Serviceware

Serviceware is a global software provider helping organisations manage and optimise IT costs through IT Financial Management (ITFM). Operating across competitive markets, the challenge was to build greater organic visibility around its core ITFM offering and strengthen its position across both traditional search and emerging AI search surfaces.

To increase Serviceware’s visibility for high-value IT Financial Management searches, build authority across the wider ITFM category, and create a content ecosystem capable of performing across Google, AI Overviews and AI assistants.

The focus was to secure visibility for the commercial topics most closely aligned with Serviceware’s offering and establish the brand as a recognised source within the category.

We built a structured SEO content programme around the searches Serviceware’s prospective customers were making, mapping content into clearly defined topic clusters rather than producing standalone articles.

Our approach included:

• Building content around commercially relevant ITFM search demand
• Developing topic clusters designed to build authority around Serviceware’s core services
• Targeting both UK and US search markets
• Strengthening existing solution content alongside informational articles
• Monitoring performance beyond traditional rankings, including Google AI Overviews and Microsoft Copilot visibility

The programme combined ongoing content production with close performance monitoring, allowing us to see where Serviceware was gaining authority and where further optimisation was needed.

Rather than judging success on traffic alone, we tracked rankings across a defined set of commercial keywords, Search Console performance and visibility within generative search experiences.

This gave us a clearer picture of how the content was contributing to Serviceware’s position within the ITFM category, and allowed us to identify where content had effectively saturated available demand and where other authority signals would be required next.

Across the ITFM content cluster, every major organic search metric improved between April and August 2026. Impressions increased by 55.8%, clicks increased by 126.5%, click-through rate increased by 45.4%, and average position improved by 34.4%.

Eight of 11 content clusters held a number-one ranking.

Visibility across AI search

Serviceware appeared in 78% of the Google AI Overviews monitored in the UK and 54% in the US. ITFM pages generated 52,096 AI-feature impressions, representing 38% of Serviceware’s total AI-feature impressions across 245 pages.

Microsoft Copilot also generated 5,806 citations to ITFM content, accounting for 35% of Serviceware’s total citations. Across 54 non-branded ITFM grounding queries, the content received 3,011 citations.

The Serviceware programme demonstrates what happens when SEO content is built around category authority.

Within five months, Serviceware more than doubled organic clicks across its ITFM content, secured number-one positions across eight of 11 topic clusters and built significant visibility across both conventional search results and emerging AI search experiences.