Important Note: This case study article covers the work I did with Rezi from 2022 to 2023. It was first published December 2023, but was recently updated (April 2025).

How do you turn organic traffic into massive business growth?

This guide walks you through the exact strategies I used to help a B2C SaaS achieve:

📈 750% increase in user signups

💰 400% increase in revenue growth

🔄 350% increase in subscription revenue

💳 500% increase in payments

And, in the words of Founder & CEO Jacob Jacquet, “an insane amount of clicks, impressions—tens of millions.”

I’ll break down everything step by step in this article—but if you’d rather hear it straight from my client, watch my interview with Jacob below.

This interview took place on the 12th December 2023

Why It Was the Right Time to Expand Rezi’s SEO Strategy

If you’re a startup beginning your SEO and content strategy from scratch, it may not always be best to prioritize some of these strategies.

By this point, we had already covered some of the most essential website content for Rezi, but in a competitive space, growth can’t slow down—it needs to accelerate.

Rather than just solely continuing with the same approach—conducting keyword research and writing articles—I looked for ways to scale organic performance without significantly increasing the budget.

The goal was simple: drive even more traffic and turn it into even more signups, revenue, and brand authority, all while competing with bigger players.

If your SEO content is working and you’re ready to push it further, I’ll be sharing eight strategies you can use to take things a step further.

Strategy #1: Product-Led SEO

Creating content for keyword opportunities where the underlying pain point of the search intent is relevant to the core problem you solve is one thing. Developing a product to capture search demand is another.

In other words, product-led SEO. This term was coined by Eli Schwartz, the author of Product-Led SEO, who writes in his book:

“Instead of using SEO to market the product, the product should become the SEO driver” - Eli Schwartz

Besides finding new keywords to create content on, another angle is to develop a new product feature to capture an unmet pain point suggested by search volume and demand.

Building a new product feature to address search demand

Although Rezi’s main product was its AI resume builder, a growing trend known as The Great Resignation was making waves. The aftermath of COVID-19 had forced many companies into bankruptcy, leading to widespread redundancies.

However, in 2022, many people were not only being made redundant, but also leaving their jobs voluntarily for reasons like low pay, poor work-life balance, and career dissatisfaction.

Whether they were laid off or leaving by choice, they would eventually need to update their resume and cover letter—and that’s where Rezi would become a crucial resource for navigating the next step.

At the time, Rezi was the first platform to use AI to automate resume and cover letter creation—a unique selling point that set Rezi apart before other resume builders started incorporating AI. Seeing the rise in resignations, I wondered if people might also need help with writing their resignation letters. A quick keyword search confirmed it—thousands of people were searching for guidance.

Sure, I could’ve just written an in-depth article to educate the reader, but search intent showed that people weren’t just looking for guidance—they wanted to write their own resignation letters. With this in mind, I figured we could take it a step further by building a tool that helps them do exactly that.

That’s when I suggested building an AI resignation letter writer to the CEO of Rezi, Jacob Jacquet, who immediately saw the potential. The Rezi product team quickly got to work, and soon, we launched the Rezi AI Resignation Letter Builder.

Alongside the product launch, we created core content to support it, including:

We essentially created the first AI Resignation Letter Builder, which led to some pretty favorable results.

Traffic value of top resignation letter content

Ahrefs traffic value data for resignation letter website content on 31st August 2022

Clicks and impressions

Page 1 rankings in less than 1 month

Google Search Console results from the last 7 days within 1 month of publishing the “subject lines for resignation email” article

Ahrefs data on the “subject lines for resignation email” article

6-month performance of clicks and impressions for “subject lines for resignation email” article

Strategy #2: Create Content Based on Trends

Post content on trending topics, especially when they relate to your product.

The resignation trend is one example of how we saw a product opportunity. Another trend was the public release of ChatGPT-3, which was launched on November 30th, 2022.

Quite simply, ChatGPT blew up.

Rezi was indeed the first resume builder to incorporate AI to automate the resume creation process. We’ve highlighted this in our product landing pages, but it would be a waste not to create any type of website content or LinkedIn post on ChatGPT while the topic is blowing up.

The advantage small teams have against large companies is that they’re a lot more agile. With that in mind, make it a priority to be one of the first to jump on a trend that’s relevant to your product or service so you can get more eyeballs.

And, of course, if you see any further opportunities like developing a new product feature that solves the underlying pain point of a trend, be the first to create and promote it.

Strategy #3: Reinforce Content Clusters

Resumes and cover letters are core topics for Rezi.

When competing in the resume builder space, many would aim to rank #1 for highly competitive keywords like "resume builder" or "cover letter builder."

Don’t get me wrong, these are essential keywords, but they’re also really difficult to rank for.

A more strategic approach is to target less competitive yet highly visible keywords that get you in front of the right audience.

