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A stalled blog turned into a pipeline channel
How Toast turned stalled content into a $195k monthly channel.
Six to eight months of organic stagnation, reversed without publishing a single new post. Targeted traffic to the funnel assets that generate leads tripled, worth $195k a month.
The clientRestaurant software, at national scale.
Toast is a cloud-based restaurant management platform used across tens of thousands of restaurants in the United States, from single cafes to nationwide chains.
The brief was straightforward: build organic growth through content, add brand awareness, and pull more users into the product ecosystem earlier in their journey.
The problemAn authoritative domain, going nowhere.
Toast had spent six to eight months in organic stagnation. The content existed, but it was not ranking and it was not producing marketing qualified leads.
The problem was not authority. It was structure and selection: no clear map of which pages deserved investment, no silo logic linking related pieces, and no discipline about which primary keyword each page was actually chasing.
The solutionAudit, silo, then rebuild page by page.
The work ran in the order an audit dictates: understand what exists, fix how it connects, then rebuild page by page.
Content audit
Decide what lives and what dies
We opened with a full content audit, mapping every page against its performance so each one got one of two calls: de-index it, or revise, revamp and push it to rank.
A content audit gives you a visual map of every page on the site and becomes the attack plan for the campaign. On an established domain it is how you find the low-hanging fruit fast.
Linking structure and silos
Push link power where it matters
On the technical side we examined how pages linked to each other, in order to optimise backlink performance and push link equity to the pages that needed it.
This is SEO siloing: build clusters of relevant topics, make each topic its own silo, then interlink them to drive relevancy for Google and give certain pages more link power.
Content workbook
Track every page from idea to publish
We created a content workbook to track content from the initial idea stage through to publishing, so link relationships could be managed and double-checked long before anything went live.
Then each page was restructured and re-optimised in turn. For every piece we specified exactly how one page links to another and with what anchor, spelled out for writers and developers alike.
The resultsBeating better domains, methodically.
Three measures decide whether a program is working: traffic to the pages that matter, ranking presence, and the demand that follows.
Targeted Organic Traffic
A 200% increase in targeted organic traffic to the bottom, mid and top-funnel assets that drive content leads. This is the number that translated into lead growth, on a domain that had been flat for six to eight months.
What produced it
Toast was already an authoritative domain, so the win came from selection and structure rather than volume: a content audit that made a keep-or-kill call on every page, then silos that pushed link equity to the pages that could convert it.
Toast was already an authoritative domain. The win came from beating higher-authority competitors with a structured, methodical content strategy rather than more volume.
"The workflow was seamless between our teams. Overall, their process was very close to ours, so it was a great fit from the get-go. Most importantly, we learned a ton from their approach."
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.
What we walk through