SEO Strategy Grows Organic Sessions 96% for SaaS API Platform
An SEO-led content strategy helped a developer-focused API platform break its dependence on parent company brand recognition and build organic visibility on its own terms.
Improved organic reach results in increased qualified leads
Timeframe: Year over Year
Situation:
An API platform built for developers and launched under a globally recognized audio and video technology company had a visibility problem its parent brand was quietly masking. Nearly all organic traffic came from branded queries. As the platform’s product offerings grew, the gap between what it offered and what the site could be found for widened. Developers and businesses searching for specific API capabilities had little reason to land there.
Approach:
Building real organic visibility for a developer-focused platform meant getting precise about the audience. Broad keyword strategies wouldn’t work here. I ran deep keyword, entity, competitor, and SERP research specifically focused on how developers and technical buyers search, then used those findings to update on-page elements and rewrite body copy across evergreen pages with intent-matched content.
The site also had an underleveraged asset: a substantial library of developer documentation and blog content that wasn’t contributing to the site’s structure. I mapped and rebuilt the internal linking architecture across that content to give search engines clearer context about each page and to help users move through the site more naturally.
Outcome:
Organic sessions nearly doubled, up 96%, and new organic users grew 112%. The share of traffic coming from non-branded queries increased 25%, reflecting meaningful progress in building visibility the platform earned on its own. That shift toward qualified, intent-driven traffic carried through to the bottom of the funnel as organic goal completions grew 76%. The campaign was recognized with a silver award in the Organic Search Engine Marketing category at a regional marketing awards program.
Work completed during my tenure at an agency. For this client, I was responsible for SEO strategy, content development, and on-page optimization.