SEO Case Study: How an Accounting SaaS Platform Increased Trial Users by 300%
In April 2025, an accounting SaaS platform headquartered in Pleasanton, California partnered with Goforaeo because organic search was not delivering enough consistent trial users. They had a strong product and solid retention once people tried it, but Google traffic was mostly branded and too limited. They wanted more qualified users discovering the platform through real problem based searches and starting trials without heavy discounting.
This case study shows the exact timeframe, the monthly work we shipped, and the proof behind the growth. All results below focus on trial users from organic search, tracked cleanly through GA4 and verified in the product signup logs.
Campaign snapshot: dates, timeframe, location, and what we measured
The SEO campaign ran from April 8, 2025 to November 30, 2025. The location reference stayed tied to Pleasanton, California, and we also supported nearby area relevance across the Tri Valley, including Dublin, San Ramon, and Livermore, because local trust helped conversions. Even though this is SaaS, buyers still look for signs the company is real and established.
We tracked trial growth with clear definitions so we did not confuse traffic with actual product signups. We also tracked the steps leading to a trial, because improving conversion rate was a big part of the win.
Primary actions tracked as trial growth:
- Trial signups from organic search: confirmed trial start after an organic session
- Demo requests from organic: booked calls that later became trial users
- Pricing page clicks from organic: users moving from education to purchase intent
- Trial button clicks: key CTA clicks on feature and solution pages
Baseline metrics: April 2025 starting point
April 2025 was used as the baseline because the campaign began on April 8 and the performance pattern was stable. We kept the same tracking rules through November 2025 so the before vs after proof stayed clean. The baseline numbers made it obvious where we were starting and what changed.
Baseline performance in April 2025:
- Trial users from organic search: 120
- Organic sessions to product, pricing, and trial pages: 4,100
- Google Search Console clicks: 1,480
- Search Console impressions: 52,900
- Organic trial conversion rate: 2.93%
- Keywords in top 3 positions: 3
What we found in the first two weeks
In the first two weeks, we reviewed the site like a small business owner searching for accounting software and comparing options. We also reviewed Search Console queries to see what Google already showed the site for. The platform had demand, but the site was not mapped properly to high intent searches.
The biggest issue was page clarity and coverage. The website had a homepage and a few feature pages, but it lacked enough focused pages for specific use cases like contractors, freelancers, and multi location small businesses. That meant competitors were winning the searches where users were ready to start a trial.
Key gaps we identified early:
- Too few solution pages for high intent searches like “accounting software for contractors” and “invoice app for small business”
- Blog traffic existed but did not push users toward pricing and trials through internal linking
- Product pages lacked FAQs that match real search questions, so rankings and conversions were weaker
- Several pages overlapped in topic, which diluted relevance and created unstable rankings
- Trial tracking needed cleanup to separate trial starts from simple form clicks
Conversion setup: what counted as a trial user from SEO
Before we changed content and structure, we fixed measurement so the results could be trusted. We counted trials only when they became real product trial accounts, not when someone simply clicked a button. This prevented inflated reporting and kept the case study genuine.
We counted these as trial users from organic search:
- A trial account created after an organic session, confirmed in backend signup logs
- A demo request from organic that started a trial within the same reporting month, confirmed in CRM notes
We did not count these as trial users:
- Bot spam or fake signups
- Internal team tests
- Users outside target markets when they were clearly not a fit
Strategy overview: the plan that drove qualified trial growth
We focused on bringing in trial users who were more likely to activate and stay, not just anyone who clicked a CTA. That meant building pages around real accounting problems, mapping those pages to search intent, and guiding users toward starting a trial with clear next steps.
The strategy had four connected parts. Each part supported the next, so results rose month by month instead of spiking once.
Technical foundation and SEO structure improvements
We started by making sure Google could crawl, understand, and prioritize the right pages. SaaS sites often suffer from thin feature pages, duplicate URLs from tracking, and weak internal linking from blogs to product pages. We cleaned these issues so rankings could grow consistently.
Key technical actions we implemented:
- Fixed duplicate and competing URLs using redirects and canonical cleanup
- Improved sitemap signals so pricing, solution, and trial pages were discovered faster
- Strengthened internal linking from blogs into solution pages and pricing
- Improved mobile speed on pricing and signup pages to reduce drop offs
Content strategy: building pages that match how buyers search
Most trial users do not search the brand name at first. They search by problems, roles, and alternatives. We built content around those patterns, then connected it directly to the right product pages and trial CTA.
