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Work / Coforge (formerly NIIT Technologies)

CoforgeIT services · Eight-year relationship

Organic traffic more than doubled, then rebuilt through the rebrand to Coforge

old namenew brand21 target keywords on page one, USA
+125%organic search traffic from 2017 to 2020, before the rebrand
0 to 21target keywords on page one of Google in the USA, eight months after the rebrand
400+B2B leads from the USA and UK
-30%cost per lead
Industry
IT services
Markets
USA, UK, India and global
Services
SEO, Google search ads, reporting
Relationship
Since 2013, across the rebrand
The company

Who this was for.

Coforge, known as NIIT Technologies until its rebrand, is a global IT services company headquartered in India, with enterprise buyers in the USA, UK and India.

The challenge

What stood in the way.

Visibility for a global IT brand

NIIT Technologies needed its services found by buyers searching in many markets, not only by people who already knew the name. Over time the brief grew to cover paid search and a specific push in the USA and UK.

A rebrand that reset the site

When NIIT Technologies became Coforge, the company moved to a new domain and a new brand. Search visibility built on the old name had to be rebuilt on the new one, with a fresh set of target keywords for the USA, UK and India.

What we did

The work, in detail.

Step 1

SEO on a mutually agreed keyword set

From 2013, a programme to improve rankings for search terms chosen with the company, with monthly reports on traffic by channel and country, top landing pages, keyword visibility with and without the brand name, and domain strength.

Step 2

Google search campaigns by country

Search ad campaigns for the UK, USA, Singapore, Germany, Spain, Thailand, Australia, the Netherlands, Dubai and Hong Kong. Click-through rate ran far above the industry average, with ads in the first position in every market.

Step 3

A global SEO renewal

A renewed programme tracking target keywords on Google in the USA and UK, with attention to the pages that win enterprise services searches.

Step 4

A fresh start on the Coforge domain

After the rebrand, a new keyword set for the USA, UK and India, tracked on Google and Bing, with the focus on page-one rankings for new service lines such as analytics in financial services.

The results

What it produced.

+125%organic search traffic from 2017 to 2020, before the rebrand
0 to 21target keywords on page one of Google in the USA, eight months after the rebrand
400+B2B leads from the USA and UK
-30%cost per lead

Search ads

Click-through rate of 14% in one month against an industry average near 2%, with ads in position one in all markets.

UK keywords

After the rebrand, target keywords on page one of Google UK went from none to 17.

Reporting

A monthly report through every phase, including the move to the new domain.

More work

Other case studies.

A top-5 Indian IT companyFlagship · IT services

Lead-to-SAL from 0.22% to 4.12% in twelve months

The company had a strong outbound sales team and a website with traffic.

Read the case study →BirlasoftIT services · Ongoing SEO programme

Organic traffic up 136%, and organic now brings 74% of the site's visits

A broad portfolio of industry and service pages competes for different searches in different regions.

Read the case study →A global heavy-duty tools makerManufacturing · Liechtenstein HQ

Organic traffic up 302% against marketplaces in India

In India, online marketplaces held the top of the search results for the company's products.

Read the case study →
Technology clients across 19 yearsBirlasoftCoforgeAlibaba CloudInnodataEXL ServiceAlgoworksHyTechProIncessant TechnologiesGS1 IndiaOrtele Health
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FAQ

Questions about this work, answered in detail.

Short answers first. Open any question for the detail.

See all questions →
How do you protect SEO through a company rebrand?

Plan the redirects, preserve ranking pages, update branded content in stages and monitor closely. For Coforge, organic traffic more than doubled, then was rebuilt through the rebrand.

A rebrand changes names, domains and content at once, which is a high-risk moment for search. See the Coforge case study.

What does Search Value do for IT services and technology companies?

We run SEO and GEO, LinkedIn and Google advertising, inbound lead nurturing and analytics, and we report on the number that matters to your sales team: the leads they accept.

Most B2B marketing is judged on traffic or form fills. We judge it on lead-to-SAL ratio, the share of marketing leads that sales accepts as worth following up. That one number connects search, paid media, nurture and reporting into a single funnel you can manage.

How is Search Value different from a general digital marketing agency?

We are a specialist, not a generalist. We focus on the technical and analytical side of marketing for IT and technology companies, and we are not a social media, creative or content-production agency.

A generalist agency often sells a bundle: social posts, a blog, some ads, a monthly report of impressions. We narrow the scope deliberately to search, paid, nurture and measurement, because that is where we have nearly two decades of depth and where B2B technology buyers are actually found.

We also report differently. Instead of a deck of vanity metrics, you get a funnel view that ends with leads your sales team accepted, so marketing and sales argue about the same number.

How soon will we see results?

Paid campaigns produce leads first. SEO and nurture compound over months. In our top-5 IT company case, organic rankings moved within six months and the full effect showed at twelve.

