Background
INFOQUEST sells enterprise background verification. There was no paid acquisition channel at all, and the site scored 65 on SEMrush site health with crawl waste, thin pages and very little authority — so organic couldn't carry demand either.
The work ran on two tracks at once: launch a disciplined first Search programme, and rebuild the technical SEO foundation underneath it.
The challenge
No paid acquisition existed, and the site scored 65 on SEMrush with crawl waste, thin pages and almost no authority — so organic couldn't carry demand either.
What I did
- 1
Launched the first Google Search campaigns at ₹50,000/month, structured tightly around enterprise verification intent.
- 2
Ran disciplined ad-copy testing with a rigorous negative keyword programme to strip out job-seeker and consumer traffic.
- 3
Completed a full Screaming Frog technical audit and fixed indexation, redirect, metadata and internal linking issues.
- 4
Built skyscraper content on verification and compliance topics and earned links to it through targeted outreach.
- 5
Reported paid and organic side by side so budget moved to whichever channel was producing qualified enquiries.
How it was measured
- Search performance judged on click-through rate and share of unqualified clicks removed, not impressions.
- A negative keyword programme reviewed weekly against the search terms report to strip job-seeker and consumer traffic from enterprise campaigns.
- SEMrush site health tracked as the technical scoreboard, backed by Screaming Frog crawls and Search Console coverage.
The outcome
- Click-through rate up 15% and unqualified clicks down 20% within three months.
- SEMrush site health from 65 to 90, clearing the way for organic growth.
- 15+ quality backlinks earned from the content programme.
What I'd carry into a similar project
- In enterprise B2B, negatives are the campaign. Most of the early wasted spend comes from consumer-intent lookalike queries.
- Launch paid at a budget small enough to learn from and large enough to generate data — ₹50,000/month was the right first step here.
- Technical health is the permission slip for content. Fix crawl and indexation first, then earn links to something worth linking to.
Stack used
Questions I get about this work
What budget did the first Google Search campaigns run on?
₹50,000 per month, structured tightly around enterprise verification intent, with ad-copy testing and a rigorous negative keyword programme.
How did SEMrush site health go from 65 to 90?
A full Screaming Frog audit followed by fixes to indexation, redirects, metadata and internal linking — then skyscraper content on verification and compliance topics with targeted outreach that earned 15+ quality backlinks.
Want results like this on your account?
Tell me where growth is stalling and I'll tell you what I'd do first.
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