The Best Content No One Could Find: Martello's 275% Traffic Transformation
Martello had the expertise and the content to match, but thousands of technical errors were keeping their audience from discovering it. RicochetB2B fixed the foundation and traffic exploded.
The traffic was dropping. Not dramatically - no sudden crash - but steadily, week after week, like a slow leak nobody could find.
The team at Martello Technologies knew their content was excellent. Not just solid - truly excellent. They were deep experts in digital experience monitoring, helping enterprises optimize Microsoft 365 and Teams with their Vantage DX solution.
The articles they published weren't fluff pieces or thin blog posts churned out to hit a quota. They were packed with original research, benchmarked statistics, real-world case studies, and technical insights that IT professionals could actually use. Industry data on Teams performance metrics. Comparative analysis of collaboration tools. Best practices backed by their own monitoring data from thousands of enterprise deployments. The kind of content that gets bookmarked, shared with colleagues, and referenced in planning meetings.
Their expertise was genuine. Their insights were valuable. Their content truly helped people solve problems.
So why wasn't anyone reading it?
The Hidden Problem
The answer came back in a technical SEO audit: thousands of critical errors lurking under the hood. Broken links. Redirect loops. Canonical link issues. Duplicate content everywhere. The site looked fine on the surface, but the foundation was crumbling.
Site health score: 69 out of 100.
All that excellent content - those carefully researched articles, those hard-earned statistics, those genuinely useful insights—was effectively invisible. Buried under technical problems that prevented search engines from finding it and users from accessing it.
They needed help. Fast.
Enter RicochetB2B
RicochetB2B got to work immediately. They fixed broken links, untangled redirect loops, cleaned up canonical tags, and eliminated duplicate content. Systematic, thorough, comprehensive.
Result: Site health jumped from 69 to 95.
But They Didn't Stop There
While they were fixing the technical issues, RicochetB2B overhauled Martello's content strategy too:
Pruned dead weight → Removed outdated articles that were dragging performance down
Streamlined navigation → Cleaned up categories and tags so people could actually find what they needed
Built internal links → Connected related content to create a knowledge base instead of isolated posts
Plus, they delivered 50+ content ideas based on actual search trends, competitor gaps, and industry buzz. A complete roadmap for future growth.
The Results
Traffic exploded: 275% increase.
Not a recovery. A transformation. Nearly triple the visitors discovering Martello's insights on digital experience monitoring, Microsoft 365 optimization, and Teams performance.
All that excellent content—the research, the data, the expertise - finally reaching the people who needed it.
What We Learnt
Great content deserves a platform that works. Martello had the expertise and was producing genuinely valuable content that IT professionals needed. They just needed someone to clear the technical roadblocks and build a proper content architecture so that content could be found.
RicochetB2B delivered:
✓ Technical fixes that actually moved the needle
✓ Content optimisation that made sense
✓ Strategic planning based on real data
The result? A website that finally matches the quality of the content and the company behind it.