From zero to one in four: procuring customers through search

Procurement Hub deliver brilliant procurement services and solutions, but operate in a niche market dominated by much larger players. Standing out and driving growth in such a competitive space was no small task. To compete, they needed to strengthen their brand and turn organic search into a powerful sales engine.

Highlights

1,208

New ranking keywords

New page 1 keywords

152%

Increase in Clicks

+102%

Increase in Organic Sessions

The brief

Procurement Hub deliver high-quality procurement services and solutions, but they operate in a niche space dominated by much larger organisations with deeper resources and stronger brand recognition. For them, the challenge wasn’t just about being found – it was about proving credibility and carving out authority in an industry where trust and expertise are everything.

With ambitious growth plans, Procurement Hub needed organic search to become a genuine sales driver rather than just a visibility tool. That meant building a content-led SEO strategy that spoke directly to their audience, positioned them as a go-to resource for procurement knowledge, and gave them the competitive edge to stand alongside – and even outshine – bigger players in the market.

What we did

In-depth audience and competitor research – refined personas to shape tone of voice, content structure, and positioning
Full SEO and content audits – identified technical issues, keyword gaps, and opportunities to strengthen site architecture
Technical SEO fixes – prioritised by impact vs effort, plus UX and navigation improvements to make the site more user- and search-friendly
Keyword and intent mapping – aligned primary and secondary terms to user journey stages, topic clusters, and persona needs
Content strategy with clear pillars – structured around awareness, consideration, and conversion to ensure full journey coverage
Content gap analysis and creation – produced hero pages, long-form blogs, and optimised existing content to build topical authority
Internal linking improvements – strengthened site structure to support rankings and enhance user navigation
Wireframing a new blog hub – with plans for authorship and EEAT elements to build credibility
Regular audits and optimisations – including content pruning, refining keyword targeting, and refreshing underperforming pages
Addressed content bottlenecks – shifted from shared content production to No Brainer creating content end-to-end, ensuring momentum
Strategic prioritisation of dev constraints – focused on achievable wins while phasing in larger-scale site improvements.

The results

Delivered a +102% increase in organic sessions year-on-year, far exceeding the original target
Drove a +277% uplift in new ranking keywords, expanding Procurement Hub’s footprint across priority search terms
Secured a +1200% increase in page one keyword rankings, winning visibility for competitive procurement-related searches
Achieved a +152% uplift in clicks year-on-year, driving more engaged traffic from search

Boosted impressions by +707%, strengthening brand visibility across the procurement sector
Secured page one (and position one) rankings for high-value terms like public sector frameworks, procurement frameworks and tendering
Transformed organic search into a top acquisition channel, now responsible for one in four new customers
Delivered a strong return on investment, with SEO becoming a measurable sales engine rather than just a visibility channel.

“Working with No Brainer over the past 12 months has been an incredible journey for Procurement Hub. Growing our brand awareness has been a vital part of our growth strategy, and the team has partnered with us every step of the way. Together, we’ve built a genuine partnership and already achieved phenomenal results. We’re excited about what the future holds and look forward to continuing this journey alongside No Brainer.” – Leanne Day, Head of Consortium Services, Procurement Hub

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