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ON24: B2B SAAS Tech Startup SEO Case History

by Andreas Voniatis Founder. Fractional SEO Consultant.

Some Context.

ON24 are a b2b tech startup offering a SAAS platform to companies like SAP, enabling them to deliver webinar experiences for marketing communication including demand generation. Some stats:

Average Google rank: 37

Keywords on Google Page 1: 12%

#1 rankings: 0



ON24 wanted to rank top for a number of B2B marketing terms including ‘webinars’ even though they weren’t positioned as webinar software.


What We Did.

We built from the ground up, starting with keyword discovery to find the phrases their audience used to find webinar software companies like theirs but also seeking guidance on b2b marketing questions.

This keyword discovery process helped us to evaluate the competitor landscape and the gaps to the competition.

From there we knew the effective tactics with benchmarks ON24 had to meet to compete successfully and achieve organic growth.

These included optimising:

  • Launching new content
  • Optimising and consolidating existing content
  • How users and search engines flowed through the website

B2B SAAS SEO activities


251% more Organic Users per month above benchmark in 6 months.

Benchmark is the non brand organic traffic Boundless would have accrued had no further SEO activity taken place.


B2B SAAS SEO impact

In 6 months, ON24 were in the top 5 on Google for ‘webinars’ and other lead generating target searches worldwide – worldwide.

In the Clients words.

“Artios is great at working with data to help deliver and robust SEO strategy that got results for ON24.”

Sarah Townsend

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