Marketing shipped weekly releases, yet schema dates and visible “last updated” stamps lagged by quarters. Retrieval snippets showed outdated feature claims, souring high-intent visitors.
The team connected CMS publish events to dateModified fields, audited sameAs links, and added reviewer-bylines for regulated claims. Sales enablement reused the same facts as the site to avoid drift.
Six months later, demo requests from organic landing pages doubled; downstream, AEs reported fewer “this page is wrong” objections. Alignment beat volume: fewer pages, truer narratives.