Our client specializes in flexible student lending and loan refinancing for undergraduate, graduate, and parent borrowers.
The private student loan company is competing for search presence on the topic of student loans with large players such as Sallie Mae, SoFi, and Earnest. These competitors have a very wide range of content around the topic of student loans that they rank for, which has given them credibility with search engines and LLMs. In order to compete, they needed a better ranking for its existing content and internal linking structure that would signal authority to search engines and LLM crawlers.
In collaboration with our client, we built a hub and spoke content strategy around the topic of Private student loans. We were able to build 162 optimized content pieces, and re-optimize 62 existing content pages on the site. We also acquired 455 high quality backlinks that are strategically pointed to pages that will improve our visibility in Search for student loan related keywords.
At the midway point of 2025, our client had a total of about 20 owned citations and 35 brand mentions in AI Search. As a result of these efforts, they now own:
Defender Safety creates innovative head protection gear. Their helmets are designed by engineers to surpasses industry standards, work with helpful accessories, have 360° ventilation, and can reduce brain injury by 28%.
Defender Safety had an email marketing setup, but had never invested time to develop it. Guided by our person research, we identified it as a viable channel to target as part of our strategy. 97th Floor took the lead in developing and executing on this channel.
97th Floor's strategy began with comprehensive audience research to inform messaging and segmenting customers based on their purchase history. Segments distinguished between high order value B2B customers and lower order value B2C customers.
Using Klaviyo's automation capabilities, the team implemented triggered email flows, including abandoned cart sequences to recover potential lost sales. 97th Floor's design team perfected the technical and visual design of the emails, guaranteeing that all emails displayed perfectly across every device. Designers took into account various factors such as light and dark modes, font compatibility, and responsive design elements.
97th Floor also completed a thorough cleanup of existing email lists to improve deliverability rates and boost overall engagement metrics.
Defender Safety knew that email marketing could be a profitable strategy. All they needed was a dedicated team to make it happen. 97th Floor handled every component of email, from segmentation to technical design, to produce substantial revenue increases for Defender Safety.
Our client is a premier cruise line that carries over a million passengers each year to more global destinations than any other cruise line.
When the premier cruise line approached 97th Floor to become the top Alaskan cruise line, we knew that traditional keyword-focused SEO wouldn't suffice. Search engines now evaluate brands holistically through E-E-A-T, requiring a comprehensive content strategy that engages audiences at every funnel stage.
To help Google and LLMs understand our client as the best option for Alaskan cruises, we shifted from targeting individual keywords to building comprehensive topic clusters. This created a network of interlinked content that demonstrates subject matter expertise while helping search engines understand content relationships and site architecture.
We strengthened on-page SEO elements and implemented strategic internal linking to establish interconnectedness between cluster content, ensuring all supporting pages link back to their respective pillar pages.
Deliverables
This growth reflects the impact of well-structured, high-intent content being surfaced prominently by AI tools—a strong signal that our content is recognized as authoritative and relevant.
National Funding is a leading financial services company specializing in providing small and medium-sized businesses with tailored financing solutions.
Following a Google algorithm update, National Funding lost great rankings for focus keywords in their space such as “bad credit business loans.” They approached 97th Floor to reclaim rankings vital for generating new leads.
97th Floor implemented a holistic SEO strategy to fully optimize National Funding’s pages for keyword searches. Their tactics included:
The implemented strategy successfully restored and significantly enhanced rankings for crucial keywords— including "bad credit business loans" ranking #1. These rankings resulted in increased sessions and leads for National Funding.
"When I’m showing off our program to Sr. Leadership and the C-team, those are the metrics I turn to…I'm really thrilled with the results we're seeing and hope you guys know you’re killing it!" – Head of Organic Marketing, Point of Contact at B2B SaaS
Our client is a B2B SaaS customer management software used by small- and medium-sized healthcare businesses.
Our client needed an SEO strategy to break into four target verticals.
We conducted vertical-focused keyword research and created topic clusters for each of the client’s four focus areas. Based on our research, we began delivering 20 content briefs to the client each month.
Traffic and inquiries have increased in each of our four targeted verticals, with a 39% increase in organic traffic YoY; 28% increase in ranking keywords; and 77% increase in organic traffic YoY.
Maveneer is a design consultancy creating effective supply chains from the ground up.
When Maveneer first came to 97th Floor, they did not have any SEO authority or organic content on their site. They needed a partner to guide strategy and get them started.
After completing extensive research, the 97th Floor team build a hub-and-spoke content strategy with “warehouse automation” and “order picking” as the top two priorities. 97th Floor delivered dozens of content briefs to Maveneer while also working closely with the Maveneer team to prepare for an upcoming site migration where the new content went live.
In just five months, Maveneer’s DR skyrocketed from 3 to 34.
886% Increase in search impressions YoY
101% Increase in non-branded organic traffic YoY
Tome is an AI assistant for sales. "Trained on your playbook and CRM data, Tome can identify strategic initiatives and key decision makers to help you break into large accounts with a message that resonates."
When Tome came to 97th Floor they were getting the majority of their traffic from users signing up for the free version of their product. They needed a strategic partner to help them increase overall business revenue and increase the number of users that were signing up for the paid premium version of their tool.
To reach Tome's goals, we wanted to focus on creating content that would attract paid customers. Through our conversations with the client, we knew that sales and marketers were two of the main audiences that would likely be paying for the premium version. Creating customer journey maps enabled us to identify the types of questions this audience would be asking that would lead them to Tome.
