Overview
Client: Typeform
Industry: SaaS – Forms, Surveys, and Data Collection
Market: Global (Europe and United States focus)
Challenge: Scale organic traffic to support aggressive growth targets
Industry: SaaS – Forms, Surveys, and Data Collection
Market: Global (Europe and United States focus)
Challenge: Scale organic traffic to support aggressive growth targets
The Challenge
Typeform had achieved product-market fit and was growing, but needed to accelerate organic user acquisition to support expansion in competitive EU and US markets. Monthly organic traffic hovered around 100,000 visits – good, but not enough to fuel the growth ambitions.
The SaaS space is brutally competitive for SEO. Established players like Google Forms, SurveyMonkey, and Qualtrics dominate many key terms. New entrants struggle to break through. Typeform needed sophisticated SEO to compete against well-funded competitors with years of search equity.
Another challenge was organizational. SEO cannot succeed in isolation at a fast-growing company. Product teams ship features daily. Engineering priorities shift rapidly. Content teams juggle multiple channels. Without deep cross-team integration, SEO initiatives get blocked or deprioritized.
Finally, scaling SEO while maintaining quality is difficult. You can grow traffic with thin content and black-hat tactics, but it does not last. Typeform needed sustainable, white-hat SEO that would grow steadily year after year, surviving algorithm updates.
The SaaS space is brutally competitive for SEO. Established players like Google Forms, SurveyMonkey, and Qualtrics dominate many key terms. New entrants struggle to break through. Typeform needed sophisticated SEO to compete against well-funded competitors with years of search equity.
Another challenge was organizational. SEO cannot succeed in isolation at a fast-growing company. Product teams ship features daily. Engineering priorities shift rapidly. Content teams juggle multiple channels. Without deep cross-team integration, SEO initiatives get blocked or deprioritized.
Finally, scaling SEO while maintaining quality is difficult. You can grow traffic with thin content and black-hat tactics, but it does not last. Typeform needed sustainable, white-hat SEO that would grow steadily year after year, surviving algorithm updates.
Our Approach
We treated this as a multi-year platform transformation, not a quick campaign. The goal was embedding SEO into how Typeform built products, created content, and made decisions. This required technical excellence, process integration, and capability building.
The strategy focused on three layers: technical foundation enabling scale, cross-team workflows ensuring SEO considerations in all decisions, and systematic content development targeting the full customer journey.
We also focused on non-brand growth specifically. Brand traffic was already growing from product success and word-of-mouth. The opportunity was capturing people searching for “how to create surveys” or “best form builder” – users who did not yet know about Typeform.
The strategy focused on three layers: technical foundation enabling scale, cross-team workflows ensuring SEO considerations in all decisions, and systematic content development targeting the full customer journey.
We also focused on non-brand growth specifically. Brand traffic was already growing from product success and word-of-mouth. The opportunity was capturing people searching for “how to create surveys” or “best form builder” – users who did not yet know about Typeform.
What We Did
Year 1: Foundation and Integration
Technical SEO Excellence (Months 1-3)
Technical SEO Excellence (Months 1-3)
- ✓Conducted comprehensive technical audit across entire platform
- ✓Fixed critical crawlability and indexation issues
- ✓Improved page speed reducing load times by 55%
- ✓Enhanced mobile experience and Core Web Vitals
- ✓Resolved duplicate content issues from feature pages
- ✓Implemented proper canonicalization for URL parameters
- ✓Built technical monitoring alerting to issues automatically
Cross-Team Integration (Months 4-6)
- ✓Established SEO representation in product planning
- ✓Created SEO review process for new feature launches
- ✓Built engineering workflows incorporating SEO requirements
- ✓Developed content team collaboration on SEO-focused pieces
- ✓Implemented quarterly SEO roadmap planning
- ✓Trained teams across company on SEO impact
Content Framework Development (Months 7-9)
- ✓Created scalable templates for use case content
- ✓Developed keyword research process identifying opportunities
- ✓Built editorial calendar balancing SEO and brand goals
- ✓Established content production workflows at scale
- ✓Implemented content performance tracking and optimization
- ✓Created guidelines for SEO-friendly content
Initial Traffic Growth (Months 10-12)
- ✓Launched priority use case and template content
- ✓Optimized existing high-traffic pages for conversion
- ✓Enhanced product pages for search visibility
- ✓Built strategic internal linking architecture
- ✓Improved schema markup across site
- ✓Achieved doubling of non-brand traffic from baseline
Year 2-3: Scaling and Optimization
Content Scaling (Year 2)
- ✓Expanded use case content to 50 plus industries and applications
- ✓Created form and survey templates optimized for search
- ✓Developed comprehensive guides and resources
- ✓Built comparison content versus competitors
- ✓Enhanced blog content targeting informational queries
- ✓Created educational resources for new form creators
Product-Led SEO (Year 2)
- ✓Worked with product team on SEO-friendly features
- ✓Optimized public form galleries for search visibility
- ✓Enhanced sharing and embed features with SEO benefits
- ✓Built user-generated content systems boosting freshness
- ✓Implemented schema markup for new product features
- ✓Created SEO-optimized onboarding content
International Expansion (Year 2)
- ✓Implemented hreflang for European markets
- ✓Created localized content for priority countries
- ✓Built regional SEO strategies respecting local needs
- ✓Optimized for non-English search behaviors
- ✓Established processes for maintaining international SEO
Authority Building (Year 3)
- ✓Developed thought leadership content in surveys and data collection
- ✓Created original research and data studies for link acquisition
- ✓Built strategic partnerships with complementary tools
- ✓Earned features in industry publications and media
