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This case study's goal is to show you an in-depth SEO strategy that we used to grow organic traffic of the SaaS AI tool from 0 to 60,000 monthly organic visits with content clustering.
Let’s begin.
Organic Search Traffic before the campaign started:
Organic keywords positions before the campaign started:
The tool we’ve been operating this campaign for: SaaS AI writing tool
A lot of SaaS businesses are making closely the same mistakes when it comes to SEO challenges, and we noticed it within many SaaS AI tools:
The result of hiring non-experienced writers is usually poor-quality and low-value content.
It drives customers away with thoughts: “There’s nothing new here, I already knew all of this, and I have a feeling that I’ve been reading this 100 times earlier.”
Or “This is a real waste of time, I won’t even read the articles on this website anymore.”
And the story ends up there.
Once you lose your readers' trust, there’s no way of getting it back.
And converting them you can only imagine.
Non-experienced writers aren’t that bad.
They just lack proper onboarding, performing templates, and guidance from the Content editor that will help them create high-quality content.
If that’s solved, it’s a good way to reduce the costs.
Unfortunately, bad writers mostly copy content from other sources, which can easily harm your business reputation.
Writing a quality article is not that hard, but it requires a specific SEO strategy behind it so all articles can work together.
If you want to dominate within a specific niche on Google, you have a good plan for constantly publishing quality content.
These kinds of mistakes can cost you thousands of dollars if you don’t do them properly.
You can have excellent writers or copywriters, but if they lack resources, information, tricks, and experience in using your tool, your content won’t be good enough.
It will be just average.
This is a place where writers need to know where to find valuable information:
This all leads to different problems that are bringing huge losses to SaaS AI businesses:
Most of the projects we started working with don’t have any content strategy defined.
At the same time, only a few of the projects have any kind of published content or are publishing actively.
If they have something on the website, it’s usually very low quality, boring, and unoptimized, which doesn’t provide any value to the product or visibility.
It’s like the content doesn’t exist at all.
What we’ve done is that we’ve focused on creating a structural and effective content strategy with a special focus on clusters that will surround the main parts of the tool
Developing the ICP(Ideal Customer Persona) is a great way to meet your marketing team(writers, editors, and designers) with your target audience.
This way, you can consistently adapt the message and content writing to be more persuasive and standardize the content quality.
Here’s how you can do that:
Who are your best customers? Can you write some patterns that define them?
What are their biggest:
Interview a few of your customers and try to understand why they started working with you or use your product and not your competitor.
Is there something that is missing within the product that the users and product team are aware of?
The more experience and information you collect and create a pattern of their behavior, the easier it will be for you to align the communication and create the content.
What we discovered through the research of the clients' users is that those people that use this writing tool are:
Doing a website audit helped us identify the existing issues on the website and solve structural problems, along with optimizing the existing content and pages.
The tool that can help you with that is SEO Screaming Frog which can give you a detailed overview of the technical aspect of the website.
To create a quality base for future growth, you need to cover this part.
So we used the Screaming Frog to identify the following issues:
Besides that, one of the most important factors in ranking is optimizing the website speed and allowing users to use it without obstacles.
Using the SEO Screaming Frog and GTMetrix, we identified the elements necessary to improve and fix the website.
Solving this part of the website, we created a healthy base for future content creation and growth.
If your domain is new, and domain authority(DR or DA) is relatively low, it’s foolish trying to position for high-difficulty keywords.
The most common mistakes that are preventing SaaS tools from growing their SEO are:
All this results in businesses seeing SEO as inefficient, too competitive, and not working since the traffic isn’t coming.
That’s why many of them give up on the process.
Instead, they should focus on quick-win keywords that can rank easier in their niche and bring authority quickly, along with website traffic.
To help you realize its importance, you should be aware that over 78% of searches on the internet are focused on long-tail keywords, according to Ahrefs.
Focusing on long-tail keywords is something that can bring significant growth at the start and help you bring concrete traffic and results at the start.
So, do you need to ignore high-difficulty keywords?
