SEO Case Study: How a SaaS Company Increased Trial Signups by 280%
On May 6, 2025, a SaaS company based in San Jose, California partnered with Goforaeo because their product was strong, but Google was not sending enough high intent users. They had paid campaigns running, yet organic traffic was not growing, and trial signups from search felt stuck. We focused on SEO that attracts the right searches and turns visits into trials.
This case study breaks down the plan, the tools, and the month by month numbers that led to a 280% increase in trial signups from SEO sources. Everything here is based on clean tracking across Search Console, analytics, and product events.
Project snapshot: location, dates, product, and what we tracked
The company operates out of San Jose, selling a B2B SaaS product across the US. Their platform helps teams manage workflow approvals, internal requests, and task automation in one place, so search intent was very clear. People were looking for solutions, comparisons, templates, and “how to” guides before starting a trial.
Timeframe and dates:
- Discovery and tracking setup: May 6, 2025 to May 16, 2025
- Core build phase: May to August 2025
- Growth and scaling phase: September to November 2025
- Reporting cut off: November 24, 2025
Primary metric:
- Trial signups from SEO sources only, meaning users who landed via Google organic results and then triggered a trial signup event.
Secondary metrics we used as proof:
- Organic clicks and non branded impressions in Google Search Console
- Landing page conversion rate to trial
- Number of keywords in top 3 and top 10 for high intent terms
- Assisted conversions from SEO, where users returned later and then started a trial
What counted as an SEO trial signup
To keep the result genuine, we counted only users who matched both conditions:
- First touch source was Google organic, or the first landing page was from organic search.
- The user triggered a tracked product event for trial signup within the attribution window.
We excluded internal traffic, partner referrals, direct signups without a prior SEO landing, and signups driven by paid campaigns. This kept the numbers honest and easy to defend.
Tools used: tracking, research, and execution stack
We used tools that are common, practical, and easy for a SaaS team to keep using after the campaign. The goal was simple: measure the right thing, fix what blocks growth, and publish pages that rank and convert.
Tools used:
- Google Search Console: query growth, page performance, and indexing checks
- GA4: landing page conversion tracking and assisted conversions
- Mixpanel: product events for trial signup and activation steps
- Looker Studio: simple dashboards combining SEO and trial events
- Screaming Frog: technical audits, internal links, and crawl checks
- Ahrefs: keyword research, competitor pages, and link gap discovery
- Surfer SEO: on page content guidance for key landing pages
- Hotjar: behavior tracking to see where users drop before signup
- HubSpot: lead quality review and lifecycle stage tracking
Where the SaaS company started: baseline before SEO changes
Before Goforaeo stepped in, the site had content, but it was not structured around search intent. Many pages were broad and tried to speak to everyone, which made it harder to rank for specific searches. Technical issues also slowed growth, like weak internal linking, mixed indexing signals, and thin pages competing with each other.
We used April 1, 2025 to May 5, 2025 as the baseline window. This gave a clean “before” period right before the major changes started.
Baseline monthly averages:
- Trial signups from SEO: 90 per month
- Organic clicks: 3,200 per month
- Non branded impressions: 148,000 per month
- Landing page conversion rate to trial: 0.9%
- Top 10 rankings for high intent keywords: 12 keywords
Main problems we found:
- Product pages did not target problem based keywords people actually search.
- Blog content existed, but it did not lead users toward a trial in a clear way.
- Several pages overlapped on the same topic, hurting rankings.
- The site lacked comparison pages and integration pages, which are strong for SaaS trials.
Strategy overview: what we did and why it worked
We did not chase random traffic. We built SEO around terms that match trial intent and buying intent, then improved conversion so the extra traffic turned into signups. This is the part many SaaS brands miss because rankings alone do not pay the bills.
Our plan had four parts:
- Technical cleanup so Google can crawl and trust the site.
- High intent landing pages that match “solution ready” searches.
- Content clusters that win long tail searches and push users toward trials.
- Conversion work so every important page has a clear signup path.
Keyword targeting approach: simple buckets with clear intent
We grouped keywords into buckets so each page had one job. This reduced overlap and made internal linking cleaner.
