How I helped ON24 double organic clicks with a large-scale technical SEO overhaul
A 12-month technical SEO and content consolidation programme for ON24's global webinar and digital experience platform. Covering content audits, migration, page speed, security, and structured data.
A full content and technical SEO audit, then consolidation
ON24's blog archive had grown large and bloated over many years, full of outdated, duplicated posts that were diluting the authority of everything around them. I audited every single piece of content on the site, using AI and semantic analysis to identify overlap and duplication at scale, then consolidated where pieces covered the same ground and rewrote content to match how people actually search today.
This meant deciding what to merge, what to redirect, what to rewrite entirely, and what to retire. The goal throughout was content built for current search behaviour and intent, rather than content that had simply accumulated over time.
Alongside the audit, I helped develop linkable assets and AI-first content that aligned not just with search intent but with purchase intent. Content designed to support ON24's commercial goals, not just rank for traffic.
The impact of this consolidation work showed up clearly in Search Console: as the bloat was cleared and the remaining content was sharpened, both organic clicks and impressions climbed steadily, and ON24's average position moved from the bottom of page 3 to the top of page 1.
Older, less popular pages started appearing in AI search results
Halfway through implementation, something interesting happened. Pages that had previously had little visibility started being served in AI-generated answers. These were terms in a highly competitive space and pages that had been quietly underperforming were suddenly being quoted as the authoritative voice on the topic.
I'm now frequently seeing ON24 mentioned in AI results for terms including:
The work happening elsewhere on the site including consolidation, internal linking, security and speed fixes, was raising both domain authority and overall site health, which fed directly into how AI systems were assessing and citing the content.
Everything else I tackled over the 12 months
Content consolidation was the centrepiece, but it sat alongside a long list of technical fixes and improvements that all contributed to the same outcome - a healthier, faster, more trustworthy site.
Content duplication consolidation using AI and semantic analysis to identify overlapping pages at scale.
Migration of language pages, including switching translation tools without losing international visibility.
Deep page speed analysis and resolution of caching issues slowing down key pages.
Identified subdomain hijacking risk and security flags, working with the dev team to get them patched.
Resolved a range of UX issues affecting how users and search engines moved through the site.
Fixed internal linking issues to better distribute authority across important pages.
Implemented more specific schema markup for the industry, plus author pages for EEAT.
Reviewed and fixed issues with XML sitemap generation to improve crawling and indexing.
A genuinely collaborative way of working
I worked directly with ON24's development team in Jira, raising tickets, prioritising fixes, and tracking technical work through to deployment. Regular check-ins kept the work moving and meant priorities could shift quickly when something more pressing came up. The team was responsive and technical, which made it possible to move fast on the deeper, more complex fixes.
I made sure ON24's overall online presence was accurate and positive throughout the engagement, not just optimised for rankings, but genuinely representative of the brand. Other factors behind the success of this project included regular check-ins, a strong working relationship with the client, and trust in my expertise to make the right calls on a complex site.
"Beth and Co. have simply been some of the most collaborative, knowledgable folks to work alongside with. Cannot recommend highly enough."
In a nutshell
Engagement begins with a full technical and content SEO audit across ON24's site, surfacing duplication, performance issues, and security flags.
Content consolidation, page speed and caching fixes, internal linking improvements, and schema implementation roll out alongside the development team in Jira.
Older, lower-traffic pages begin appearing in AI search results for competitive terms as domain authority and site health improve.
Language page migration, XML sitemap fixes, author pages, and continued content rewrites push organic performance steadily upward.
Organic clicks nearly double, impressions more than double, and average position moves from page 3 to page 1 of Google.
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I work with SaaS and large-scale sites on technical SEO audits, content consolidation, and fixes that move the needle.