Andre GuelmannCut the noise, target intent, and wire SEO to signups - +78% traffic, +95% signups.
A mid-stage B2B SaaS serving small businesses and freelancers improved non-branded organic visits by ~78% (from ~1.7M in 2023 to 3.1M in 2024) and non-branded signups by ~95% (from ~800 to ~1.5K). The work combined prioritized content pruning, targeted landing pages, CMS migration support, and measurement fixes to align SEO to the product funnel.
A bloated content footprint diluting authority - and SEO that wasn't tied to signups.
- A large volume of low-value content diluting authority and creating crawl/index noise.
- Legacy community/profile pages generating 120k+ low-quality URLs and fragmenting link equity.
- No targeted, product-aligned landing pages to capture high-intent searchers.
- Two separate CMS instances (site + blog) generating technical debt and a coordinated migration.
- Limited engineering bandwidth: fixes had to be high-impact and low-friction.
Remove the noise, target intent, and wire SEO to the signup funnel.
Content pruning
Removed ~800 outdated or irrelevant blog posts to consolidate topical authority and cut crawl noise.
Legacy cleanup
Sunset 120,000+ legacy “profile” pages that were creating huge index bloat and poor-quality entry points.
High-intent vertical pages
Built and optimized new landing pages targeting specific verticals and competitor-comparison queries, with clear product hooks and conversion pathways.
Cluster content strategy
Designed and executed a cluster-based content plan focused on top-performing topics, with ongoing optimization cycles.
CMS migration & maintenance
Supported a coordinated migration across the main site and blog - renderability, correct redirects, and analytics continuity.
Measurement & attribution
Fixed tracking gaps and wired multi-touch attribution so organic-led signups were measured and optimized.
Less noise, sharper intent, and attribution that proved the work.
2023 → 2024, ≈+78%
2023 → 2024, ≈+95%
stopped link-equity leakage and crawl waste
consolidated topical authority
The trajectory, charted.
≈+78% year over year.
≈+95% year over year.
The decisions that made the difference.
- Remove noise, amplify value: pruning poor pages and 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 pushed them into the trial/signup funnel.
- Migration without casualties: coordinated CMS work and redirect mapping kept indexation healthy through the migration.
- Measure what matters: attribution wiring made organic contribution visible, so teams optimized the pages that truly drove signups.
Had an amazing call with Andre regarding my SEO content strategy and how we can scale further. He provided quite useful tips to help us go beyond what everyone is doing.
Andre is very well versed in multiple aspects of online marketing, which turned him into a key player for projects that go beyond SEO and content marketing. Andre excels at taking projects from beginning to end and assuring a high level of execution. I'm confident he'll be a great asset to whichever company or organization he will join.
Have a project like this?
Tell me what you're planning - a migration, a pivot, a growth push. I'll show you the risks and how I'd protect the downside.
I read and reply to every message personally - usually within 1-2 business days.