Case study
SemTech automated organic search marketing platform
SemTech is an automated organic search marketing platform covering long-tail keyword research, content production, publishing into the client website CMS, reporting, a client portal and per site subscription billing, all in one system.
Category
AI SEO & Search Visibility
Industry
Professional Services
Solution
AI SEO & Search Visibility
The brief
Most search marketing programs chase a short list of high volume head terms, the most expensive and most crowded part of the market, where a mid sized business almost never outspends a national competitor. The opportunity sits in the long tail: thousands of specific, high intent phrases combining a service, a role, a platform integration and a location. Doing that by hand means writing and maintaining hundreds of pages. Doing it with generic tooling means bolting together a keyword tool, a spreadsheet, a writer and a developer, then hoping the handoffs hold.
What we delivered
- Long-tail keyword engine with expansion and opportunity scoring against each client business profile
- Automated long form content production with correct heading hierarchy, internal links and schema
- Publishing straight into the existing client website CMS, so there is no migration to start
- AI search optimisation for presence in ChatGPT, Gemini and Perplexity answers as well as classic results
- Centralised JSON-LD schema management covering organization, local business, article, FAQ and case study types
- Automated XML sitemap, HTML sitemap and RSS generation that stays in sync with routes and new articles
- Robots configuration that explicitly welcomes AI crawlers and excludes utility and private pages
- Client portal for managing sites, keywords and business profile without emailing requests
- Role based access enforced server side by the database, never read from the browser
- Self serve public pricing with per site checkout, subscription sync and a customer billing portal
- Automated reporting and syndication so progress is visible without a monthly reporting call
- Published case study library that ranks for the industries it describes and doubles as a lead source
Engineering highlights
- 1
One system rather than four problems: content, publishing, billing and reporting were built together, which is what makes long-tail coverage economical to deliver and simple for a client to run.
- 2
The security model was decided before the feature list. Row level security, a dedicated roles table and a security definer check came first rather than as a retrofit.
- 3
Every colour, font and shadow lives in design tokens, so the brand is themable from one place and components are shared across the marketing site, the portal and the printable brochure view.
- 4
Metadata is treated as product surface, not a launch afterthought: single H1, single instance metadata, canonical tags and structured data on every public page.
- 5
Billing is the source of truth for entitlements, kept in agreement with the application by a webhook rather than by a person.
Technical stack
- Front end
- React, TypeScript and Tailwind on a token based design system
- Database
- Managed Postgres with row level security on every table
- Auth
- Email and password authentication with recovery, roles in a dedicated table
- Storage
- Private buckets with expiring signed links
- Serverless logic
- Functions for content generation, transactional email, sitemap generation and billing webhooks
- Billing
- Quantity based per site subscriptions, customer portal and webhook reconciliation
- Security
- Validated and length limited function input, escaped email output, generic error responses
- Performance
- Inlined critical CSS, modern image formats with reserved dimensions, lazy loading, versioned service worker cache
ROI model
Cost per qualified lead from organic search, compounding as page inventory grows, measured against a pre campaign baseline on conversion rate, cost per lead and pipeline revenue.
More than 1,100 combined top three placements across active accounts
Average traffic increase of 39%, ranging from 7% inside four weeks to 79% over five months
Lead quality improvement of 86%+, because long-tail traffic arrives with clearer intent
Coverage at a page volume a manual agency retainer cannot reach economically
Site by site licensing, so an account grows or shrinks without renegotiating a contract
Inside the platform
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