SEO · Content case study
Fieldnote CRM: 5× Organic Demo Requests With a Content-Led SEO Strategy
Comparison pages, use-case content and topic clusters turned a SaaS blog with little traffic into the company's biggest source of demos.
5.1×Organic demo requests
+392%Organic traffic
64Pages published
−58%Cost per demo vs. ads
The challenge
- The blog targeted broad topics (“what is a CRM”) that attracted students, not buyers.
- No comparison or alternatives pages, so competitors captured buying-stage searches.
- Paid search was the only reliable source of demos and was getting more expensive.
Our approach
- Mapped 220 keywords by funnel stage and prioritised commercial and use-case searches.
- Published 12 comparison and alternatives pages with honest feature tables.
- Built 4 topic clusters (scheduling, invoicing, dispatch, job costing) with 52 supporting articles.
- Added demo calls-to-action and interactive ROI calculators to high-intent pages.
- Earned 48 links through original survey data on field-service businesses.
The results
| Metric | Before | After 12 months | Change |
|---|---|---|---|
| Organic sessions / month | 6,100 | 30,000 | +392% |
| Organic demo requests / month | 14 | 71 | +407% |
| Keywords in top 10 | 130 | 1,140 | +777% |
| Referring domains | 88 | 241 | +174% |
| Share of demos from organic | 12% | 41% | +29 pts |
“Organic went from a nice-to-have to our number-one source of qualified demos.”
— VP Marketing, Fieldnote CRM
Services used
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