The challenges
What makes growth hard in technology.
- 01
Technical buyers discount marketing claims and trust documentation, benchmarks and peers.
- 02
Products are complex, and the website explains what they are without making clear what they are for.
- 03
Developers adopt a tool long before anyone with a budget hears of it, and the commercial path is unclear.
- 04
Documentation sites are built on JavaScript frameworks that search engines and AI crawlers render poorly.
Search behaviour
How buyers search and decide.
Technology buyers include engineers who distrust marketing and executives who need a business case. Both groups consult peers, communities, documentation and AI assistants before they talk to a vendor.
Demand generation
Where demand comes from.
Technology demand runs on two tracks. Practitioners find tools through documentation, tutorials, code repositories, community threads and, increasingly, AI coding and research assistants, and they judge by whether the thing works as described. Executives arrive later, through analyst coverage, peer recommendation and searches for a business outcome. Technical SEO and accurate, well-structured documentation serve the first track. Commercial pages, LinkedIn and earned media serve the second, and the commercial result depends on connecting them.
Content needs
What technology buyers expect to find.
- Documentation that is accurate, versioned, indexable and fast
- Tutorials and reference implementations for common use cases
- Benchmarks and comparisons with the method published
- Architecture, security and compliance material for evaluation teams
- Business-level pages that translate capability into outcomes for non-technical buyers
Each of these is written or reviewed by someone who knows the subject. AI speeds up research and drafting. It does not decide what is accurate.
Conversion challenges
Where interest is lost before it becomes business.
- 01
Time to first success
A developer who gets something working quickly keeps going. Quick-start paths are conversion work.
- 02
From free use to evaluation
Signals of team adoption should prompt a helpful commercial conversation, not an aggressive one.
- 03
Security and procurement
Enterprise deals stall on questionnaires. Publishing the answers in advance shortens the cycle.
- 04
Two audiences, one site
Engineers and executives need different routes from the same home page, each without wading through the other's content.
The SERPMOZ approach
Three priorities for technology.
- 01
Developer and technical content
Documentation, tutorials and benchmarks that are accurate enough to be cited.
- 02
Community presence
Participation in the forums and platforms where practitioners compare options.
- 03
Commercial journeys
Clear paths from technical interest to evaluation and procurement.
Relevant services
Typically involved.
- Technical SEOCrawlability, indexation, rendering, speed and structured data, delivered as developer-ready tickets.
- GEOEntity signals, content depth and citations that shape how generative systems describe your brand.
- Content SEOIntent research, topic architecture and expert-reviewed writing that build topical authority.
- LinkedIn AdsAccount and role targeting with reporting on pipeline, for considered B2B sales.
- Digital PRData-led stories and expert commentary that earn coverage, links and citations.
- Next.js DevelopmentFast, SEO-ready sites and applications with headless CMS and clean architecture.
In practice
The kind of work this leads to.
Examples of what we would build for a technology business. They describe work, not outcomes. What is right for you is decided after the diagnostic.
- 01
A rendering and crawl audit of the documentation site, with fixes specified as tickets for the engineering team.
- 02
A citation study showing which sources AI assistants draw on when asked about the product's category, and where the gaps are.
- 03
A commercial journey design that links documentation usage to evaluation requests without placing forms in front of the docs.
What we measure in technology
Outcomes we plan around
- 01Qualified evaluations
- 02Pipeline by product
- 03Documentation-sourced sign-ups
- 04Mentions in AI and community answers
Targets are set after the diagnostic, against your own baseline.
Start with a growth audit
Stop Buying Marketing Activity.Start Building a Growth Engine.
Tell us where you are today, where you want to go and what is holding growth back. We’ll identify the highest-impact opportunities.
What happens next
- 1
You tell us where you are
A short form about the business, its goals and what is holding growth back.
- 2
A strategist reviews it
Search, AI visibility, paid media, content and conversion, read together.
- 3
You get the priorities
The highest-impact opportunities, in order, with the reasoning shown.
No obligation, and no guaranteed outcomes promised. Just an honest read of where you stand.