We focused on three high intent content groups:
- Use case searches: contractors, freelancers, ecommerce sellers, agencies
- Feature searches: invoicing, expense tracking, receipt scanning, tax ready reports
- Comparison searches: alternatives and “best software” style queries where buyers are ready to switch
On page improvements: making product pages convert
Traffic alone does not create trials. The product pages must answer doubts fast, especially for accounting software where people worry about setup, data import, and support. We improved page structure and trust content so users felt confident to start a trial.
Key on page upgrades we shipped:
- Clear benefit sections written in simple words
- Short FAQs based on Search Console queries and sales team objections
- Better proof placement: reviews, customer logos, and use case examples near CTAs
- Clear onboarding steps so people understood what happens after signup
Conversion improvements: turning organic clicks into trial users
We treated the trial signup flow like a funnel, not a single page. We tracked where users dropped off and simplified the path. Small changes like form length and CTA placement often made a big difference, especially on mobile.
Conversion improvements included:
- Shorter trial form and fewer required fields
- Clear “no credit card” messaging when applicable, placed near the CTA
- Stronger sticky CTA for mobile on key solution pages
- Better pricing page clarity to reduce confusion before signup
Month by month execution and results: April 2025 to November 2025
Below is the monthly timeline showing what we did and how trial numbers moved. Each month includes key tasks completed and the measurable performance impact. All trial numbers below are from organic search and confirmed through tracking and signup logs.
April 2025: kickoff starting April 8, 2025
April focused on audits, tracking cleanup, and quick wins on pages that already had impressions. We mapped high intent keywords to the correct pages and identified missing solution pages. We also fixed trial conversion tracking so reporting was reliable.
Work completed in April:
- GA4 and Tag Manager setup for trial confirmation, pricing clicks, and demo bookings
- Search Console review for query mapping and indexing issues
- Quick improvements on titles and headings for top entry pages
April results used as baseline:
- Trial users from organic: 120
- Sessions to product, pricing, and trial pages: 4,100
- Search Console clicks: 1,480
- Keywords in top 3: 3
May 2025: solution page build and internal linking push
May was about creating pages that can rank for high intent searches and guide users into trials. We launched the first set of solution pages and added internal links from blog posts that already had traffic. We also improved pricing page copy so users understood plans faster.
Work completed in May:
- Published 4 solution pages: contractors, freelancers, ecommerce, small business bookkeeping
- Added internal links from 10 existing blog posts into these solution pages
- Improved pricing page sections and added short FAQs based on objections
May performance:
- Trial users from organic: 156
- Sessions to product, pricing, and trial pages: 5,050
- Search Console clicks: 1,820
- Impressions: 61,400
- Keywords in top 3: 5
- Trial conversion rate: 3.09%
June 2025: feature pages, topic clusters, and crawl improvements
June focused on feature led searches and building topical authority. We expanded feature pages and created supporting content that answered real questions around invoicing, expenses, and tax readiness. We also cleaned internal linking so Google understood which pages were most important.
Work completed in June:
- Upgraded feature pages: invoicing, expense tracking, receipt scanning, reporting
- Published 6 supporting pages targeting problem queries like “how to track expenses”
- Improved sitemap and internal link paths from blog hub to product pages
June performance:
- Trial users from organic: 198
- Sessions to product, pricing, and trial pages: 6,210
- Search Console clicks: 2,140
- Impressions: 72,800
- Keywords in top 3: 7
- Trial conversion rate: 3.19%
July 2025: comparison pages and Pleasanton trust signals
July targeted switch intent, because users searching alternatives often convert into trials quickly. We created comparison pages and improved trust signals tied to Pleasanton, including clearer company details and support information. This improved conversion rate even when traffic was similar.
Work completed in July:
- Built 3 comparison pages targeting alternative and competitor style searches
- Added “how migration works” sections to reduce fear of switching
- Strengthened trust content: support response times, onboarding steps, and company location clarity
July performance:
- Trial users from organic: 236
- Sessions to product, pricing, and trial pages: 7,120
- Search Console clicks: 2,460
- Impressions: 81,900
- Keywords in top 3: 9
- Trial conversion rate: 3.31%
August 2025: CRO updates to the trial funnel and stronger CTAs
August focused on turning more of the existing traffic into trial users. We used behavior tools to spot where users hesitated and then simplified the signup flow. We also improved CTA placement across solution pages, so users always had a clear next step.
