Moved a B2B SaaS site from position 19 to 6 on Google, through two site migrations

The challenge

Both brands sell technical products, such as virtual phone numbers, call forwarding and global voice, to business buyers in more than 200 countries who research carefully before they buy. Organic search is the brands' most important channel.

When I joined in 2019, I wrote articles to keywords assigned to me. Within a year I was planning the monthly content agenda, had started running content audits on both sites, and was writing pages that reached Google's first page, including the top result for Singapore phone numbers. Then in April and May 2025, both sites migrated to AWS, which put rankings at risk and broke attribution for a time.

My approach

1. Built the function before scaling it. Monthly roadmaps, writer briefs, quality standards and a review process shared by marketing, design, web, sales and IT.
2. Wrote for the buyer's question, not the keyword. Every piece started from search intent and real customer use cases, so technical pages answered what buyers actually asked.
3. Went beyond the blog. Landing pages, eBooks, case studies, email campaigns, sales collateral, newsletters and an in-house video program.
4. Kept the library healthy. Regular content audits on both sites, refreshing older pages instead of only publishing new ones, with visuals, structured data and topic clusters that build authority around core services.
5. Took the content global. Led localization into Spanish, French and Portuguese with our regional teams. Spanish organic traffic grew 266%, and French and Portuguese pages went from no traffic to ranking in Google's top 20 (Mar 2023–Mar 2024).
6. Tied content to business results. Traffic, rankings, engagement and business accounts tracked in GA4, Search Console, Semrush, Ahrefs, Looker Studio and Zoho CRM, then used to decide what to create next.

Results

• Global Call Forwarding: average Google position improved from 19 to 6, impressions grew 2.2x to 20.9M, and organic clicks rose 44% (Mar–Apr 2026 vs 2025).
• Keywords in Google's top 10 roughly tripled (~6K to ~17K) and top-3 keywords grew about 7x (~1K to ~7K) for Global Call Forwarding between June 2025 and April 2026.
• Since I joined, average organic traffic grew 485% for Global Call Forwarding and 235% for United World Telecom, and domain authority rose from 51 to 61 and from 50 to 59 (Oct 2019–Mar 2024). Average monthly organic signups grew 69% (2020–2023).
• Business accounts opened from organic search grew from 189 in 2019 to 522 in 2023 (2.8x), and the share of organic signups that become business accounts rose from 11% to 25% (2019 vs Jan–Sep 2026).
• I wrote about our refresh approach for UC Marketing: Is content refreshing worth it? A Global Call Forwarding example.
• These gains came after both sites migrated to AWS in spring 2025. I worked hands-on through the migrations, catching issues, reporting bugs and fixing attribution gaps with web dev and IT, so both sites kept running with little effect on SEO, while the team kept publishing: 174 new blogs and pages in 2025.

Reflection

I’d keep building content the way we do now: from customer calls, sales chats and regular conversations with Sales, Support and IT, so every piece answers what buyers actually ask and explains technical features in terms of real use cases. What I’d change is how we ran the 2025 migrations. Marketing should have been part of a step-by-step rollout from the start, because newer IT staff missed key attribution setups. I caught the misattributed traffic by checking our reports against Zoho CRM and GA4, then worked with web dev and IT to fix it, and we came out with cleaner data than before.