CRM Software & Technology · Case Study

Technical SEO, Website Migration & Search Strategy for Avidian Technologies

How HeyLead managed a high-risk AWS WordPress migration, resolved accumulated technical debt, rebuilt SEO architecture, and improved lead tracking for a US-based CRM software company built natively into Microsoft Outlook.

open_in_new Visit avidian.com
✓ Zero
Ranking loss during
AWS migration
✓ Fixed
Technical debt &
broken link infrastructure
↑ Improved
Lead tracking &
ZoomInfo enrichment
✓ Rebuilt
SEO architecture &
site structure
Client
Avidian Technologies
United States
Product
Prophet CRM
Built into Microsoft Outlook
Market
United States
B2B SaaS / SMB & Enterprise
Engagement
Technical SEO
Migration & Search Strategy
Business Overview

A CRM built inside Outlook — competing in a research-heavy B2B SaaS market

Avidian Technologies is a US-based software company best known for its CRM and relationship intelligence solution built directly into Microsoft Outlook. Unlike traditional CRM platforms that require users to switch systems, Avidian's product integrates natively within the Outlook application — allowing sales, marketing, and relationship-driven teams to manage contacts, track interactions, and log activity without leaving their inbox.

This positioning places Avidian in a competitive B2B SaaS space where buyers conduct extensive research before engaging, website content plays a critical role in product education and trust, and search visibility directly impacts pipeline quality.

As Avidian evolved its digital infrastructure, the company required a partner capable of handling SEO strategy, technical audits, and migration-level website changes without compromising visibility or lead flow.

Why the Website is Mission-Critical
  • search
    B2B buyers research extensively before contacting sales
  • school
    Product education and differentiation happen entirely online
  • verified
    Technical credibility signals matter to enterprise buyers
  • trending_up
    Search visibility directly drives pipeline quality and volume
Website Serves As
check_circle Primary lead generation channel
check_circle Product explanation and differentiation hub
check_circle Trust signal for enterprise sales conversations
The Challenge

Technical complexity and strategic risk during infrastructure change

cloud_upload

Website Migration & Infrastructure Risk

Migrating to a new AWS-hosted WordPress environment introduced risks including organic ranking loss, broken URLs, residual staging links, and analytics inconsistencies — all with direct downstream effects on pipeline.

bug_report

Accumulated Technical Debt

Previous site changes had left missing SEO fundamentals, internal and outbound links pointing to staging environments, and an inconsistent site structure that degraded crawl efficiency, indexation, and user experience.

query_stats

Lack of Measurable SEO Structure

Without a structured technical foundation, it was difficult to demonstrate ROI from search efforts, align content with real buyer intent, or maintain confidence during infrastructure changes.

Execution & Improvements

Risk-first technical execution across every layer

Every technical decision tied back to search performance and lead generation impact — protecting visibility while restoring structural integrity.

01

Website Migration & AWS Infrastructure

Supported the full migration to the new AWS WordPress environment, ensuring continuity and minimising risk to organic visibility throughout the transition.

check_circle Staging server set up and validated end-to-end
check_circle Network and environment configurations reviewed
check_circle SEO performance audited before and after each migration phase
check_circle Zero ranking loss achieved through the transition
02

Comprehensive Technical SEO Audits

Deep technical audits to establish baseline performance, identify critical issues, and validate that the site met modern SEO best practices post-migration.

link Internal link audit
link_off Broken URL removal
travel_explore Crawl efficiency
security Security checks
03

SEO Architecture Recovery

Restored logical site hierarchy and internal linking lost during earlier migrations — ensuring search engines and buyers could clearly understand Avidian's product value.

check_circle Site hierarchy and internal linking restored
check_circle Key product and solution pages made discoverable
check_circle Structure aligned with B2B CRM buyer journeys
04

Content & Asset Compliance

Strengthened site reliability, performance, and compliance by resolving dependencies on external and non-compliant assets.

check_circle Transitioned to copyright-compliant imagery
check_circle Removed externally hosted asset dependencies
check_circle Improved page stability and long-term maintainability
05

Lead Intelligence & Tracking

Integrated ZoomInfo via Google Tag Manager and enhanced form-level tracking to improve lead quality, attribution, and sales-marketing alignment.

check_circle ZoomInfo integrated via GTM
check_circle Form-level tracking and data enrichment
check_circle Improved inbound lead source attribution
Results & Strategic Impact

Structure, stability and measurable search performance

✓ Zero
Ranking Loss During Migration

SEO performance was stabilised throughout the high-risk AWS WordPress migration — protecting organic visibility, lead flow, and pipeline continuity.

✓ Resolved
Technical Debt Eliminated

Broken URLs, staging-environment links, and structural inconsistencies identified and removed — restoring crawl efficiency and site health across the board.

↑ Better
Lead Intelligence & Attribution

ZoomInfo integration and enhanced GTM tracking gave marketing and sales teams clearer visibility into inbound lead sources, behaviour, and qualification signals.

Strategic & Long-Term Wins

check
SEO performance stabilised during a high-risk website migration
check
Technical debt identified, prioritised, and fully resolved
check
Site structure became clearer and more SEO-friendly for B2B buyers
check
Lead tracking and data quality significantly improved
check
Search initiatives gained structure, consistency, and measurability
check
Marketing and sales gained shared visibility into inbound demand — making it easier to demonstrate ROI and align content with customer needs
Services Provided

What we delivered for Avidian Technologies

  • manage_search
    Technical SEO Audits
  • cloud_upload
    Website Migration & SEO Risk Management
  • cloud
    AWS WordPress Infrastructure Support
  • schema
    Site Architecture & Internal Linking Optimisation
  • tag
    Google Tag Manager & Lead Tracking
  • contacts
    ZoomInfo Integration
  • image
    Content & Asset Optimisation
  • bar_chart
    Ongoing SEO Strategy & Advisory
star star star star star
format_quote

I worked with Martin and his company for several years. He managed our website and provided SEO and SEM support. He has been a great partner in this area and always produced high quality results. I recommend him for any needs you may have in this area.

person

Warren Stokes

Director of Sales and Marketing, Avidian Technologies

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