111% organic growth for a SaaS platform

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 November 2023 to 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• Content strategy: I worked closely with their content manager to focus in and consolidate outdated or very similar articles, and to research, brief and create new articles on targeted topics.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 the validated publishers where Google’s Knowledge Graph gets its information, like Crunchbase.

Results

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 — expanding their understanding of website best practice, and building 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.