Proactis is a SaaS company providing purchase-to-pay solutions for mid-sized organisations.
Hightlights
- Doubling of organic traffic within 6 months
- SEO-driven landing pages lifted campaign ROI by more than 20%
- Conversion rates increased by 28% on high intent pages
- Keyword positions rose by an average of 156 places
- First-page visibility for >50% of target terms
The Challenge
When Proactis restructured its marketing team, it set higher growth targets and created a new demand function, including its first dedicated SEO role. By the time I joined, the site had fallen behind competitors. Years of limited SEO expertise meant technical issues were piling up, backlinks had been lost, and the brand was slipping in authority. At the same time, AI was rapidly reshaping search. Competitors were using AI-written content at scale, but Proactis wanted a more sustainable approach that would deliver long-term results.
The Approach
The first priority was to stop further decline. I rebuilt the technical foundations of the site, improving its health score from 20% to 100% in three months. With that in place, I could restart the basics; keyword lists, meta descriptions, and proper translations, while developing long-term SEO roadmaps for six, twelve, and twenty-four months. These plans remained flexible to match shifting company goals.
From there, I expanded activity across the full range of SEO: new content, on-page optimisation, and technical improvements. I also monitored changes in Google’s AI search, adapting strategies to improve how Proactis was recognised in generative results. Over time, the brand went from being largely absent to appearing in 92% of its key terms.
The Results
The impact was clear. Within six months, organic traffic doubled, fuelled by stronger backlinks and the successful creation of a new Wikipedia presence. SEO-driven landing pages lifted campaign ROI by more than 20%, while structured A/B tests increased conversion rates by 28%. Keyword positions rose by an average of 156 places, and Proactis gained first-page visibility for more than half of its target terms.
The Next Steps
SEO is now one of the company’s strongest growth channels. With a new website on the horizon and additional marketing resources being added, Proactis is well placed to continue building on this momentum.
Key Takeaway
Focusing on the fundamentals, like technical SEO health, while staying ahead of industry changes can drive both short- and long-term growth. Even in a rapidly shifting environment, establishing a solid foundation and a forward-looking strategy pays off in measurable impact.
Rhys is an exceptionally talented digital marketing expert. Simply put, the most knowledgeable SEO specialist I have ever had the pleasure of working with.
During his time at Proactis, Rhys exceeded all expectations. He played a pivotal role in driving forward our online presence, enhancing user journeys and significantly improving conversion rates from our ICP… all of which has delivered tangible, positive growth in our pipeline.
His vast knowledge of SEO, PPC, website optimisation as well as the broader marketing landscape make him a valuable asset to any marketing team. He is a rare breed of marketers balancing a creative and strategic mindset, with rational decision making.
Ultimately, Rhys comes with my highest recommendation to any organisation serious about heightening their online presence or taking their digital marketing to the next level.
Tristan Buchanan, Head Of Demand Marketing, Proactis
Rhys Turton 