Figures HR: taking compensation software into two search markets
UK and US expansion needed more than English-language pages. A year-long programme combined market-specific research, technical work and product-relevant content.
Based on a published Pearl Lemon project report
Reported result / original source
£1.7k
Reported estimated traffic-value change
Project outcome as documented by the Pearl Lemon Group
Project outcome / what changed
Reported increase in estimated search traffic value
UK and US expansion needed more than English-language pages. A year-long programme combined market-specific research, technical work and product-relevant content.
Metrics, where shown, are attributed to the original Pearl Lemon report. Source and methodology are linked below.
Search strategy
From business positioning to useful discovery.
This is an editorial map of the decisions discussed in the project account, not a claimed conversion funnel or newly measured result.
- 01
Understand the buyer
Clarify the commercial challenge and the people it affects.
- 02
Make the service clear
Focus the work on changes that the team can deliver.
- 03
Measure useful outcomes
Separate reported progress from qualified enquiries and revenue.
Where the project began
Two markets, not one translated keyword list
Figures HR, a French-headquartered compensation software business, wanted stronger discovery in the UK and US. The buyers shared a language, but not necessarily the same terminology, competitors or evaluation needs.
The buying conversation changes when compensation software crosses the Atlantic. A UK HR leader and a US counterpart may share language but use different vocabulary, comparison criteria and expectations. Treating them as one search audience would make the site's product story less useful to both.
The risk was treating two markets as one keyword list. Search content needed to connect with HR and compensation decisions in each market, supported by a website Google could reliably access.
What the team worked on
Technical foundations with market-specific content
Pearl Lemon separated UK and US keyword research rather than treating the two markets as one set of English searches. The work then connected market-specific content and comparison queries with metadata, indexing and performance priorities. Weekly calls and monthly summaries kept the programme coordinated over roughly a year.
Pearl Lemon researched UK and US searches, including software and comparison queries, then worked on content, metadata, indexation and performance. Weekly calls and monthly summaries supported the roughly twelve-month engagement.
What the record shows
A stronger search position to evaluate separately in each market
The historical report describes improved search positions and about £1,700 of additional modelled traffic value. That is an advertising-equivalent estimate, not subscriptions sold. What the project demonstrates is a disciplined way to enter two search markets without losing sight of why an HR buyer would consider the software.
Sources and next priorities
For a similar business
Where I would start on your website
Improve qualified UK and US demand for compensation-management software.
- 1Audit existing global URLs and language-market targeting; distinguish UK from US salary terminology, company size and regulatory context.
- 2Build product and comparison content around compensation reviews, pay transparency and planning workflows, subject to product and legal review.
- 3Separate technical releases, content changes and any historical outreach in the timeline so improvements are not attributed to a single untested lever.
How to measure commercial progress
Use country-segmented non-brand queries and organic demo opportunities; treat third-party estimated traffic value as a directional proxy, not billings.
Your first decision
Did the ~£1.7k estimated traffic-value change reflect more qualified HR buying interest in each target market?
Methodology and original source →
Pearl Lemon report published December 2025. Read the original account
How to read the results
The reported £1.7k improvement is estimated traffic value in a third-party SEO tool, not invoiced revenue, new ARR or a causal measurement of pipeline.
What better measurement could reveal
Country-segmented Search Console exports, lead-source records and qualified demo opportunities would show whether stronger search visibility influenced commercial outcomes.
About the evidence and attribution
This account draws on a historically published Pearl Lemon Group case study. Performance figures are reported by their original source and may use third-party ranking or traffic estimates. They are not presented as an independent financial audit. Work was delivered across the Pearl Lemon team and should not be interpreted as solely personally executed by Deepak.