Growth-stage B2B SaaS
A growth-stage SaaS cut index noise, built high-conversion vertical landing pages and consolidated its content strategy, lifting non-brand visits by ~78% and non-brand signups by ~95% year-over-year.
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TL;DR
A mid-stage B2B SaaS serving small businesses and freelancers improved non-branded organic visits by +77.6% – from ~1,7M (2023) to 3,1M (2024).
Non-branded organic signups rose by +95.1% – from ~800 to ~1,5K.
Work combined prioritized content pruning, targeted landing pages, CMS migration support, and measurement fixes to align SEO to product funnels.
Context & goals
- Company: growth-stage SaaS platform serving small business and freelance professionals.
- Engagement window: work executed through 2023–2024 (audit, content operations, migrations, and sustained execution).
- Primary goals: increase non-brand organic signups and improve the conversion funnel so organic traffic more reliably produced trials and signups.
Challenges
- Large volume of low-value content diluting authority and creating crawl/index noise.
- Legacy community/profile pages generating many low-quality URLs and fragmenting link equity.
- Need for targeted product-aligned landing pages to capture high-intent searchers.
- Two separate CMS instances (main site and blog) that generated a lot of technical debt and required coordinated migration and maintenance.
- Limited engineering bandwidth: fixes needed to be high-impact and low-friction.
What I did (high-impact interventions)
- Content pruning: removed ~800 outdated or irrelevant blog posts to consolidate topical authority and reduce crawl noise.
- Legacy cleanup: sunset 120,000+ legacy “profile” pages that were creating huge index bloat and poor-quality entry points.
- Vertical landing pages: built and optimised new landing pages targeting specific verticals and competitor-comparison queries with clear product hooks. These pages targeted high commercial intent and conversion pathways.
- New content strategy: designed and executed a cluster-based content plan focused on top-performing topics, with ongoing optimisation cycles.
- CMS migration & maintenance: supported coordinated migration and post-launch validation across the main site and blog, ensuring renderability, correct redirects, and analytics continuity.
- Measurement & attribution: fixed tracking gaps and wired multi-touch attribution so organic-led signups were measured and optimised.
Deliverables
- Prioritized action plan and roadmap linking each task to expected conversion impact.
- Redirect & canonical mapping for content consolidation and migration.
- Landing-page briefs, copy and SEO optimisation for vertical targets.
- CMS migration checklist, smoke tests and post-launch monitoring.
- Measurement spec and dashboard for non-brand organic signups.
Results
- Non-branded organic visits: 2023 = ~1.7M → 2024 = 3.1M
Absolute increase: +1,4M (≈+78%) - Non-branded organic signups: 2023 = ~800 → 2024 = ~1,5K
Absolute increase: ~+700 (≈+95.1%)
These outcomes came from combining technical cleanup, content consolidation, new high-converting landing pages, and clean attribution so teams could prioritize the work that moved product metrics.
Why it worked
- Remove noise, amplify value: pruning poor pages and removing the legacy profile directory stopped link equity leakage and improved crawl efficiency.
- Target intent with conversion design: vertical landing pages captured users closer to product fit and were designed to push visitors into the trial/signup funnel.
- Migration without casualties: coordinated CMS work and redirect mapping kept indexation healthy during migrations.
- Measure what matters: attribution wiring made organic contribution visible, which allowed product and growth teams to optimize pages that truly affected signups.
Get in touch
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