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Loxo

To increase organic visibility and generate steadily growing demand, we developed a comprehensive organic growth system together with Loxo. The focus was on high-intent presence, structured content formats and measurable pipeline impact. With success!

"We knew we needed SEO help, and our CEO understood the value of what kind of results could be driven from a great SEO strategy and execution. So our bar was to find the very best agency to help us - and that ended up being YOYABA after a 3-month search. 3 quarters into our engagement, they’ve lived up to every bit of those expectations, and more. A 126% increase in pipeline generated through organic search will put a smile on any marketing or business leader’s face. Rarely does an agency surpass expectations, but YOYABA consistently has."

Sam Kuehnle
Sam
 
Kuehnle
VP of Marketing
+ 43 % Demo-Requests
from organic search (YoY)
+ 33 % SQO's
driven by organic search
+126 % pipeline
generated through organic search

How Loxo Unified SEO, AI, and Thought Leadership to Drive 126% More Pipeline from Organic Search

Loxo

Executive Summary

To increase organic visibility and generate steadily growing demand, we developed a comprehensive organic growth system together with Loxo. The focus was on high-intent presence, structured content formats and measurable pipeline impact. With success!

+ 43 % Demo-Requests

from organic search (YoY)

+ 33 % SQO's

driven by organic search

+126 % pipeline

generated through organic search

Challenge

  1. Declining Visibility & Fragmented Buyer Journey
    • Despite having a strong product and active brand presence, Loxo struggled to attract more of the right buyers through organic channels.
    • Their unbranded traffic was declining following a website migration and the rise of AI Overviews, signaling a loss of visibility where it mattered most: early-stage research and discovery.
  2. Low Off-Page Authority & Weak AI Search Presence
    • Loxo was missing from high-intent listicles, partner pages, and thought leadership roundups, which are key trust signals in competitive spaces.
    • As AI Overviews (AIOs) started disrupting traditional SERPs, Loxo’s visibility in generative search results like Google’s SGE or ChatGPT was minimal, largely due to missing structured data and topical authority gaps.
  3. Limited Internal Capacity & Incomplete Attribution
    • Loxo had a lean team and a high bar for content quality, but limited manpower to execute and measure impact at scale.
    • bottlenecks in content creation and dev support slowed down SEO execution.
Loxo

Main areas of collaboration

To reverse declining organic visibility and create compounding demand, we developed a holistic organic growth system focused on high-intent discoverability, structured content, and measurable pipeline impact. Our collaboration covered three core pillars: technical SEO, content strategy & AI support, and thought leadership distribution. All tactics were directly tied to pipeline influence and aligned with Loxo’s product roadmap and audience behavior.

‍

1. Strategic Groundwork

‍

We started with a Market, Buyer & Content Analysis by building a shared understanding of Loxo’s ICP, purchase triggers, and search behavior using:

  • A bottom-up keyword & intent map focused on jobs-to-be-done in agency recruiting
  • A full audit of existing content, internal linking, and category positioning
  • Competitor and LLM visibility benchmarking to guide SEO + AI priorities

‍

2. Structured Execution System

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We then rolled out an agile, SEO-led content engine including AI Integration supported by technical enhancements:

  • Content Optimization: Reworked underperforming or off-brand blogs, added new, keyword-rich guides, and built parent categories for the blog and optimized solution pages.
  • Podcast Repurposing: Created a repeatable workflow to extract and optimize thought leadership from Loxo’s core podcast assets
  • Supported the content process by providing clear guidelines and roadmaps.

‍

3. Tech SEO & Internal Linking Optimization

‍

We strengthened Loxo’s technical foundation and internal discoverability:

  • Introduced blog categories to improve topic clustering and user navigation
  • Fixed internal linking issues and removed indexing inefficiencies
  • Cleaned up sitemap structure and resolved internal 404s via redirects
  • Generated and prepared 600+ structured data schemas across blog, podcast, and product pages to boost SERP presence and LLM visibility

‍

Read more
Loxo

Results

  • +43% YoY increase in demo requests from organic search — SEO is reactivating intent-based demand (Newsletter 2)
  • +33% Sales Qualified Opportunities count from search — SEO is directly contributing more sales-ready leads (Newsletter 1)
  • +126% pipeline value from search — not just more leads, but more qualified, higher-value ones (Newsletter 1)
  • +62% non-branded search impressions — signalling that the right audience is finding Loxo more often (Newsletter 2)
  • +97% increase in Page 1 keyword rankings — Loxo doubled its visibility for high-value queries (Dec '24: 498 → Aug '25: 983) (Newsletter 2)
  • Branded impressions up despite no change in search volume — indicating stronger visibility in SERPs and GenAI results (Newsletter 2)

"We knew we needed SEO help, and our CEO understood the value of what kind of results could be driven from a great SEO strategy and execution. So our bar was to find the very best agency to help us - and that ended up being YOYABA after a 3-month search. 3 quarters into our engagement, they’ve lived up to every bit of those expectations, and more. A 126% increase in pipeline generated through organic search will put a smile on any marketing or business leader’s face. Rarely does an agency surpass expectations, but YOYABA consistently has."

Sam
 
Kuehnle
VP of Marketing
Sam Kuehnle

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Summary
Loxo is a Talent Intelligence Platform and global leader in recruiting software designed to manage the full recruitment life cycle through a single system-of-record software platform. It offers a comprehensive suite of tools for sourcing, managing, and engaging candidates, enabling recruiting teams to operate more efficiently and effectively.
Industry
HR Tech / Recruitment Software
Headquarters
Austin, TX
Company size
100+ FTE
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