This strategy has been at the core of Rezi’s content approach since we first worked together in 2021. At that time, we first prioritized ATS-related keywords such as "ATS resume" and "ATS resume keywords" since these aligned with Rezi’s core value proposition, which was that Rezi not only automates writing, editing, and formatting a resume, but Rezi also helps you build a professional resume that bypasses applicant tracking systems (ATS).

However, there are only so many ATS-related topics to write about before hitting a content ceiling.

The next step was to expand our focus to broader content pillars directly related to our AI resume builder, like “resume sections.” Under this umbrella, we built content clusters such as:

I selected keywords and prioritized them based on the following:

Search intent: assess the SERP to understand how relevant the user search intent is to your product.
Search volume: determine if enough people would be interested in an article for a particular keyword.
Cost per click (CPC): the higher the cost, the more it means competitors invest in this keyword via paid ads, therefore suggesting that the keyword is bringing results.
Keyword difficulty: check the score provided by your keyword research tool on how likely it is to achieve rankings.
Competitor content: evaluate whether you can create the best piece of content for the keyword.

Long-tail keywords are your best friend. These tend to be more specific, have stronger intent, and less difficult to compete for.

Strategy #4: Revamp Old Blog Articles

These were the circumstances of the blog posts I focused updating:

Content that dropped in rankings – posts that have decreased in rankings for their primary keyword.
Underperforming content – posts that aren’t ranking on the first page for their main keyword or are getting little to no visibility.
High-performing content – posts that drive significant traffic but haven’t been updated in 1–6 months.

However, you should also look out for the following cases, as they indicate when a blog post is in need of an update:

Keyword cannibalization – when multiple posts target the same or similar keywords, causing them to compete against each other. In this case:

Merge the content and set up a 301 redirect from the less relevant page to the stronger one
Differentiate both posts by refining their focus so they serve distinct user intents

Content with outdated information – posts containing old statistics, outdated examples, or irrelevant strategies that need to be refreshed for accuracy
Blog posts with low engagement or high bounce rates – if an article gets traffic but users leave quickly or don’t engage, update the content to improve readability, structure, and value
Content missing key information or opportunities – posts that could rank or perform better with additional keywords, internal links, media (images, videos), or improved formatting for readability
Blog articles that are too long – these could possibly be broken down into other articles.

Here’s my process for revamping old blog posts:

Optimize the headline by making it more engaging, unique, or better aligned with search intent
Add new sections that are relevant to the search intent
Remove sections to ensure the article is fully relevant to the search intent
Make sure all information and data is up-to-date
Improve content readability and format with headers
Cut down the fluff to ensure your writing is concise
Add and remove internal links
Update any external links

How to find content that’s underperforming or decreased in rankings

These were the most common types of articles I updated, so I’ll walk you through my process for finding them.

Here were the tools I used:

Ahrefs – find pages that have dropped in keyword rankings
Google Search Console – find content currently ranking in positions 4–25 for important keywords.

In my experience, articles ranking between positions 4–25 have strong potential to climb higher when properly updated.

Using Ahrefs to find content that needs to be updated

Firstly, click on “organic keywords” to get a list of keywords your website ranks for.

Click “Position” and enter from position 4 to position 25
Select “Apply”

Now, select “Show results” to get a list of keywords ranking on the first or second page of Google.

The website content for the list of keywords you’re looking at is already performing decently—some better or worse than others.

Using Google Search Console to find content that needs to be updated

I’ll use my own website here as an example. (Note: this was for my old website, minimalist-copy.com, which I no longer use).

Firstly, load up Google Search Console and select a date range (I suggest the last 3 months).

Next, select “Average position” as shown in the screenshot below.

Take note of queries sitting between positions 4–25 (SEO wasn’t my primary channel to acquire leads. Hence, my stats aren’t as particularly impressive).

After you’ve made note of queries sitting between positions 4–25, click on the “pages” tab to take note of specific pages sitting between positions 4–25.

Strategy #5: Update Internal Linking

To be a bit more specific, here’s what I mean when I say to update internal linking:

Add relevant internal links – link to key pages where it makes sense, such as referencing a landing page in a blog article.
Improve anchor text – make sure the anchor text includes relevant keywords that align with the main topic of the linked page.
Make the anchor text clear and specific – the reader should immediately understand where the link will take them.
Remove irrelevant links – take off any internal links that don’t add value or fit naturally within the content.

Simply review a particular content cluster and check if you’ve interlinked accordingly, then look out for the pointers listed above.

Strategy #6: Create BOFU Blog Articles

BOFU (Bottom of Funnel) articles work really well for driving conversions.

While I’m unable to share specific data, BOFU content was one of the top-performing pieces in terms of engagement and conversions.

