Boosting an IT & Cybersecurity Services Company’s Organic Traffic by 150% and Leads by 70%

Overview

A UK-based IT & cybersecurity services company had over 30 years of experience delivering reliable, innovative solutions. Despite a strong reputation and loyal client base, the client sought to expand its digital footprint and reach a wider B2B audience online. The primary goal was to attract new leads through organic channels and establish thought leadership in IT support and security—especially as search behavior evolves with AI tools.

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Centrisys partnered with the client to drive dramatic improvements in organic visibility, leveraging both traditional SEO and a pioneering Generative Engine Optimization (GEO) strategy designed to capture opportunities in AI-driven search.

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The Challenge

Even with a well-regarded service offering, the client’s online visibility was limited. Their website generated only modest organic traffic, and they weren’t capturing high-intent searches for IT support and cybersecurity services in the UK. Moreover, as emerging AI-driven search platforms like ChatGPT and Perplexity gained popularity, the client had no visibility in those generative search results. Key challenges before we engaged included:

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• Stagnant Organic Traffic: The client ranked well for their own brand name but struggled to rank for non-branded keywords (e.g. “IT support London,” “cloud security consulting”).
• Low Online Lead Conversion: Prospective customers would visit the client’s site but rarely fill out the contact form or take the next step. This signaled a need for stronger conversion touchpoints.
• Emerging AI Search Gap: With tools like ChatGPT and Perplexity guiding user queries, the client was invisible on these next-generation search engines and missing out on valuable traffic.
• Content & SEO Resource Constraints: The client had limited in-house SEO knowledge, leading to an ad-hoc content approach and outdated on-page optimization.

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Objectives

Working closely with the client’s team, Centrisys set out to:

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1. Increase Organic Visibility in Google’s search results, particularly for critical industry keywords.
2. Grow Lead Generation from organic channels, with improved site conversions.
3. Establish Presence in AI Searches on platforms like ChatGPT and Perplexity via a Generative Engine Optimization approach.
4. Future-Proof the client’s digital marketing strategy so they’d be prepared for ongoing changes in search behavior and technology.

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Our Strategy

1. Content Strategy Overhaul

We began by developing a full-funnel content plan based on a thorough audit of existing assets and potential keyword opportunities. The strategy centered around:

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• Bottom-of-Funnel (BOFU) Topics: High-intent searches related to IT support services, compliance solutions, and cybersecurity. For instance, new case studies and service pages addressed queries like “managed IT support for finance industry” or “comprehensive cybersecurity consulting for mid-sized businesses.”
• Middle & Top-of-Funnel Content: After covering BOFU topics, we created broader, educational blog posts and whitepapers (e.g. “How to Secure a Hybrid Workforce”, “Cybersecurity Best Practices for SMEs”). This established the client’s authority and engaged potential leads earlier in their buying journey.

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2. Content Audit & On-Page Optimization

Next, we conducted a site-wide content audit to pinpoint underperforming pages, keyword gaps, and opportunities to refresh outdated materials. Our team:

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• Consolidated or removed low-value content to boost overall site quality.
• Enhanced on-page elements: meta titles, headings, internal links, and keyword usage were all fine-tuned to align with search intent.
• Implemented structured data (FAQ schema) on service and product pages, improving how these pages displayed in search results and making them more discoverable by AI engines.

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3. Technical SEO Enhancements

We ran a thorough technical SEO audit to address site performance and indexing:

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• Site Speed Optimization: Compressed images, implemented browser caching, and minimized code to enhance page load times and user experience.
• Clean Link Structure: Removed or redirected broken links, submitted updated sitemaps, and ensured proper robots.txt directives.
• Backlink Profile Management: Disavowed spammy links, bolstered domain authority via targeted outreach and quality backlinks.

These fixes improved the client’s Core Web Vitals, making it easier for Google to crawl and rank the site effectively.