Work completed in August:
- Shortened trial signup form and improved mobile spacing
- Added stronger CTA blocks above the fold on top converting pages
- Improved pricing page clarity with simple plan comparison sections
August performance:
- Trial users from organic: 292
- Sessions to product, pricing, and trial pages: 8,360
- Search Console clicks: 2,940
- Impressions: 94,600
- Keywords in top 3: 12
- Trial conversion rate: 3.49%
September 2025: local and industry intent expansion for California buyers
September focused on high value intent from California small businesses. We expanded content around sales tax basics, 1099 workflows, and bookkeeping needs that show up frequently in California searches. We also strengthened internal links so these pages pushed authority into pricing and trials.
Work completed in September:
- Published 5 pages around California intent topics and compliance basics
- Added FAQ sections using real Search Console questions
- Internal link refresh from new content into solution pages and pricing
September performance:
- Trial users from organic: 345
- Sessions to product, pricing, and trial pages: 9,420
- Search Console clicks: 3,260
- Impressions: 108,700
- Keywords in top 3: 14
- Trial conversion rate: 3.66%
October 2025: push page two keywords into top results
October was about ranking lifts. We used Search Console data to find pages ranking between positions 6 and 15 and improved them for stronger relevance and higher click through. We also refreshed older content to keep it accurate and trustworthy.
Work completed in October:
- Updated titles and intro sections on 12 pages targeting near top keywords
- Added clearer headings and short answers to win more snippet style clicks
- Refreshed 8 older posts with updated examples and internal links to trials
October performance:
- Trial users from organic: 410
- Sessions to product, pricing, and trial pages: 10,850
- Search Console clicks: 3,680
- Impressions: 126,400
- Keywords in top 3: 17
- Trial conversion rate: 3.78%
November 2025: consolidation and proof month
November focused on tightening what already worked. We merged overlapping pages that competed with each other, strengthened internal linking into the highest converting pages, and improved FAQ depth on pricing and solution pages. We also improved trial messaging so users felt confident signing up.
Work completed in November:
- Merged 3 overlapping pages to reduce topic competition and improve rankings
- Expanded FAQs on pricing and top solutions using current Search Console queries
- Final CRO updates: clearer trial benefits, onboarding steps, and support visibility
November performance:
- Trial users from organic: 480
- Sessions to product, pricing, and trial pages: 12,700
- Search Console clicks: 4,320
- Impressions: 146,900
- Keywords in top 3: 22
- Trial conversion rate: 3.78%
Before vs after proof: April 2025 compared to November 2025
This comparison uses the same trial definition and tracking setup throughout the campaign. April 2025 is the baseline month, and November 2025 is the final month in the same project window.
Before, April 2025:
- Trial users from organic: 120
- Sessions to product, pricing, and trial pages: 4,100
- Search Console clicks: 1,480
- Keywords in top 3: 3
- Trial conversion rate: 2.93%
After, November 2025:
- Trial users from organic: 480
- Sessions to product, pricing, and trial pages: 12,700
- Search Console clicks: 4,320
- Keywords in top 3: 22
- Trial conversion rate: 3.78%
The math is direct: 120 to 480 equals a 300% increase in trial users from organic search.
What actually drove the 300% increase in trial users
The biggest driver was building solution and comparison pages that match high intent searches. These pages brought people who already had a problem and were actively looking to switch or start using software. Once those pages ranked, trials rose steadily.
The second driver was internal linking and page focus. We stopped content from floating around without direction and guided users into pricing and trial pages. The third driver was conversion work, because shortening the trial flow and improving trust placement increased signups without needing extra traffic.
Tools used: what we used to measure, plan, and improve
We used a practical tool stack focused on clean tracking, technical SEO, and conversion improvements. Everything was chosen to support weekly action and monthly reporting, not vanity metrics.
Tracking and reporting tools:
- Google Analytics 4: trial conversion tracking and landing page performance
- Google Tag Manager: events for trial confirmation, pricing clicks, and demo bookings
- Google Search Console: queries, clicks, impressions, indexing and ranking movement
- Looker Studio: monthly dashboards for trend reporting
SEO and technical tools:
- Screaming Frog: crawl audits, duplicates, canonicals, internal linking review
- Ahrefs and Semrush: keyword research, competitor gaps, topic opportunities
- PageSpeed Insights: mobile speed checks for pricing and signup pages
Conversion tools:
- Hotjar: heatmaps and scroll tracking to find signup drop offs
- CRM and signup logs: validation for qualified trials and demo driven trials
Key takeaways for SaaS brands in Pleasanton
If you want more trial users from SEO, you need pages built for real intent, not just a feature list. Solution pages, comparison pages, and clear FAQs help you rank and convert at the same time. Strong internal linking connects discovery traffic to pricing and signup pages so growth compounds.
This Pleasanton project worked because we improved visibility and conversion together, then kept building month by month using Search Console data. The result was steady trial growth that could be measured and verified.