As a rule of thumb for a B2B technology company: paid search and LinkedIn can generate leads within weeks once tracking is in place, nurture improves lead quality over one to three months as workflows and scoring settle, and SEO and GEO typically show meaningful movement from around month four to six, with the full effect building through the first year.

Timelines depend on your starting point, such as domain history, site health and competition. That is why we agree early indicators with you, like indexing, ranking movement and lead-to-SAL, rather than waiting a year to find out whether the programme works. See how a top-5 IT company went from 0.22% to 4.12% lead-to-SAL.

What is lead-to-SAL ratio?

It is the share of marketing leads that sales accepts as worth following up: sales-accepted leads divided by marketing leads for the same period and source. It is the number we report.

A lead is a form fill or similar capture by marketing. A sales-accepted lead (SAL) is one that sales agrees is worth pursuing. The ratio shows quality, not volume: a small number of well-qualified leads can beat a large number of poor ones.

Tracking it by source, such as SEO, LinkedIn, Google Ads or events, tells you which channels deserve more budget. Our guide to the lead-to-SAL ratio explains how to calculate and improve it.

How much does B2B SEO and digital marketing for an IT company cost?

We price as a monthly retainer, a project fee or an embedded pod, and we scope it after a pipeline review once we have seen your funnel. We do not publish a flat price because the right scope depends on your market and goals.

Three factors drive the cost: how competitive your target terms and audiences are, how much work the site needs before it can rank or convert, and how many channels you want us to run. A technical audit and migration plan is a project. Ongoing SEO, paid media and nurture is usually a retainer. If you want a named team that works as part of your marketing group, that is an embedded pod.

Beware of any agency that quotes a fixed price before it has looked at your site and funnel. A short pipeline review gives you a scoped proposal rather than a guess.

What happens in a pipeline review, and what do you need from us?

A pipeline review is a short conversation and a look at your funnel, from first visit to sales-accepted lead. We need access to your analytics, your CRM or marketing automation reporting and a few minutes with whoever owns sales follow-up.

We ask about your target accounts and markets, your current lead sources, how sales qualifies leads, and what has and has not worked. We then review your site, search visibility and tracking, and come back with what we would fix first and why.

You do not need a finished brief or a large budget to begin. The review ends with a clear view of the opportunity and, if it makes sense, a scoped proposal. You can book one here.

Which companies do you work with?

IT services and technology companies, mostly in the US, UK, Europe and India. Clients over the years include Coforge, Birlasoft, Alibaba Cloud, Innodata, EXL Service, GS1 India and Incessant Technologies.

Our sweet spot is the IT services and technology company with a long, considered sales cycle and a sales team that needs better leads rather than more of them. That includes global system integrators, mid-sized services firms, SaaS and platform companies, and specialist consultancies.

Some of our longest relationships are covered by confidentiality agreements, so we cannot show every programme. The ones we can are on our case studies page, with the challenge, the work and the results for each.

What is B2B SEO for IT services companies, and how is it different from consumer SEO?

B2B SEO for IT services is search optimisation aimed at a small number of high-value buyers who research for weeks, so it targets specific problems, services and industries rather than high-volume consumer keywords.

Consumer SEO chases volume. B2B IT services SEO chases relevance and intent: a CTO searching for an SAP migration partner, a head of operations comparing integration approaches, or a procurement lead shortlisting vendors. The searches are few, the deals are large, and one good page can be worth more than a thousand generic visits.

That changes the work. We prioritise service and industry pages, comparison and problem-led content, proof such as case studies, and technical health. We measure success by qualified leads, not sessions. Our guide to SEO for IT services companies goes deeper.

How long does SEO take for a B2B technology company?

Expect early signals such as indexing and ranking movement in two to four months, and meaningful lead growth from around six months, with the full effect over twelve. Competition and your starting site health change this.

SEO is cumulative. Month one is usually an audit and fixes: crawl and index problems, page speed, structure and tracking. Months two to four are content and page improvements and the first ranking movements for lower-competition terms. Months four to eight are where competitive terms start to move and organic leads become visible in your CRM.

A new domain or a site with a history of penalties takes longer. A site with good authority and weak structure can move faster. Anyone who promises page one in 30 days for a competitive B2B term is guessing or cutting corners.

What is GEO (generative engine optimisation), and how is it different from SEO?

GEO is the practice of making your content clear, credible and easy to cite so AI assistants such as ChatGPT, Claude, Gemini and Perplexity describe your company accurately. It builds on SEO rather than replacing it.

Search engines rank pages. AI assistants synthesise answers and cite or paraphrase sources. To be included, your pages need a direct answer near the top, clear entity information (who you are, what you do, where, for whom), consistent facts across your site and the wider web, and structured data that machines can read.

We cannot guarantee a mention, because assistants choose their own sources. What we can do is make your pages the clearest answer available and measure how you are described each month. See our guide to GEO for technology companies.

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