Full-service SEO

Bizzabo: 67% Growth in Product and Solutions Page Visits from Organic Search

Bizzabo is a leading event management platform specializing in enterprise-level solutions for corporate events, conferences, and trade shows. With clients including Fortune 500 companies, Bizzabo provides comprehensive event technology from registration and mobile apps to analytics and networking tools.

by Maeva Cifuentes – November 25, 2025

67%
Growth in product and solution page visits from organic search

$5.59
average CPC of keywords ranked in top 10

$31.2K
Growth in traffic value to the blog

“Working with Flying Cat felt like adding a fully functional SEO arm to our team. The strategy was clear, easy for us to use, and changed how we create content. Their topic-cluster approach and structural fixes drastically improved how visitors moved from our blog into product and solutions pages, and we’re still using that framework today.”

Kerri Moore Senior Content Marketing Manager, Bizzabo

Challenges we faced

Traffic was declining, but not for traditional reasons. Non-branded organic clicks dropped 23% year-over-year, even as impressions grew 8%. One of the culprits was Google’s AI Overviews and generative AI platforms were answering user queries directly—eliminating the need for clicks entirely and destroying CTR.

In modern SEO – we had to change the success metric away from vanity and towards tangible ROI. We also had to consider the large library of content that had become hard to manage over the years.

Specific Challenges

Attracting the wrong audience: Not only was traffic declining, but the leads coming in from organic were wrong-fit due to a high volume traffic play that focused on brand awareness over customer alignment
Legacy content decay: Top-funnel evergreen content that once drove traffic was losing visibility as AI answered generic queries without citing sources. Content published between November 2023 and January 2024 saw a 32% decline in clicks.
400+ pages requiring updates: The site had accumulated hundreds of outdated pages that needed refresh, competing with the need for new content creation.

The Strategic Question

How do you maintain—and grow—organic pipeline when search traffic is declining industry-wide? The answer required abandoning click-based metrics and pioneering new measurement frameworks.

The Solution

Rebuilt the SEO strategy around real buyer behavior, using sales-call insights to map the ICP’s questions, pain points, and evaluation triggers.

Audited the full content library and reorganized scattered assets into focused topic clusters that reflected how prospects research B2B event-tech solutions.

Designed cluster-level internal-linking paths to move users from informational content toward the most relevant product and solutions pages.

Identified and filled priority content gaps based on ICP needs and intent strength, rather than volume or keyword density.

Rebuilt CTA strategy so demo, product, and solutions CTAs aligned with search intent, funnel stage, and the logic of each cluster.

Created a clean, predictable path that pulled organic visitors from blogs into high-intent pages, strengthening relevance and increasing traffic to product and solutions pages.

Technical foundations: site cleanup

To ensure Google and search bots could efficiently crawl and understand Bizzabo’s content, we:

Pruned 63 non-performing URLs creating crawl waste
Fixed redirect chains and orphan pages
Optimized internal linking to boost high-value pages
Implemented structured data (FAQ, How-To, Product schema) for AI parsing

The Results: Metrics That Matter for Pipeline

Primary Success Metric: +67% Growth to Product and Solutions pages

ICP user journeys from organic search increased by 67% in 4 months, with improved visits to product/solution/demo pages from organic and AI sources.