Main keyword buckets:
- Category and solution: workflow automation software, approval workflow tool, internal request management
- Use cases: IT requests workflow, HR onboarding approvals, finance purchase approvals
- Templates and how to: approval workflow template, request form template, automate approval process
- Comparisons: alternatives to popular tools, product vs product pages
- Integrations: Slack approval workflow, Google Workspace approvals, Jira request automation
Technical SEO fixes: what we cleaned up first
Technical issues were not the biggest problem, but they were holding back everything else. We fixed the core items early so every new page published had a better chance to rank quickly.
In the first few weeks, we focused on crawl and index health. We also fixed internal linking so Google could see which pages are the most important.
Technical work completed:
- Cleaned duplicate titles and meta descriptions across key landing pages
- Fixed broken internal links and updated redirects
- Improved Core Web Vitals on top landing pages by optimizing scripts and images
- Consolidated overlapping pages and added canonical rules where needed
- Added better sitemap and indexing checks for new pages
Content and page strategy: what we built to drive trials
The biggest lift came from building pages that match what buyers search before they start a trial. For SaaS, the money pages are rarely only blog posts. The money pages are use case pages, comparisons, integrations, and templates.
We created a clear page map so each stage of intent had a next step. Every page also had a simple call to action that matched the content, not a pushy banner.
Pages we built or rebuilt:
- Core product pages that explain outcomes, not just features
- Use case pages for HR, IT, finance, and operations workflows
- Integration pages that rank and also reduce friction for signups
- Comparison pages that win users already evaluating options
- Template pages that capture long tail traffic and convert well
Internal linking and user path: how we guided users to signup
A common SaaS SEO mistake is leaving users stranded on an article. We connected informational content to product pages and templates using natural internal links. This improved rankings and increased the trial conversion rate at the same time.
We also improved page layout so the signup option is always easy to find. On mobile, we used a clean sticky trial button on key landing pages.
Conversion improvements: turning visits into trial signups
More traffic is not enough if the signup path is confusing. We used Hotjar and GA4 to spot where users hesitated, then simplified those steps. For SaaS, small conversion changes often create big growth.
Conversion improvements we made:
- Reduced trial signup form fields and removed non essential steps
- Added proof near signup points, like short testimonials and security notes
- Added “who this is for” sections to reduce doubt for new users
- Placed use case examples near the top of high intent pages
- Improved pricing page clarity so users can self qualify faster
Month by month timeline: 2025 work completed and results
Below is the month by month breakdown with both the work done and the tracked metrics. Trial signups reflect SEO sources only, based on GA4 first touch and Mixpanel trial events.
May 2025: tracking setup, audits, and quick fixes
We started on May 6, 2025 and spent the first weeks making sure the data was clean. Without correct attribution, SaaS teams can argue about numbers forever, so we locked this down early.
Work completed in May:
- Connected Search Console, GA4, Mixpanel, and HubSpot reporting views
- Created a “trial signup from organic” event definition and dashboard
- Ran full crawl audit and fixed high impact technical issues
- Mapped keyword buckets to existing pages and flagged overlap
May results:
- SEO trial signups: 98
- Organic clicks: 3,450
- Landing page conversion rate: 1.0%
June 2025: rebuild core product pages and first use case pages
June focused on the pages that should rank for core category searches. We rewrote product messaging to match search intent and created use case pages that speak in simple outcomes.
Work completed in June:
- Rebuilt core product landing pages with clearer headings and FAQs
- Published 4 use case pages focused on HR, IT, finance, and ops workflows
- Added internal links from blogs to use case pages and templates
- Improved titles and descriptions to increase click through rate
June results:
- SEO trial signups: 122
- Organic clicks: 4,200
- Landing page conversion rate: 1.2%
July 2025: templates and integration pages that convert
July was about capturing long tail searches that bring ready to act users. Templates and integrations worked well because they attract people who already want a workflow solution.
Work completed in July:
- Published 8 template pages for approvals and request workflows
- Built 6 integration pages targeting Slack, Google Workspace, and Jira use cases
- Added simple template downloads that lead into trial signup
- Improved internal linking so integration pages connect to use cases
July results:
- SEO trial signups: 158
- Organic clicks: 5,350
- Landing page conversion rate: 1.4%
August 2025: comparison pages and stronger topical clusters
By August, we had a strong base of pages, so we went after comparison intent. These users convert well because they are already in decision mode.
