IRIS is a SaaS technology company providing digital guest experience solutions to the global hospitality sector. Their platform enables hotels to enhance guest engagement through mobile ordering, digital directories and concierge services, helping brands improve satisfaction, streamline operations and unlock additional revenue.
Operating in a competitive B2B SaaS landscape, IRIS needed an SEO strategy to drive qualified demand from hotel decision-makers, increase sales opportunities, and deliver measurable commercial growth.
The Challenge
IRIS operates in a niche but competitive SaaS market where:
- Search demand is fragmented across multiple solution types
- Buying cycles involve multiple stakeholders
- Enterprise hotel groups require high levels of trust and authority
- Traffic alone does not equate to a pipeline
The objective was not simply to increase visibility. The focus was to generate high-intent organic traffic that would convert into leads, sales opportunities and ultimately customers.
SEO Strategy
ExtraDigital implemented a commercially aligned SEO strategy designed to support IRIS’s revenue goals.
Intent Led Keyword & Content Strategy
We conducted in-depth keyword and competitor analysis to identify:
- High intent, solution-specific search terms
- Hospitality technology-related queries
- Bottom of funnel searches aligned to product features
- Industry pain point-driven keywords
Content and landing pages were restructured to align with how hotel operators and hospitality decision makers search for digital guest experience solutions.
The focus was visibility where buying intent exists, not just broad traffic growth.
Technical SEO & Platform Optimisation
To support sustainable growth, we strengthened the technical foundations of the site by:
- Improving crawlability and indexation
- Refining internal linking to support priority solution pages
- Enhancing metadata and on-page optimisation
- Ensuring technical best practice across key commercial pages
This ensured search engines clearly understood the value proposition and hierarchy of IRIS’s offering.
Conversion Focused Improvements
For B2B SaaS businesses, traffic must translate into pipeline. We worked to:
- Clarify messaging across solution pages
- Strengthen calls to action
- Align content more closely with buyer intent
- Improve user journeys to reduce friction in enquiry paths
This ensured the uplift in organic visibility directly contributed to lead generation.
Results
Comparing performance year on year, the impact was both measurable and commercially significant:
- +20% increase in organic clicks
- +200% increase in leads
- +138% increase in opportunities
- +1650% increase in customers generated from organic leads
This demonstrates not only increased visibility but also substantial growth in qualified demand, pipeline progression, and customer acquisition driven by organic search.
The Impact of a Commercially Aligned SEO Strategy
The IRIS project demonstrates how a strategically aligned SEO approach can move beyond rankings and traffic to deliver measurable business impact.
By focusing on high-intent visibility, strengthening technical foundations and refining on-site conversion pathways, organic search became a scalable driver of pipeline growth.
Year-on-year performance improvements were not incremental. They were transformational. Increased visibility, combined with ongoing CRO improvements and a clear user experience, translated into measurable pipeline growth and customer acquisition.
For B2B SaaS organisations operating in competitive markets, SEO should not be viewed as a supporting channel. When executed strategically, it becomes a scalable and cost-effective engine for demand generation and long-term growth.
Looking to Achieve Similar Results?
If your business is seeking sustainable growth in qualified inbound leads, improved opportunity creation and measurable customer acquisition from organic search, we would welcome the opportunity to explore how a commercially focused SEO strategy could support your objectives.
Contact our team to discuss how we can help you turn search visibility into revenue growth.
