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How Bizzabo tripled marketing qualified leads
A library of assets that were not performing, realigned to what searchers and Google actually wanted. MQLs and organic traffic both roughly tripled, with nothing new published.
The clientThe events platform behind the world’s biggest brands.
Bizzabo is a leading platform for in-person, hybrid and virtual events, powering programmes for some of the world’s most recognisable organisations.
It is an extremely authoritative domain, which meant the opportunity was optimisation rather than authority building.
The challengePlenty of content, none of it converting.
Bizzabo had a large library of existing content assets that simply were not driving engagement or MQLs. The issue was two-fold: a mismatch between searcher intent and Google intent, and missing on-page basics in the structure of the content itself.
The fix was to restructure that content page by page and use content silos to concentrate relevance, rather than adding more to a library that was already underperforming.
The solutionRemap intent, then silo the funnel.
The engagement touched all three levels of the funnel, in a deliberate order.
Bottom of funnel first
Remap to the best primary keyword
The first plan of attack was the bottom-funnel pages, remapped to the primary keyword each one should actually be chasing, to drive immediate rankings and inbound.
On an authoritative domain, on-page optimisation alone unlocks a great deal, which is why these pages moved first.
Content silos
Interlink mid and top funnel into BOFU
Once the bottom-funnel pages were remapped, relevant mid and top-funnel pieces were interlinked into each one using the silo approach, concentrating relevance and link equity where conversions happen.
On-page rebuild
Structure for intent and snippets
Mid and top-funnel pages were reworked across every core on-page item, including post structure, so they satisfied both searcher and Google intent and could pick up secondary keywords and snippets.
The resultsThree to four weeks to visible impact.
Three measures decide whether a program is working: traffic to the pages that matter, ranking presence, and the demand that follows.
Growth From Existing Content
Both measures roughly tripled, from content the business already owned. No new library, no publishing sprint: the existing pages were remapped to the intent they should have been chasing and wired together with silos.
The growth curve inflected three to four weeks after the changes went live, which is what on-page work looks like on a domain that already has authority to spend.
What the traffic was worth
The lesson is that an authoritative domain is often sitting on its own answer. $150k of additional monthly traffic value came out of pages that were already published and already indexed.
The lesson is that an authoritative domain is often sitting on its own answer. Bizzabo did not need more content. It needed the content it had pointed at the right intent and wired together properly.
Next step
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