Skill Dynamics

163% More Conversions & 219:1 ROI from B2B SEO

Overview

Project

Skill Dynamics is a global leader in online training for supply chain and procurement professionals.

With a rapidly expanding market and increasing competition, they needed to significantly improve their SEO performance to maintain visibility, increase traffic, and – most importantly – drive high-quality conversions.

Their goals for H1 2024:

• Grow keyword visibility by 50%
• Increase organic traffic by 30%
• Improve their on-site conversion rate

They didn’t just need more traffic – they needed to attract and convert decision-makers in medium-to-large B2B enterprises across the UK and the US.

The Growth Opportunity

Skill Dynamics had a solid product and a clear audience – but their SEO performance wasn’t matching their market potential.

Key challenges included:

• Poor regional targeting: lack of hreflang tags and duplicate content created confusion between UK and US pages.
• Content misalignment: much of the site’s content wasn’t aligned with their highest-value services or user intent.
• Technical inefficiencies: slow site speed and mobile UX issues were limiting both rankings and conversion.

We saw the opportunity to not only improve rankings – but to turn organic search into a high-performing lead generation channel.

Our Approach

We implemented a fully managed SEO strategy focused on three pillars: technical performance, content alignment, and conversion-focused optimisation.

Technical SEO Foundations

We began with a full technical audit, surfacing critical issues across Core Web Vitals, page speed, and regional targeting. Fixes included:

• Hreflang implementation across UK and US pages
• Mobile optimisation improvements
• Site speed enhancements via image compression, code clean-up, and caching strategies

These changes laid the groundwork for a stronger UX and better international rankings.

On-Page & Content Realignment

A deep content audit revealed over 100 pages with thin content or misaligned focus. We:

• Consolidated and optimised service pages for Procurement and Supply Chain keywords
• Updated metadata and internal linking to support content hierarchy
• Created new, intent-driven articles targeting high-value keyword gaps

The result: a site structure that reflected Skill Dynamics’ core services and supported full-funnel SEO performance.

Authority Building & Link Strategy

To strengthen organic trust signals, we launched a link-building campaign focused on:

• Securing high-authority backlinks from industry publications
• Building contextual relevance through digital PR
• Creating share-worthy, keyword-focused content assets

These links improved domain authority, supported ranking gains, and reinforced Skill Dynamics’ leadership in the space.

Why It Worked

We focused on aligning every SEO activity – technical fixes, content optimisation, and link building – with clear business objectives.

By resolving technical friction early, we created a stronger platform for conversion and regional targeting, especially in the competitive US and UK markets.

The content strategy wasn’t just about keywords – it was about intent. Every page we created or optimised was designed to attract decision-makers and move them further down the funnel.

Our link acquisition approach didn’t chase volume – it focused on credibility, targeting authoritative sources that would improve domain trust and relevance.

This wasn’t SEO in isolation. It was SEO as a performance channel – driving measurable, scalable results for a high-growth B2B brand.

Award Recognition

This campaign was shortlisted for the UK Search Awards in the category Best Use of Search – B2B (SEO) – Small.

The nomination recognised our strategic approach, commercial impact, and ability to deliver exceptional SEO performance in a competitive B2B landscape.