About InterTeam Marketing
InterTeam Marketing is a premium ad agency for B2B SaaS and service businesses. They are wizards at paid media, but they wanted to improve their inbound lead generation through SEO.
As a PPC agency, InterTeam prioritizes high-intent audience targeting and wanted an SEO partner with the same focus on qualified leads. That’s what led them to Windsor Digital Marketing.
Over the course of the campaign, we delivered:
- 105% increase in non-branded organic traffic
- 41% improvement in average organic position
- 50+ media placements on high-authority websites within 3 months
- 102% increase in referral traffic
- 304% increase in AI referral traffic
InterTeam achieved these results through a content strategy focused on topical authority and bottom-of-funnel search visibility, alongside a Digital PR campaign built around SERP visibility and high-intent media placements.
In this B2B SEO case study, we break down exactly how we did it.
Why They Chose Windsor Digital Marketing
InterTeam Marketing had worked with SEO copywriters and agencies before, but they struggled to generate meaningful results. In some cases, they drove traffic to the site, but it rarely resulted in qualified leads.
Despite this, they knew there was potential to scale growth through SEO, which is what led them to Windsor Digital Marketing. We pitched them on a content strategy built around their primary service pages to strengthen their topical authority, capture high-intent leads, and funnel users toward their conversion pages.
InterTeam loved the pitch, and we got started on the rollout.
We Started With a Content Audit
As we do with all campaigns, we started with an audit of their existing site infrastructure. For InterTeam, that meant beginning with a content audit.
InterTeam is a team of conversion rate experts. We knew the CRO of their service pages was not the issue. The problem was that much of their blog content attracted low-quality traffic that was unlikely to convert, regardless of how well the pages were optimized.
This was because much of the content targeted users learning the basics of advertising. In many cases, these users were either trying to enter the industry or were small businesses with limited advertising budgets.
But InterTeam isn’t an educational website. They are an authoritative B2B PPC agency, and we needed the site to reflect that positioning.
That meant:
- restructuring existing blog content to better demonstrate the agency’s expertise
- creating new content focused on bottom-of-funnel search intent
- building stronger topical silos through internal linking
- strengthening the brand’s external authority through Digital PR
Our 3-Phase B2B SEO Strategy
InterTeam wanted to transform their website traffic from informational audiences into high-quality leads. To do that, we needed to restructure the intent behind their blog content, build bottom-of-funnel SEO assets, and strengthen the brand’s external authority.
The campaign was rolled out over the course of a year in three phases:
Phase 1: Building Topical Coverage Around Primary Services
Before we started the campaign, InterTeam’s top-performing page was a guide to fixing Google Ads policy violations. The page generated a lot of calls. Unfortunately, most of them were from people seeking support from Google itself.
Their site was full of content like this. Educational pieces tied to paid media advertising, but unlikely to attract the kinds of businesses that would actually benefit from InterTeam’s services.
So our content marketing agency created a new strategy. One that leveraged their existing efforts while shifting the focus toward content designed to attract qualified leads. We expanded their content calendar around a mix of strategic ToFu and MoFu content that could funnel users toward their high-converting service pages.
Restructuring Existing Content
We ran a full content audit alongside in-depth SERP analyses to identify gaps in competitor coverage and opportunities to create content that was deeper, more actionable, and more commercially aligned.
In the process, we transformed posts like:
- “B2B Retargeting Tips”
into content like:
- “Complete B2B Retargeting Guide: Strategies That Drive More Leads at Lower CPLs”
Within each post, we broke down the exact SOPs InterTeam uses in real campaigns, combining industry-standard best practices with unique insights that helped the content stand out from competing pages.
Reaffirming Authority with Case Studies
It wasn’t enough for us to explain InterTeam’s advertising concepts. We also wanted to show how they apply them in practice, which meant creating stronger case studies.
InterTeam already had case studies on their site. They were good, but they needed restructuring and SEO optimization. We developed a new template (similar to the one used in this post) and conducted keyword research to identify the actual search terms people use when looking for advertising case studies.
We then added internal links pointing toward these case studies from relevant blog content, alongside CTAs directing users toward InterTeam’s service pages.
These case studies quickly became some of InterTeam’s top-performing pages and helped shift the site’s ranking keywords away from purely informational Google Ads terms toward more commercially focused searches, including keywords like “B2B Google Ads Agencies” and “B2B Google Ads Case Studies.”
Creating Pillar Pages to Unify Topical Authority
Once we had InterTeam’s existing content targeting the right audience, we focused on expanding the brand’s topical authority around its primary services.
InterTeam specializes in cross-channel paid media strategies using Google Ads, LinkedIn Ads, and Reddit Ads. Each channel is offered both as a standalone service and as part of a broader integrated advertising strategy.
To support this positioning, we created four major content pillars:
- Complete B2B Google Ads Guide
- Complete Reddit Advertising Guide
- Complete B2B LinkedIn Ads Guide
- Our Omnichannel Advertising Strategy (Revealed)
Each pillar ranged from 5,000 to 7,500 words and covered everything from campaign setup and audience targeting to advanced agency-level strategies.
