Organic traffic
Organic traffic is website traffic attributed to unpaid search results. A visit is a channel observation, not proof that the visitor became a qualified lead.
SEO case study · Content Software Product
Growing a new SaaS in search, and learning what scale costs.
Content Software Product is a SaaS that writes, optimizes and publishes SEO content for small businesses.
- New accounts, 6 Jul – 5 Oct 2026
- 511
- all channels, product analytics
- Best week for signups
- 49
- week of 14 Sep 2026
- Google clicks, Sep 2026
- 2,489
- first data Mar 2026: 15 clicks
- Avg. position, Sep 2026
- 16.0
- from 45.4 in Apr 2026
Client and project identities are withheld. Figures come from Google Search Console and project records. Organic leads and revenue are not disclosed.
The business
The business behind the search visibility.
It is our own product, so this case study shows our methods on our own site.
It competes in one of the most crowded search spaces there is: SEO and AI writing tools.
The challenge
Where growth was getting constrained.
Technical
- Hreflang tags pointing Google at locale pages that did not exist.
Search
- A brand-new domain in a crowded category.
- Dozens of queries split across our own competing URLs.
- Theory: AI-surface and fragment appearances were considered possible contributors to low blended CTR. The combined totals do not establish that cause.
Content
- A large programmatic footprint where a few pages earned most clicks and thousands earned none.
Authority
Not assessed in our records
Website
Not assessed in our records
Conversion
Not assessed in our records
The strategy
The strategy was bigger than rankings.
- 01
Publish where demand is
Research-led content on AI writing and AI search that people actually cite.
- 02
Shrink to grow
Collapse thin pages, redirect what had value and retire the rest.
- 03
Read the data correctly
Segment queries and result context before changing titles. Blended impressions do not establish an AI-surface cause.
What we changed
What we actually built.
- Page-collapse migration
27 Aug 2026: 4,361 thin page files removed; build time cut from about 11 to under 4 minutes.
- Redirect and retirement layer
2 Sep 2026: 17,553 URLs 301-redirected and 4,485 returning 410.
- Title and description overrides
24 Sep 2026: targeted fixes driven by Search Console, sitemap trimmed to 6,182 URLs.
- Multilingual programme
Localized pages in five languages, started Aug 2026.
The data
What the search data shows.
| Month | Clicks |
|---|---|
| Apr 26 | 107 |
| May 26 | 304 |
| Jun 26 | 812 |
| Jul 26 | 1,897 |
| Aug 26 | 2,569 |
| Sep 26 | 2,489 |
Top pages by clicks
- AI writing benchmarks 2026510
- Google AI Overview statistics331
90 days to 4 Oct 2026. Source: Google Search Console.
Outcome
What changed.
- 511 new accounts across all channels signed up between 6 July and 5 October 2026. The best week, beginning 14 September, recorded 49 accounts in product analytics.
- Monthly clicks grew from double digits to about 2,500 within six months of launch.
- Average position improved from 45 to 16.
- Original research pages became the strongest traffic drivers.
Read this alongside the numbers
- This is our own software product, not a client.
- Signups are counted across all channels from product analytics, which began tracking on 6 July 2026; they are not attributed to organic search alone. Weekly signups fell to 22–24 in late September.
- Impressions are heavily concentrated in the US with low click-through.
Not disclosed: Revenue attributed to organic search; Signups before July 2026; Backlink and domain authority data.
What we learned
What this project taught us.
Blended CTR misleads
Theory: a changing result-surface mix could affect blended CTR. Segmented evidence is needed before attributing this project's ratio to AI or fragment appearances.
Most "bad titles" weren't
Of 55 near-miss pages, 42 had no title or description problem. Check the data before rewriting.
Scale has a cost
Thousands of thin pages added maintenance and cannibalisation without traffic. Fewer, stronger pages won.
The system
Where this project sat in our method.
- Diagnose
- Architect
- Create
- Strengthen
- Convert
- Compound
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Understand the terms used in this case study.
Attribution
Attribution is assigning credit for an outcome to marketing interactions under a defined model. Different models and data limits can produce different answers from the same customer journey.
SEO · Content · Local · Web Design
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