Case study · B2B SaaS · SEO Strategy & Content Production
How shifting from SEO metrics to business-relevant content changed what success looked like for airfocus
Client: airfocus · Lead: Jeff Meyer
Our role: commercial-intent content planning, legacy content audit and prioritisation, research, interviewing, writing and editing
The challenge
Strong rankings on questions nobody commercially valuable was asking
airfocus, a B2B SaaS company serving product teams, had already built a substantial organic search presence. Its website ranked well for a wide range of product management terms and attracted significant traffic.
But there was a problem: much of that traffic wasn’t commercially valuable.
Many of the highest-performing articles targeted broad informational searches, attracting students, junior practitioners and people looking for definitions or quick answers. The content was succeeding by traditional SEO measures, but it wasn’t necessarily reaching the senior product leaders airfocus wanted to engage.
The challenge wasn’t just to generate more traffic, but to attract the right audience.
Our approach
Combining SEO research with a journalistic eye for what matters
We helped airfocus move from a volume-led SEO strategy toward one centered on commercial relevance, subject-matter expertise and the specific challenges facing its ideal customer profile. Rather than choosing subjects primarily because they offered high search volume, we focused on the questions, problems and decisions faced by product leaders in larger organisations.
Interviewed product leaders and subject-matter experts, turning their experience into authoritative articles that went beyond generic advice
Developed content around real-world challenges: prioritization, product planning, stakeholder alignment, AI adoption, managing product organizations at scale
Conducted SEO, competitor and keyword-gap analysis with commercial intent as the filter
Reviewed airfocus's substantial library of existing articles, prioritizing updates based on potential to support commercial goals rather than current traffic
Aligned content with search intent, customer pain points and airfocus's evolving positioning
Explored emerging opportunities including Google Discover and AI search
The strategy evolved alongside the business and the search landscape, moving beyond traditional SEO toward a broader approach designed to build authority with the product leaders airfocus ultimately wanted to reach.
What this meant in practice
Rethinking what's worth publishing
The engagement included SEO and competitor analysis, commercial-intent content planning, expert interviews and thought leadership, long-form SEO articles and product-led content, legacy content audits and prioritisation, content updates aligned with new product positioning, proprietary research and research-led thought leadership, template and resource-led search content, internal and external linking opportunities, and analysis of organic traffic, attribution and conversion challenges.
But more importantly, it created a more rigorous framework for deciding what was worth publishing, which existing content deserved further investment, and how SEO, thought leadership and product positioning could work together.
The takeaway
Strategy beats volume every time
airfocus demonstrates what happens when you stop treating SEO as a ranking game and start treating it as a business tool. The work helped the company evolve its approach to organic content from one centered largely on rankings and traffic toward one focused more closely on audience relevance and commercial intent.
The challenge wasn't generating organic traffic. It was generating the right organic traffic. That distinction reshapes everything: what you write, who you write for, how you measure success, and what you do next.
“Jeff helped us move beyond simply generating SEO traffic and build a content strategy much more closely aligned with the product leaders we wanted to reach. He combined strong SEO and AEO thinking with excellent editorial judgment, proactively identifying opportunities and helping us adapt our content strategy as search and AI-driven discovery evolved. I’d happily recommend him to other B2B SaaS teams.”
— Jordan Gillott, Marketing Director at airfocus by Lucid
Strategy-first SEO for B2B SaaS
We start with your business goals and work backward to SEO. That means we think about commercial intent, audience relevance and positioning first, then use SEO research and content strategy to make it visible.