How we built organic visibility for a new website
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Case Study
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Service
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Solution
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Region
Bulgaria
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Period
May - August 2026
Balance Invest is an accounting and consulting company offering services in accounting, taxation, payroll, and financial management.
The project started with a completely new website developed by Pansyer. With no previous organic history or established SEO presence, we were essentially starting from scratch.
Once the website was launched, we began systematic work on content and SEO with one main goal: to make Balance Invest discoverable not only by people searching for the company by name, but also by users looking for specific information on accounting, tax, and regulatory topics.
The Challenge
A new website starts without established rankings, authority, or content already generating organic visibility.
At the same time, users in this sector often do not begin their search with the name of a particular company. They look for answers to specific questions: What is the VAT registration threshold? When is corporate tax due? What changes come into effect in 2026? How is a particular type of income taxed?
Our task was therefore to build visibility around these non-branded searches and gradually connect Balance Invest’s expertise with the topics potential clients are actively searching for.
Our Strategy
Our approach combines the website’s technical foundation with targeted SEO content.
A website built for organic growth:
Pansyer developed the website with a clear structure, SEO-friendly pages, internal linking, and the technical setup required for proper indexing in Google.
SEO-focused service pages:
We developed the content of the key service pages around specific searches and user intent, allowing us to target queries with stronger commercial intent as well.
Content based on real searches:
Since May, we have published 26 articles covering current accounting, tax, and regulatory topics. We select topics based on actual search demand, legislative changes, and questions that arise in the day-to-day operations of businesses.
Visibility in AI results:
The content is structured to provide clear answers to specific searches. Some of the articles are already gaining visibility not only in traditional Google results, but also in Google’s Generative AI features.
What We Achieved
A few months after we began working systematically on content, the website had already gained visibility for a range of non-branded searches directly related to Balance Invest’s services and expertise.
For the analyzed period, Google Search Console reported 14.4K organic impressions, 239 clicks, and an average position of 6.7. More importantly, several of the leading queries are already ranking on the first page of Google.
The website now appears for 149+ different search queries, with the Balance Invest brand name not dominating the leading searches. This is a positive sign that organic visibility is reaching people who are not yet familiar with the company. Alongside traditional Google Search results, the content is also beginning to gain visibility in Google’s Generative AI features. During the analyzed period, it generated 2.6K+ impressions, with SEO articles covering specific tax topics among the leading pages.
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Average Google position
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Organic search queries
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Google AI impressions