These pages served two key purposes:
- Capturing informational intent related to InterTeam’s primary commercial keywords
- Organizing the site into a unified topical structure that branched into Google Ads, LinkedIn Ads, and Reddit Ads silos
This structure helped connect authority across the site and gave search engines a clearer understanding of how InterTeam’s content fit together as part of a broader paid media strategy.
Phase 2: Creating Bottom of Funnel Search Demand
With ToFu and MoFu content now targeting qualified leads, we shifted our focus on developing bottom of funnel assets that would bridge the gap from traffic to conversions.
For InterTeam, these took the form of agency round ups, like:
- Best B2B PPC Agencies
- Top B2B Marketing Agencies
- Top B2B Advertising Agencies
- Best Reddit Marketing Agencies
All of these pages were already being supported through the topical coverage of our blog content. As a result, they began ranking in the top ten for their target keywords almost immediately, and began producing leads just as quick.
The reason these worked so well is that they weren’t just written as marketing content. InterTeam ranked #1 on all of them, which is the reason the list was generating leads. But we presented the information using a quantifiable methodology that audiences would be able to replicate themselves and come to the same conclusion using publicly available information.
This not only added credibility for users that landed on the page, but also showed search engines exactly how are list was crafted, allowing us to outrank established competitors.
In the process, they gave us leverage we could use for the next phase of our B2B SEO strategy.
Phase 3: Authority Building Through Digital PR
Once we had a steady content pipeline established, we shifted our focus toward building external authority signals through strategic Digital PR campaigns.
Unlike many SEO providers, our SEO agency doesn’t rely heavily on guest posting for backlinks. Instead, we focus on creating value that can be leveraged into highly relevant media placements at scale. This tends to produce both higher-quality backlinks and stronger topical relevance.
We used two primary tactics to drive the campaign.
Developing Linkable Assets
The first step was developing linkable assets. These were pieces of content specifically designed to generate media placements and external citations naturally.
We launched two primary types of assets:
Stats Roundups
We launched a comprehensive Reddit statistics roundup covering everything from monthly active users and moderation activity to revenue growth and advertising data.
The post gained traction quickly, appearing in natural conversations across Reddit and LinkedIn while generating more than 29 relevant media mentions and DoFollow backlinks within 4 months.
Additional Agency Roundups
The agency roundups we had already developed for bottom-of-funnel SEO also started attracting attention.
These pages created an incentive for other agencies and publications to include InterTeam in their own lists when approached with the right pitch strategy.
As a result, we expanded the strategy beyond PPC and launched additional roundup content focused on lead generation agencies, SEO agencies, and B2B marketing providers, with more planned throughout the content pipeline.
Acquiring High Intent Media Placements
The final and most impactful step of our Digital PR campaign was leveraging our linkable assets to acquire high-intent media placements that would both pass authority to our site and drive qualified referral traffic directly to our sales pages.
To do this, we rounded up more than 250 agency lists and launched a media outreach campaign focused on securing SERP coverage for high-intent commercial keywords. These targeted the same keyword categories we used for our own roundups:
- B2B Marketing Agencies
- B2B Advertising Agencies
- B2B PPC Agencies
The goal was simple: if someone searched for any of these terms, we wanted InterTeam appearing everywhere across the SERPs.
This not only reinforced the brand’s authority with potential prospects, but also created additional citations and mentions for AI Overviews and LLM-driven search engines to pull from.
In just 2 months, we generated more than a dozen high-intent media placements, helping elevate the campaign across:
- referral traffic
- organic search traffic
- AI referral traffic
InterTeam began appearing everywhere they wanted their brand to be.
For searches like “Top B2B PPC Agencies,” they appeared in Google AI Overviews and across 5 of the top 10 ranking pages in the SERPs. This presence translated to visibililty across LLMs and resulted in an influx of both organic and highly qualified AI referral traffic.
The Results: High Intent Traffic Driving Qualified Leads
Within a year, we transformed InterTeam’s SEO strategy into a scalable inbound growth channel. Qualified prospects began discovering the brand through organic search, media placements, referral traffic, and emerging AI-driven search experiences.
The impact was clear across search visibility, authority, and traffic quality, including:
- 105% increase in non-branded organic traffic
- 41% improvement in average organic position
- 50+ media placements on high-authority websites within 3 months
- 102% increase in referral traffic
- 304% increase in AI referral traffic
More importantly, the quality of traffic coming through the site completely changed.
Instead of attracting users searching for terms like “Google Ads Policy” and “Google CPC Inflation,” InterTeam began ranking for higher-intent commercial searches like:
- Reddit Ads Agency
- Google Ads Case Studies
- B2B PPC Agencies
These were users actively searching for paid media expertise, and the difference in lead quality became increasingly evident within InterTeam’s pipeline.
Work With a B2B SEO Expert
SEO is one of the highest ROI channels for B2B businesses. But it’s also easy to get caught chasing low-quality traffic that never turns into leads.
Most agencies focus on traffic volume. We focus on attracting qualified buyers.
Schedule a free strategy call and learn how a high-intent B2B SEO strategy can help your business generate more qualified leads through organic search.