Published
Dec 23, 2025
Category
SEO
Industry
Oil & Gas SaaS
Trellis, a leading SaaS provider for the oil and gas industry, faced significant visibility challenges despite offering a high-demand platform. Partnering with SEOJetty for an 18-month engagement, the company sought to overcome technical debt and a fragmented content strategy. By prioritizing technical remediation and executing a high-authority backlink and content campaign, SEOJetty helped Trellis double its organic traffic and achieve dominant top-page rankings for highly competitive industry keywords, effectively repositioning their digital presence to match their market authority.
Trellis operates at the intersection of energy and technology. As a mid-market SaaS company based in the USA, they provide critical data management and transaction solutions for the oil and gas sector. Their suite of products—including Trellis Inform, Connect, Transact, and Datastore—digitizes the complex supply chain of natural gas and energy trading.
The primary friction point for Trellis was a disconnect between their product sophistication and their digital footprint. While their platform was industry-leading, their organic search presence was nearly nonexistent for non-branded terms.
The challenges were threefold:
The mandate was clear: transform the website from a digital brochure into a primary lead acquisition channel.
SMART Goals:
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To navigate the complex B2B energy landscape, SEOJetty avoided generic “volume-chasing” tactics. Instead, we deployed a “Technical-First, Authority-Second” strategy.
The Big Moves:
Phase 1: Diagnostics & Technical Remediation (Months 1–3)
The project began with a comprehensive marketing analysis and technical audit.
Phase 2: Strategic Content Framework (Months 4–9)
With the technical foundation stable, we moved to content.
Phase 3: Authority Building & Optimization (Months 10–18)
The final phase focused on velocity and authority.
Success was measured strictly through data-driven attribution models, ensuring we separated brand-search growth from non-brand growth.
Over the course of the 18-month collaboration, the data confirmed the strategy’s efficacy.
Around Month 6, progress stalled. Despite technical fixes, rankings for “energy transaction management” were stuck on Page 2.
The Pivot: We realized that while the technical SEO was sound, the user intent signal was weak. The existing pages were too sales-heavy and lacked the informational depth Google prefers for complex B2B queries.
We pivoted the strategy to create “Bridge Content”—comprehensive guides that explained the problem (transaction complexity) before selling the solution (Trellis). We worked with Trellis’s subject matter experts to inject real industry data into these guides. Within 60 days of publishing this enriched content, the primary keywords broke into the Top 5.
With the organic traffic goal met, the next 90 days focus on conversion optimization and expansion.
SEOJetty is a premier B2B digital marketing agency specializing in turning complex SaaS platforms into market leaders. We don’t just drive traffic; we build the technical and content infrastructure that powers sustainable growth.
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