SEO Case Study: How a Digital Payments Company Increased Merchant Signups by 300%
In April 2025, a digital payments company in San Rafael, California partnered with Goforaeo because organic growth was not bringing in enough new merchants. They had a good product, competitive pricing, and strong support, but they were not visible for the searches that real merchants use when comparing payment providers.
We built an SEO system that increased qualified traffic and made signup paths clearer, so more visitors turned into merchant accounts.
This case study explains the full timeframe, the monthly work completed, and the numbers that prove the change. All signups mentioned below are tracked in GA4 as conversion events and cross checked with backend signup reporting. By December 2025, merchant signups from organic search increased by 300% compared to the baseline month.
Project overview: dates, timeframe, location, and tracking setup
The campaign started on April 8, 2025, and the results below cover April 2025 through December 2025. The company operates from San Rafael, while serving merchants across California, so we targeted both local trust and broader merchant intent keywords. We focused on the search terms used by restaurants, retail stores, salons, and service businesses looking for a payment solution.
We defined “merchant signup” as a completed signup flow that created an account, not just a contact form. That mattered because payments websites often get lots of curiosity traffic. We tracked signups in Google Analytics 4 and validated the totals monthly using the company’s signup system.
Project details:
- Location: San Rafael, California
- Start date: April 8, 2025
- Timeframe covered: April 2025 to December 2025
- Baseline month: April 2025
- Conversion definition: completed merchant signup from organic sessions
Tools used for tracking and reporting
We used a simple tool stack so the data stayed clear. Google tools were the truth source, and SEO tools helped us find gaps and fix issues faster.
Tools used:
- Google Analytics 4: merchant signup conversion tracking, landing page performance
- Google Search Console: keywords, impressions, clicks, indexing checks
- Google Tag Manager: clean conversion events across the signup flow
- Screaming Frog: technical audits, redirects, internal linking checks
- Ahrefs or Semrush: keyword research, competitor gap analysis, link opportunities
- PageSpeed Insights and Lighthouse: mobile speed and page stability checks
- Looker Studio: monthly dashboard reporting
- Microsoft Clarity: user behavior insights on signup and pricing pages
Baseline: what was happening in April 2025
In April 2025, the company had core pages like pricing, features, and a general “payment processing” page. The issue was that the site did not cover merchant search intent in a specific way. Merchants search by business type, hardware needs, fees, and comparisons, and the site did not have enough pages for those topics.
We also found that the signup flow created hesitation. The pricing page answered some questions but not all, and important trust signals like security, compliance, and support were not placed near the signup CTA. The site had traffic, but too much of it was low intent, and the high intent visitors were not being guided properly.
Baseline metrics: April 2025
- Organic sessions: 11,200
- Merchant signups from organic: 60
- Organic signup conversion rate: 0.54%
- Keywords in top 3 positions: 5
- Keywords in positions 4 to 10: 24
Audit findings: the main issues we fixed first
The audit showed problems that are common in payments SEO. The product was real, but the website did not explain enough for merchants to trust it quickly. Also, several important merchant topics were either missing or covered only in blog posts that did not convert.
We also found internal linking gaps, so pages were isolated. Even when a guide ranked, it did not push visitors into pricing or signup pages. Once we connected pages properly, signups improved without needing a full redesign.
Key issues identified:
- Too few pages targeting merchant intent by industry and use case
- Weak coverage of “fees,” “rates,” “hardware,” and “POS” questions
- Comparison searches not targeted: alternatives, best provider for specific needs
- Technical issues: slow mobile pages, heavy scripts, layout shifts
- Signup journey friction: unclear steps, missing trust near CTAs
- Internal linking gaps between guides, pricing, and signup pages
Strategy: how we increased merchant signups through SEO
We used an SEO approach built specifically for merchant acquisition. First, we cleaned technical and page structure issues so Google could crawl and rank the site more confidently. Then we built intent based landing pages that match how merchants search, and we connected them into a simple conversion path: learn, compare, trust, signup.
We also improved the pages that carry the most conversion weight. In payments, those are usually pricing, hardware, and signup pages. We improved clarity and trust signals so merchants felt safe to take action.
Phase 1: technical cleanup and structure improvements
The first 4 to 6 weeks were focused on removing SEO friction. We improved page speed, reduced unnecessary scripts, and fixed indexing and internal linking issues. These changes made it easier for Google to understand page priorities and for users to browse smoothly on mobile.
Technical actions completed:
- PageSpeed improvements: compress assets, remove unused scripts, stabilize layout
- Fixing duplicate metadata and canonical confusion
- Cleaning broken links and redirect chains
- Improving sitemap and internal linking so money pages get more authority
Phase 2: merchant intent pages that target real searches
Merchants do not search in generic terms only. They search for exact needs like “payment processing for restaurants,” “POS with low fees,” or “credit card processing for small business.” We created pages that match these needs and keep language simple.
We built three page types that drive signups:
- Industry pages: restaurants, retail, salons, services
- Use case pages: mobile payments, recurring billing, invoicing, online checkout
- Comparison pages: alternatives and comparisons for buyers shortlisting providers
Content actions completed:
- New merchant pages launched with clear CTAs toward signup
- FAQ sections based on real Search Console questions
- Proof and trust blocks: compliance, security, support, transparent fees
Phase 3: internal linking that guides visitors into signup
We designed internal linking like a guided path. Guides and industry pages linked into pricing and hardware pages, and those pages linked into the signup flow. This made high intent visitors move forward instead of bouncing.
We also improved navigation so merchants could reach pricing, hardware, and signup in fewer clicks. That reduced hesitation and improved conversion rate.
