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Work

Driving 10x Visibility Growth Through Smart SEO Consolidation

Services

Product Naming, SEO, Web Development

194%

increase in organic traffic

1,000%

increase in impressions

189%

increase in clicks on the company name

At a glance

Our client is a fast-growing Atlassian Marketplace partner that was struggling with visibility. Despite having multiple successful products, the brand’s fragmented web presence kept it buried in search results, even for branded queries.

Brighttail stepped in to unify the brand’s digital footprint, consolidate SEO authority, and implement a strategy that prioritized discoverability and relevance. The result? A 1,000 %+ increase in impressions, 194% growth in organic clicks, and dramatically improved brand recognition in search.

The challenge

While the company’s suite of products had gained traction among users, the brand remained nearly invisible on search engines. Even branded searches for the company name surfaced irrelevant or competitor content. None of the company’s high-value keywords ranked prominently in search, leaving the team overly reliant on direct and referral traffic.

Upon deeper analysis, we discovered the root cause: each product operated under a separate domain with no central brand hub. This siloed structure:

  • Diluted SEO authority, preventing the brand from ranking meaningfully
  • Confused users, who couldn’t easily discover related products
  • Eliminated internal synergy, making cross-promotion and brand storytelling nearly impossible

With key business evaluations ahead, our client needed more than incremental fixes. They needed a foundational SEO strategy that could unlock brand lift, elevate visibility, boost Marketplace conversions, and turn organic search into a reliable, long-term growth engine.

Our strategy
and work

We started by consolidating all product subsites under a single, unified domain. This new structure acted as a central hub for users and search engines, instantly boosting site credibility and streamlining the user journey. This shift didn’t just simplify the experience for visitors, it fundamentally strengthened the site’s SEO backbone. Search engines began recognizing the unified site as a credible, authoritative entity, rather than a collection of disconnected parts.

With the new structure in place, we shifted focus to discoverability. Our team conducted an in-depth SEO audit and keyword research to map out high-impact opportunities. We looked beyond surface-level keywords to identify long-tail queries that aligned with specific customer intent. Phrases that spoke directly to the problems users were trying to solve. This allowed us to capture a wider, more targeted audience across the brand’s product portfolio.

To amplify the impact, we implemented a strategic internal-linking system that connected top-performing blog content with relevant product pages and cross-referenced related topics throughout the site. This created a web of contextual relevance that not only improved user navigation but also enhanced the site’s topical authority. Over time, these internal signals helped build trust with search engines, which in turn drove stronger rankings across priority keywords.

While domain consolidation came with its share of technical challenges—particularly given the vendor’s existing siloed structure—close collaboration between teams ensured a smooth transition and seamless rollout.

This multilayered approach strengthened the site’s topical authority and improved user navigation, two critical components for long-term SEO performance.

The Results

Six months after implementation, the impact was undeniable.

Organic clicks to the website rose by 194%, while impressions skyrocketed by over 1,000%. Branded search performance improved dramatically, with clicks and impressions on the company name alone increasing by 189% and 187%, respectively. Keywords that had never surfaced on the first page began ranking consistently. The site was no longer just discoverable, it was competitive.

Beyond the metrics, the transformation was strategic. The brand now had a strong, scalable foundation for future growth—one that made it easier for users to explore the product ecosystem, engage with content, and move down the funnel toward conversion. SEO has evolved from a lagging channel to a leading one, accelerating awareness, evaluation, and engagement across the board.

Why It Matters

In ecosystems like Atlassian’s, visibility isn’t just a “nice-to-have,” but it’s a growth necessity. Yet all too often, early infrastructure decisions, like splitting sites across multiple domains, come back to haunt brands when it matters most. This case shows how a thoughtful, well-executed SEO strategy can reverse that trajectory.

By aligning technical structure, content strategy, and keyword intent, we helped this vendor build a unified brand experience that works for humans and algorithms alike. The result was more than just higher rankings. It was stronger brand recognition, smarter discovery paths, and a measurable impact on business growth.

Let’s Build Your Growth Engine

Whether you’re battling fragmented visibility or ready to scale your SEO performance, we’d love to help. Get in touch to see how Brighttail’s strategic approach can unlock the next phase of your growth.