Challenge
The client: an Estonian company that develops B2B software. The business runs on three domains: the main company website, a product ecosystem domain, and the domain of the app itself. Each has its own audience and its own role in the funnel.
What made it hard
- Three domains, one strategy. The domains needed to complement each other rather than compete for the same queries.
- A long B2B cycle. Clicks on their own say little. What matters are leads and sign-ups, the actions that lead to a sale.
- Dirty analytics. The data contained referral spam that made reports show traffic that did not exist. Making decisions on data like that is risky.
- Visibility in AI answers. B2B buyers increasingly build vendor shortlists with AI assistants, so the brand needs to show up there too.
The goal: improve rankings for all three domains, increase the number of leads, and make the analytics trustworthy.
What we did
We have been working since April 2026 and run three workstreams.
SEO for three domains
We split queries among the domains according to their role: the main site for the company and its services, the ecosystem domain for products and solutions, and the app domain for queries from users ready to try the product. That way every page has its own job, and the domains do not take rankings from each other.
GEO
We worked on making the ecosystem domain's content citable in AI answers: clear product descriptions, use cases, and answers to B2B buyers' questions.
Web analytics
We cleaned referral spam out of the data and checked conversion tracking. During the check, we found that ecommerce tracking had broken on one of the domains and started fixing it. Without that, some real results would simply never have made it into the reports.
Monthly reporting
We compare month over month for each domain separately, with a focus on leads and rankings.
Results
Report for September 2026 compared with August:
- Leads from the main domain: 11 → 16 (+45.5%).
- Average position of the main domain: 15.16 → 13.59.
- Average position of the ecosystem domain: 13.30 → 8.24.
- Average position of the app domain: 8.93 → 5.64.
- generate_lead events on the app domain: 191 → 265.
- AI impressions for the ecosystem domain: 5,316 → 7,213.
- Referral spam in analytics: 513 → 0 sessions.
To be honest about the downsides: clicks fell in September on all three domains. At the same time, rankings improved and leads and sign-ups grew, meaning the traffic became higher quality. We also found broken ecommerce tracking on one of the domains and are fixing it so the reports show every sale.
What makes this project special
Three domains with different roles call not for three separate SEO projects but for one system. In a month, the ecosystem domain rose from an average position of 13 to 8, and the app domain reached page one with room to spare. And the cleaned-up analytics gave the client something it did not have before: numbers it can rely on for budget decisions.
Average position improved on all three domains within a month Source: Google Search Console, August-September 2026
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