Organic Search / SEO · EdTech / SaaS
Building an Organic Acquisition Engine for a SaaS Product
A new SaaS product needed to develop organic visibility and turn search demand into product signups, onboarding, activation and engaged users.
Some client names have been withheld at the clients’ request. All performance figures and campaign outcomes shown are from real projects I worked on.
My role
I worked on the growth of this SaaS product as part of my role at an education technology company. I helped build the product website from scratch and was responsible for its organic growth strategy.
The challenge
The product and website were new, without an established organic acquisition engine.
Search visibility had to contribute to product adoption rather than stop at rankings or traffic.
The objective
Build an SEO-led acquisition system that could create visibility and move users through the product funnel.
My approach
Built the search strategy around the full journey from discovery to product use.
Connected keyword targeting, website structure and landing-page optimisation to signup intent.
Used performance analysis and continuous improvement to develop the channel over time.
What I worked on
Performance & results
What the numbers mean
The 2025 search performance translated into measurable product adoption, including 965 signups and 738 completed onboardings.
The year-over-year increase continued work I had already been responsible for since approximately late 2022/2023; it is not presented as a comparison with somebody else’s work.
Activation and ongoing engagement show why acquisition reporting needs to continue beyond the click.
Key takeaway
SEO should be measured through the complete product funnel—not just rankings and traffic.