Access4 is a Melbourne-based cloud communications platform serving the Australian channel market. They had a technically excellent product but virtually zero organic search visibility. Two previous SEO agencies had failed to move the needle — one focused on irrelevant keywords, the other produced generic content that didn't match the B2B SaaS buying journey.
The challenge was compounded by long sales cycles and multiple stakeholders involved in every purchase decision.
Two agencies failed to move the needle
Rankings in Google AI Overviews within 3 months
Content misaligned with B2B buying journey
Comparison guides matching real purchase intent
Near-zero organic visibility
16× traffic growth in 18 months
Comparison Content
Created detailed comparison guides (Access4 vs competitors, UCaaS vs on-premise) matching the research phase of the B2B buying cycle.
Technical Docs as SEO
Turned Access4's technical knowledge into comprehensive integration guides and API documentation that established genuine topical authority.
AI Search Optimisation
Implemented structured FAQ content, llms.txt, and comprehensive schema to ensure Access4 appeared in Google AI Overviews.
The results validated what we suspected: the previous agencies had been optimising for the wrong audience. By aligning content with the actual B2B buying journey, organic traffic grew 16× in 18 months.
More importantly, Access4 became one of the first Australian SaaS companies to consistently appear in Google AI Overviews for their primary service terms — future-proofing their visibility as search evolves.