how a well-supported saas increased organic traffic by 111% over other channels year-on-year with targeted strategy

Where the green lines are the beginning and end of FLOQ’s consultancy

Challenge

In late 2023, a SaaS company came to me with the ask of “We don’t want to be the ‘secret weapon’ anymore!” Their goal was not only increased organic traffic in the United States, but also increased brand recognition.

The consultancy engagement was a strategy and operational retainer from Nov 2023-April 2024.

Solution

After an exhaustive strategy, we honed in on a few bits:

Website structure and indexation: there were over 100,000 pages being crawled and indexed that had no reason to be, so we prioritised managing this
Content strategy: I worked closely with their content manager to focus in and consolidate outdated or very similar articles, research, brief and create new articles with targeted topics
Product content realignment: In this engagement and further engagements with the team I worked closely to align product language with how potential customers would search, even as their own internal language was shifting to a new value proposition.
Brand signals: We built out Schema markup, I briefed their PR team, and worked behind the scenes to support listings on validated publishers where Google’s Knowledge Graph gets it’s information, like Crunchbase, etc.

Results

As mentioned, during the strategy and consultancy immediately following, when the bulk of the technical work was completed:

Organic traffic increased by an average of 21.3% year-on-year
Other channels decreased by an average of 89.8% year-on-year

In the six months post-consultancy, the average year-on-year growth in organic increased to 24.1%.

For content, six months post consultancy, the average monthly blog traffic increased 33% from pre-consultancy, and went from ~22% of total organic traffic to ~30% of overall organic traffic.

Also six months post consult, non-brand clicks increased 76% from where they were during the consult period, without major or minor impact to absolute brand searches.

In looking to understand SEO and build it into existing teams during FLOQ’s operational consultancy, this SaaS created processes for both technical and content teams to follow by expanding their understanding of website best practice, and build a strong foundation for the website that has helped them grow steadily well past FLOQ’s strategic engagement.

*Please note there were reporting errors in the source data I normalised for, and that is what these percentages are based off of. If you’re a potential client and interested in hearing more about my methodology here, please get in touch.