How Simplestream grew non-brand traffic by 50% and strengthened its AI search presence

About Simplestream

Simplestream is a B2B SaaS company specialising in next-generation TV solutions.

Established in 2010 and based in London, the company works across the broadcast, sports and media industries, providing technology for delivering video and TV experiences across multiple platforms.

When Kieran Walsh joined Simplestream as Marketing Manager, he saw an opportunity to strengthen the company's SEO content and improve its visibility across Google, AI search and other digital platforms.

Having previously worked with Scalerrs at another company, he decided to bring the team in again at Simplestream.

Challenge

Simplestream operates in a highly technical B2B market.

For Kieran, one of the priorities was strengthening the company's SEO content while improving the overall health and visibility of the website.

There was also an opportunity to increase Simplestream's presence across AI search, where the company had relatively limited visibility at the time.

The technical nature of the product added another challenge.

Any content produced externally needed to accurately understand Simplestream's technology and speak to its ICP without creating significant additional editing work for the internal marketing team.

With a lean marketing function, the team also needed a partner that could take ownership of execution rather than add another layer of work.

Strategy

We worked with Simplestream across technical SEO, site optimisation and ongoing SEO content.

The programme included:

• A full site-wide SEO audit
• Website optimisation
• Ongoing SEO content
• Bottom-of-funnel content
• Support for visibility across Google and AI search
• Weekly updates and monthly calls

The focus was on strengthening the website while building a consistent content programme around the topics relevant to Simplestream's audience.

Starting With a Full Site-Wide Audit

The work began with a full audit of the Simplestream website.

This helped identify areas that could be improved from an SEO perspective and gave the wider content programme a stronger technical foundation.

Scalerrs then worked through site optimisation alongside the ongoing SEO work.

Kieran said the improvements contributed to a noticeably healthier website and supported stronger performance across search.

Rather than treating technical SEO and content as separate projects, both developed together as part of the wider programme.

Creating Content for a Technical B2B Audience

Simplestream's category comes with a higher bar for content.

The company works with technical products and concepts, so the content team needed to understand the subject matter well enough to produce useful, accurate content for the right audience.

Kieran said the Scalerrs team got to grips with the technical requirements quickly.

That also made the review process easier internally, with relatively few changes required before content could move forward.

“From a technical standpoint, it’s been quite seamless really. The content’s always been pretty almost perfect every time.”

For Kieran, this was particularly valuable because he didn't want the internal marketing team having to manage every part of the content process themselves.

Focusing on Bottom-of-Funnel Content

Part of the programme focused specifically on bottom-of-funnel content.

The Simplestream and Scalerrs teams worked closely on content designed around people further along in the research and buying process.

This sat alongside the wider SEO and site optimisation work, helping Simplestream build visibility around commercially relevant topics rather than focusing only on broader informational content.

Growing Non-Brand Traffic by 50%

One of the clearest results from the campaign was the growth in non-brand traffic.

Simplestream saw a 50% increase in non-brand traffic.

This meant a greater share of organic traffic was coming from searches beyond people already looking specifically for Simplestream by name.

Kieran highlighted this as one of the key improvements from the work, alongside the broader improvements to the health of the website.

Strengthening Visibility Across AI Search

AI search was another area where Simplestream saw progress.

Kieran said the company had relatively little AI presence before the partnership.

As the SEO content and site optimisation work developed, Simplestream began seeing considerably more traction across different AI and GEO platforms.    Edit---Kieran-Jules

Because no specific AI visibility percentage was given, we would keep this result qualitative rather than assign a number that wasn't provided.

Collaborative Execution

The working relationship was also an important part of the partnership.

Kevin acted as Kieran's main point of contact, with regular communication throughout the programme.

Kieran highlighted the weekly updates, monthly calls and ability to get quick answers whenever he needed them.

“Kevin, who’s been kind of my point of contact, has been great. He’s always staying in contact.”

For a lean marketing function, that made the programme easier to manage alongside everything else happening internally.

There was also an existing level of trust behind the relationship.

Simplestream was the second SaaS company where Kieran had chosen to work with Scalerrs.

“I’ve worked with Scalerrs now at two SaaS companies and I think their team are very skilled in writing about the tech side and get their head around it really quickly.”

Results

The work helped Simplestream strengthen its organic presence across both traditional and AI search.

The programme delivered:

• 50% increase in non-brand traffic‍
• Improved overall website health
• Greater visibility across AI and GEO platforms
• A consistent SEO content programme built around Simplestream's technical market
• Bottom-of-funnel content supporting its wider organic strategy

The strongest quantified result was the 50% increase in non-brand traffic, while Kieran also highlighted the improvement in website health and increased AI visibility as key outcomes from the work.

“Anyone that’s looking for SEO content and anything on the digital side, Scalerrs are amazing. I think especially if you’re a technical company.”