SEO + AI SEO case study

Workbooks

Putting Workbooks’ CRM expertise back at the centre of search

The brief

Bring the site back to CRM.

Workbooks’ CRM offer had to compete with noise on its own site: duplicate content, an unmanaged user area and crawl problems. We tackled the major technical obstacles, gave product and solution pages distinct jobs and built content around the CRM questions buyers actually ask.

After our campaign began, first-page rankings for CRM searches rose sharply. Workbooks also gained visibility across AI assistants including ChatGPT and Gemini, taking a clearer CRM story into the answers buyers use to compare platforms.

The work

How we did it

Technical repair, CRM-focused content and digital PR gave buyers and AI systems a clearer route to the product.

Audit and repair the foundations

Technical and content audits exposed duplicate material, crawl issues and an unmanaged user-generated section. We addressed the most serious barriers to crawling and indexation, reduced competing content and prioritised pages about Workbooks’ core CRM offer.

Make CRM the organising principle

We clarified page titles, heading hierarchies, page summaries and internal links so product, solution and support pages each have a distinct purpose. Relevant schema markup and structured data reinforce the same CRM, product and business context for search and AI systems.

Build for the right buyers

We mapped CRM searches to Workbooks’ ideal audience, then developed coordinated product, solution and resource content around sales pipelines, forecasting, reporting and adoption. Clear routes from those questions to the relevant product pages help buyers move forward.

Make answers easy to extract

Direct explanations of what Workbooks does, who it serves and how its features solve practical problems give AI assistants clearer material to work with. Consistent terminology and answer-led sections support that on-site work.

Build recognition through PR

Digital PR carried Workbooks’ product developments and leadership perspective into technology and business publications. This independent coverage reinforced its CRM and AI story beyond the pages we optimised.

Digital PR