We then used these insights as we were crafting our SEO strategy and doing our keyword research to go after keywords related to those audiences needs. We prioritized optimizing templates that were relevant to these audiences (case study templates, marketing plan templates, ai presentations, etc.) to help us get in front of these users and help Tome start to quickly grow their organic traffic.
67% increase in average organic traffic in the US
234% increase in ranking keywords in the US
212% increase in keywords ranking in positions 1-3 in the US
Packd is a travel service offering pre-paid mailer bags to send your vacation clothes home, leaving more room for all the stuff you find along the way.
Packd targets two main audiences: business travelers and families. They needed to reach these audiences while they were experiencing the pain point that Packd solves.
97th Floor launched digital OOH ads (both GIF and still images) in four major airports, tailoring the ad copy and creative to each location.
By putting Packd's audience first and experimenting with a new channel, Packd saw incredible results running this campaign even on a small budget.
19% increase in average engagement time on the site
467% increase in purchases from organic;120% increase in purchases from direct
225% increase in revenue!
Andy Frisella is an entrepreneur, bestselling author, consultant and speaker. He is the CEO of 1st Phorm, a supplement company valued over $175 million, and has founded five other businesses that generate over $200 million in annual revenue.
Frisella created the 75 Hard Mental Toughness Challenge - “an ironman for your brain” designed to help people transform mentally over the course of 75 days.
After 75 Hard went viral, sites like Forbes, Today, and Healthline wrote about the program, and these sites began out-ranking Andy for valuable, high-volume secondary keywords. 75 Hard was a major traffic source for Andy’s site; losing the SERP for 75 Hard keywords hurt Andy’s brand and threatened revenue.
After bringing the issue to Frisella’s team, we began an integrated SEO and content strategy to make Andy’s site the authority on his program. The main page for 75 Hard on Andy’s site isn’t structured like a standard page, so intentional optimization and consideration of how to address the SERP and user needs was vital to our success. We used a hub & spoke approach and internal linking to connect low-ranking KW content back to the main page, and we created new content.
In just one month, our new content brought in 12,000+ sessions to Andy’s site. The SEO and content strategy has increased YoY traffic to Andy’s site by 37%, and YoY revenue by 23%.
Andy’s site is now ranking in position one for over 200 75 Hard related keywords, including 75 hard (MSV: 185.0K) and 75 hard challenge (MSV: 114.0K).
We expect continued growth as additional content and optimizations go live, and as we use the traffic momentum to connect visitors to Andy’s podcast. Once people engage with Andy, they become lifelong followers and customers – they buy his books, listen to his podcasts, and come to his events. Organic traffic and awareness are key for helping future customers have their first touchpoint with Andy. Our work had a direct, tangible impact on that traffic and awareness, which will only continue to grow in the future.
Preloved is the original rent-a-booth thrift store, offering sellers and thrifters an asynchronous, in-person marketplace.
Preloved is a franchise business, and they come to 97th Floor in preparation for a new location opening.
To prepare, 97th Floor built a persona-focused content strategy, including two weeks of targeted ads and organic post blasts on Facebook and Instagram. The campaign goals included booth bookings and awareness.
To date, the new location has been the #1 best grand opening for preloved both in terms of attendance and sales dollars. The campaign resulted in 21 bookings from Facebook advertising, a 1.57x ROAS, and a 428% increase in organic reach on Instagram.
1st Phorm is a leading supplement company committed to producing quality products for fitness performance.
1st Phorm partnered with 97th Floor to increase profitable traffic to their site, and 6 years later the relationship is as strong as ever.
Through strategic optimizations, 97th Floor increased traffic to high impact /collections and category pages that drive real organic revenue.
Executing on intentional strategies focused on profit has paid out massively.
73% Increase in organic revenue
/collections/protein-bars saw a 98% increase in organic sessions (1.9K vs 3.8K)
/collections/mens-fat-burners saw a 6% increase in organic sessions (1.5K vs 1.6K)
1st Phorm’s organic traffic is actually at a 12% decline, while revenue is increasing at 73%, showing that the team is putting their efforts where it matters.
97th Floor is effectively addressing this with a strong blog strategy that is pulling in organic traffic to the blog at a 47% increase YoY.
JK Moving is the largest independent mover in North America, having made over half a million moves. Their residential services include local, long-distance, and international moves. They offer commercial services including office and facility relocation, biotech and lab services, and warehousing and archival services.
JK Moving came to 97th Floor after a previous agency failed to deliver cost-effective leads through JK Moving’s search advertisements.
JK Moving needed a strong partner to take control of disorderly ad accounts and execute a strategy that would consistently deliver leads at a low cost.
97th Floor immediately took a deep dive into the client’s ad accounts, reviewing the entirety of the account history to own a complete understanding of previous and current campaign results.
97th Floor’s thorough audit revealed much about JK Moving’s ad accounts, including the following:
Based on this audit, 97th Floor’s goal for the account was to maintain and increase JK Moving’s ad’s high conversion rate while decreasing costs and using budget more efficiently to ultimately increase the return on investment.
97th Floor’s strategy included the following ad account optimizations:
97th Floor’s meticulous fine-tuning produced a 190% increase in new users to the site, and a 108% increase in leads overall, while lowering JK Moving’s cost per lead by 50%.
