CASE · WEB / LAUNCH
Visibility isn't business, but it's the prerequisite for it
Memorise rebuilt a marketing agency's site for search and grew visibility thirtyfold, from 467 to 14,300 monthly impressions. Before the relaunch the site was effectively invisible in Google, with around ten indexed pages. We laid a top-tier technical foundation, built a content-driven knowledge hub and dedicated service pages, and lifted the number of indexed pages to 141. Visibility is step one of four: the foundation is laid, clicks and business are the next chapter.
Client: Marketing agency in search and digital marketing · Timeframe: Ongoing, relaunched June 2026
- Industry
- Marketing and SEO (B2B)
- Market
- Sweden
- Engagement
- Relaunch built for search
467 → 14 300
monthly impressions, a thirtyfold increase
~10 → 141
indexed pages, from step zero
100/100
technical health score
Steg 1 av 4
visibility delivered, business is the goal
The starting point
Before the relaunch the site was effectively invisible in Google. A handful of indexed pages, around ten. You can't test messaging, raise click-through or convert visitors who aren't there. So the first job wasn't to optimize. It was to exist.
It's an uncomfortable truth for anyone who makes their living reporting business rather than activity: visibility isn't business. But there is an order to things, and it can't be skipped. You can't optimize, improve or convert traffic that doesn't exist. Visibility is the raw material everything else builds on, and that raw material wasn't there.
What we did
We didn't start in the optimization but in the foundation: building an asset that Google quickly understands, indexes and starts showing. The structure was laid around how people actually search, not around how the agency internally describes its services, and in the order that actually moves visibility.
Step zero: becoming visible at all
From around ten to 141 indexed pages. At its core a content-driven knowledge hub, structured around the areas and questions the audience actually searches for. Before a page can rank it has to exist, be indexed and be understood. Step zero is to exist in the index at all.
Dedicated service pages
Dedicated, search-optimized landing pages for the core services instead of a lumped-together service overview. Each buying intent gets its own page, with a clear focus and a clear answer, instead of one page competing with itself across several different searches.
A top-tier technical foundation
A clean URL structure, a consolidated domain and a technically flawless site with a health score of 100 out of 100. A site that is fast, crawlable and clearly structured was an advantage in classic search and is a requirement now that answers are increasingly written by a model. It's the foundation that lets Google quickly understand, index and start showing the pages.
Disciplines in the assignment
Read more about the method
The outcome
The result of the work is an entirely new keyword map. From 467 to 14,300 monthly impressions, a thirtyfold increase, on searches where the site previously didn't appear at all. The breadth is the point: the site now shows up on everything from broad discipline terms to specific service searches, in both the informational and the commercial phase, all from zero impressions. It's the pages built around how the buyer actually searches that carry the new visibility.
Here comes the honest part. The thirtyfold increase hasn't yet produced a single extra deal, and clicks even dipped slightly. It sounds like an anticlimax, but it's expected and it's the right order. The positions still sit on pages two and three, where a page is shown but clicked by almost no one. Visibility is step one of four: position, clicks, and last of all leads and business. That the positions are still low, and that clicks therefore lag, is exactly what the next steps address.
Part of the work is already on the threshold. Several commercial searches sit at positions 12 to 13, just outside page one. Now that the site is visible, all the other tools become possible: lifting the positions from page three toward page one, catching the clicks and converting them into leads. Only then, and not before, does CTR and conversion optimization become meaningful. That's where business is measured.
Learnings
- You can't optimize what isn't visible. Visibility is step one, the raw material everything else builds on, and without it click and conversion work is just theory.
- A page appears in search only if the content is in the response from the very start. The technical foundation and rendering choice decide whether Google can even read and index the page.Read more: SSR, CSR and SSG: the rendering choice for SEO
- Thirtyfold visibility isn't thirtyfold business. Measure against business, not against impressions, and build the measurement so every step can be followed all the way to a lead.Read more: Server-side GTM and consent in the right order
- The breakthrough doesn't come with visibility but with position. Pages two and three expose, page one converts, and the road between them is the work that remains.
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