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Integrated Case Study · SEO + Performance + SMM

Updapt: ranking an ESG platform from page 4 to the top of search.

An integrated growth engagement for Updapt, an ESG and sustainability management software platform. We grew organic traffic and rankings in a fast-emerging B2B category, ran high-intent paid search and LinkedIn lead-gen, and built an always-on social presence across five channels.

B2B SaaSESG & SustainabilitySEOPerformance MarketingSMMIndia & Global
Updapt, an ESG technology company, brand identity and ESG performance dashboardUpdapt · Client
59×
Growth in monthly website traffic, 96 to a 5,661 peak
#3
Peak rank for “ESG Platform”, up from #41
5.48%
Google Ads search CTR on high-intent ESG terms
5
Social channels run in parallel across the funnel

Figures drawn from monthly Search Console, GA, Google Ads, LinkedIn Ads and social analytics reporting across the engagement.

The Brief

Win a technical category while the market was still forming.

ESG and sustainability software was an emerging, jargon-heavy B2B category with sophisticated buyers, sustainability heads, ESG analysts and CXOs, spread across India and global markets. Updapt needed to own the search terms that define the space (“ESG software”, “ESG platform”, “sustainability reporting”), turn paid clicks into qualified demo requests, and build credibility on social with the right industries. The job: rank, convert and build authority, all at once.

The System

Three engines, one pipeline.

SEO captured and created category demand, paid media converted high-intent searchers into leads, and social built authority with the industries that buy ESG software.

01 / Organic
SEO & Content

Category keyword research, on-page and technical optimisation, schema and meta work, paid authority backlinks and a monthly blog programme to climb the ESG and sustainability SERPs.

02 / Paid
Performance Marketing

Google Search on high-intent ESG terms plus LinkedIn Lead Gen targeted by job function, seniority and industry, with auction-insight-led bidding against well-funded competitors.

03 / Social
SMM & Community

Always-on content across LinkedIn, Instagram, Facebook, Twitter and Quora, ESG explainers, summit coverage and thought-leadership tuned to sustainability and IT decision-makers.

01 / SEO & Content

From a few dozen visits to thousands, and onto page one.

59×
Monthly traffic growth, 96 to a 5,661 peak
53×
Organic search growth, 13 to a 693 monthly peak
3
Keywords driven onto Google Page 1 / featured packs
23
ESG & sustainability terms tracked and climbing
Monthly website traffic, Oct ’21 – Aug ’22
Overall traffic Organic search
6k 3k 0 5,661 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Keyword rankings climbed, Feb → Aug ’22
Closer to #1 = fuller bar
ESG Software
Page 1 · 2-Pack
ESG Accounting
Page 1 · 1-Pack
ESG Platform
#41→#3
ESG Management Platform
#23→#17
ESG Reporting Software
#39→#20
ESG Reporting Platform
#32→#23
ESG Management Software
#46→#26
ESG Data Reporting
#84→#52
✓

“ESG Platform” climbed from #41 to #3, while “ESG Software” and “ESG Accounting” broke into Google’s featured packs on page one.

✓

Keyword research, meta tags, schema recommendations and slug fixes were rolled out alongside a steady cadence of paid authority backlinks.

✓

Bounce rate fell from the high-70s to the mid-60s as on-page content and service-page SEO matched real buyer intent.

✓

Desktop sessions, the dominant device for B2B research, grew steadily with session quality holding above two pages per visit.

02 / Performance Marketing

High-intent search and LinkedIn lead-gen, working together.

116K+
Annual ad impressions across Google & LinkedIn
108
Annual conversions across both channels
5.48%
Google Ads search CTR on ESG keywords
₹1.14L
Annual paid media managed across 2 channels
Google Search Ads
2,868
Clicks / year
52,296
Impressions / year
5.48%
CTR
84
Conversions / year
LinkedIn Lead Gen
64,392
Impressions / year
468
Clicks / year
24
Lead-gen conversions / year
B2B
Function & seniority targeted

Paid figures annualised (×12) from monthly Google Ads and LinkedIn Ads reporting. Ratio metrics (CTR, CPC) are reported as measured.

✓

A 5.48% search CTR, well above B2B SaaS norms, showed the ESG keyword and ad-copy strategy was landing with in-market buyers.

✓

Auction-insight analysis exposed deep-pocketed competitors, so we shifted to manual CPC and budget pacing to defend top-of-page positions.

✓

LinkedIn Lead Gen reached the exact buying committee, targeted by job function, seniority, company size and industry.

✓

A 60:40 Google-to-LinkedIn split with retargeting via display and email was mapped out to scale qualified pipeline.

03 / Social Media

Authority with the industries that buy ESG software.

5
Channels, LinkedIn, Instagram, Facebook, Twitter, Quora
25–34
Core engaged age group, decision-making professionals
4
Top engaged industries, IT, Software, Consulting, Environment
5
Key markets, India, Brazil, UAE, US, Canada
LinkedIn Instagram Facebook Twitter Quora
Top engaged industries
IT Services
High
Software
High
Consulting
Environment
Top engaged cities
Mumbai
Bangalore
Delhi
Pune
✓

Content reached the right rooms, IT, software, consulting and environmental-services professionals in the 25-34 decision-making band.

✓

Sustainability Summit 2022 coverage and ESG thought-leadership anchored the LinkedIn presence with timely, relevant posts.

✓

A five-channel mix, including Quora and Twitter, widened reach into global markets across India, Brazil, the UAE, US and Canada.

✓

Recommendations spanned LinkedIn Events, podcasts and YouTube Shorts to feed retargetable awareness back into paid.

“NPR Design helped us own a category before it went mainstream. Our rankings climbed onto page one, paid search delivered real demos, and our social finally spoke to the right audience.”
Marketing Team, Updapt
What We Delivered

Rankings, leads and authority, compounding together.

✓

A 59× climb in monthly traffic and multiple ESG keywords driven onto Google’s first page and featured packs.

✓

A 5.48% paid-search CTR and a dual Google + LinkedIn engine generating 100+ conversions a year from high-intent demand.

✓

An always-on five-channel social presence reaching the right industries, seniorities and global markets.

✓

One integrated reporting loop tying organic, paid and social into a single monthly view of pipeline progress.

Services
Technical SEOContent & BlogsLink BuildingGoogle AdsLinkedIn Lead GenSocial Media ManagementCommunity & Thought LeadershipAnalytics & Reporting

Building demand in a category that’s still taking shape?

That’s our favourite kind of brief. Let’s rank, convert and build authority together.

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