The Challenge
What They Were Dealing With
A B2B SaaS platform in the project management space was stuck in a growth plateau. They had decent traffic — around 15,000 organic visits per month — but conversion rates from organic were below 0.3%. Their content strategy, built by an in-house team following generic "SaaS SEO playbook" advice, was producing three blog posts per week about topics like "10 productivity tips" and "how to run a meeting." High-volume keywords, minimal buying intent, zero revenue impact. They were winning the traffic game and losing the business game.
The Approach
What We Actually Did
The diagnosis was straightforward: content-market misalignment. Their blog was ranking for informational queries that attracted individual productivity enthusiasts, not the B2B decision-makers who actually buy project management software. The person searching "how to run a meeting" is not the VP of Operations evaluating a $50K annual contract.
We rebuilt the content strategy around the buying journey. Instead of top-of-funnel productivity content, we targeted mid-funnel and bottom-funnel queries: "[competitor] alternatives," "[competitor] vs [client]," "best project management software for [industry]," "project management for construction teams," "enterprise project management with [specific feature]." These keywords had lower volume but radically higher intent.
The existing blog wasn't deleted — that would have been wasteful. We audited all 180 posts and identified 23 that could be rewritten to target higher-intent variations of their current keywords. The rest were left alone as long-tail traffic generators, but we stopped producing new content in that vein.
We also built out the product pages that didn't exist. The site had one generic "Features" page. We created individual pages for every major feature, each targeting "[feature type] software" queries. These pages got SoftwareApplication schema, comparison tables against competitors, and integration-specific landing pages for their top 8 platform integrations.
The technical layer included implementing proper conversion tracking (their analytics had been misconfigured since launch — free trial signups were being counted as page views, not goals), fixing Core Web Vitals on the pricing page (which had a 6-second LCP due to an animated comparison table), and adding FAQ schema to every comparison page.
The War Story
How It Actually Happened
The hardest part of this engagement wasn't the SEO work. It was convincing the client to stop publishing three blog posts per week about productivity tips. Their content team had been conditioned by years of "content is king" advice to equate publishing volume with SEO success. Monthly traffic of 15,000 felt like validation. But when we showed them the revenue attribution data — less than $4,000 in MRR from organic search across 15,000 monthly visits — the math spoke for itself.
Month one was the content pivot. We published four pieces of bottom-funnel content: two competitor comparison pages, one industry-specific product page, and one integration landing page. Total monthly content output dropped from 12+ posts to 4 highly targeted pages. The content team was nervous.
Traffic dipped in month two. Organic visits dropped from 15,000 to 13,200 as we stopped feeding the informational content machine. This is the moment where most clients bail and most agencies panic. We sent a dashboard update: "Traffic down 12%. Revenue from organic up 40%. This is what realignment looks like."
The comparison pages started ranking in month three. "[Competitor] alternatives" hit page 1 within six weeks of publishing. These pages converted at 3.2% — ten times the site average — because the visitors were actively evaluating alternatives, not casually browsing productivity content. One page generating 400 visits/month at 3.2% conversion was worth more than the entire 15,000-visit blog.
Months four through six were the multiplication phase. Each new product page and comparison page built on the topical authority of the ones before it. Google was recognizing the site as a legitimate player in the project management software category, not just a productivity blog. The feature pages started ranking for "[feature] software" terms that drove demo requests directly.
The analytics fix in month one had an outsized impact. Once we could actually track which organic pages drove free trials, and which free trials converted to paid, we could see the full picture. Blog posts about meeting productivity generated visits that bounced in 30 seconds. Comparison pages generated visits that spent 4+ minutes on site, visited the pricing page, and started free trials.
By month eight: organic revenue was up 250%. Not traffic — revenue. Total organic traffic had actually decreased slightly (from 15,000 to 14,100) because we'd stopped producing high-volume, low-intent content. But the traffic that remained was converting at 8x the previous rate. Monthly recurring revenue attributable to organic search went from $4,000 to $14,000, with the trajectory still climbing.
The client's content team was retrained to produce bottom-funnel content. Their CEO told us it was the first time any marketing initiative had moved the revenue needle rather than just the traffic graph. That's the difference between SEO as a channel and SEO as a growth engine.
Not traffic growth. Revenue growth. 250% in 8 months. I don't even have a point of contact — I have a dashboard. It's better.
James Thornton
CEO, SaaS Company
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