Lasso SEO Case Study
Stats
The number of keywords ranking in the top 3 positions grew from 69 to 599
Industry
Niche
Reporting Date
January 2025
Introduction
Lasso is a specialized software provider for event production companies, offering powerful tools for crew scheduling, inventory tracking, and rental management. Their platform helps event businesses manage logistics, streamline workflows, and boost profitability. Despite having a strong product, their website had major SEO and structural issues holding back growth. Our objective was to overhaul their digital foundation, unify fragmented assets, and create a scalable SEO strategy that attracts, engages, and converts their ideal audience—event professionals and rental companies.
The Problem / Challenge
Lasso’s website suffered from a range of technical and structural SEO problems. Performance was impacted by slow load times and inefficient code. Schema markup errors were present across nearly all pages, limiting search feature eligibility. The site was split across several subdomains—press, blog, podcast, and main site—diluting authority. Metadata lacked keyword targeting, while internal linking was weak. Many important pages were not indexed, and several category pages were completely empty. These issues not only limited visibility in search but also impacted user experience and lead generation potential.
Performance issues:
The site experienced slow load times, unoptimized scripts, and outdated code, resulting in reduced crawlability, poor UX, and lower search rankings.
Schema errors:
Many pages had incorrect or incomplete structured data, preventing the site from appearing with enhanced search features like rich snippets or sitelinks.
Subdomain fragmentation:
Important content was split across multiple subdomains (blog, podcast, press), weakening domain authority and complicating SEO consolidation and tracking.
Meta title & description errors:
Pages were missing or using unoptimized meta tags, lacking primary target keywords and failing to reflect search intent or drive clicks from SERPs.
Poor internal linking:
There was no strategy connecting relevant content or funneling authority to key landing pages, reducing visibility and limiting page engagement.
Non-indexed pages:
A significant number of important pages were excluded from indexing due to technical issues, improper settings, or low content quality.
Empty category pages:
Several category pages existed without content or structure, providing no value to users or search engines and wasting crawl budget.
The Strategy / Solution
We approached Lasso’s SEO overhaul by unifying and modernizing the entire site. First, we migrated the site to the Divi framework to improve performance and manageability. We merged all subdomains into one to consolidate authority. We implemented SEO best practices across metadata, schema, and on-page content. Broken links and technical errors were fixed. We created a content calendar to publish regularly and reorganized the site structure around strategic marketing and service pages. Finally, we restructured the main menu for better user experience and crawl depth. This unified and scalable SEO foundation enabled fast, sustained growth.
Theme migration to Divi:
We transitioned the entire site to Divi, improving page speed, mobile responsiveness, and design flexibility for easier future content and UX updates.
Subdomain merge:
All content from blog, podcast, and press release subdomains was merged into the main domain to consolidate SEO authority and improve indexing.
SEO optimizations:
We standardized meta titles, descriptions, header tags, and image attributes sitewide, aligning every page with keyword intent and best practices.
Broken links fixed:
A comprehensive audit was completed to identify and correct all broken internal and external links, improving crawlability and reducing bounce rates.
Schema implementation:
We repaired existing structured data and deployed new schema types (Organization, Article, SoftwareApplication, etc.) to boost SERP visibility and trust signals.
Content calendar:
A monthly content plan was created targeting commercial and informational keywords, helping drive steady traffic and topical authority.
Site structure reorganization:
Pages were grouped and linked based on user journeys and search intent, improving both navigation and content discoverability.
Main menu update:
The navigation was simplified and redesigned to focus on high-conversion areas like demo requests, product features, and use cases.
The Results
The results of Lasso’s SEO transformation were significant.
The number of keywords ranking in the top 3 positions grew from 69 to 599, reflecting improved visibility across core terms.
Referring domains more than doubled—from 216 to 516—thanks to improved authority and content reach.
Most importantly, the site generated 3,125 demo requests and 1,742 contact form submissions in just 12 months.
These conversions directly contributed to the client’s sales pipeline and ROI, proving that technical SEO, content strategy, and user experience improvements can drive real business growth in the B2B SaaS space.
Conclusion & Takeaway
Lasso’s SEO transformation proves that consolidating fragmented digital assets and fixing foundational issues can unlock massive growth—especially for B2B SaaS companies. By merging subdomains, improving technical health, reorganizing content, and implementing SEO best practices, we built a scalable, conversion-focused framework. The surge in top keyword rankings, referring domains, and demo requests speaks to the long-term value of a clean, optimized website structure. Lasso now has a strong SEO foundation that continues to drive leads and support business growth.
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