BizzaboCASE STUDY
How Bizzabo grew organic visits to product pages 67% in four months
Bizzabo is an event management platform for enterprise events, conferences and trade shows, with Fortune 500 clients. Its non-branded clicks fell 23% year over year while impressions grew 8%, as AI answered more queries directly.
By Maeva Cifuentes, Founder and CEO · Published November 2025 · 4-minute read+67%visits to product and solutions pages from organic searchFour months
$31.2Kgrowth in blog traffic value
$5.59average CPC of keywords in the top 10Keywords with commercial intent
Bizzabo · +67% organic visits to product and solutions pagesGet a proposal
CLIENTBizzabo
MARKETEnterprise event management software
SERVICESSEO strategy, technical SEO, content
TIMELINE4 months
"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."
Senior Content Marketing Manager, Bizzabo
THE CHALLENGE
Bizzabo's clicks fell as AI answered its readers' questions.
01
The wrong audience
A high-volume traffic play built brand awareness but brought in leads that fit the product poorly.02
Legacy content decay
AI answered generic queries directly, and content published between November 2023 and January 2024 lost 32% of its clicks.03
400+ pages to update
Hundreds of outdated pages needed a refresh, competing with the need for new content.WHAT WE DID
What we changed to move readers toward product pages.
Each move links to the service behind it, so you can see what a program like this includes.
01
Rebuilt the strategy around buyer behavior
Sales-call insights mapped the ICP's questions, pain points and evaluation triggers.SEO STRATEGY →02
Reorganized the library into topic clusters
We audited the full content library and grouped scattered assets into clusters that match how buyers research event tech.SEO STRATEGY →03
Linked each cluster to product pages
Cluster-level internal links move readers from informational content to the most relevant product and solutions pages.TECHNICAL SEO →04
Filled priority content gaps
New content followed ICP needs and intent strength, over raw search volume.CONTENT CREATION →05
Matched CTAs to intent
Demo, product and solutions CTAs now fit each page's search intent and funnel stage.CONTENT CREATION →06
Cleaned up the site
We pruned 63 URLs that wasted crawl budget, fixed redirect chains and orphan pages, and added FAQ, How-To and Product schema.TECHNICAL SEO →RESULTS
More organic visitors now reach Bizzabo's product pages.
PRIMARY SUCCESS METRIC+67%ICP journeys from organic search to product and solutions pages.The growth came in four months, from organic and AI sources.
+67%visits to product, solutions and demo pages from organic and AI search
$31.2Kgrowth in blog traffic value
63low-value URLs pruned to cut crawl waste
SEO STRATEGY
Turn organic search into pipeline.
Tell us your goals, and we send a proposal built around them.MORE CASE STUDIES
See all case studies →More results from teams like yours.
Turn organic search into pipeline.
WHAT HAPPENS NEXT
1. A 30-minute call about your markets and goals.
2. We show you the gap and what we would do about it.
3. You get a 5-page proposal with timeline, terms and team.
Tell us about your markets and goals.We show you the gap and what we would do about it.Get a proposal