TECH FIRM SEO TRAFFIC RECOVERY CASE STUDYHow we helped Exoft reverse a -38% decline and grow visibility by 22% in 9 months
About the client
Exoft is a custom software development company specializing in IT outsourcing for the healthcare and logistics sectors. In 2024, the company faced serious organic traffic volatility following Google’s core updates and increasing keyword saturation across their target industries.
Provided that they were competing with industry giants, the core problems were in outdated blog content that didn’t drive conversions. Key commercial pages had almost no visibility. Together with GrowPad, Exoft implemented a full tech firm SEO traffic recovery strategy focused on priority services and long-tail commercial intent queries.
Project overview
Client: Exoft (IT outsourcing company)
Region: Global (focus USA, Western Europe)
Industry: Custom Software Development
Project duration: 9 months (Jan–Sep 2024)
Overall partnership: Since Oct 2023 – ongoing
Project goals
Stabilize traffic, improve DR and keyword positions, and grow high-intent traffic for the following landing pages:
- Healthcare app development process
- Benefits of telehealth
- Laboratory information management systems
- Logistics software development
Starting point
When Exoft came to us, their organic SEO performance was already under pressure. Key roadblocks included:
- Sudden -38% traffic drop following Google’s February–June 2024 core updates
- Tough competition from Accenture, Infosys, and Cognizant – all with far higher domain authority
- Overdependence on outdated blog content that ranked but didn’t drive conversions or support the company’s services
- Limited technical SEO structure, poor internal linking, and no clear hierarchy for priority pages
- Low visibility of main commercial pages, including LIMS, Telemedicine, and Logistics
To move the needle, we took a deeper look at the core issues and designed a focused, high-leverage B2B tech SEO recovery strategy to solve them.
Before GrowPad
With GrowPad
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What we did
- Challenge 1
- Challenge 2
- Challenge 3
- Challenge 4
Content gaps + weak internal linking
Exoft’s service pages were disconnected from the rest of the site, with minimal internal linking and outdated blog content that lacked SEO value. Key commercial pages like LIMS and Logistics were underperforming due to poor content alignment and isolation within the site structure.
Our solution: Content + internal link revisions
To build internal authority and surface high-value pages, we focused on content consolidation and smarter internal linking:
– Conducted an internal link audit to identify orphan pages and ranking bottlenecks
– Created new internal linking pathways connecting high-performing blogs to key commercial pages
– Refreshed outdated blog articles with improved SEO structure and conversion-focused CTAs
Service pages misaligned with search intent
Priority landing pages were thin, lacked depth, and didn’t match the structure or language of top-ranking competitors. Missing keywords, poorly structured headings, and generic meta descriptions limited visibility.
Our solution: Landing page optimization
We restructured the content to match how prospects were actually searching and what Google prioritized:
– Reworked on-page structure to match commercial search intent
– Added missing keywords and supporting semantic terms
– Optimized headings, images with image alt texts, and meta descriptions for users and search engines
Low authority on core service topics
Exoft’s domain rating (DR) lagged behind competitors, and their backlink profile lacked depth, especially on key money pages tied to logistics, pharmacy, and healthcare systems.
Our solution: Smart link building
We launched a targeted link-building program aimed at building authority exactly where it was needed:
– Ran focused link-building sprints targeting three high-value service pages:
– Gained 6+ contextual backlinks per month on average from DR 50+ domains
– Increased overall DR from 56 to 59, improving competitiveness across key verticals
Technical SEO issues
The site had duplicate visit paths due to HTTP/HTTPS inconsistencies, unoptimized images, and minimal technical E-E-A-T signals (experience, expertise, authority, trustworthiness).
Our solution: Technical SEO improvements
We tackled the technical foundation to improve crawl efficiency and build search trust:
– Implemented redirects from HTTP to HTTPS to resolve the issue of duplicate visits, consolidate traffic, and improve crawl efficiency
– Optimized large image files and refined code structure to improve load speed
– Added author bylines, updated schema, and refined tone across content to reinforce E-E-A-T signals
Key results
How we did it
“After over a year of collaboration, GrowPad helped us develop a comprehensive SEO traffic recovery strategy focused on transactional keywords, resulting in improved rankings and more MQLs. Their extensive SaaS and tech B2B experience, combined with high responsiveness from Illya and Artem, made them the right partner for our needs.”
Oleg Maykher
CEO & Founder, Exoft
What to apply
Fixing internal architecture and aligning content with search intent laid the foundation for recovery. Backlinks amplified what was already working.
Strategic links to conversion pages drove ranking gains without a massive backlink budget.
Topical relevance and content depth outperformed generic, high-DR competitors after Google’s core updates.
A solid SEO foundation creates sustained growth and prepares you for the next phase of scaling.
Ready to elevate your inbound marketing strategy?
With GrowPad expertise, you can achieve the same, if not better, results from your SEO, AI, and PR strategies.
Frequently Asked Questions
How did Exoft recover from a significant SEO traffic drop in 2024?
Exoft recovered from a 38% traffic drop by implementing a focused SEO strategy for startups that addressed core structural issues. We fixed internal linking, aligned content with search intent, and optimized commercial pages for high-value keywords. Strategic link-building campaigns increased their Domain Rating from 56 to 59, while improved site architecture helped Google prioritize their most important pages. Within months, traffic stabilized and grew by 22% in total visibility.
What were the main SEO strategies used to boost Exoft's visibility?
The main strategies included fixing internal site structure, optimizing content for transactional search intent, and strengthening internal linking between priority pages. We focused on making commercial pages - like LIMS, Telemedicine, and Logistics - more visible in search results. Six targeted link-building campaigns boosted domain authority, while technical SEO improvements helped Google better understand page hierarchy and relevance.
How important was internal linking in Exoft's SEO recovery?
Internal linking was critical to Exoft's recovery. By strategically connecting related content and funneling link equity to conversion-focused pages, we helped Google identify priority pages and improved rankings without massive backlink investments. Internal linking acted as a force multiplier, amplifying the impact of external link-building efforts and driving faster results on a limited budget.
What role did link building play in increasing Exoft's domain authority?
Link building played a key role in establishing topical authority and competitive positioning. Six focused campaigns acquired high-quality backlinks that increased Exoft's Domain Rating from 56 to 59. Rather than pursuing volume, we prioritized relevance and quality, targeting links that reinforced Exoft's expertise in healthcare and logistics software development. This approach helped them compete against industry giants with higher baseline authority.
Can a similar SEO approach work for other IT outsourcing companies?
Yes. This approach works well for IT outsourcing and B2B tech companies facing similar challenges: high competition, limited budgets, and traffic volatility from Google updates. The strategy focuses on fixing foundational issues - internal structure, content relevance, and strategic link acquisition - rather than relying on expensive, high-volume campaigns. Companies with strong expertise but low visibility can use topical authority and smart optimization to outrank larger competitors.
