SaaS SEO: 12x organic Demo Bookings in 5 months for Notabene (Crypto Compliance)
Notabene (Crypto Compliance SaaS)
SEO for SaaS: 12x uplift in organic leads in 5 months
SEO Optimization
Client background: Notabene
In July 2021 Victoria Olsina was hired by the client who is a SaaS startup in the crypto compliance space.
They were concerned their main keyword was ranking on the third page of Google while their main competitor was on position 1.
Their competitor was already widely established and had more organic traffic, a better authority score and backlink profile:
Victoria Olsina was hired by the client to help improve the SaaS website and to get them ranking in position 1 for several target keywords.
Client’s authority & backlink profile when she started:
Client’s authority & backlink profile following SEO:
Results
Organic Traffic & Keyword growth following SEO
The value of SaaS SEO
Head of Content
Results breakdown
Result 1: “Book a demo” increased by 12x in 5 months (Aug-Dec)
The organic “book a demo” conversions on the website have increased by 12x in 5 months (August to December), meaning more people are booking a demo with the client’s sales team as a result of SEO. Organic traffic makes up the most amount of conversions, with 55.4% of demos booked via organic search.
Uplift in completed “book a demo” conversions
Results 2: Increase in Organic Traffic by 6.5x in 12 months
Since implementing SEO best practices, the client’s website has seen organic search traffic increase by 6.5x.
Client’s increase in organic search traffic
Result 3: Outranking competitors for the top keywords in 3 months
As a result of the featured snippets, the client now outranks the competitors for the top three keywords within the industry. The client now ranks in an average position of 4.86 for a number of “SaaS product” and “main” keywords, with the nearest competitor 26 places lower. In total, the average position of the client has improved by 88%.
Client (blue) ranking above major SaaS competitors
Result 4: Non-branded traffic has increased by 50x in 16 months
Non-branded traffic has increased by 50x since optimising the website for SEO.
Client’s non-branded traffic
Breakdown of demo bookings (blue is organic traffic).
Result 5: The website has received over 40 featured snippets for the main keyword and product-related keywords consistently over 15 months.
Using on-page SEO, the client has received 40+ Featured Snippets (Position 0) including its main KW in addition to all of its product-related keywords having a Featured Snippet.
Featured Snippets Ranking
Result 6: Victoria Olsina gained a Knowledge Panel after extensive schema markup research and implementation
Whilst adding SEO & Schema, the client now has a knowledge panel which will likely improve further as Google aggregates the data.
Results breakdown
Result 1: “Book a demo” conversions have increased by 12x
The organic “book a demo” conversions on the website have increased by 12x, meaning more people are booking a demo with the client’s sales team as a result of SEO. Organic traffic makes up the most amount of conversions, with 55.4% of demos booked via organic search.
Uplift in completed “book a demo” conversions
Results 2: Increase in Organic Traffic by 6.5x
Since implementing SEO best practices, the client’s website has seen organic search traffic increase by 6.5x.
Client’s increase in organic search traffic
Result 3: Outranking the competitors in the top three keywords
As a result of the featured snippets, the client now outranks the competitors for the top three keywords within the industry. The client now ranks in an average position of 4.86 for a number of “SaaS product” and “main” keywords, with the nearest competitor 26 places lower. In total, the average position of the client has improved by 88%.
Client (blue) ranking above major SaaS competitors
Result 4: Non-branded traffic has increased by 50x
Non-branded traffic has increased by 50x since optimising the website for SEO.
Client’s non-branded traffic
Breakdown of demo bookings (blue is organic traffic).
Result 5: The website has received over 40 featured snippets for the main keyword and product-related keywords
Using on-page SEO, the client has received 40+ Featured Snippets (Position 0) including its main KW in addition to all of its product-related keywords having a Featured Snippet.
Featured Snippets Ranking
Result 6: Victoria Olsina gained a Knowledge Panel after extensive schema markup research and implementation
Whilst adding SEO & Schema, the client now has a knowledge panel which will likely improve further as Google aggregates the data.
How did she achieves these results?
Created over 100 pieces of new content in 10 months
Although the client’s website was not a one-pager, the site was fairly limited and thin on content. Therefore, She decided that it would be best to start creating product-focused content before producing high-quality blog posts. In total, Victoria Olsina created over 100 pieces of new content during the SEO campaign which led to an increased search volume and also helped the client’s website become an educational hub in their industry.