There are so many informational blog articles to cover in the resume and career advice space, but BOFU content is universally valuable for almost any company. Some examples of BOFU content include:

Competitor comparisons
Alternative listicles (e.g., "Top Alternatives to [Product]")
Best product/service listicles (e.g., "Best AI Resume Builders")
Customer success stories
Sales pages

To put things into perspective, let’s compare two keywords:

“How to write a resume”
“Affordable resume writer”

The first keyword suggests the user wants to know how to write their own resume, meaning they’re still in the research phase. Meanwhile, the second keyword indicates the user is actively looking for an affordable resume writing product or service—they’re closer to making a purchase and are likely evaluating their options.

BOFU content is more likely to drive conversions because intent at this stage is either:

Commercial intent: the user is researching their best options before purchasing (e.g., "best resume builders").
Transactional intent: the user is ready to buy and searching for a specific solution (e.g., "AI resume builder").

Not only is BOFU content more focused on conversions, but the keywords tend to be less competitive, making them easier to rank for.

If you’re looking for new content ideas that directly contribute to sales and conversions, prioritize topics with bottom-of-funnel intent.

Here are some examples of BOFU content I wrote for Rezi:

Strategy #7: Find Competitor Content Gaps

Competitor analysis is one of the best ways to find new keyword opportunities.

There’s almost a 100% chance that your competitors have website content you don’t—meaning they’re getting traffic that you’re missing out on.

Here are some articles I wrote after conducting competitor content analysis:

Using Ahrefs for competitor keyword analysis

Step 1: Click on “content gap”
Step 2: Enter the website URLs of your top competitors
Step 3: Select “Show keywords”

Step 4: Filter the keyword difficulty up to 65.

How high you set the keyword difficulty (KD) filter depends on your current rankings and domain authority. Choose a range that aligns with your website’s ability to compete.

Here’s my general guideline for determining an acceptable keyword difficulty:

0-25 → New websites with little to no organic traffic, just starting with SEO. (Suggested DA: 0–20.)
25–45 → Websites gaining steady organic traffic. (Suggested DA: 20–40.)
45–70 → Established websites generating significant traffic and competing for tougher keywords. (Suggested DA: 40–60.)
70+ → Competing at an industry-leading level against top companies. (Suggested DA: 60+.)

At Rezi, I’ve helped rank for keywords with a KD of 75-80, but for finding new opportunities, I lowered the filter to 70.

That said, don’t ignore high-difficulty keywords when they’re directly tied to your product or service. These are cornerstone topics—essential for authority and relevance. Even if they’re competitive, create the best content possible instead of avoiding them.

Step 5: Make a list of keywords your competitors rank for that you don’t—take note of them using a spreadsheet.

I use the same process as mentioned earlier on in this guide for selecting and prioritizing keywords:

Search intent: assess the SERP to understand how relevant the user search intent is to your product.
Search volume: determine if enough people would be interested in an article for a particular keyword.
Cost per click (CPC): the higher the cost, the more it means competitors invest in this keyword via paid ads, therefore suggesting that the keyword is bringing results.
Keyword difficulty: check the score provided by your keyword research tool on how likely it is to achieve rankings.
Competitor content: evaluate whether you can create the best piece of content for the keyword.

Strategy #8: Leverage User Surveys & Feedback to Inform Content Ideas

What better way to discover the content your audience wants than by asking them directly?

Here’s how I use user feedback to fuel the SEO content strategy:

Identify recurring themes, goals, and pain points.
Brainstorm content ideas based on common user feedback.
Translate those ideas into potential keywords.
Find keyword opportunities that align with audience interests.

User surveys are a powerful tool for shaping your SEO content strategy. Once you gather feedback, pay attention to how users perceive your product, challenges, and content preferences.

Even if a keyword’s search volume is as low as 0, 10, or 20, it can still be highly valuable—why? Because it directly reflects what your audience cares about. Ranking for these low-volume terms means reaching the right people, which is far more impactful than targeting high-volume keywords that fail to attract your target audience.

Above all else, your customers come first.

Your audience may view a topic differently than you do, but their perspective is what truly matters. More than just driving organic traffic, your SEO content strategy should focus on reaching and resonating with the right people, and addressing their specific needs.

Here are a few examples of content I wrote inspired by user feedback:

So far, I’ve mainly shared B2C SaaS SEO strategies for getting traffic, but here’s how I also increased user signups with our blog articles

This is what I did to help increase user signups with our B2C SaaS blog articles:

Integrate call-to-action banners and buttons
Emphasize credibility
Add product copywriting
Incorporate product-led storytelling

I’ll go through each of these in more detail below, including examples.

Integrate call-to-action banners and buttons

We simply created call-to-action banners and integrated them into our blog content.

Readers are more likely to take action when they know what action you want them to take. CTA buttons help make that clear.

