Backdrop
A saturated HR-tech category. The brand had a strong product but no topical authority — competitors with weaker products outranked them on every commercial term because they'd published broadly and deeply for years.
Strategy
Three topical pillars were chosen carefully — narrow enough to dominate, broad enough to map to real buyer journeys. A pillar-cluster content model was built mapping 184 article briefs across the three pillars. Every brief was anchored to SME interviews with the brand's internal experts; every article published with an author bio, credentials and primary research.
Outcome
Organic sessions up 421% over 14 months. 3,100 ranking keywords across the three pillars, with 410 on page one. Three SERP feature acquisitions per pillar (featured snippets, People Also Ask, AI Overview citations). The brand is now cited by competitors and analysts as a category authority.