Lime Technologies, on top for CRM in four markets

Lime Technologies wanted to be the answer for CRM in every Nordic market, on searches that are costly to buy in B2B. We built the pages in Swedish first and carried them market by market, and by 2022 Lime ranked first or second in four countries.

See the results

Client: Lime Technologies
Industry: CRM software for businesses
Markets: Sweden, Denmark, Norway and Finland, then Germany and the Netherlands
Period: Ongoing work, results as of December 2022To Dec 2022
Our part: Search strategy: competitor analysis per market, page templates, links

Lime Technologies' page for Lime CRM, “CRM för din bransch och din kundresa”, open on a laptop on an ash table in a bright office kitchen with an espresso machine and white pendant lamps behind. — Lime CRM on lime-technologies.com, in Swedish

Challenge

One word, six markets

Lime Technologies, one of the Nordic region's leading CRM providers, has built CRM systems for more than thirty years: Lime CRM and Lime Go.

CRM is the word Lime's buyers search for, in every market it sells in, and the goal we set together was plain: the top result for CRM in each Nordic market. In B2B a click on a word like that is costly to buy through ads.

Alongside the Nordics, Lime was taking its first step into the rest of Europe, with launches in Germany and the Netherlands: two markets where the organic results are hard-fought.

What we found

Buyers read before they buy

A B2B purchase starts with a long stretch of reading, and the category word is where much of it begins. A place in the organic results is there for every visit.

A click bought through ads pays for one visit. Lime's buyers read a great deal before they decide, so the place worth having was the one that stays: the organic result for CRM, in each language.

So we started with the competition, one country at a time: who held the CRM searches in Sweden, Denmark, Norway and Finland, and later in Germany and the Netherlands, and what their pages offered.

Then the pages. We built templates in Swedish from the content plan and the keyword analysis, and they were translated to Lime's other languages and sites as the work scaled, so every market started from the same page rather than a blank one.

The competitor analysis also showed where the next gain lay: links from other sites. We started a link project for the most important landing pages in each country.

It asked Lime for direct access to its own team, the head of marketing, a communicator and a developer. With a developer on the line, technical changes that usually take time went live quickly.

One template, market by marketFrom the category word to the top result in each country

The word
CRM, and the searches around it, in every language Lime sells in.
The markets
Sweden, Denmark, Norway and Finland, then Germany and the Netherlands.

01 Rivals
Who holds the search in each country?
1. Competitor analysis
  Who ranks for the CRM searches in each market, and what their pages offer.
2. Technical analysis
  Lime's sites checked, so every page could be crawled and ranked.
02 Pages
Build once, then translate
1. Templates in Swedish
  Landing pages from the content plan and keyword analysis, built in Swedish first.
2. Into every language
  Translated to the other sites as the work scaled.
03 Links
Earn the links each market asks for
1. A link project
  Links from other sites to the most important landing pages in each country.
Out Evaluate
Keep the place once it is won
1. Check at intervals
  Competitors improve and Google updates, so pages change when a ranking stops moving the right way.
2. A developer on the line
  Lime's own developer made technical changes quickly.
The top of the search for CRM, market by market

The work

Screens are Lime Technologies' site in six languages as captured on 27 September 2026, shown in staged scenes.

Lime's Swedish guide “Hur ni jämför CRM-system: en praktisk guide” on a monitor in a small focus room lined with ribbed grey felt panels, beside a white mug and a pair of headphones. — A guide for a long buying journey: how to compare CRM systems

Four phones in a row on an oak conference table, showing Lime's guide “What is CRM?” in Swedish, Danish, Norwegian and Finnish. — The same guide in Swedish, Danish, Norwegian and Finnish

Lime's Dutch guide “Wat is CRM?” on a tablet lying on the fold-down table of a train, beside a paper coffee cup and a pair of sunglasses. — The same guide for the Netherlands

Lime's German guide “Was ist CRM?” on a wall-mounted display at the end of a meeting room table with grey chairs and a carafe of water. — And for Germany

The result

At the top, without paying per click

Measurement notes

By December 2022, Lime ranked first or second on all relevant CRM searches in Sweden, Denmark, Norway and Finland, in the top five in the Netherlands and in the top fifteen in Germany.

In Sweden, the organic traffic of the past twelve months would have cost 572,446 kronor as Google Ads clicks.

Germany and the Netherlands, the newest and most contested markets, were still on their way, and the work was set to continue until every market held the top for CRM. Rankings are never finished: competitors improve their pages, and Google changes how it ranks them.

From there the assignment grew beyond the searches closest to a purchase, towards broader searches with more volume, which build awareness of the brand and, in time, sell CRM systems too.

We don't claim the rankings as ours alone. Lime's thirty years in CRM, its products and its own team's speed are in them too.

Ad cost of Lime's organic traffic in Sweden, twelve months: SEK 572,446

Sweden, the twelve months up to December 2022. Rankings as of the same month.

Measurement notes and definitions

Sources: Pixel Nordic's results for Lime Technologies, December 2022.
Scope: Organic Google search. Ad cost: Lime's organic traffic in Sweden, valued at what the same clicks would have cost in Google Ads. Rankings: the relevant CRM searches in each market.
Window: Ad cost: the twelve months up to December 2022. Rankings: as of December 2022.
Excluded: Paid search results. Traffic outside Sweden, in the ad cost.

Measurement notes and definitions
Period	December 2022
Ad cost of organic traffic, Sweden, twelve months	SEK 572,446
Position on relevant CRM searches, Sweden, Denmark, Norway and Finland	1 to 2
Position on relevant CRM searches, the Netherlands	Top 5
Position on relevant CRM searches, Germany	Top 15

December 2022

Ad cost of organic traffic, Sweden, twelve months: SEK 572,446
Position on relevant CRM searches, Sweden, Denmark, Norway and Finland: 1 to 2
Position on relevant CRM searches, the Netherlands: Top 5
Position on relevant CRM searches, Germany: Top 15

Pixel Nordic's results for Lime Technologies, December 2022

Ad cost is Lime's organic traffic valued at Google Ads prices; rankings are positions in each market.

What this case says

Build it once, earn it in every market

A category word is where a B2B buyer's reading starts, in every language. The page can be built once; the place in each market's results has to be earned there.

Start with the competitors in each market, build the page once and carry it into every language, and earn the links each market asks for. Then keep checking: a place in the results is held only as long as it is tended.