Increase in organic traffic following content creation
Initiated the creation of a lead magnet which also served as a linkable asset
As part of content development, Victoria Olsina created the only downloadable report of its kind on the Crypto Regulation Technology industry which acted as a lead magnet but also helped to attract multiple backlinks.
The summary of the report attracted 94 new domains, 10 of which had an Authority Score of over 41. Top publishers linking to the client’s report included, podbean.com, benzinga.com, and chainalysis.com.
The boost in backlinks as a result of the report provided a ranking boost for the client’s website.
Implemented Schema Markup on every page
Schema Markup is a type of coding which provides Google with extra information about the webpage or the whole website. As a result, it often provides the website with more features when it appears on Google SERPs which can help with ranking and drive organic traffic.
When Victoria Olsina started working with the client, the markup schema was not implemented on the website. Therefore, it was decided that markup schema should be added to every page to provide more data to Google.
For example, she used product schema on the product pages to help signify they were products rather than a general page. In addition, location schema was also implemented as the client operated globally, this helped with ranking on the SERPs in different countries.
By using technical SEO, in the form of schema markup, it played a key part in helping improve how the website appeared on search results.
Developed an internal linking structure
Internal linking is integral to improving the authority score of a website, which in turn, improves the ranking of the website. Internal linking helps transfer link equity to the most important pages on the site and is often a key ranking factor.
Initially, the client’s website had some internal linking but it was not structured in a way which was beneficial to the ranking of the site. It was decided that she should direct the internal linking from the blog pages to the product pages.
This helped improve the ranking of the blog pages and is a contributing factor to why all of the product pages on the site have a featured snippet.
Fixed technical issues on the website
Technical SEO issues can often hold a website back as it violates the best practices which Google’s algorithm looks for when crawling websites. It can either mean that a website reaches a point where it cannot rank any further or the website is actually ‘punished’ and loses its rank.
Therefore, it was important to highlight and communicate to the tech team what technical issues needed to be addressed first. She did this by undertaking a technical audit of the client’s website, which highlighted any major technical issues the website was having. She then prioritised the technical issues that needed to be fixed first. Working closely with the dev team, Victoria Olsina was able to improve the overall health of the website.
Constant & Consistent reporting
It is all well and good to implement SEO best practices, but it’s pointless if nobody monitors it. That is why She implemented weekly, monthly and quarterly reporting to help track how the website was performing.
Weekly reporting allowed us to understand how the website was ranking in the short term, which allowed us to make quick decisions if need be. Quarterly reporting provided important information to the client that SEO was working and KPIs were being met.
Overall, it allowed us to keep an eye on what landing pages were working, a better understanding of customers’ search intent, and also informed us on how different marketing channels were performing.
How did she achieves these results?
Created over 100 pieces of new content
Although the client’s website was not a one-pager, the site was fairly limited and thin on content. Therefore, She decided that it would be best to start creating product-focused content before producing high-quality blog posts. In total, Victoria Olsina created over 100 pieces of new content during the SEO campaign which led to an increased search volume and also helped the client’s website become an educational hub in their industry.
Increase in organic traffic following content creation
Initiated the creation of a lead magnet which also served as a linkable asset
As part of content development, Victoria Olsina created the only downloadable report of its kind on the Crypto Regulation Technology industry which acted as a lead magnet but also helped to attract multiple backlinks.
The summary of the report attracted 94 new domains, 10 of which had an Authority Score of over 41. Top publishers linking to the client’s report included, podbean.com, benzinga.com, and chainalysis.com.
The boost in backlinks as a result of the report provided a ranking boost for the client’s website.
Implemented Schema Markup on every page
Schema Markup is a type of coding which provides Google with extra information about the webpage or the whole website. As a result, it often provides the website with more features when it appears on Google SERPs which can help with ranking and drive organic traffic.
When Victoria Olsina started working with the client, the markup schema was not implemented on the website. Therefore, it was decided that markup schema should be added to every page to provide more data to Google.
For example, she used product schema on the product pages to help signify they were products rather than a general page. In addition, location schema was also implemented as the client operated globally, this helped with ranking on the SERPs in different countries.
By using technical SEO, in the form of schema markup, it played a key part in helping improve how the website appeared on search results.
