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Bottom-funnel visibility, turned into demos
How Feedtrail turned bottom-funnel rankings into booked demos.
A strong product that buyers could not find on the terms they use when they are already shortlisting. Booked demos are up 83% year over year, from four category terms taken to position one.
The clientPatient experience, measured in real time.
Feedtrail is a customer experience and feedback management platform built for healthcare organisations, capturing real-time feedback and personalising engagement at every touchpoint.
Trusted by providers nationwide, it became a key player in experience-centred innovation across the industry, and was acquired in January 2025.
The problemGood product, invisible where it counted.
Feedtrail had a clear value proposition but could not gain organic visibility on its most important bottom-funnel search terms. Educational and mid-funnel content was publishing steadily while the service and solution pages underperformed.
Four issues compounded: conversion pages lacked authority and topical alignment, content was fragmented across pages competing with each other, internal linking gave search engines no sense of hierarchy, and no content matrix tied existing assets to target BOFU opportunities.
The solutionConsolidate, then aim everything at intent.
A comprehensive SEO and content overhaul, aimed at consolidating authority around bottom-funnel intent.
Comprehensive content audit
Prune, redirect, or rewrite
Every existing page was evaluated and given a data-driven call: remove or prune low performers, implement 301 redirects to consolidate authority, or rewrite and refresh assets showing ranking or conversion potential.
Fragmented content competing with itself was the core problem, so consolidation came before creation.
Content strategy and mapping
A matrix, not a wishlist
A detailed content matrix set out which existing pages to optimise and rework for clarity, keyword alignment and SERP intent.
It also specified the new pages to develop around core conversion terms in the category, so every brief traced back to a target term.
On-page and site architecture
Match intent, then wire it together
On-page work was done with the internal content team so new and updated pages matched search intent, carried semantic relevance and used conversion-driven structures.
Internal linking and architecture were strengthened to improve topical relationships between service pages and supporting resources, lifting both crawl efficiency and authority flow.
The resultsRankings that turned into meetings.
Three measures decide whether a program is working: traffic to the pages that matter, ranking presence, and the demand that follows.
Booked Demos, Year Over Year
An 83% increase in booked demos year over year. Demos are the scoreboard here, not sessions, because the programme was bought to fix conversion-page visibility rather than to grow traffic.
Position #1 rankings won · core BOFU category terms
Four highly competitive bottom-funnel category terms at position #1. Each one is a query a buyer types when they are already shortlisting vendors, which is why the demo number moved with them.
The work solidified Feedtrail as a top solution provider in healthcare experience management and left behind a scalable organic growth foundation rather than a one-off traffic spike.
Next step
Your GEO plan, built on your numbers.
Give us your domain and your pipeline goal. We map the prompts your buyers are asking, build your GEO marketing plan against them, and forecast the pipeline the next 90 days can realistically produce.
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