Northwind Analytics
Rebuilt a content strategy around product-led keywords and shipped a technical overhaul that 4x'd organic pipeline in 11 months.
Northwind's content was ranking for high-volume, low-intent terms while competitors owned the bottom-of-funnel comparison and alternative pages. Their docs subdomain was cannibalizing the marketing site.
- 01
Rebuilt the keyword portfolio around buyer intent and JTBD frameworks.
- 02
Consolidated overlapping pages and rewrote 47 priority URLs.
- 03
Introduced hreflang, fixed canonical sprawl, and re-architected internal linking.
- 04
Launched a programmatic comparison page template with schema.
Organic pipeline became the #2 channel by sourced revenue within a year, overtaking outbound. The comparison templates alone drive 40% of organic demo requests.
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