Developed an internal linking structure
Internal linking is integral to improving the authority score of a website, which in turn, improves the ranking of the website. Internal linking helps transfer link equity to the most important pages on the site and is often a key ranking factor.
Initially, the client’s website had some internal linking but it was not structured in a way which was beneficial to the ranking of the site. It was decided that she should direct the internal linking from the blog pages to the product pages.
This helped improve the ranking of the blog pages and is a contributing factor to why all of the product pages on the site have a featured snippet.
Fixed technical issues on the website
Technical SEO issues can often hold a website back as it violates the best practices which Google’s algorithm looks for when crawling websites. It can either mean that a website reaches a point where it cannot rank any further or the website is actually ‘punished’ and loses its rank.
Therefore, it was important to highlight and communicate to the tech team what technical issues needed to be addressed first. She did this by undertaking a technical audit of the client’s website, which highlighted any major technical issues the website was having. She then prioritised the technical issues that needed to be fixed first. Working closely with the dev team, Victoria Olsina was able to improve the overall health of the website.
Constant & Consistent reporting
It is all well and good to implement SEO best practices, but it’s pointless if nobody monitors it. That is why She implemented weekly, monthly and quarterly reporting to help track how the website was performing.
Weekly reporting allowed us to understand how the website was ranking in the short term, which allowed us to make quick decisions if need be. Quarterly reporting provided important information to the client that SEO was working and KPIs were being met.
Overall, it allowed us to keep an eye on what landing pages were working, a better understanding of customers’ search intent, and also informed us on how different marketing channels were performing.
Challenges
Working with a small team
One of the challenges of implementing the SEO changes was that the team was very small.
Including myself, there were three people working on this project. In comparison, some of the client’s partners and competitors have a team of 7-8 people working on SEO optimisation and content creation.
The benefit of working within a small team was that the team was able to communicate effectively with each other which made it easy to manage. However, the obvious downside is that a three-person team limits how fast assignments can be completed.
Nonetheless, Victoria Olsina was able to overcome this and resulted in developing over 100 pieces of content despite working with a small team.
Working with a CMS that was not SEO friendly
One of the other hurdles when working with this client was that they were using a Webflow CMS. The major challenge that this created was that it heavily restricted SEO functionality, which made it difficult to make changes to the website.
For instance, one of the issues was that the CMS did not have a ‘Search & Replace’ function, which meant there was lots of repetitive manual work. This was frustrating as the team was very small which meant that what would’ve been a quick and easy task, took up more time and resources.
Nonetheless, despite the CMS not being conducive to SEO optimisation the team was still able to implement the changes that the client needed and had success with rankings albeit in a slightly slower timeframe.
The biggest competitor received major investment
Whilst working with the client, their biggest competitor was acquired by a leading multinational financial services corporation. It meant that the competitor had access to lots of extra resources which would make it more difficult for the client to compete.
Furthermore, the competitor was already outranking the client on a number of SEO metrics. The competitor had a 40% higher Authority Score, 3x more organic search traffic, and 70x more backlinks.
| Brand | Date | Authority Score | Search Traffic | Backlinks |
| Client | July 2021 | 38 | 1.1k | 3.4k |
| Competitor | July 2021 | 53 | 3.1k | 203k |
| Client | September 2022 | 38 | 6.5k | 6.9k |
| Competitor | September 2022 | 56 | 8k | 209.6k |
| Brand | Date | Authority Score | Search Traffic | Backlinks |
| Client | July 2021 | 38 | 1.1k | 3.4k |
| Competitor | July 2021 | 53 | 3.1k | 203k |
| Client | September 2022 | 38 | 6.5k | 6.9k |
| Competitor | September 2022 | 56 | 8k | 209.6k |
However, this did not deter the team or their efforts. Despite the competitor having a wealth of resources at their disposal and a greater amount of backlinks, Victoria Olsina was able to rank higher for many keywords which are highly sought after in the industry.
Challenges
Working with a small team
One of the challenges of implementing the SEO changes was that the team was very small.
Including myself, there were three people working on this project. In comparison, some of the client’s partners and competitors have a team of 7-8 people working on SEO optimisation and content creation.
The benefit of working within a small team was that the team was able to communicate effectively with each other which made it easy to manage. However, the obvious downside is that a three-person team limits how fast assignments can be completed.
Nonetheless, Victoria Olsina was able to overcome this and resulted in developing over 100 pieces of content despite working with a small team.
