Growth-stage SaaS for SMBs and Agencies
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.
TL;DR
From Jan 2022 → Jan 2025 I led a revenue-focused SEO program for an agency & SMS-focused SaaS solution. The work combined topical content, prioritized technical remediation and funnel/CRO improvements.
Annual organic visits rose by ~+178% (from ~107k → ~297k).
Annual Organic Signups grew by ~+9%.
Annual Organic Purchases increased by ~+100%.
Context & goals
Company: Growth-stage SaaS offering automated accessibility and compliance tools for SMBs, digital agencies and enterprise web teams.
Engagement: Jan 2022 → Jan 2025.
Role: SEO Consultant – working with in-house writers, engineers and designers plus external vendors (digital PR, link builders, analytics).
Primary goals: 1) increase MQL volume & lead quality; 2) grow revenue (trial → paid / ARR).
Challenges
Content strategy was too niche and with no room to expand.
Massive technical debt – inconsistent sitemaps/canonical tags, partial schema, and weak internal linking that slowed indexation of priority pages, thanks to an outdated and limited CMS.
Content did not consistently match buyer intent for compliance/product queries, limiting conversions from organic traffic.
Attribution gaps: server-side measurement and dashboards needed to link organic work to MQLs and revenue.
What I did (high-impact interventions)
Content & topical authority: designed and executed a focused cluster — accessibility glossary, compliance how-tos, tool pages and CMS-integration landing pages — briefed for conversion intent and internal linking.
Index cleanup & technical triage: retired low-value pages, enforced canonical and sitemap hygiene, rolled out schema on product/pillar pages and improved internal link flows to surface priority content.
Funnel & CRO work: launched vertical landing pages (CMS integrations, competitor comparison), tightened CTAs, added micro-conversions on content pages and instrumented server-side events to capture organic → MQL.
High-quality link acquisition: moved outreach to data-led PR and targeted placements to boost topical authority and referral quality.
Governance & measurement: delivered a 90-day prioritized roadmap, sprint backlog and dashboards to keep engineering and growth aligned.
Deliverables
Prioritized 90-day technical roadmap and sprint backlog.
Content cluster plan, briefs and landing-page templates.
Redirect & canonical mapping guidance; schema implementation checklist.
Server-side measurement spec and Looker/Looker Studio dashboards for organic → MQL attribution.
Monthly performance reviews, experiment briefs and a PR outreach plan.
Results
Impact (2023 → 2025)
Visits: ≈ +178%
Signups: ≈ +9%
Purchases: ≈ +100%
Keyword ranking highlights
Jan 2023 — Total ranking keywords: 3.2k
#1: ≈40
Positions 2–3: ≈840
Positions 4–10: ≈360
Positions 11–20: ≈480
Positions 21–50: ≈1.0k
51+: ≈1.2k
Jan 2025 — Total ranking keywords: 16k
#1: ≈350
Positions 2–3: ≈300
Positions 4–10: ≈1.6k
Positions 11–20: ≈1.8k
Positions 21–50: ≈5.1k
51+: ≈6.8k
Interpretation
The total tracked footprint expanded ~4×, with a large rise in #1 rankings (≈40 → ≈350) and strong gains in mid-funnel visibility that provided more opportunities to convert.
Why it worked
Content tuned to buyer intent: the compliance & product cluster captured long-tail, high-intent queries and supported conversions.
Technical fixes amplified content: index cleanup, canonical/sitemap stability and schema concentrated crawl equity on priority pages and sped ranking gains.
Measurement-driven prioritization: server-side instrumentation and dashboards let the team prioritize high-ROI pages and experiments with confidence.
Risk-first execution: migrations and platform work were scoped by value-at-stake so engineering time targeted business value and avoided costly regressions.
Get in touch
If you are looking for someone to help with your organic growth your just someone to bounce some ideas, send me a message.