Work completed in August:
- Published 5 comparison pages targeting popular alternatives
- Built a “workflow approvals” content cluster with supporting guides
- Added schema on key landing pages where it made sense for rich results
- Cleaned overlapping blog posts and merged weaker pages into stronger ones
August results:
- SEO trial signups: 201
- Organic clicks: 6,700
- Landing page conversion rate: 1.7%
September 2025: scaling content and improving signup flow
In September, we improved conversion based on real behavior data. We also expanded content into more specific workflows, which brought in higher quality search intent.
Work completed in September:
- Reduced form fields for trial signup and improved page speed on signup flow
- Published 10 long tail use case pages, focused on specific team workflows
- Added more proof sections, like short quotes and common outcomes
- Started light link outreach to support key commercial pages
September results:
- SEO trial signups: 256
- Organic clicks: 8,250
- Landing page conversion rate: 2.0%
October 2025: authority building and ranking stability
October was about stability and authority. Rankings were moving up fast, so we supported the most important pages with internal links, better content depth, and quality links from relevant sites.
Work completed in October:
- Improved internal linking paths from templates to product pages
- Added “security and compliance” sections for trust on key pages
- Earned links through partner pages, guest content, and tool directory listings
- Updated content based on Search Console queries showing new opportunities
October results:
- SEO trial signups: 315
- Organic clicks: 10,100
- Landing page conversion rate: 2.3%
November 2025: defend wins, expand, and refine for higher trial quality
November focused on defending the growth and improving quality signals. For SaaS, trial volume matters, but trial quality matters more, so we reviewed activation events and lead stages too.
Work completed in November:
- Refreshed top landing pages to match new query patterns and FAQs
- Expanded integration pages based on what customers asked for most
- Continued link outreach to support the top converting pages
- Reviewed Mixpanel activation steps to confirm trial users were the right fit
November results through November 24, 2025:
- SEO trial signups: 342
- Organic clicks: 11,300
- Landing page conversion rate: 2.6%
Before vs after proof: how the 280% increase was calculated
Baseline monthly average before major SEO changes was 90 SEO trial signups per month during April 1, 2025 to May 5, 2025. By late 2025, the company reached 342 SEO trial signups per month by the end of the reporting window.
That is 252 more trial signups per month compared to baseline. When you compare 342 to 90, the lift equals a 280% increase in trial signups from SEO sources.
Supporting proof signals that rose with the trials:
- Organic clicks grew from 3,200 to 11,300 per month
- Landing page conversion rate improved from 0.9% to 2.6%
- Top 10 high intent keywords grew from 12 to 47, driven by new money pages
Why this worked: the biggest drivers of growth
This worked because we matched SEO to how SaaS users actually decide. People search for a solution, then they look for a use case, then they compare tools, then they want templates and integrations. We built pages for each step and connected them with clean internal links.
The second reason is conversion. We did not just bring traffic, we made signup easier and clearer. When the form is shorter and the page answers doubts fast, more people start a trial.
Top drivers:
- Use case pages that match real buyer searches
- Templates and integrations that capture high intent long tail traffic
- Comparison pages that convert evaluation stage users
- Conversion fixes that reduced drop offs before signup
- Better internal linking that helped rankings and guided users to trial
What Goforaeo would do next for even more SEO trials
After November 2025, the next phase would be scaling what already works. We would expand into more integrations, more industry specific workflows, and more competitor comparisons that show strong conversion.
Next steps we would prioritize:
- Build program style pages for more workflow templates, with strict quality control
- Expand integrations based on product usage and customer requests
- Add more case studies and proof pages to improve trust for bigger teams
- Keep improving trial to activation, not only trial volume
Final takeaway for SaaS teams in San Jose and beyond
If your SaaS product is good but organic trials are flat, the issue is usually not effort. It is page strategy, intent match, and conversion path. SEO works best when you publish pages that fit how buyers search and then make trial signup feel simple.
This San Jose campaign shows that steady technical cleanup, high intent pages, and conversion focused updates can create real growth. Moving from 90 to 342 SEO trial signups per month in 2025 happened through clear steps, clean tracking, and content built to rank and convert.