Beqom

Disrupting a Highly Competitive US HR Tech Sector with Strategic SEO

Beqom is a cloud-based compensation and performance management platform used by large enterprises worldwide. Competing in the highly competitive US HR technology sector, Beqom needed a focused SEO strategy to improve its organic search presence among enterprise buyers actively evaluating compensation solutions.

Key figures

+149% Increase in organic impressions

+54% Growth in organic clicks

24.59 Average position improvement across tracked terms

The Beqom x Eskimoz collaboration

Client Overview

Beqom provides end-to-end compensation management software, covering total compensation, sales performance management and rewards programmes. Its clients include many of the world’s largest companies across financial services, technology, retail and manufacturing.

Why Eskimoz

Beqom selected Eskimoz for our experience in B2B enterprise SaaS SEO and our understanding of the complex buying journeys that characterise high-value software purchasing decisions. Our ability to develop authoritative content that resonated with senior HR and finance decision-makers was central to the brief.

The Challenge

Beqom’s SEO faced challenges specific to enterprise software in a competitive category: • A crowded US HR tech market with well-funded competitors investing heavily in content and digital marketing • Long and complex buyer journeys involving multiple stakeholders, requiring content across all funnel stages • Limited organic visibility for the high-intent keywords most closely aligned with the purchase decision • A need to establish Beqom as a thought leader in compensation management to build trust with senior enterprise buyers

Our SEO Methodology

We developed a content-led SEO strategy designed to improve Beqom’s organic authority and capture demand across the full enterprise buyer journey.

Keyword Strategy and Funnel Mapping

Actions taken:

Mapped the full keyword landscape across compensation management, total rewards and HR technology

Segmented keywords by funnel stage, from awareness and education to active vendor evaluation

Identified the specific content gaps preventing Beqom from ranking for high-value commercial terms
Content Development

Actions taken:

Produced authoritative long-form content targeting senior HR and finance decision-makers

Developed comparison and category pages to capture buyers evaluating Beqom against alternatives

Created educational resources — guides, glossaries and frameworks — to build organic authority and E-E-A-T
Technical SEO

Actions taken:

Audited and resolved technical issues affecting crawlability, indexation and page performance

Improved site structure and internal linking to ensure authority flowed to priority commercial pages

Implemented structured data across key page types to improve click-through rates
Authority Building

Actions taken:

Developed a link acquisition strategy targeting HR technology, business management and enterprise software publications

Secured editorial coverage and backlinks from authoritative US and UK domains

Monitored competitor backlink profiles to identify and pursue new link opportunities

The Results

Over twelve months, Beqom significantly improved its organic search presence, with a 149% increase in impressions, 54% more clicks and meaningful progress in average ranking positions across tracked terms.

+149% increase in organic search impressions year-on-year

+54% growth in organic clicks from search results

Average position of 24.59 across all tracked terms, reflecting improved ranking distribution

Established thought leadership across key compensation management topics