Scaling Bïrch’s content engine after a major rebrand
From traffic loss to a rebuilt blog with steady publishing, stronger SEO, and clear ROI tracking.
Project duration: First results after 3 months / Ongoing collaboration
Industry: Marketing Tech / B2B SaaS
Focus: Content strategy & SEO + implementation
“I’ve worked with freelancers and agencies before, and this level of involvement is hard to find. With La Sopa, we published 22 articles in 2 months—something we never could’ve achieved alone! We now have clear processes, consistent output, and a team we can genuinely rely on.”
Elina Minnie, Head of Operations at Bïrch
The challenge
Bïrch, formerly known as Revealbot, is a leading B2B SaaS Marketing Tech startup offering cross-platform ad automation and analytics for performance marketers. After a full rebrand and domain migration, the company faced significant organic traffic loss and needed to regain momentum fast.
Bïrch’s key challenges:
Traffic drop post-migration — switching from revealbot.com to bir.ch in October caused a significant drop in blog traffic.
Missing a cohesive content strategy — content efforts were ad-hoc and lacked a clear growth plan.
Blog needed rebuilding — both in terms of design/UI and technical SEO health.
No clear KPIs or performance tracking — marketing goals weren’t tied to measurable benchmarks.
Workflow gaps — the team consists of a marketing lead, two designers, a writer, and a social media manager, and needed an editorial process to better organize content production, publishing, and distribution.
Our approach
We embedded ourselves as an extension of Bïrch’s internal team — leading strategy, planning, execution, and analytics.
1. Strategic Foundation
Full blog content audit and optimisation action plan.
UI/UX audit with actionable recommendations, feeding into ongoing blog redesign.
Content strategy aligned to business objectives, SEO opportunities, and audience intent.
Goal setting & KPI framework — agreed benchmarks for traffic, engagement, and conversions.
2. Process & Production Overhaul
Built a Notion-based editorial hub for full visibility of every content stage: brief → draft → review → design → publish.
Started with weekly check-in calls during the first month, then moved to bi-weekly calls, while keeping daily Slack communication throughout.
Collaboration with the internal team, managing the full content lifecycle: topic ideation, briefs, writing (internal & La Sopa), editing, publishing, analytics.
3. Output & Optimisation
From June to August: June included 10 article updates. July included 3 updates, 4 La Sopa articles, and 5 internal writer pieces (briefed by La Sopa). From August onward, we maintained a cadence of 5 new articles and 2 updates per month.
Technical SEO fixes and LLM visibility evaluation to strengthen AI Overview presence and reinforce the Revealbot → Bïrch brand transition.
4. Data & Tracking
Set up Mixpanel tracking with detailed engagement metrics like scroll depth, time on page, and CTA clicks.
Built ongoing keyword performance tracking in Ahrefs.
Key results
Traffic & Engagement Growth
Blog traffic grew 53.5% despite an industry-wide decline.
Engagement improved: bounce rate dropped from a 6-month average of 57% to 34% in July 2025, and average time on page increased by 46%.
Organic traffic is the main growth channel, accounting for 74% of total website visitors.
~10% of blog visitors clicked through to key pages.
SEO Wins
For updated articles that have been republished for at least a month:
48 keywords now rank in positions 1-3 (34 in #1), with 45 in SERP features like People Also Ask and AI Overview.
259 new keywords acquired after article updates
Content Engine Efficiency
22 articles published in 2 months (updates + new content).
Stable monthly production of 5 new + 2 updates.
Smooth collaboration across multiple stakeholders, with no missed deadlines.
Analytics & Attribution
Clear channel attribution: organic search leads, followed by referral and organic social.
Ability to present blog ROI at all-hands meetings thanks to structured tracking.
Get a taste of our work
What made it work
Technical & SEO expertise
Fast implementation of technical SEO fixes post-migration.
Strategic keyword targeting that delivered quick SERP wins.
Embedded team model
Managed internal writer, design team, and stakeholder reviews end-to-end.
Daily Slack collaboration ensured quick decision-making and fast feedback loops.
Took ownership of both execution and strategic direction.
Process-driven approach
Introduced a structured editorial workflow in Notion, eliminating siloes.
Clear briefs, defined deadlines, and transparent progress tracking.
Scalable system that the internal team can continue using.
Strategic partnership
Conversations went beyond “just content” — we became a sounding board for broader marketing decisions.
Balanced quick wins (SERP gains) with long-term growth (content clusters, LLM visibility).
—> Note: While La Sopa leads strategy, planning, and most production, final design integration and article promotion are done collaboratively with Bïrch’s internal team.
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