How Go Fish Helped Bandwidth Scale Non-Brand Visibility and Drive 153% More Conversions.

Bandwidth already views organic search as an important driver of leads and pipeline. The challenge wasn’t understanding its value; it was rebuilding and scaling performance after traffic declines.

The focus was clear: improve non-brand rankings and grow organic traffic so search could support demand generation at a much larger scale.

Key challenges included:

• Recovering lost organic traffic and rebuilding momentum in search.
• Improving non-brand rankings across priority solution areas.
• Increasing visibility for high-intent searches tied to core products.
• Creating a scalable SEO program that could sustain ranking and traffic growth over time.

The outcome: rankings improved, organic traffic increased, and search regained momentum as a growth channel. As visibility expanded across non-brand queries, conversion rates and MQL growth increased.

Go Fish worked with Bandwidth to build a strategy focused on one goal: improving non-brand rankings and driving sustained growth in organic traffic across priority solution areas.
Rankings and traffic were the primary focus because improving visibility at scale was the most direct lever for growing demand-generation results.

Using Barracuda, Go Fish analyzed search demand, competitive positioning, and performance data to identify the non-brand queries and pages most likely to regain visibility and expand reach—especially where rankings could translate into qualified engagement.

The strategy centered on improving visibility for high-intent non-branded searches tied to Bandwidth’s priority solutions, strengthening the connection between SEO performance and pipeline attribution, and then measuring how those rankings and traffic gains flowed into form submissions and Bizible-attributed MQLs

Bandwidth’s growth came from improving rankings for the searches most relevant to its priority solutions, expanding non-brand visibility, and scaling qualified traffic.

Insights surfaced through Barracuda helped the team prioritize where ranking improvements would unlock the biggest gains in non-brand traffic, then validate how that growth influenced conversions.

Key actions included:

• Expanded visibility for high-intent non-branded queries.
• Strengthened optimization across priority product and solution pages.
• Improved rankings for competitive, conversion-ready keywords.
• Addressed technical and on-page SEO opportunities to support broader ranking recovery and growth.
• Connected SEO reporting with Marketo and Bizible attribution data.
• Prioritized initiatives based on ranking opportunity, expected traffic lift, and conversion potential.