Ever wondered what makes some SaaS websites soar in organic search rankings while others struggle? The answer often lies in understanding and aligning content with search intent.
For our SaaS client, optimising content to match user needs was the game-changer. The website was generating a steady stream of traffic but lacked significant growth in organic clicks and impressions.
We assessed that the content on their site wasn’t fully aligned with the search intent, which led to low engagement and high bounce rates.
To address these challenges, we employed a data-driven strategy to create and optimise content tailored to answer user queries.
Results
We started working with the client in May 2024, and this is what happened within six months:
- Clicks: Grew by 227.10%, from 7.14K to 23.4K.
- Impressions: Increased by 213.97%, from 337K to 1.06M.
- CTR: Improved by 4.76%.
- Average Position: Enhanced by 3.2%, reflecting better visibility in search results.
Our Approach
- Understanding user intent:
We started by identifying the reason behind the target audience’s search queries. Using tools like Google Search Console and keyword research platforms, we categorised queries into informational, navigational, and transactional intents. - Keyword research and mapping:
Using keyword research tools, we segmented and mapped keywords to specific pages, ensuring each piece of content aligned with its primary intent. For example:- How-to guides for informational searches.
- Comparison pages for transactional intent.
- Entity network analysis:
This was followed by analysing related entity networks using high-level tools to check the associations between various keywords and search queries. - Creating high-quality content:
We crafted engaging, high-quality content that met user needs. This included optimising for format (e.g., guides, listicles, or product-focused pages) and incorporating actionable insights and visuals. - Internal linking and on-page optimisation:
We added internal links strategically to boost site structure and help search engines understand relationships between pages. On-page factors such as meta titles, descriptions, and calls-to-action were fine-tuned to increase click-through rates (CTR). - Leveraging analytics for continuous improvement:
Post-optimisation, we monitored the results and iteratively improved content based on user behaviour and analytics insights.
This case study underscores the power of understanding and optimising for search intent in SaaS SEO. By aligning content with what users are truly searching for, we achieved exceptional growth in traffic and visibility. This approach not only brought more eyes to the client’s site but also boosted user engagement and conversions.
Ready to unlock exponential growth for your SaaS business? Start with search intent.
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