The Challenge
Support.com had built significant organic traffic over a decade, but it was almost entirely the wrong traffic. Their historical SEO success in consumer-facing tech support queries had created a content footprint that was structurally misaligned with their new enterprise go-to-market. When the company pivoted to targeting enterprise IT organizations and managed service providers, their organic channel continued delivering high volumes of B2C visitors who had zero purchasing authority, inflating vanity metrics while starving the enterprise pipeline.
The enterprise buyer journey for IT support services is fundamentally different: it involves multi-stakeholder evaluation, extended sales cycles, and content consumption patterns focused on operational resilience, security posture, and SLA accountability. Support.com had virtually no content addressing these buyer concerns. Decision-maker queries like “enterprise remote IT support platform” and “IT support outsourcing for technology companies” returned no Support.com results.
Technical debt compounded the problem: a legacy CMS migration had left 1,400+ broken internal links, crawl errors on 23% of their indexed pages, and a robots.txt configuration that was accidentally blocking their most commercially valuable pages from indexing.
Our Approach
We started with triage: a full technical audit that immediately identified and resolved the robots.txt misconfiguration. Within two weeks, Google had re-indexed the blocked commercial pages and organic visibility for enterprise queries improved before any content work began. The 1,400+ broken internal links were systematically resolved through a redirect mapping exercise, and structured data was deployed across all service and solution pages.
The strategic core of the engagement was a full ICP content pivot. We audited every indexed page against the new enterprise ICP and developed a three-tier content architecture: enterprise awareness content (thought leadership on IT support challenges), evaluation content (comparison guides, feature matrices, RFP templates for IT support procurement), and decision content (ROI calculators, compliance and security documentation). A paid search restructure ran in parallel, rebuilding Google Ads campaigns around 220 enterprise IT buyer keywords with RLSA audiences to suppress B2C traffic and amplify enterprise remarketing.
Key Initiatives
- Identified and resolved robots.txt misconfiguration blocking 34 commercial pages, restoring indexation within 14 days
- Resolved 1,400+ broken internal links and rebuilt internal link architecture around enterprise ICP pages
- Developed 3-tier enterprise content architecture: 8 awareness pillars, 12 evaluation guides, 6 decision-stage conversion assets
- Rebuilt Google Ads account structure around 220 enterprise IT buyer keywords with RLSA B2C suppression
- Deployed Organization, Service, and FAQPage schema across all commercial pages
- Created vertical-specific enterprise solution pages for technology companies, financial services, healthcare, and retail
The Results
The deliberate ICP pivot produced exactly the intended trade-off: total organic sessions declined 19% as B2C consumer traffic fell away, but enterprise-qualified organic leads grew 267% in the same period. Sales-accepted leads from organic increased from an average of 4 per month to 31 per month at 9 months into the program. Average deal size from organic-sourced pipeline was 4.2x larger than the historical B2C lead average.
Cost per qualified enterprise opportunity from paid search decreased 58% after the campaign restructure, with the enterprise landing page framework improving conversion rates from 1.1% to 3.8% on commercial terms. Total enterprise pipeline attributable to the combined organic and paid program reached $2.6M by month 12.
“Most agencies would have fought to protect our traffic numbers. SaaS SEO had the conviction to say the traffic was the wrong traffic and build the strategy to fix it. The enterprise leads we are generating now are fundamentally different, bigger deals, real budget, real buying intent. That is what a strategic SEO pivot looks like.”
— Carlos Menendez, Chief Marketing Officer at Support.com
About Support.com
Support.com provides enterprise-grade remote technical support and IT services to some of North America’s largest organizations. Their platform combines AI-powered diagnostics with human expert support to resolve complex IT issues at scale, enabling enterprises to reduce internal help desk load while maintaining high employee satisfaction scores.