Working with a CMS that was not SEO friendly
One of the other hurdles when working with this client was that they were using a Webflow CMS. The major challenge that this created was that it heavily restricted SEO functionality, which made it difficult to make changes to the website.
For instance, one of the issues was that the CMS did not have a ‘Search & Replace’ function, which meant there was lots of repetitive manual work. This was frustrating as the team was very small which meant that what would’ve been a quick and easy task, took up more time and resources.
Nonetheless, despite the CMS not being conducive to SEO optimisation the team was still able to implement the changes that the client needed and had success with rankings albeit in a slightly slower timeframe.
The biggest competitor received major investment
Whilst working with the client, their biggest competitor was acquired by a leading multinational financial services corporation. It meant that the competitor had access to lots of extra resources which would make it more difficult for the client to compete.
Furthermore, the competitor was already outranking the client on a number of SEO metrics. The competitor had a 40% higher Authority Score, 3x more organic search traffic, and 70x more backlinks.
| Brand | Date | Authority Score | Search Traffic | Backlinks |
| Client | July 2021 | 38 | 1.1k | 3.4k |
| Competitor | July 2021 | 53 | 3.1k | 203k |
| Client | September 2022 | 38 | 6.5k | 6.9k |
| Competitor | September 2022 | 56 | 8k | 209.6k |
| Brand | Date | Authority Score | Search Traffic | Backlinks |
| Client | July 2021 | 38 | 1.1k | 3.4k |
| Competitor | July 2021 | 53 | 3.1k | 203k |
| Client | September 2022 | 38 | 6.5k | 6.9k |
| Competitor | September 2022 | 56 | 8k | 209.6k |
However, this did not deter the team or their efforts. Despite the competitor having a wealth of resources at their disposal and a greater amount of backlinks, Victoria Olsina was able to rank higher for many keywords which are highly sought after in the industry.
Final Thoughts & reflection
Here is just a quick reminder of where she started and where the client has ended up so far:
SEO metrics at the starting point:
The most recent SEO metrics:
When reflecting upon her time working with this SaaS business, Victoria Olsina is incredibly happy with what Victoria Olsina was able to achieve in just over a year. There were a number of milestones that Victoria Olsina was able to reach, especially the 6.5x increase in organic traffic and 6.5x increase in conversions.
This was despite some of the challenges of working with a small team and coming up against an established competitor with much more funding.
Overall, this case study shows how powerful an SEO marketing strategy can be when implemented correctly in the SaaS industry. It will be interesting to see where she can take the client next.
Frequently Asked Questions
SaaS SEO is the practice of structuring a software platform’s content so it ranks in Google and gets cited by AI systems like ChatGPT, Perplexity and Google AI Overviews. It combines category definition, comparison content and extractable product detail, so both search engines and Ashe can retrieve, trust and recommend the product when buyers research tools.
The proof is documented. Victoria wrote Mastering AI Search for Crypto and Web3 Brands, the first and only book on the subject, was named AI Content Specialist of 2026, and was nominated for Best SEO in Europe in 2024. She led SEO at ConsenSys and is featured in SEO in 2024, 2025 and 2026 by Majestic. Results include $1.75M in influenced revenue at ConsenSys and a 12x rise in demo leads for Notabene.
SaaS buyers research in categories and comparisons. The teams that win own the category definition and the best-tool comparison, so AI and Google reuse their framing. SaaS SEO focuses on category ownership, feature and pricing clarity, and integration content, not just ranking for a product name.
Typically 8 to 12 weeks for early ranking movement, and 3 to 6 months for compounding traffic and citations. The timeline depends on competition and your content baseline. AI citations build as content is indexed, re-crawled and validated, so the trajectory is measurable month by month rather than instant.
Yes. When buyers ask AI for the best tool in a category, structured comparison and definition content is what gets retrieved and attributed. Owning your category definition and publishing clear, extractable feature detail is how you become the source AI cites rather than a competitor.
Real results. Victoria Olsina measures organic leads, trial signups and influenced revenue, not vanity metrics. Rankings and traffic are diagnostic context, not the goal. The aim is qualified pipeline tied back to what organic search and AI citations actually drove.
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“Victoria my SEO role model. She can optimize any piece of content to rise to the coveted Top 3 position: from YouTube videos, to blog posts, to landing pages".