Back to Work B2B SaaS

Entity-Driven SEO for a Google Preferred Partner

B2B SaaS Company — Google Preferred Partner

Services: SEO & Content Writing

A well-established B2B SaaS platform—and Google Preferred Partner—was generating almost all of its revenue through paid channels. Organic search contributed just 2% of overall revenue, with no entity strategy and only thin, generic content competing against well-funded competitors with massive domain authority. We deployed an entity-based content strategy and deeply technical writing to turn organic into a primary revenue channel.

2% → 11%
Organic Revenue Share
+333%
MQLs
+163%
Keywords Ranking

The Bottom Line

2% → 11% Organic Revenue

Organic went from an afterthought—barely registering at 2% of total revenue—to a primary revenue channel at 11%. Entity-based content strategy and deeply technical writing turned search into a scalable, compounding growth engine.

The Problem & Our Approach

From paid-channel dependency to organic growth engine

The company had built its revenue almost entirely on paid acquisition. Organic search was an afterthought—contributing just 2% of revenue with no strategy behind it. Content was thin and generic, failing to demonstrate the deep product expertise that B2B SaaS buyers expect. Meanwhile, competitors with massive domain authority dominated the SERPs.

Challenges

  • Organic contributing only 2% of overall revenue—virtually invisible as a channel
  • No entity strategy—Google had no clear understanding of the product’s topical domain
  • Thin, generic content that failed to demonstrate genuine product expertise
  • Competing against well-funded competitors with massive domain authority

Solutions

  • Comprehensive entity mapping for the SaaS product domain and industry vertical
  • Deeply technical long-form content demonstrating genuine subject matter expertise
  • Internal linking architecture reinforcing entity relationships across the site
  • Structured data implementation declaring product entities and relationships to search engines

SEO Strategy

Topical authority through entity mapping & technical depth

Search engines evaluate whether a site demonstrates genuine expertise around specific entities. For a B2B SaaS platform, those entities are the product capabilities, the industry problems solved, integration partners, and the use cases served. Our strategy was to make Google confident this platform is the authority in its product domain—not just another SaaS vendor with a blog.

Entity Mapping

We identified the key entities Google should associate with the platform and built content reinforcing those connections:

  • Product entities—core platform features, capabilities, modules, and differentiators that define the product’s identity in search
  • Industry entities—vertical-specific terminology, compliance frameworks, workflows, and pain points the platform addresses
  • Integration entities—partner platforms, API ecosystems, and technology stack connections that signal product maturity and reach

Authority Building

With entities mapped, we built topical depth so Google sees the site as a comprehensive resource, not a thin marketing site:

  • Deeply technical long-form content written by subject matter experts—not generic blog filler
  • Use-case pages mapping product capabilities to specific industry workflows and buyer personas
  • Internal linking structure connecting product pages, use cases, and integrations—reinforcing entity relationships
  • Schema markup (SoftwareApplication, FAQPage, HowTo) explicitly declaring product entities and their relationships

The result: Google now associates the platform with a broad set of product-domain queries. Total ranking keywords grew 163% because the site ranks for dramatically more entity-driven queries—not just branded searches. Positions 1–3 grew 156%, page 1 keywords grew 148%, and MQLs followed at +333%. That visibility translated directly into organic revenue growing from 2% to 11% of total revenue.

Technical Deep Dive

WordPress to HubSpot: a fully integrated growth stack

The existing WordPress site was disconnected from the sales pipeline—no attribution, no lead scoring, no closed-loop reporting. We migrated the entire site to HubSpot CMS and built a fully integrated environment where content, tracking, and CRM live in one platform. Every page view, form fill, and conversion now feeds directly into the sales pipeline with full attribution.

HubSpot CMS
Website hosting & content management
HubSpot CRM
Lead tracking & pipeline management
HubSpot Analytics
Revenue attribution & reporting
Google Search Console
Query analysis & indexing
Schema Markup
SoftwareApplication & entity declaration
HubL Templates
Dynamic content & personalization
hubspot-tracking.js
// HubSpot closed-loop tracking — content to revenue var _hsq = window._hsq = window._hsq || []; // Track entity-mapped page views with custom properties _hsq.push(["setPath", "/solutions/use-case-page"]); _hsq.push(["trackPageView"]); // Identify contacts from organic with full attribution _hsq.push(["identify", { "source": "organic", "content_entity": "product-feature-a", "landing_page_topic": "integration-guide" }]); // Form submission → CRM contact → pipeline deal // All automatic in HubSpot — no manual handoff

Results

Before & after: measurable growth across every metric

The entity-driven SEO strategy delivered compounding results across revenue, lead generation, and search visibility—turning organic from an afterthought into a primary growth channel.

2% → 11% Organic Revenue
Organic went from barely registering to a primary revenue channel—a 5.5x increase in organic’s share of total revenue.
+333%
Marketing Qualified Leads
Entity-driven content attracted higher-intent visitors who converted at significantly better rates than paid traffic.
+163%
Total Keywords Ranking
Topical authority expansion meant the site now ranks for dramatically more entity-driven queries across the product domain.
+156%
Positions 1–3
More than doubled the number of keywords ranking in the top 3 positions—where the majority of clicks happen.
+148%
Page 1 Keywords
Nearly 2.5x more keywords on page 1, capturing search demand across the full spectrum of product-related queries.

Ready to turn organic into a revenue channel?

Let’s talk about how entity-driven SEO and deeply technical content can grow your organic revenue—the same way we did for this Google Preferred Partner.

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