Improving search visibility and user experience for a professional employer organization (PEO)
Comprehensive technical SEO remediation and strategic branding transforming PEO firm's search visibility and lead generation capabilities.
Project snapshot
- Client: Navigate PEO
- Year: 2019
Services
The Background
Navigate is a socially-responsible Professional Employer Organization (PEO) in Burlington, Massachusetts. Navigate helps companies meet their business goals, remove obstacles, and provide support around HR and business issues. They specialize in HR, benefits, payroll, and risk management consultancy, creating custom service packages that boost company ROI by outsourcing key HR functions to their dedicated team.
The Problem
Navigate understood their search rankings were diminished due to SEO issues, but a previous digital agency had failed to identify and correct thousands of technical SEO problems. The issues left Navigate with:
- Poor search visibility and low rankings
- Thousands of unresolved on-page and off-page SEO errors
- Mixed-content and security issues harming trust signals
- Fragmented landing pages and unclear messaging
- Poor website structure and navigation
- Inconsistent service offering communication
The Solution
Key Medium executed comprehensive technical fixes combined with strategic branding and digital development:
Technical SEO Remediation:
- Corrected thousands of on-page and off-page SEO issues requiring substantial man-hours
- Resolved mixed-content issues and enhanced security
- Verified authenticated SSL certificate placement and web application firewall configuration
- Performed additional website audits to identify all factors harming rankings
- Evaluated website accessibility, mobile-first implementation, and technical SEO best practices
- Implemented JSON-LD and structured data (schema markup)
- Enabled voice search schema markup for future-ready optimization
- Ensured foundations of website were solid and future-ready
Branding & Strategic Work:
- Expanded non-branded keyword service offerings through improved landing pages
- Guided content additions to incorporate keywords targeting business owners, HR managers, and HR executives
- Developed digital strategy to increase organic search visibility
- Identified high search volume keywords with lower competition
- Refined website navigation and information architecture
- Optimized sitemap design and service offering clarity
Results & Impact:
- Transformed technical foundation from broken to future-ready
- Created clear messaging and navigation for target audiences
- Positioned Navigate for sustained organic growth and lead generation
The Results
The comprehensive technical and strategic remediation delivered staggering results:
Search Visibility:
- Net gain of 10.8 positions (+23.5%) in search rankings for target keywords
- 26.6% expansion in non-branded keyword coverage, broadening visibility across service offerings
- 121% increase in organic sessions, nearly doubling qualified website traffic
Business Impact:
- Thousands of technical issues resolved, establishing solid technical foundation
- Clear keyword strategy targeting business owners, HR managers, and executives
- Improved website structure supporting long-term performance
- Foundation established for continued organic growth and lead generation
The success demonstrated how fixing fundamental technical issues combined with strategic keyword and messaging work can dramatically improve search performance and business outcomes.
Results
+10.8 (+23.5%)
Net gain in position
+26.6%
Non-branded keyword coverage
+121%
Organic sessions
Thousands
Technical issues fixed