How a UK-Based Microsoft Partner Achieved 400% Organic Traffic Surge and 4x Leads Growth through Strategic SEO

Case Study Contents

In this case study, we’re going to take a look at an UK based Microsoft’s Dynamics 365 Gold Partner. The engagement goal was to drive high-quality traffic and generate leads on their website through a strategic Search Engine Optimisation (SEO).

About Client

The client is a Microsoft Dynamics 365 Gold Partner, based in the United Kingdom with presence across the globe and an offshore delivery centre in Gurgaon, India. Their expertise and commitment to digital transformation for their client projects have earned them a reputable name in the Microsoft ecosystem.

The core of their client base comprises Small and Medium Businesses (SMBs) from major industrial hubs in the UK, who recognise the value of digital transformation. These forward-looking companies are actively seeking ways to digitalise their operations, streamline processes, and optimise their overall business performance. Our client predominantly engages with businesses that understand the importance of technology investments. With a minimum client spend on IT budget starting at £100,000/year, they are committed to delivering substantial value and results.

In a world of digital where paid ads are expensive, the organic growth (SEO) has become the key driver of their entire digital marketing strategy.

Target Market: UK 

The Challenges

After the initial in-depth audit, it became evident that a several keywords and non-keywords based factors that were hindering their website traffic and lead generation efforts. These factors included:

  1. Site Structure, Design and Layout: One of the most important factor was an need for an user-friendly website structure, making it more easy for visitors to navigate and find relevant information efficientlyThe website’s design and layout were in a way limited, it lacked the vision and messaging that the client aimed to convey with the visitors. 

  2. On-Page SEO: On-page SEO elements such as meta tags, headers, and keyword optimisation were to be aligned with the keyword research in place, affecting the website’s visibility in search engine results.

  3. Site Content & Call-to-Action (CTA): Content quality and relevance needed to be improved. The existing content did not align with the best practices, lacked depth and engage the visitors. Also, the website didn’t have well-positioned calls to action to encourage visitors to take action, converting into leads.

  4. Technical SEO: Various technical SEO issues, including accessibility, broken links, canonicalisation, and images optimisation were detected during the audit affecting the site’s overall performance.

  5. Link Building: We had missing backlinks and guest posts from authoritative sources, which impacted its domain authority and search engine rankings. The inbound spammy links contributed to increase in spam score and low authority.  

Addressing these challenges required a collaborative effort with the client’s in-house team.  We worked together to transform the website and enhance user experience to drive organic growth. In the following sections, we will explore the strategies and the outcomes achieved through this joint effort.

Our Approach

1.Website Redesign and Launch:  The complete website was redesigned by the client’s team with recommendations. The end result was an beautiful, responsive, and easy-to-navigate website that followed the best practices, in line with the client’s vision and messaging.
2. Content Refinement: We did a complete content overhaul to address content quality and relevancy issues. The existing content pieces were refined to make them more interesting and informative. We also created new, interesting content pieces to inform and engage visitors. We created a variety of marketing collateral, such as eBooks and blog articles, as well as industry insights infographics, to position our client as a leader in the industry and provide valuable insights to visitors.
3. Strategic CTA Placement: Calls-to-action (CTAs) play a pivotal role in conversion. We strategically placed CTAs throughout the website and collaterals, guiding visitors towards relevant actions such as requesting or scheduling demos and downloading resources.
4. On-Page and Technical SEO Overhaul: To enhance the website’s visibility and ranking in search engine results, we executed an extensive overhaul of On-page and Technical SEO elements. This included optimising meta tags, headers, and keywords, and addressing technical issues such as broken links and image optimisation.
5. Quality Backlinks Acquisition: Building a robust backlinks profile is essential for SEO success. We implemented a strategic approach to earn quality backlinks from contextual sites and through guest posts.
Through this approach, we aimed to transform the digital presence, improve user experience, and drive organic growth. In the next section, we will delve into the outcomes achieved as a result of these efforts, showcasing the results that solidified our client’s position as one of the leading Microsoft Dynamics 365 Partner in the UK.

The Outcome

Within a year, our strategic digital marketing efforts delivered exceptional results for the UK-based Microsoft Dynamics 365 Partner. The outcomes not only exceeded expectations but also laid the foundation for a sustained growth and success.

1. Dominating Keyword Rankings:

  • 11 high-value keywords made their way to the first page of SERPs
  • 100+ high-value keywords made it to the Top 10 of the top 10 SERPs

  • 300+ high-value keywords landed in the competitive Top 100 search results

2. Increase in Organic Traffic:

  • The organic traffic to the website experienced a gradual but steady increase, ultimately reaching a peak of 400%. This proved that the our collaborative efforts were paying off.
  • This indicates that the SEO implementation is effective in driving targeted and high-quality traffic to our client’s website.
3. Lead Generation:
  •  We saw a fourfold increase in the number of leads for Dynamics 365 products and services on offer. In simple terms, we were generating four times as many potential customers as before. Our organic grwth strategies were making a substantial impact on our business growth.


In this case, we went on a mission to unlock the organic growth for a UK based Microsoft Dynamics 365 Gold Partner. We used a strategic approach to overcome the challenges and saw amazing results within a year.

Get in touch with us today to see how we can work together similar amazing results for your business. 

Your success story awaits.

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