Core service
We build search programs for software companies with a real sales motion — self-serve, sales-led, or both. The target is signups and qualified demos from people who were already shopping, not a bigger number in Analytics.
The problem
The default SaaS content playbook — publish four posts a week about broad topics, chase volume, wait — was built for a market with less competition and cheaper capital. It produces traffic that never converts and a board deck nobody believes.
The problem is almost never publishing volume. It is that the content is aimed at people who are not buying anything. A person searching "what is workflow automation" is nine months and four job changes away from a purchase order. A person searching "zapier alternative for enterprise" has a budget and a deadline.
We rebuild the program around the second person, then use the first kind of content only where it demonstrably feeds the second.
You probably recognise
What you get
Every keyword your buyers actually search, sorted by intent and mapped to a specific URL — existing or planned. This is the spine of the program and the thing most agencies skip.
Category pages, use-case pages, integration pages, comparison and alternative pages. The pages that sit closest to the credit card, written by people who understand your product.
Long-form content that earns links and internal-link equity for the money pages. Every article has a job, and the job is written into the brief.
Crawl, index, render, and Core Web Vitals work on your marketing site and docs. We work directly in your repo when you let us, or ship precise tickets when you do not.
Editorial links from the publications your buyers read. No PBNs, no directory spam, no link exchange rings that get you filtered six months later.
A monthly view that goes keyword → page → session → signup → opportunity → closed won. If we cannot connect the work to revenue, we are guessing.
How we run it
Same order every time, because the steps depend on each other. Skipping ahead is the most common reason these programs underperform.
Two weeks of call recordings, win/loss notes, sales objections, and a real walkthrough of the product. We cannot write commercial content for software we have not used.
We size every keyword cluster by realistic traffic, conversion rate, and ACV — then rank the roadmap by expected revenue, not volume.
Technical debt, thin templates, cannibalisation, and internal-link structure. Cheap to fix, expensive to ignore.
Highest-expected-value pages first. Usually comparison, alternatives, and use-case pages — the ones that rank fast and convert at 4 to 9 percent.
Links and editorial depth aimed at the clusters that need topical weight to break into the top three.
Refresh, expand, and prune on a quarterly cycle. The programs that win are the ones nobody stopped.
Questions
Related reading
Most SaaS SEO programs are built for people who are learning, not people who are buying. Here is the sequencing we use instead, and why the traffic chart gets worse before it gets better.
Aug 18, 2026
Free tools, public objects, template galleries and integration directories — how product-led SEO works, when it beats content, and the three ways it usually fails.
Jun 2, 2026
The structure that works, why the section admitting your competitor is better makes the page convert harder, and the legal and ethical lines worth staying inside.
Jun 9, 2026
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