Here are a few examples of CTA banners and buttons in blog content:

Example of CTA button in the middle of blog post

Emphasize credibility

Credibility is anything that proves your product or service works — whether it’s real results, customer testimonials, endorsements from reputable brands, case studies, reviews, or expert opinions.

If you ask me, nothing is more compelling than proof that your product or service works, especially when it comes from your users themselves.

One way we highlighted credibility in blog articles is with a testimonial banner, as shown below.

Testimonial at the conclusion of a blog post

Add product copywriting

Product copywriting is all about selling. It focuses on clear, specific descriptions that highlight your product or service’s value, features, and benefits — making it desirable to your target audience.

Unlike product storytelling (we’ll cover that in the next section), product copy is more direct. It’s designed to drive action by presenting your solution as the obvious choice.

You’ve probably heard the advice: “Don’t sell in blog posts.” But honestly, it depends on the search intent. For some keywords, the reader is already problem-aware and ready to buy — they’re just unsure which solution is right for them.

And if you genuinely believe your product is the best fit, why wouldn’t you mention it? Hiding it feels less helpful — maybe even selfish — if your solution truly solves their problem.

That said, there’s a right and wrong way to go about it. The right way is to naturally weave in product features and benefits where it makes sense. The wrong way? Forcing it in, making it feel pushy or random.

Think of it like recommending something to a friend. You’d only bring it up when it’s relevant to the conversation. If you pitch something out of the blue, they’ll likely tune out. Same goes for your readers — keep your product mentions contextual, not intrusive.

Here are a few examples below:

Product copywriting in a blog post example

Incorporate product-led storytelling

Product-led storytelling is about educating your audience — not just on what your product does, but how and why it solves the deeper problem behind their search intent.

Now, you might be wondering: “What’s the difference between product copywriting and product-led storytelling?”

Well, this is how I differentiate the two:

Product Copywriting: Directly sells your product by highlighting the problem it solves and the benefits it offers.
Product-Led Storytelling: Shows, through education and context, how your product fits into your audience’s journey — guiding them toward the solution.

Unlike product copywriting, product-led storytelling is more about teaching the use case in a way that resonates with your reader’s real-world challenges.

Here’s an example below:

Product storytelling in a blog post example

Clicks and Impressions From 2022-2023

Rezi has come a long way, but what’s exciting is that there’s still plenty of room to grow and improve.

That said, let’s pull back the curtain and take a look at how things have progressed—starting with a breakdown of clicks and impressions from 2021 to 2022, and then from 2022 to 2023.

2022: Total clicks and impressions

Google Search Console: January 2022 to December 2022

2023: Total clicks and impressions

Google Search Console: January 2023 to December 2023

Organic Growth Highlights

As a quick reminder, the SaaS SEO strategies shared in this guide helped Rezi achieve:

📈 750% increase in user signups

💰 400% increase in revenue growth

🔄 350% increase in subscription revenue

💳 500% increase in payments

And beyond those numbers, there are a few more key highlights worth sharing, which I’ll break down below.

Spikes in traffic and revenue

Here are a few significant moments of growth that Rezi experienced:

109.2% increase in new customers in 1 month
155.8% increase in the number of new customers
Hit $1,000,000 ARR in March 2023
Reached 1,000,000 users in July 2023
55,376 new user signups within 1 day

If you’d like to read more of Rezi’s growth from the company’s point of view, check out the year-in-review article for 2023 here.

Ahrefs: organic traffic for 2023

The organic traffic comparison from the 1st of Jan to the 3rd of Oct (when the numbers peaked, according to Ahrefs) reveals a 519.43% increase.

Ahrefs screenshot: Rezi organic traffic and keyword rankings for the 1st of January, 2023.

Ahrefs screenshot: Rezi organic traffic and keyword rankings for the 3rd of October, 2023.

What I Would’ve Done Differently (If I Could Travel Back in Time)

Looking back, there are two things I would’ve prioritized earlier: content operations and more cross-functional collaboration.

On the content ops side, implementing better documentation, clearer editorial workflows, and the right tools earlier on probably would’ve helped us move faster. When it comes to cross-functional collaboration, working more closely with teams like product and customer support could’ve uncovered additional insights and helped us stay even more aligned across growth efforts.

However, everything seemed to work overall. The strategies discussed throughout this article delivered strong results, and we achieved growth, which makes it all the more exciting to think about what’s next.

Wrapping Up

If you made it to the end, thanks so much for reading. I have to admit, this article was really long… a lot longer than I thought it would’ve been, but I hope you found it helpful and that you learnt a thing or two.

(And who knows? Maybe there’ll be a part 3 of my work with Rezi, likely focused on how I’m scaling content operations, building more efficient processes, and adapting to the AI landscape to push growth even further.)

How I Helped Drive a 750% User Signup Increase for a B2C SaaS