No, but you should know which ones you should target and when (You can do that with content clustering, which we’ll explain later.)
According to Ahrefs, here are the estimations that show how hard it is to rank in the top 10 results on a scale from 1-100, depending on the keywords’ difficulty.
What we’ve done is that we researched the keywords relevant to this industry, and everything regarding the “content writing” niche, so we can sort keywords and map the ones we want to target primarily.
Remember that most SEO tools are wrong when it’s up to traffic estimations for specific keywords.
Meaning some keywords that are looking have low monthly searches but sometimes can bring high traffic and a number of leads/users.
Based on a huge number of keywords we:
1. First, we filtered the keywords with Difficulty <30 and the number of words in phrases >3 to identify long-tail keywords.
It lowered the number of keywords from 8,879 to 305 low keyword difficulty keywords.
2. We repeated this process for additional target keywords such as “ai writing” and “rewriting” and filtered the ones we might target and create content for.
Based on it, we could decide easier which keywords to use for creating content and the content plan.
In order to create the overall long-term content strategy, we needed to map all the pages that we tend to create in the future to plan the content better.
To do that, we created a plan for developing the clusters on the website to help it rank in the top results and to let users and Google know that the website is an authority for specific terms.
Here’s how creating clusters, mapping the content, and sorting the keywords look depending on the product and pages that we planned to be on the website:
Pillar page is a page that focuses on a key topic around the project and covers it broadly.
It provides users to access lots of relevant topical content quickly.
On the other hand, it provides search engines with organized content on a single topic that can be easily crawled, understood, and ranked in search results.
Let’s say we want to create a pillar page targeting “website analytics.”
The keywords we’re targeting with the pillar page are usually short-tail, called “parent keywords.”
To find out the roof topic of your project, ask yourself what it is that your project represents, its purpose, and the industry it’s in.
Based on it, research keywords to find the most relevant phrase.
Here are a few “real-life” examples to help you figure it out easier:
Identifying the key term for your project will present the main keyword that your pages and content will surround in the future.
Creating content around specific terms will help your project rank for this keyword in the future, which is the goal of creating clusters.
The idea behind the Pillar article or page is to:
But that’s not all.
It will also:
Here’s an example of how the Pillar page should look like:
With the cluster articles, the idea is to target specific topics connected with the main pillar’s page subtopics.
The aim of the cluster articles is to answer readers’ questions, position your website as an authority, and attract users to explore more about your product.
The cluster articles and keywords that you’re targeting with these articles are mostly long-term phrases that target the specific parts of your main theme.
To let searches and users know you’re the authority in a specific niche, you need to write about the specific topic constantly and cover it in detail.
Here, clusters can help you.
Let us explain them through an example.
Let’s say your site is focused on selling musical instruments.
The parent keyword here will then probably be “music instruments” or “music instruments shop.”
Based on it, we can split this topic into different segments, such as:
The idea is to have each subtopic and keyword explain the specific segment which we’ll cover through our content to rank higher and set ourselves as an authority.
Ranking higher for specific keywords targeted through the content clusters by linking it with the pillar page will help the whole website rank higher.
So if we have a pillar page targeting the keyword “guitar,” here are the keyword examples that our cluster articles could target:
Note: The best practices showed that it’s optimal to have 20-30 cluster articles targeting specific terms, sometimes even more, depending on the topic's complexity.
So how to choose which content to create first?
To help our website position from the start and attract users simultaneously, we should focus on the users that are ready to buy.
To help you understand it, you should map the funnel users go through before they buy your product.
Depending on which phase of the funnel your readers are and what it is that they’re researching will tell you what kind of article you should write and how.
There are three phases of the funnel consisting of:
Let’s explain it a bit further.
Articles called “What is website analytics?” and “Google Analytics alternatives” won’t look the same - they will be much different.
Just like it’s the difference between the phases that readers of these articles are currently in.
The readers of “What is website analytics” are TOFU users, and they:
On the other hand, the readers of “Google Analytics alternatives” are BOFU users, and they:
Based on this, the way we’ll talk to each of those readers within the articles will be different.
