Motivity had a strong product and a growing customer base - but its organic search presence was nearly non-existent. With a Series B target on the horizon and a board expecting proof of scalable, capital-efficient growth, the team needed more than paid-media band-aids. Higglo Digital deployed a full-suite SEO, UX, and CRO engagement that delivered a 930% increase in organic impressions, a 265% lift in organic clicks, and a 343% jump in demo requests - results that gave investors the conviction to write a $27M check in March.
The Challenge
Motivity had built a powerful ABA practice-management platform used by over 200 provider organizations - but its online visibility told a different story. When Higglo ran a baseline audit in August 2023, the findings were stark:
Organic search drove only 8% of qualified pipeline. The remaining 92% came from paid channels with a rising CAC that was eroding unit economics.
Technical debt was suffocating crawlability. Over 4,200 indexation errors, duplicate meta titles across 63% of pages, and a Core Web Vitals pass rate of just 31%.
High-intent pages converted at 0.9%. The demo-request flow had five form fields, no social proof, and a median load time of 4.7 seconds.
Content gaps in every major product category. Motivity ranked on page one for zero of its top 40 commercial keywords.
With the board targeting a Series B close by Q1 2024, leadership needed to demonstrate a scalable, capital-efficient growth engine - fast.
The Approach
Higglo designed a three-pillar program - Full-suite SEO, UX refinement, and CRO - delivered in overlapping phases so early technical wins could compound while content and conversion work ramped up.
Pillar 1 - Technical SEO & Infrastructure: Fix the foundation. Resolve indexation errors, implement structured data, optimize Core Web Vitals, and establish a crawl-budget-friendly site architecture.
Pillar 2 - On-site SEO, Content Optimization & Creation: Build topical authority. Map a keyword universe of 1,800+ terms, optimize 74 existing pages, and publish 38 new content assets targeting high-intent clusters.
Pillar 3 - Off-site SEO, Link Building & CRO: Amplify and convert. Earn high-DA backlinks through digital PR and guest content, then systematically test and improve every conversion touchpoint from landing page to demo booking.
Execution
Weeks 1–3: Technical SEO Blitz. The Higglo technical SEO engineer resolved 4,200+ crawl errors, consolidated 312 duplicate pages via canonical tags, implemented JSON-LD schema across product, pricing, and blog templates, and improved the Core Web Vitals pass rate from 31% to 94%. Render-blocking scripts were deferred, images converted to WebP, and a CDN layer added - dropping median LCP from 4.7s to 1.6s.
Weeks 3–10: On-site SEO & Content Engine. Using Clearscope-scored briefs, the content team optimized 74 existing pages (title tags, internal links, heading hierarchy, content depth) and produced 38 new assets: 22 long-form comparison and use-case guides, 9 glossary pages targeting featured-snippet opportunities, and 7 product-led landing pages aligned to bottom-of-funnel queries. Internal linking was restructured into a hub-and-spoke model around five core topic clusters.
Weeks 4–16: Off-site SEO & Link Building. Higglo's outreach team executed a link-building campaign that secured 127 referring domains over 12 weeks. Tactics included original-data digital PR (a "State of ABA Data Collection" report picked up by 14 industry publications), expert-quote placements in SaaS media, and strategic guest posts on DA 60+ sites. Domain Rating climbed from 38 to 57.
Weeks 6–24: CRO & UX Optimization. Hotjar session recordings revealed that 44% of visitors abandoned the demo-request page after scrolling past the fold. The CRO analyst ran 11 A/B tests across the funnel:
Reduced demo-request form from 5 fields to 3 - conversion rate rose 41%.
Added animated customer-logo bar and a "Book in 30 seconds" micro-copy CTA - bounce rate fell 18%.
Introduced exit-intent modal with a 2-minute product video - recaptured 9% of abandoning visitors.
Redesigned pricing page with interactive ROI calculator - page-to-demo rate increased 62%.
Outcomes
By month seven, every primary KPI had moved dramatically:
930% increase in organic impressions
265% increase in organic clicks
343% increase in demo requests
The compounding impact of these results extended well beyond the dashboard. Organic pipeline grew to represent 34% of total qualified pipeline - up from 8% - and blended CAC dropped 29%. When Motivity entered Series B conversations in January 2024, the growth trajectory was the centerpiece of the investor deck. In March 2024, Motivity closed a $27M Series B round, with the lead partner explicitly citing the company's "capital-efficient, organic-first growth engine" as a key investment thesis.
Three workstreams, one delivery cadence.
Technical SEO & Infrastructure
Resolved 4,200+ crawl errors, consolidated 312 duplicate pages with canonical tags, implemented JSON-LD structured data site-wide, and improved Core Web Vitals pass rate from 31% to 94%. Median LCP dropped from 4.7s to 1.6s through render-blocking script deferral, WebP image conversion, and CDN implementation. Established a crawl-budget-efficient architecture that allowed Google to index 98% of target pages within 14 days.
On-site SEO & Content Optimization
Audited and optimized 74 existing pages across title tags, meta descriptions, heading hierarchy, internal linking, and content depth using Clearscope scoring. Restructured site information architecture into a hub-and-spoke model around five core topic clusters (data collection, practice management, billing and RCM, compliance, and ROI). Average content score improved from 34 to 78, and optimized pages saw a median 187% lift in impressions within 60 days.
Content Creation
Produced 38 new content assets over 10 weeks: 22 long-form comparison and use-case guides targeting mid- and bottom-funnel keywords, 9 glossary pages engineered for featured-snippet capture (won 6 of 9), and 7 product-led landing pages for high-commercial-intent queries. Each piece was Clearscope-scored above 75 before publication and supported by a custom internal-link insertion plan to distribute authority to money pages.
Off-site SEO & Link Building
Executed a 12-week outreach campaign that secured 127 new referring domains, including 14 pickups of the original-data 'State of ABA Data Collection' report by industry publications. Additional tactics included expert-quote placements in SaaS-focused media outlets and strategic guest posts on DA 60+ domains. Domain Rating climbed from 38 to 57, directly improving ranking velocity for competitive commercial terms.
Conversion Rate Optimization
Ran 11 A/B tests across the demo-request funnel informed by Hotjar session recordings and GA4 funnel analysis. Key wins: demo form reduced from 5 to 3 fields (+41% conversion), animated customer-logo bar and micro-copy CTA added (-18% bounce rate), exit-intent modal with 2-min product video recaptured 9% of abandoners, and interactive ROI calculator on pricing page boosted page-to-demo rate by 62%. Overall organic demo requests rose 343%.
UX & Page-Experience Refinement
Redesigned key conversion pages - demo request, pricing, and product overview - with a mobile-first approach. Improved above-the-fold value proposition clarity, added contextual social proof (G2 badges, customer counts, testimonial snippets), and streamlined navigation to reduce clicks-to-demo from 4 to 2. Mobile engagement time increased 36% and mobile demo requests grew 4.1× over baseline.