SEO Case Study / SaaS · CRM
SEO Promotion for a CRM System for Small Businesses
- 10 months
- Highly Competitive Niche
- SaaS / B2B
+
0
%
organic
+
0
%
lead growth
×
0
traffic over 10 months
0
leads per month
CRM for small businesses is a niche with major players such as Pipedrive, HubSpot, and Salesforce. Competing for organic visibility alongside brands like these is no simple task. The website was generating almost no customers from search — only 4 leads per month. We focused on informational content and targeted optimization of commercial pages — and it worked.
About the Project
The Client’s Starting Point
- The website was not attracting customers from search — all acquisition depended on paid channels
- Commercial pages (pricing, features, integrations) were not ranking
- There was no content targeting informational queries — the blog was not generating traffic
- Weak technical foundation: slow loading and indexing issues
- Competitors with massive budgets dominated the top positions for key queries
What the Client Wanted
Reduce customer acquisition costs through organic traffic. Build a stable lead generation channel from search so the business would not depend only on advertising. Enter niches where major competitors had limited presence.
Product Type
CRM System / SaaS
Target Action
Lead (inquiry / registration)
Project Duration
10 months
Starting Situation
| Metric | Starting Point |
|---|---|
| Organic traffic | 435 / month |
| Leads from SEO | 4 / month |
| Commercial pages | Not optimized |
| Blog / content | Not generating acquisition |
| Dependence on advertising | High |
What Was Done
01. Technical Audit
- Fixed indexing issues
- Optimized page loading speed
- Fixed duplicate pages and meta tags
- Implemented a proper URL structure
- Implemented Schema.org structured data
02. Keyword Research
- Built the keyword set: commercial + informational queries
- Analyzed niches where competitors were weaker
- Clustered keywords around CRM features and integrations
- Industry-specific queries: CRM for salons, clinics, retail, and more
03. Site Structure
- Restructured the website for SEO
- Created dedicated pages for each feature
- Created pages for specific small-business industries
- Created integration pages for popular services
04. Commercial Pages
- Reworked pricing and feature pages
- Optimized for “CRM for [industry]” queries
- Added competitor comparison pages
- Improved conversion elements and CTAs
05. Content Marketing
- Created expert blog articles
- Guides: “How to Choose a CRM,” “What Is a CRM?”
- Created competitor comparison articles
- Built internal linking from blog content to commercial pages
06. Off-Page SEO
- Placed content on IT and business platforms
- Published in industry media
- Built backlinks
- Optimized the anchor text profile
How We Grew the Site
Months 1–3
Foundation
Audit, keyword research, restructuring of site architecture and commercial pages, technical fixes
Months 4–7
Content and Reach
Blog content, expert articles, industry pages, and backlink building
Months 8–10
Result
Traffic ×3, leads +175% — organic search became a stable customer acquisition channel
Results
| Metric | Before | After |
|---|---|---|
| Organic traffic | 435 / month | 1,304 / month |
| Leads from SEO | 4 / month | 11 / month |
| Commercial pages | Not optimized | Fully optimized ✓ |
| Content strategy | None | Built and working ✓ |
| Dependence on advertising | High | Reduced ✓ |
Key Achievements
- Organic traffic increased by 200% — from 435 to 1,304 / month
- Built a site structure for small-business industry segments
- Organic search became an independent lead generation channel
- SEO leads increased by 175% — from 4 to 11 per month
- Created content capable of competing with major market players
- Reduced dependence on paid traffic and advertising budget
Conclusion
Competing with SaaS brands like Pipedrive and HubSpot is not about budget size — it is about precision. We identified areas where major competitors were weaker: industry-specific queries, informational content, and integration pages. That is where the growth came from. Over 10 months, traffic tripled and leads nearly tripled. Organic search went from a negligible channel to a stable source of customers with a lower acquisition cost.