The first topic will be more educational, giving readers the needed information, so we can help them identify their problems and become aware that they need a solution.
The second topic, next to showing the alternatives, will consist of the part presenting our tool if it’s analytics-based, showing its possibilities and how it can help readers solve problems.
So our priority from the start was low-hanging fruits and BOFU keywords - terms that are much easier to rank for and that users ready-to-buy are searching for.
To help our clients grow their traffic and get paid customers from the start, we’ve focused 60% of our activities on BOFU, 25% on MOFU, and 15% on TOFU articles.
This strategy helped us bring our SaaS AI tool client over 1000+ daily visits.
Here’s how we applied that to one of our segments within content writing:
Some of the BOFU articles we used to create and that you can apply to your project and identify potential keywords that you can target through content:
The example of articles we’ve been creating was focused on providing the best user experience possible, besides valuable information, so we can ensure the content is high-quality.
We did it, and you can do it too by:
Helping readers understand which stadium they’re in, knowing ICPs, and using proven templates for different content types can help you improve the process and conversions.
We combined different templates that were previously proven with constant improvements and alignments to reach optimal results.
Here’s an example of a template:
Also, by creating detailed briefs for specific articles, we helped our writers understand which funnel phase the readers are in and what’s essential to be included within specific articles.
To help our pillar pages and cluster articles position well, we needed to connect them using the proper internal linking strategy.
It’s natural when you have 30+ topics that are focused on a single main topic, such as “website analytics,” to link single topic clusters between each other.
This way, we helped readers find out more about the specific topic and provided them with additional information.
Besides increasing the SEO growth, the main goal of the internal links within clusters was to help visitors go through the website without having to leave to get all the necessary info.
So we connected all the articles for the specific topic with each other and made sure all of them were pointing to the pillar page.
But also directing links from pillar pages to cluster articles that are relevant to the topic.
To help your readers get the most value from your articles, make sure your articles provide users with direct and actionable tips.
How does that look in practice?
Include as many screenshots, videos, images, memes, or any kind of visual that will help you present the value of your tool.
Don’t tell, but instead, show concretely how your product solves a specific problem.
Readers that you support with visuals along with the textual explanation understand your tool and its value much better.
That is what makes product-led content so strong.
Because you don’t sell your solution directly but show how it works in practice.
The ideas of these articles are to inspire readers, teach them something new, and motivate them to take action and apply those tips.
So we made sure we were writing to simplify the process of our ideal customers completely and to help them simplify their writing so they could do it alone easily.
Results that we achieved with this approach:
You might get a feeling that this article was all over the place.
Here are the most important steps to implement:
💣 Meet your existing customers deeply to learn what is that triggers them to use your tool - learn why did they choose you instead of other competitors
💣 Research the keywords and competitors in detail to find potential keywords and opportunities you can use to rank on Google
Note: Don’t follow the keywords with huge volume search blindly and ignore the ones with low volume.
💣 Analyze your current website and all the elements that are necessary to improve your site, such as speed, image optimization, heading tags, meta titles, meta descriptions, etc.
💣 Map the whole website, including pages you want to cover in the future and keywords that you will focus on, and based on that find the keywords and topics you can write and support your website structure and growth.
💣 Find the opportunities to present your product natively within the article. It’s probable that it constantly repeats in your potential readers' everyday activities, explain how.
Have any questions?
Write us, and we'll gladly answer all your doubts and queries, just as search engines do.
And if you're ready to dominate the SEO and write the best articles for your SaaS business, then get to work.
Or you can let the Omnius team do it for you. The choice is yours.
Contact us and book a 30-minute call to learn how you can improve your SEO and how we can help you with that aspect.
Learn how to scale user acquisition without scaling costs from our findings. We spent years exploring, so you don't have to.
Omnius is an AI-native SEO & GEO agency maximizing the probability of B2B SaaS & Fintech companies being included in AI answers, selected by agents, and chosen by humans.
