SEO Growth Campaign — SaaS Client

The Challenge

A B2B SaaS company building project management software for creative agencies came to us with a familiar problem: a genuinely great product, a team of smart marketers — and 800 monthly organic visits after two years of sporadic blogging.

The content they had published was decent. The problem was not quality — it was strategy. Every post was written in isolation with no keyword architecture, no internal linking, and no topical authority signal to Google.

Our Approach

We rebuilt their content program from the foundation up using a topical authority model — publishing comprehensively on a narrow set of themes rather than broadly on loosely related topics.

Phase 1 — Keyword Architecture (Weeks 1–3)

We ran a full keyword gap analysis against their three primary competitors, identifying 340 keywords they had zero visibility on. These were clustered into 8 topical categories, each anchored by a single pillar page supported by 4–6 cluster articles.

Phase 2 — Technical Fixes (Weeks 2–4)

Before writing a word of new content, we fixed what was actively hurting rankings:

— Consolidated 40+ thin posts into 8 stronger pieces via 301 redirects — Fixed duplicate meta descriptions across 60+ URLs — Implemented schema markup (Article, FAQ, HowTo) across all new content — Improved Core Web Vitals: LCP dropped from 4.2s to 1.8s

Phase 3 — Content Execution (Months 2–6)

We produced 48 pieces of content across the six-month engagement:

— 8 pillar pages (2,500–4,000 words each) — 32 cluster articles (1,000–1,800 words) — 8 comparison and alternative pages targeting competitor brand keywords

Every piece was built with deliberate internal linking architecture, connecting cluster content to pillar pages and funnelling readers toward product trial pages.

Phase 4 — Authority Building

We secured 14 editorial backlinks from industry publications through a targeted digital PR campaign built around original research and expert commentary placements.

The Results

"We had been told SEO takes time. What we had not been told was that the time is in building the right architecture — not just writing more posts. The first three months felt slow, then traffic doubled in month four alone."

Key Takeaways

— Topic clusters compound. The pillar pages did not rank immediately, but when they did, they lifted every cluster article around them simultaneously.

— Consolidating thin content matters more than most realise. Redirecting 40 weak posts removed hundreds of duplicate-content signals overnight and freed up crawl budget for new content.

— SEO results in B2B SaaS are ultimately measured in trial signups, not traffic numbers. Every piece was mapped to a conversion intent before a single word was written.

Tools & Stack

Semrush — keyword research and gap analysis Screaming Frog — technical audit Google Search Console — ranking tracking Ahrefs — backlink prospecting Surfer SEO — on-page optimisation WordPress — CMS