Andre GuelmannTopical authority, technical cleanup, and CRO - ~3× visits, doubled purchases, ~4× the keyword footprint.
From Jan 2022 to Jan 2025 I led a revenue-focused SEO program for a SaaS serving SMBs, agencies, and enterprise web teams. Combining topical content, prioritized technical remediation, and funnel/CRO work, annual organic visits rose ~178% (from ~107k to ~297k), organic purchases roughly doubled, and the tracked keyword set expanded ~4× - with #1 rankings climbing from ≈40 to ≈350.
A too-narrow content strategy on a creaky CMS, with no line from SEO to revenue.
- Content strategy too niche, with no room to expand.
- Massive technical debt - inconsistent sitemaps/canonicals, partial schema, and weak internal linking on an outdated CMS slowing indexation.
- Content didn't consistently match buyer intent for compliance/product queries, limiting conversions.
- Attribution gaps: server-side measurement and dashboards needed to link organic work to MQLs and revenue.
Build topical authority, fix the technical base, and instrument the funnel.
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 comparisons), tightened CTAs, added micro-conversions, 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.
A 4× larger footprint - and a big jump in the rankings that convert.
≈+178%
roughly doubled (signups ≈+9%)
≈4× footprint expansion
≈9× more top-of-SERP positions
The trajectory, charted.
≈+178% over the engagement.
Top-of-SERP positions grew from ≈40 to ≈350 (Jan 2023 → Jan 2025).
The decisions that made the difference.
- 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.
- Measurement-driven prioritization: server-side instrumentation and dashboards let the team prioritize high-ROI pages with confidence.
- Risk-first execution: platform work scoped by value-at-stake, so engineering time targeted business value and avoided regressions.
Andre and I came together for a mentoring session on creating SEO strategies for a B2B SaaS product. The exchange of opinions and exploration of diverse perspectives proved incredibly insightful. Many thanks again to Andre for this valuable session!
Very insightful session, grounded advice, has paid off in the long-term for us. Thanks!
Have a project like this?
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