Owned the observability category.
In 11 months.

A leading observability platform came to us out-ranked by every legacy incumbent in their category. Eleven months later, they own every category-defining query — in classic search and in AI Overviews — and the program has paid for itself five times over.

/ Metric 01 312% pipeline growth, 9 months

/ Metric 02 1.86M organic visits / month

/ Metric 03 41 No. 1 rankings won

/ Metric 04 73% AI Overview citation rate

/ Metric 05 38% CAC reduction

/ Metric 06 5.2x program ROI to date

01 · The Challenge

Brand strength, SEO weakness.

The client had won category mindshare among engineering leaders — but their organic search footprint didn't reflect it. Three legacy incumbents (with 10x the domain authority) owned every category-defining query.

At the same time, AI Overviews had started taking double-digit share of their top-of-funnel — and the brand was barely cited. Demos from organic had been flat for four quarters.

The hard constraints

Mid-migration: a domain consolidation was scheduled in 60 days.
Engineering-light: marketing had no dedicated dev support.
Board pressure: SEO needed to show pipeline contribution by end of Q2.
Category-defining competitors with 10x our domain authority.

"Three quarters of flat demos from organic, and we'd just hired against a category-leadership thesis. We needed search to start carrying its weight."
— VP Marketing, the client (name withheld)

02 · The Approach

Four parallel tracks.

We structured the program around four concurrent workstreams, each with a defined owner and measurable outcome.

Wk 1–4

Migration insurance

Pre-migration audit + redirect map (100% of live URLs)
Day-zero rollback plan with automated alerting
Crawl + index monitoring via Search Console + Screaming Frog

Wk 5–12

Topical authority sprint

41 cluster pages shipped across 6 core topic pillars
Programmatic SEO templates deployed for long-tail coverage
Internal linking architecture rebuilt for PageRank flow

Wk 13–24

GEO engineering

Schema markup across all 41 priority pages + homepage
Entity disambiguation — product, brand, and category alignment
AI Overview citation testing: 200 prompts tracked weekly

Wk 24+

Compound + reinvest

Tier-1 PR placements and original research syndication
Long-tail expansion into adjacent use-case clusters
Adjacency mapping into infrastructure and DevOps verticals

03 · The Results

Three quarters in,
SEO became
the top channel.

We migrated the domain with under 5% traffic loss in week 6. By month 4, we were ranking on page 1 for 28 of the 41 priority terms. By month 11, all 41 were at position 1.

AI Overviews — initially a threat — became the largest single contributor to top-of-funnel by month 9. Citation rate climbed from 8% at engagement start to 73% by month 8.

<5%

Traffic lost at migration

Mo. 4

Page 1 for 28 / 41 terms

Mo. 9

GEO = top ToFu channel

Mo. 11

All 41 terms at position 1

Sourced Pipeline

$48.2M total

↑ 312% vs prior period

JUL 25 OCT 25 JAN 26 APR 26 JUN 26

Organic Search $29.1M

AI Overviews / GEO $12.3M

Content / PR $6.8M

"MMIO is the only agency we have ever renewed twice. They show up to QBRs with a forecast model, not a pretty slide. SEO went from a line item I had to defend to the channel that funds the rest of the program."

— VP Marketing, Series D Observability Platform · name withheld

/ More Case Studies