Case Study:
Bridewell SEO Case Study
Integrating paid & organic search
Client
Bridewell is a UK-based cyber security services provider, specialising in protecting critical national infrastructure (CNI) and enterprise organisations. Their core offerings include Cyber Security Consultancy, Managed Security, Incident Response, Penetration Testing and Data Privacy services — working across finance, transport, manufacturing, government and other key industries.
The Brief
Bridewell approached Screaming Frog amid struggling paid search performance and low levels of organic visibility. The brief was simple – improve organic and paid performance across highest-value services including Security Operations Centre, Managed Security, Data Privacy, Cyber Security Consultancy. Our other challenge was to grow Bridewell’s presence across Incident Response terms.
Our Strategy
Upon onboarding, we immediately identified unreliable conversion data. So, we aligned with Bridewell’s digital team to incorporate first-party CRM data, tracking new HubSpot form submissions on GA4. This also allowed us to access internal opportunity value data.
Microsoft Ads were revealed as a strong opportunity for growth – with this network becoming the largest source of leads across paid channels once launched.
Paid social was then used to build awareness at the top of the funnel for key targets, with a focus on streamlining ad formats to keep users engaged.
Elsewhere, organic competitor benchmarking revealed the highest short-term ROI opportunities based on competition-to-value.
As part of our technical audits and on-page consultancy, we advised on bespoke service content additions, revamped main navigations (to include ‘Incident Response’), and page title standardisation to include ‘services’ (capturing consistent search volume).
We identified a 75% AI Overview presence rate across Bridewell’s commercial terms – posing a logistical challenge to organic CTR. After analysing competitor fragment URLs, we crafted bespoke service-level content getting regularly cited.
Our paid and organic teams collaborated to share paid reports, informing our SEO team on high-converting search queries. These showed high conversion rates for ‘dpo’ terms, which weren’t being appropriately targeted across organic. We then provided page alignment recommendations to improve targeting.
We are very impressed with the quality and volume of leads generated and their innovative ideas for improving our rankings. We are now in position #1 for many priority services and seeing a continuous stream of leads across both paid and organic because of their work.
Charlie Kahn
Content and Communications Manager - Bridewell
Paid Search Sessions
+968%
Page 1 Keywords
+130%
Leads
+477%
Results
Every high-value service reported improvements across organic and paid search traffic and leads. In the first year of our partnership, our activity contributed to –
Position #1 for core commercials, ‘cyber security consultancy’ (up from #4) and ‘managed security services’ (up from #8).
Position #3 for ‘soc services’ and ‘ISO 27001 consultancy’ — up from #39.
Position #10 for ‘incident response services’ (up from no ranking).
Leads increased by 477% YoY, opportunity value increased by 276%, and closed won value increased by 2,291%.
Paid social campaigns also saw significant growth, with LinkedIn leads up 67% YoY, as well as further event registrations gained.
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