Key Results at a Glance
In a 12-month engagement, the client transitioned from heavy paid-dependency to sustainable organic acquisition driven by a multi-layered SEO program.
| Metric | Baseline | Month 12 | Net Change |
| Monthly Organic Sessions | 6,900 | 28,430 | +312% |
| High-Intent Keyword Rankings (Top 3) | 11 | 54 | +391% |
| Organic Trial Sign-Ups | 62 | 203 | +227% |
| Domain Authority | 22 | 39 | +17 points |
| Cost per Acquisition (Organic) | $138 | $72 | –48% |
About the Client & Market Context
The client is a mid-sized B2B software provider offering a cloud-based application used for workflow coordination, digital operations, and real-time task tracking. Their customers span logistics, healthcare, and corporate services, operating in a space dominated by enterprise incumbents and a wide array of lower-priced SaaS solutions.
The competitive landscape features:
- High CPC rates for transactional queries
- Established players with strong domain history
- Rapidly evolving user expectations for integration-ready tools
- A buyer journey requiring extensive comparison and trust-building
Despite a strong product, the client struggled to gain visibility in organic search for core commercial-intent terms.
Initial Situation & Challenges
Before the engagement, the client faced several compounded issues:
1. Fragmented Technical Architecture
The marketing site and application lived on separate subdomains, diluting authority and limiting indexation efficiency.
2. Weak Commercial Visibility
Most ranking keywords were branded or low-intent informational terms. Competitor comparison queries and industry-specific searches showed zero visibility.
3. No Content Architecture
The site lacked a structured approach to content, resulting in:
- Thin product pages
- No vertical landing pages
- No “alternative to” pages
- Minimal conversion-optimized resources
4. Heavy Paid Dependency
Nearly 85% of all trial sign-ups came from PPC, resulting in inconsistent CAC and limited scalability.
Primary SEO Goals
- Increase qualified non-branded organic traffic
- Improve rankings for commercial and mid-funnel keywords
- Build authority to compete with established SaaS vendors
- Generate at least 150 monthly organic trials
- Decrease reliance on paid acquisition
SEO Strategy & Growth Framework
The strategy was structured around three interconnected pillars:
1. Technical Search Foundation
A full overhaul of the platform’s technical experience:
- Consolidated three separate subdomains into a unified directory structure
- Implemented server-side rendering for JavaScript-heavy pages
- Rebuilt sitemaps and robots logic to improve crawl flow
- Implemented SoftwareApplication, Review, and FAQ structured data
- Reduced LCP by 41% and CLS by 62%
2. Semantic Expansion & Content Architecture
We built a comprehensive content ecosystem to capture all stages of the buyer journey:
Pillar & Cluster Approach
- A core “workflow optimization” pillar
- Clusters targeting industries, solutions, and feature-specific topics
- Internal linking paths designed to distribute authority
Key Content Assets Developed
- 16 long-form industry landing pages (e.g., logistics, healthcare)
- 12 “Alternative to [Competitor]” pages that targeted bottom-funnel decision queries. These pages were modeled after high-intent alternative-style search patterns widely seen across other verticals (e.g., YouTube alternatives for school) but adapted specifically for workflow and operations-focused SaaS buyers.
- 20 feature-driven pages rewritten around benefits and intent
- 30 supporting blogs optimized for TOFU/MOFU keywords
These assets focused on problem-aware and solution-aware search behavior, improving semantic coverage and engagement.
3. Off-Page Authority Development
To strengthen trust signals:
- Secured placements in niche SaaS and workflow-technology publications
- Built editorial backlinks through expert commentary and thought leadership
- Created linkable resources (guides, checklists, templates)
- Developed partner content with integration-friendly tools
This raised domain authority by 17 points and added 280+ referring domains.
Implementation Timeline
Months 1–3: Technical Foundation
- Migrated content to unified structure
- Executed rendering fixes
- Overhauled sitemaps and canonical logic
- Improved page experience metrics
Months 4–8: Content Deployment
- Rebuilt feature pages
- Launched comparison hub
- Published industry-specific pillars
- Added interactive assets to improve engagement and conversion
Months 9–12: Authority Scaling
- Digital PR campaigns
- Strategic guest contributions
- Continuous link acquisition
- CRO improvements to trial sign-up flows
Results & Business Impact
The combined SEO initiatives produced transformational outcomes.
Organic Visibility
- +312% growth in organic traffic
- High-intent commercial queries acquired top-3 visibility
- 11 → 54 top-3 ranking keywords in 12 months
Lead Generation
- Organic trials increased from 62 to 203
- Conversion rate improved from 1.4% to 2.1%
- “Alternative to” pages delivered 31% of all trials
Unit Economics
- Cost per acquisition via organic dropped from $138 to $72
- Reduced PPC reliance from 85% → 49%
- Increased lifetime value of organic-sourced accounts
Client Feedback
“This program shifted our entire acquisition model. For the first time, we see predictable, scalable growth from organic search. The industry-specific pages and comparison content brought in users with clear intent, and the technical improvements unlocked visibility we never had before.”
— Head of Marketing, Web Application Provider
Conclusions & Success Factors
Several elements contributed to the exceptional outcomes:
- Technical clarity enabled efficient crawling and indexing
- Pillar-cluster content architecture drove semantic authority
- Comparison pages captured bottom-funnel, decision-ready users
- Industry landing pages improved relevance and conversions
- Digital PR validated the brand across authoritative sources
The engagement demonstrates that when technical excellence, content structure, and authority building operate together, even mid-market SaaS platforms can compete aggressively in saturated categories.
If your SaaS application struggles with visibility, inconsistent CAC, or limited organic conversions, our team can help.
We specialize in SEO programs for B2B software, combining technical depth, content strategy, and authority development to create scalable, high-impact growth.
Request a confidential SEO assessment today.