different question: Are you getting everything you should from what you already have?
- Innography already had content.
- It already had expertise.
- It already had search traffic.
Technical SEO
Content cleanup
New content
Conversion testing
Instead of treating each tactic as a separate marketing project, we connected them.
Better Traffic Is Only the Beginning
Increasing traffic can create more opportunities, but traffic by itself does not grow a business.
What matters is what happens next.
Can visitors understand what you do?
Can they find the information they need?
Is there a clear reason to continue?
Do your website and content help move them closer to becoming a customer?
For Innography, improving organic performance meant looking beyond rankings and finding problems throughout the experience. That is how Click Laboratory approaches growth today.
We look at the entire path from traffic to lead to customer to revenue and identify the places where marketing performance is being lost.
