Procurement management platform
In nine months, a brand-new procurement AI platform went from zero search footprint to 65 ranking keywords, 356k Google impressions per quarter and 33 AI-answer citations — the only vendor in its category whose AI visibility grew while every incumbent's fell.
The project was launched in January 2026 into a category dominated by Coupa, GEP, Zycus, Precoro and Procurify — vendors with Domain Ratings of 66-80 and 10-20 years of domain history. Go Global helped a brand-new on the US market procurement platform to appear as a brand on the market and become visible. We started with DR 0, zero traffic on the website and with no rankings either no AI-answer presence.
The buyers — CPOs, procurement directors and the CFOs who sign off — research for months before they talk to sales. More and more of that research now starts in ChatGPT, Perplexity and Google AI Overviews, not only in classic search.
The goal was to make our client's project discoverable in both — search and AI answer engines, earn the trust of finance-minded stakeholders, and turn that visibility into qualified demo requests.
The work ran as four connected workstreams, each covering one or more service areas:
(a) website performance and user journeys,
(b) SEO and AI-driven search,
(c) lead generation and conversion,
(d) stakeholder awareness and engagement.
We started with the website architecture. Before writing a word, we decided which pages were needed, which buyer question each one answers and where it sits in a long B2B decision cycle. We stopped at this selection:
Platform — what the product does across source-to-pay, for buyers evaluating capabilities.
Use Cases — task-led pages such as tail spend control or invoice automation, matched to how buyers search.
Industries — sector landing pages for industry-specific queries.
Cases and Customers — proof for finance and leadership stakeholders late in the cycle.
Why Us — differentiation for the shortlist stage.
Blog — home of the pillar content, linking readers into the commercial pages.
The site was then built out step by step: use-case hubs, platform and solution pages, industry pages and a case-studies hub went live as the content behind them matured. Behaviour data from Microsoft Clarity guided UX fixes for dead clicks and quick exits.
With the architecture in place, we built a content map rather than a blog calendar.
Every content idea was sorted into five pillars, each tied to a buyer concern and a keyword map with three layers: core head terms, mid-tail queries and LLM-discovery prompts — the questions buyers type into AI assistants.
Each cluster on the map follows the same build: a core narrative, a list of formats, three keyword sets (primary, financial impact, commercial) and four to six article topics.
Example from the CFO pillar, whose goal is to equip procurement leaders with finance-credible narratives, metrics and formulas:
Cluster: Tail Spend as a Hidden P&L Leak — “where 15% of the bottom line disappears”.
Core narrative: tail spend is not small; it is unmanaged scale.
Formats: financial impact article, CFO scenario modelling, benchmark-driven post.
Keyword sets: tail spend optimization, maverick spend control (primary); margin leakage, working capital leakage (financial impact); tail spend automation, guided buying ROI (commercial).
Topics: Why Tail Spend Is a CFO Problem, Not a Procurement Detail; The Math of Tail Spend: Thousands of Decisions, Millions Lost; How Autonomous Buying Stops Margin Leakage.
This structure let one map drive the blog, the newsletter, ads targeting and the AI-search entity strategy at the same time.
On the site itself, the map became SEO- and answer-engine-optimised copy: an FAQ with schema markup, About and Mission/Vision/Values pages, partner pages, comparison and “best procurement software” pages, and long-form pillar articles.
To make AI engines recognise and cite the brand, we built its presence beyond its own website, and tracked citations monthly across Google AI Overviews, AI Mode, ChatGPT, Perplexity, Gemini and Copilot.
Overall, we started from 0, from naming and forming a brand concept and in 9 months we are having results like these:
Review platforms and directories.
We registered and completed profiles across a wide range of B2B review sites and software directories. Two examples, both among the strongest domains on the web:
These profiles do more than pass link authority. AI engines lean heavily on third-party review and listing pages when they answer “best procurement software” and “Our Brand vs …” questions. Consistent company data across these sources helps them recognise the brand as an entity and cite it with confidence.
Media coverage.
We secured a steady stream of expert articles on business and industry sites with solid SEO metrics. Each piece carries pillar topic — tail spend, maverick spending, the Excel exodus, procurement as a profit lever — to a new audience. A selection of placements:
Press releases.
We distributed a series of press releases through news syndication networks. For example, the announcement of how we expand to North America and launch “Behind Procurement” Webinar Series was picked up by US news sites such as Michigan NewsNet Media, My Eagle Country, KOTA Radio and Small Biz Sense. News content is one of the source types AI engines check for recent, verifiable facts about a company. Syndicated releases put our market expansion and webinar programme on record in exactly that kind of source.
We built demo-focused calls to action into key pages and set up tracking of demo bookings and form submits. Paid campaigns reached procurement leaders directly through LinkedIn Thought Leader Ads and a YouTube / Google Ads video strategy, supported by HubSpot email campaigns.
To stay present through long consideration cycles, we launched the “Behind Procurement” LinkedIn newsletter and a webinar-to-blog series that turns each session into several articles.
Competitive landscape research, benchmarking of our brand against Precoro, Procurify, Zycus, GEP and Coupa, shaped positioning across every channel.
Organic search became the fastest-growing quality channel, and we were the only vendor in its peer group to gain AI-answer citations in September 2026.
Also, 62 out of 65 keywords are on top 10 (first page of Google) positions, which proves the efficiency of the selected content strategy.
Against the market
In September all five tracked competitors lost AI citations — Precoro −550, GEP −541, Zycus −498, Coupa −329, Procurify −263 — while we gained 12. On Ahrefs' tracked metrics, 18 of 20 improved for our brand, against 26-48% for its peers.
A pillar-based content map pays off twice: the same structure that earns Google rankings also gives AI engines clear, quotable answers to cite. The FAQ, schema and long-form work is why we grew up into the AI visibility during a month when the whole category lost it.
Data: GA4, Microsoft Clarity, Google Search Console, Ahrefs and Semrush, pulled Aug 28 and Oct 5, 2026.
At a glimpse of an eye, Nataliia has crash-tested our marketing strategy, website, and external communication approach. The experience and knowledge we received were immense. As we started implementing the required changes — we started seeing results in customer acquisition effectiveness, retention, and website interaction.
Natali is skilled at building marketing strategies from scratch and ensuring they work in real life. She's excellent at connecting marketing and sales, helping both work together smoothly — making her a great person to work with or consult for marketing advice.
I worked with Natali (GoGlobal) on two projects, where she advised me on digital marketing and brand strategy. She approaches promotion from a business angle, has clear read on current digital marketing trends and a solid grasp of the technology market. That combination makes her especially valuable when you need to reach a demanding audience with a difficult message.
Anastasia is a true professional who consistently demonstrates a high level of competence and responsibility. Her ability to manage the product and implement innovative solutions is impressive. She always finds the optimal paths to achieve goals — a reliable partner you can always count on.
My consultation with Natalia provided a sharp, comprehensive review of our website's performance and overall marketing approach. Her guidance on link building, service page creation, and AI-focused optimization was especially valuable. I left the meeting with a clear understanding of the exact steps we need to take.
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