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How to Increase Conversions by 30%: A SaaS SEO Case Study

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About the Project

AI-powered software for project resource management.
 Headquarters: Amsterdam, Netherlands
 Promotion regions: USA, Europe
 Niche: SaaS platform
Services provided: Website SEO optimization, SEO audit, and link building
Promotion period: 1 year

Challenges Faced

Traffic / Leads:

  • Continuous traffic decline over 6 months

  • Low number of leads and irrelevant keyword queries

  • The large volume of outdated content

  • Underdeveloped feature pages and missing landing pages for key solutions and industries

  • Highly competitive global market

Technical Issues:

  • Multiple technical SEO errors

  • Lack of internal linking

Objectives

  • Increase organic traffic and search visibility.

  • Grow the number of conversions and qualified leads.

  • Improve content quality across the site.

What We Did

Phase I: Research & Strategy

  • Conducted a technical SEO audit

  • Analyzed direct and indirect competitors in the niche

  • Analyzed the platform’s software features

  • Collected and clustered keywords for landing pages

  • Proposed and implemented an updated site structure

Phase II: Content & Site Optimization

  • Created content briefs for commercial landing pages

  • Conducted a full blog audit:

    1. Segmented the blog into 3 categories: lead-generating articles, general content, and news

    2. Prioritized cleanup of outdated, duplicate, and cannibalizing content

    3. Removed low-quality, irrelevant articles

    4. Optimized lead-generating blog posts and pushed them to top positions

    5. Collected semantics for new articles and filled in missing clusters

  • Created landing pages for industries; updated solution and feature pages

  • Implemented an effective internal linking structure

Phase III: Link Building & Continuous Optimization

  • Built backlinks to landing pages via outreach

  • Acquired crowd-sourced backlinks for high-priority blog content

  • Delivered monthly updates to existing articles and new content briefs

  • Prepared briefs for new landing pages

SEO Results

  1. Traffic Growth

Consistent organic traffic growth throughout the promotion period

Ahrefs Data:

Google Search Console Data:

  1. +20% increase in organic traffic. Growth in impressions, CTR, and average keyword positions (last 6 months vs. previous 6 months)

  1. Top-10 Rankings Achieved

Core commercial landing pages reached Top-10 positions.

Lead-generating blog posts also rose to the top positions.

4. GSC Data – Priority Landing Pages:

5. GSC Data – Optimized / Newly Created Articles:

Conversion Results

+30% conversion growth
(Comparison: last 90 days vs. previous 90 days)

Conclusions

A well-executed SEO strategy significantly increased both the volume and quality of leads for the project. Targeted traffic growth helped boost customer engagement and brand loyalty.

The key success factor? Synergy between Panem’s SEO team and the client’s marketing department, characterized by clear communication, defined responsibilities, and a deep understanding of the business, enabled us to build and execute a winning strategy.

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