How we helped UK tech consultancy Nine Feet Tall turn search visibility into measurable commercial impact using our Answer Loop methodology.
- £752,000 pipeline generated from organic sources
- 62.8× pipeline-to-investment multiple
Background
Nine Feet Tall is a UK tech consultancy that helps organisations deliver complex ERP transformation programmes.
The business had strong expertise, a clear proposition and an established marketing foundation. The opportunity was to build on that by increasing visibility for the commercial searches used by buyers researching ERP consultancy, selection, implementation and transformation support.
For a specialist B2B tech consultancy selling a complex, high-value service with a long sales cycle, the aim wasn’t simply to increase traffic.
We wanted to strengthen search visibility around commercially relevant topics and give the marketing team a clearer view of how search activity contributed to opportunities and pipeline.
The challenge
ERP search is competitive, with Nine Feet Tall operating alongside much larger consultancies in a market where buyers often carry out significant research before making contact.
The opportunity was to strengthen Nine Feet Tall’s existing search presence, extend its visibility into emerging AI search channels and build on its reporting so that search activity could be connected more clearly with lead quality and commercial pipeline.
We agreed three priorities:
- Increase visibility for commercially relevant ERP searches
- Create useful content that demonstrated Nine Feet Tall’s genuine subject-matter expertise
- Strengthen measurement between search activity, lead quality and pipeline
The results
The strongest result was commercial.
£752,000 in pipeline was generated from organic sources, representing a 62.8× pipeline-to-investment multiple.
For a specialist B2B tech consultancy with a long sales cycle, this gave Nine Feet Tall much clearer evidence that organic search was contributing to genuine commercial opportunities, not simply generating visibility and website traffic.
The commercial performance was backed by significant growth in search visibility.
By 13 August 2026:
- Tracked-keyword visibility had risen from 1.43% to 8.54%
Nine Feet Tall tracked keyword visibility - December 2025 - August 2026
- The domain had gained 32 new top-three rankings
- It had gained 50 new top-ten rankings
Nine Feet Tall ranking distribution - yellow represents position 1-3 and purple represents positions 4-10.
- 67 tracked terms improved, compared with 17 that declined
- Website health increased from 72% to 80%
- Measured AI visibility increased from 0% to 3%
Across January–June, the site also recorded 5,627 organic sessions and 128 AI-referral sessions.
That translated into 24 organic leads, alongside additional direct leads from buyers returning later in their journey.
How we did it: the Answer Loop
We used our Answer Loop methodology to connect research, technical SEO, content, authority, AI visibility, conversion and measurement in one continuous system.
Rather than treating SEO as a sequence of isolated activities, each stage informed the next.
Keyword and prompt research shaped the content strategy. Performance data showed us where to refine it. Commercial outcomes then helped determine where the programme should focus next.
1. Discover: commercial keyword and prompt research
We began by understanding where buyers were searching and what they were asking.
Persona research, competitor analysis, SERP research, keyword research and AI prompt research were combined to identify commercially meaningful opportunities across both Google and AI-assisted search.
The focus wasn’t simply on finding the largest search volumes. We looked at:
- The commercial intent behind each keyword or prompt
- Where the buyer appeared to be in their decision-making process
- The likelihood that the query could lead to a genuine ERP consultancy opportunity
- The competitors already ranking or appearing in AI search
- Where Nine Feet Tall had the expertise and credibility to compete
This gave us a prioritised view of the topics that mattered most commercially, including ERP consultancy, ERP selection, implementation and transformation.
That research became the foundation for the wider programme: which pages to strengthen, which topic clusters to develop, which questions required clearer answers and where Nine Feet Tall needed greater visibility across both traditional and AI search.
2. Foundations: strengthening the search base
Our technical SEO work covered crawlability, indexation, information architecture, internal linking, page experience and structured data.
Rather than treating every technical recommendation equally, work was prioritised according to its likely impact on Nine Feet Tall’s most commercially important pages and search opportunities.
This helped create stronger technical and entity foundations for both conventional search engines and emerging AI discovery.
3. Content: building around the questions buyers ask
The keyword and prompt research informed a more commercially focused content programme.
We strengthened core service and pillar pages, developed supporting topic clusters and FAQs, and improved existing content around intent, clarity and conversion.
Subject-matter expertise remained at the centre of the strategy. The objective wasn’t to produce content for the sake of publishing more pages.
It was to make Nine Feet Tall’s existing expertise easier to discover, understand and use when buyers were researching ERP transformation.
The same approach also supported AI visibility by giving search engines and language models clearer, well-structured answers around the topics Nine Feet Tall wanted to own.
4. Authority: strengthening the signals around expertise
Relevant editorial link acquisition supported Nine Feet Tall’s priority topic areas and helped strengthen the signals around its expertise.
We focused link acquisition around the commercial themes identified through our research, helping reinforce authority in the areas most closely connected to buyer intent.
5. Convert: turning visibility into opportunity
Search visibility was never the end goal.
As priority pages gained visibility, we also considered the journey that followed: whether the page clearly communicated Nine Feet Tall’s expertise, gave buyers the proof they needed and made the next step straightforward.
That helped connect search activity more closely with lead generation rather than treating rankings as the final measure of success.
6. Measure: connecting rankings, prompts and pipeline
We reviewed keyword visibility, AI prompt visibility, traffic, leads and commercial opportunities together.
Semrush was used for keyword tracking and organic search visibility. Gauge tracked Nine Feet Tall’s visibility across relevant AI prompts. HubSpot provided visibility into website performance and lead activity, while Salesforce enabled reporting on lifecycle stages, opportunities and pipeline value. giving us visibility into website performance, lead activity, lifecycle stages and pipeline value.
That meant we could look beyond whether a keyword had moved up or down or a brand had appeared in an AI response and ask a much more useful question:
Was the search programme contributing to commercial outcomes?
7. Compound: using performance to guide the next cycle
The Answer Loop is designed to keep learning.
Performance data fed back into the strategy, helping us understand which topics were gaining visibility, which searches were producing relevant demand and where the next opportunity lay.
Rather than continually expanding the programme for the sake of publishing more content, we could refine successful areas and build into adjacent commercial topics from a stronger starting point.
Why the Answer Loop worked for Nine Feet Tall
The programme worked because SEO wasn’t treated as a standalone visibility exercise.
Commercial keyword and prompt research informed what we targeted. Technical SEO and content gave Nine Feet Tall stronger foundations. Authority work helped reinforce its expertise. Conversion and HubSpot measurement connected that visibility to commercial outcomes. And the resulting data fed back into the next cycle of activity.
It was a joined-up approach that built on Nine Feet Tall’s existing marketing activity rather than replacing it.
The result was stronger visibility for high-value ERP searches and clearer evidence of the role organic search was playing in pipeline generation.
For marketers in B2B tech, that’s the point of our Answer Loop: find the commercial questions your buyers are asking, become a credible answer, measure what happens next and use that insight to make the next cycle stronger.
Want to make your brand the answer?
Our Answer Loop methodology brings traditional SEO, AI search visibility and commercial measurement together in one connected approach.
If you’re looking to build a clearer link between search performance and pipeline, our B2B SEO agency team can help you identify where your biggest opportunities are across Google and AI search.
About the Author: Dom Moriarty
AuthorDom Moriarty, Author at Angelfish Marketing
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