Custom software development: growth in organic traffic and rankings for B2B queries

About the Project

The client is a custom software development company operating in the US and European markets. The project promotes service pages for specific development areas and an expert technical blog.
The website had a strong domain and a well-developed backlink profile. The task was to strengthen pages targeting narrow commercial queries, where low search volume is offset by the high value of each potential lead.

Objectives

• strengthen service pages for priority B2B areas
• increase the number of queries ranking in the top positions of search results
• expand the backlink profile through relevant technology and business platforms
• support the expert blog, which passes authority to commercial pages
• increase the project’s presence in AI-generated answers at the stage when users are searching for a contractor

Our actions

In this niche, it makes no sense to assess a page’s potential based solely on search volume. A query with 100-200 impressions per month may be more commercially important than an informational keyword with thousands of searches if the user is already looking for a specific developer. We determined priorities based on intent and the value of each area to the business.

The main focus was on service pages for specific verticals: real estate and MLS, martech, fleet management, geolocation, and digital product development. For each group, we analyzed current rankings, competitors, and the backlink environment. Pages that were already ranking on the first or second page of search results received additional reinforcement when we saw potential for reaching the TOP 3.

The primary tool was outreach publications on technology and business resources. When selecting donor sites, we considered the website’s profile, its audience, and content quality.

Crowd marketing was used selectively in professional discussions about development, technology products, and choosing contractors. Submissions and industry directories complemented the profile and provided additional points of presence for the company in the B2B environment.

We expanded the anchor profile without sharply concentrating on commercial wording. URLs and branded anchors accounted for the majority. Queries related to specific services were used selectively for pages where thematic relevance needed to be strengthened.

At the same time, we worked with the blog. Informational articles here do not exist separately from commercial promotion: they capture broader demand, build domain expertise, and support service sections through internal linking, so we also directed some external links to materials capable of strengthening specific development areas.

The placement plan was adjusted based on performance dynamics. If a service page moved into the TOP 10 or approached the top three positions, its priority could be increased. This allowed the link-building budget to be concentrated on areas where additional reinforcement was already showing an effect.

At the same time, we tracked the project’s presence in AI-generated answers across individual platforms.

Results

As a result, the number of referring domains increased from 1,518 to 1,908. The project gained 390 new domains.

Organic traffic increased from 458 to 1,338 visits. This represents +880 visits and growth of approximately 192%. In practice, the volume of organic traffic became almost three times higher.

The number of queries in the TOP 20 increased from 238 to 292 — an increase of 54 queries, or 22.7%. At the same time, the distribution of rankings changed much more noticeably. The number of queries in the TOP 3 increased from 20 to 98 — almost 4.9 times.

The dynamics of AI visibility were uneven. The total number of appearances of the website in the tracked AI-generated answers increased to 115 (+24), while the number of pages remained almost unchanged at 55 (+1).

Growth was concentrated primarily within the Google ecosystem. In AI Mode, the number of answers increased to 72 (+37), while the number of pages increased to 40 (+12). In AI Overviews, the website appeared in 35 answers (+18) across 27 pages (+12).

Conclusion

The project strengthened its backlink profile, increased organic traffic, and significantly improved rankings for priority B2B queries. The main focus was on service pages with high commercial value and the targeted distribution of link equity across different areas. This approach helped strengthen the project’s visibility in traditional search and additionally support its presence in AI-generated search results.