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4. Generative Engine Optimization (GEO)

A unique element was our approach to Generative Engine Optimization, positioning the client for AI-driven search. Tactics included:

• AI Query Research: We identified questions and prompts relevant to the client’s domain, such as “What’s a reliable cybersecurity firm in the UK?” and “How to prevent cyber attacks on a small business?” We then published definitive Q&A content for these queries.
• FAQ Schema & Knowledge Base: We created a dedicated FAQ page and knowledge base articles with schema markup. This content doubled as resources for AI engines crawling the web for concise answers.
• LLM Monitoring & Integration: We ensured the client’s site was indexed by Bing (which powers some AI chat features) and monitored references on platforms like Perplexity.ai. As the optimized content gained authority, it began surfacing in AI-generated answers for IT & cybersecurity queries.

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5. Conversion Rate Optimization (CRO)

Finally, we focused on converting the newfound traffic into leads:

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• Revamped Landing Pages: Clearer calls-to-action (CTAs), more prominent contact forms, and strategic trust badges (industry awards, certifications) helped build credibility.
• Exit-Intent Pop-Ups: Before exiting key pages, visitors were offered a free consultation or security audit – capturing extra leads who were on the fence.
• Contextual CTAs on Blogs: Each blog post ended with a relevant CTA pointing to a free resource or quick inquiry form. This helped move readers from awareness to action.

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Key Deliverables

Throughout the engagement, Centrisys delivered a range of outputs to the client:

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1. SEO Content Assets: 20+ new long-form pieces (blogs, guides, case studies) targeting high-intent keywords and frequently asked AI queries.
2. Content Audit & Refresh: An audit report covering 50 existing pages, with systematic updates to structure, meta tags, and internal linking.
3. Technical SEO Improvements: An implemented plan to resolve site speed issues, broken links, and any indexation problems; we provided before-and-after performance and health metrics.
4. Schema & GEO Setup: FAQ schema, knowledge base creation, and guidelines for answering typical AI-driven queries, ensuring broader exposure on AI search platforms.
5. Monthly Analytics & Reporting: Transparent reporting on organic traffic, keyword rankings, lead conversions, and mentions by AI platforms.
6. Client Training & Collaboration: Workshops to help the client’s team maintain and expand SEO & GEO best practices internally, ensuring sustainable growth.

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Results

Within just six months of rolling out our SEO and GEO initiatives, the client saw transformational growth:

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1. 150% Increase in Organic Traffic
   Monthly visits grew from ~2,000 to over 5,000, driven by higher rankings and optimized content that resonated with prospective clients.
2. 400% Boost in Page-One Keywords
   The site jumped from ranking on the first page for about 10 keywords to 50+ within half a year, including prominent terms like “managed IT services London” and “cloud security compliance UK.”
3. 70% Growth in Organic Leads
   Contact form submissions and consultation requests nearly doubled – climbing from around 10–12 leads/month to ~17–18 leads/month. Several enterprise-level leads referenced discovering the client via AI-assisted searches.
4. AI Search Presence
   With newly published Q&A content and FAQ schema, the client’s site was often cited as a source in Perplexity.ai’s answer summaries for IT queries. Moreover, ChatGPT (with updated training data) occasionally lists the client among top UK cybersecurity providers, marking a notable step forward in AI-driven brand visibility.

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Client Feedback

“We’re finally seeing a real payoff from our digital marketing efforts,” says the Marketing Director and point of contact.

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“Centrisys helped us modernize our approach to SEO—and they even got us recognized by AI-driven search tools, which is something our competitors aren’t doing yet. Not only has our website traffic soared, but our leads are coming in better qualified. We’re thrilled with the collaboration and the results.”

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The client’s leadership echoed this sentiment, highlighting how SEO & GEO helped future-proof their marketing strategy. With the evolving role of AI in search, the client now stands out as an innovative, authoritative presence in the IT & cybersecurity space.

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