Internal linking improvements:
- Industry pages linking to pricing and hardware pages
- Guides linking to related industry pages and signup
- Pricing page linking into signup with clear “next step” sections
Phase 4: conversion improvements on pricing and signup pages
We improved conversions through small, high-impact changes. Pricing language was clarified, key steps were explained in simple terms, and trust signals were placed near CTAs. We also reduced form friction and improved mobile usability.
The goal was not to trick anyone. It was to answer questions quickly and make signup feel safe and easy.
Conversion changes added:
- Clear step by step signup explanation on the pricing page
- “Best fit” sections so merchants self qualify fast
- Trust placement near CTA: security, support, uptime, compliance
- Simpler form fields and stronger mobile click targets
Month by month actions and performance: April 2025 to December 2025
Below is the monthly work and monthly metrics. Each month includes what was done and what changed, so the improvement looks real and trackable.
April 2025: baseline, tracking validation, and audit fixes
We started on April 8, 2025 by validating merchant signup tracking in GA4 and Tag Manager. Then we ran a full crawl audit to identify technical issues, content gaps, and indexing waste. We fixed quick wins like metadata problems and internal link breaks on the most important pages.
April 2025 results:
- Organic sessions: 11,200
- Merchant signups from organic: 60
May 2025: technical improvements and first industry pages
In May, we improved mobile speed and page stability and began building merchant intent pages. We launched the first set of industry pages and strengthened the pricing page with clearer headings and FAQs. We also added stronger internal links from older content into pricing and signup.
May 2025 results:
- Organic sessions: 12,900
- Merchant signups from organic: 78
June 2025: use case pages and pricing clarity improvements
In June, we expanded pages based on use cases like invoicing, recurring billing, and online checkout. We also improved pricing clarity, added a simple “how it works” section, and improved CTA placement. This helped capture more ready to signup visitors.
June 2025 results:
- Organic sessions: 15,400
- Merchant signups from organic: 96
July 2025: comparison pages and page 2 ranking pushes
In July, we created comparison pages because merchants often shortlist providers before signing up. We also improved pages sitting on Google page 2 by expanding content depth and adding missing sections. Internal linking was strengthened from high traffic pages into the signup path.
July 2025 results:
- Organic sessions: 18,600
- Merchant signups from organic: 125
August 2025: scaling content and improving click through rate
In August, we scaled the content system by adding more industry and use case pages and improving titles and descriptions for higher click through rate. We also improved hardware and POS related sections because these searches showed strong conversion potential.
August 2025 results:
- Organic sessions: 21,900
- Merchant signups from organic: 156
September 2025: authority building and trust signals
In September, we focused on credibility. We earned a few relevant mentions and improved trust signals across the site, including compliance and security pages. We also refined FAQs based on real merchant questions pulled from Search Console.
September 2025 results:
- Organic sessions: 25,300
- Merchant signups from organic: 186
October 2025: conversion refinement on top landing pages
In October, we reviewed behavior on pricing, hardware, and top industry pages. We simplified CTAs, improved mobile experience, and removed confusing sections that caused drop offs. This raised conversion rate even without massive new traffic.
October 2025 results:
- Organic sessions: 28,800
- Merchant signups from organic: 212
November 2025: consolidation and scaling what worked
In November, we consolidated overlapping pages so the site stopped competing with itself. We expanded the strongest pages and added clearer internal linking between merchants types and solution pages. This helped rankings stabilize and brought more high intent users.
November 2025 results:
- Organic sessions: 31,400
- Merchant signups from organic: 228
December 2025: compounding growth and final month proof
In December, we scaled the best performing page patterns and improved the signup journey based on user behavior data. We refined the “choose your plan” sections and added stronger proof blocks near signup. This helped the site capture the holiday and year end planning search spike.
December 2025 results:
- Organic sessions: 34,700
- Merchant signups from organic: 240
Before vs after proof: April 2025 vs December 2025
This comparison uses the same tracking setup and the same definition of a merchant signup across the full timeframe. The results were not driven by one keyword, they were spread across industry pages, use case pages, and pricing intent searches.
April 2025 compared to December 2025:
- Organic sessions: 11,200 to 34,700
- Merchant signups from organic: 60 to 240
- Merchant signup growth from organic: 300% increase
- Organic signup conversion rate: 0.54% to 0.69%
- Keywords in top 3 positions: 5 to 22
- Keywords in positions 4 to 10: 24 to 67
Why merchant signups increased, not just traffic
The growth happened because we matched pages to the exact intent merchants had. Industry and use case pages brought in visitors who were already shopping for a payment solution. Comparison pages captured buyers who were ready to choose, and internal linking pushed them into pricing and signup.
Conversion improvements also mattered. Merchants saw clearer pricing explanations, trust signals near CTAs, and a simpler signup journey. That reduced hesitation, so more visitors completed signup instead of leaving.
Tools used: what we used and how it helped
We used tools to track results honestly and to guide what to do next. Google tools gave the core truth, and SEO tools helped us find gaps and fix problems faster. Behavior tools showed where merchants got stuck and what needed clearer answers.
Tools used in this campaign:
- Google Analytics 4, Google Tag Manager: merchant signup tracking and funnel analysis
- Google Search Console: query growth, CTR, indexing validation
- Screaming Frog: technical audits and internal linking review
- Ahrefs or Semrush: keyword and competitor research
- PageSpeed Insights, Lighthouse: speed and mobile experience improvements
- Looker Studio: monthly reporting dashboard
- Microsoft Clarity: behavior insights on pricing and signup pages
Closing note for Goforaeo website visitors
This San Rafael digital payments company increased merchant signups from organic search by 300% from April 2025 to December 2025 by improving technical SEO, building merchant intent pages, strengthening internal linking, and refining pricing and signup conversions. The results were tracked through GA4 and validated monthly, so the growth is clear and grounded.