Case Study: B2B SaaS Brand Achieves 600% Organic Traffic Growth Through Strategic SEO

The surge in remote work and digital tools has created a crowded landscape online, with many organizations turning to organic search as a critical channel to reach businesses needing their support.

One SaaS company offering sprint planning and product roadmap tools partnered with MBE Group to strengthen its visibility during this time of rapid change. Together, we focused on boosting brand awareness, increasing qualified traffic to attract more enterprise customers.

The company had an established blog before partnering with our team, but it lacked an SEO strategy and inbound traffic stagnated at just 800-850 sessions per week (approximately 3,200-3,400 organic sessions per month). 

After partnering with us, their organic traffic increased by more than 600%, turning the brand’s blog into one of its top sales tools. Here’s how we did it.

With the company’s goals in mind, we developed a two-part plan that involved strategic keyword research and trust-building content.

Part 1: Target the Right Keywords

When you create great content around strategic keywords, it leads to better search engine results page (SERP) rankings. That, in turn, provides better online visibility and increased organic traffic.

To drive top-of-funnel customers to the site, we looked for high-volume keywords with moderately low keyword difficulty. This was exactly what the blog needed to increase its organic traffic quickly. 

We had to be extremely creative and thorough with our keyword research. To start, we scoured competitors’ websites to understand the content trends of the industry and performed gap analyses. This allowed us to identify unserved or underserved content topics consumers were searching for. We also went looking for keywords in unusual forums, like the marketplaces where the company sold its apps.

But more traffic was just part of their goal. As a for-profit company, conversion and revenue was top of mind. To address that, roughly a quarter of the keyword strategy focused on lower-volume, long-tail keywords that spoke directly to customer pain points and had a higher likelihood of conversion.

Part 2: Cultivate Authority and Build Trust With Enterprise Clients

To meet the company’s second goal, we needed to establish them as a trusted and easy solution for enterprises. With dozens of competitors offering similar remote collaboration apps, the brand needed to leave their mark and show their value in each customer touchpoint.

That led us to create supercharged guides. These guides were two to three times longer than a normal blog post and shared deep insights based on the client’s hands-on experience. Each guide covered high-level, generalized information on a topic then went deeper with specific use cases, how-tos and mistakes to avoid. This value-driven content established the brand as experts in their industry.

Not only did these guides serve customers in a tangible way, they also ranked for hundreds of related keywords, which served the brand’s goal of growing their rankings and driving organic traffic.

In order to further increase their authority in the saturated tech space, we added a linkbuilding strategy to their content program that targeted 10 white-hat backlinks per month from relevant, reputable sites in their category.

With the brand’s goals in mind, we started with a bespoke SEO content plan and eventually added link building. Let’s take a closer look at both phases of the strategy.

Phase 1: Content

During the first year of our partnership, the focus was on content. Specifically, we optimized existing content and created new articles that were both:

• Crafted to attract and speak to the brand’s target audience
• Well-positioned to move up the ranks in search results

Here’s a closer look at the three-point strategy we used to do that.

1. Selected Keywords That Would Drive Traffic

The marketplace is highly saturated, which means the Google-ranking landscape is competitive. To infuse the site with a quick traffic boost at the beginning, we targeted long-tail keywords on more broad topics that had medium-to-low competition.

Once the site gained momentum, our targeted keywords became increasingly granular, focusing on niche topics relevant to their audience.

These more niche topics generally had lower search volumes but were still low competition. Plus, they were highly targeted to the brand’s audience and conversion-friendly.

2. Addressed Customer Pain Points

When crafting the content plan, we didn’t simply consider a keyword’s traffic potential and level of ranking difficulty, we tailored the keyword to the audience’s needs in one of two ways:

• Answered questions: We targeted keyword phrases to help answer common customer questions or address their pain points
• Offered solutions for guidance: We covered topics on how the clients’ products improve the life of their customers. Within each article, we included a call to action (CTA) with recommendations for specific concerns, thereby boosting online sales.

3. Wrote Science-Backed Articles 

Articles couldn’t just target the right keywords and topics, they needed to instill trust with readers. That trust would help the client become a go-to online authority and attract customers seeking reliable products and guidance.

With this in mind, we focused on writing science-backed articles that cut through the misinformation online. But that didn’t mean the content had to be dry and clinical. We used an approachable, friendly, upbeat tone that would resonate with the brand’s target audience.

Phase 2: Link Building 

At roughly the one-year mark, as the content strategy continued, it was time to start phase two of the strategy: link building. By generating high-quality backlinks to their site and content, the brand increased their domain authority, which allowed them to be recognized as the trusted resource online.

Our content and SEO strategy saw near-immediate success. After one month of publishing, where we added eight posts to the client’s blog, we began reaching new all-time traffic highs week after week.

In less than two months, organic traffic doubled. Within the first six months, traffic had increased by 4x.

Less than a year after launching our SEO strategy — 11 months to be exact — organic sessions to the brand’s blog reached an all-time high of 5,483 weekly sessions, up nearly 600% from the average 825 weekly sessions they started with.

At this point in the project, the client also saw their organic rankings jump from 55 keywords on page one to 743 keywords on page one. Of these page-one keywords, 123 reached the coveted top three spots in the SERPs, positioning their brand as an industry leader on hundreds of relevant topics in their space.

Plus, our linkbuilding effort increased the brand’s domain authority (DA) score by six points, which allowed them to compete for keywords at or above a higher difficulty threshold. 

5,483 weekly sessions
Blog reached an all-time high of 5,483 weekly sessions

743 keywords
Earned Top 3 organic rankings and jumped from 55 keywords on Google's page one to 743 keywords

123 keywords
123 of 743 keywords reached the coveted top three spots in the SERPs

Our strategic approach to keyword research coupled with long-form customer guides to establish brand authority brought our client immediate and consistent growth.

The tailored content marketing brought qualified customers into our client’s sales funnel and transformed the blog into a valuable sales and education tool, boosting readership and revenue.

If you’re ready to see how MBE Group can customize a content strategy for your business, schedule a chat with our team today.