- ✓Enhanced expertise signals and author profiles
- ✓Expanded into adjacent topics building topical authority
Advanced Optimization (Year 3)
- ✓Implemented sophisticated testing framework for SEO changes
- ✓Built machine learning models predicting content performance
- ✓Created automated optimization systems for existing content
- ✓Enhanced personalization while maintaining SEO value
- ✓Optimized for voice search and featured snippets
- ✓Expanded video content strategy for YouTube SEO
The Results
Multi-year commitment to SEO excellence drove sustainable, compounding growth:
Traffic Growth Journey
Traffic Growth Journey
- ✓Doubled non-brand traffic in first 12 months (100K to 200K)
- ✓Scaled to 600K plus monthly organic visits by 2024
- ✓Consistent quarter-over-quarter growth across all content types
- ✓Achieved 6X growth over engagement period
Rankings Performance
- ✓Page one rankings for hundreds of high-intent SaaS keywords
- ✓Top three positions for priority use case searches
- ✓Featured snippets for 80 plus form and survey queries
- ✓Improved visibility versus major competitors
Business Impact
- ✓Organic became top user acquisition channel
- ✓50% reduction in customer acquisition cost through organic
- ✓Higher customer lifetime value from organic users
- ✓Improved profitability supporting growth investments
- ✓Reduced dependency on paid channels
Organizational Transformation
- ✓SEO embedded into product development process
- ✓Cross-functional teams considering search impact
- ✓Sustainable processes independent of consultants
- ✓Culture of experimentation and optimization
- ✓Career development paths for SEO expertise internally
What Made This Work
Multi-year commitment enabled compounding growth. SEO success does not happen overnight. We built foundations, tested approaches, learned what worked, and scaled winning strategies. Consistent effort over years created exponential results.
Cross-team integration multiplied individual efforts. When product, engineering, content, and growth teams all considered SEO, every decision improved organic performance. SEO became a platform capability, not a marketing silo.
Technical excellence created the foundation for everything else. Great content on slow, broken sites underperforms. We ensured technical infrastructure could support ambitious content and product strategies without SEO penalties.
Systematic content development beat one-off campaigns. We built frameworks, templates, and processes that could produce quality content consistently at scale. This sustainable approach outperformed sporadic content pushes.
Focus on non-brand growth diversified acquisition. Brand traffic growth is wonderful but limited. Capturing people who did not yet know Typeform opened much larger addressable markets and drove sustainable new user acquisition.
Cross-team integration multiplied individual efforts. When product, engineering, content, and growth teams all considered SEO, every decision improved organic performance. SEO became a platform capability, not a marketing silo.
Technical excellence created the foundation for everything else. Great content on slow, broken sites underperforms. We ensured technical infrastructure could support ambitious content and product strategies without SEO penalties.
Systematic content development beat one-off campaigns. We built frameworks, templates, and processes that could produce quality content consistently at scale. This sustainable approach outperformed sporadic content pushes.
Focus on non-brand growth diversified acquisition. Brand traffic growth is wonderful but limited. Capturing people who did not yet know Typeform opened much larger addressable markets and drove sustainable new user acquisition.
Lessons for SaaS Companies
SEO is a multi-year investment, not a campaign. Expect 12 to 18 months before seeing major results. Consistent effort compounds. Companies that commit long-term win against those seeking quick wins.
Cross-team integration multiplies results. SEO cannot be siloed in marketing. Product, engineering, content, and growth must all understand and consider search impact. Embed SEO into organizational DNA.
Technical excellence is non-negotiable for scale. As you grow, technical issues compound. Invest heavily in site speed, mobile experience, clean architecture, and proper implementation. Build foundations that support scale.
Product-led SEO creates competitive advantages. Features that make products better can also improve SEO. Public galleries, user-generated content, sharing features – build product with SEO benefits in mind.
Non-brand focus drives sustainable growth. Brand traffic comes from existing awareness. Non-brand captures new audiences. Prioritize content targeting people who do not yet know your product.
Build capabilities, not consultant dependency. Train internal teams. Create documentation and processes. Build self-sufficiency. Consultants can accelerate, but internal capability sustains success.
Cross-team integration multiplies results. SEO cannot be siloed in marketing. Product, engineering, content, and growth must all understand and consider search impact. Embed SEO into organizational DNA.
Technical excellence is non-negotiable for scale. As you grow, technical issues compound. Invest heavily in site speed, mobile experience, clean architecture, and proper implementation. Build foundations that support scale.
Product-led SEO creates competitive advantages. Features that make products better can also improve SEO. Public galleries, user-generated content, sharing features – build product with SEO benefits in mind.
Non-brand focus drives sustainable growth. Brand traffic comes from existing awareness. Non-brand captures new audiences. Prioritize content targeting people who do not yet know your product.
Build capabilities, not consultant dependency. Train internal teams. Create documentation and processes. Build self-sufficiency. Consultants can accelerate, but internal capability sustains success.
Services Delivered
- ✓Comprehensive Technical SEO Audit and Optimization
- ✓Cross-Team Integration and Process Development
- ✓Content Strategy and Framework Development
- ✓Use Case and Template Content Creation
- ✓Product-Led SEO Consultation
- ✓International SEO Implementation
- ✓Authority Building and Link Acquisition
- ✓Advanced Testing and Optimization
- ✓Team Training and Capability Building
- ✓Multi-Year Strategic Partnership
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