Head Of Marketing at Aimondo | Posts on B2B SaaS Marketing, consumer behaviour and product pricing

15+ years of experience in B2B, B2C, SaaS and eComm products marketing. 
💪 Action over procrastination. Build over wait. A/B tests over “best practices”. 
👍 I’m good for innovative goal-oriented teams aspiring for WOW results.

Ana Bibikova 🇺🇦

I helped a B2B SaaS startup in the project management niche acquire over 200 paying customers from SEO in six months.

Here's exactly how I do it for software companies and startups.

Before I proceed, the results speak for themselves:

➡️ Copysmith (AI copywriting tool): Drove 3,000+ user signups in just 7 months, and improved their search presence.

➡️ SweetProcess (SOP software): Currently redefining their SEO strategy, driving thousands of monthly signups from Google and ranking high for MoFu and BoFu keywords that actually convert.

➡️ OneCal (calendar sync software): Took them from zero to 40,000+ monthly visitors in six months. Dominated the first-page rankings for calendar-sync keywords.

Today, I run Your Content Mart, where my team and I help SaaS startups compete with goliaths in their niche. I've also shared my insights in publications like Moz, CoSchedule, G2, and Entrepreneur.

My Approach

After 7+ years in SaaS SEO, here's what I've learned: traffic without conversions is just expensive vanity metrics.

So, I focus on building SEO strategies that align with your business goals. That way, we not only drive traffic but also generate user signups, leads, and demo requests.

Here's how I make organic search drive signups, not just traffic, for SaaS startups:

✅ Deep user research - I become obsessed with understanding your ideal users, their pain points, and how they search for solutions like yours.

✅ Funnel-focused keyword strategy - Target keywords that map to every stage of your customer journey, from awareness to decision.

✅ Product-led content creation - Build content that naturally showcases your product while solving real user problems.

✅ Technical SEO foundation - Ensure your site architecture supports both user experience and search engine crawling.

✅ Conversion optimization - Every piece of content is designed to move visitors closer to becoming customers.

When I'm not obsessing over search rankings, I spend my time:

- Testing new AI tools that could change the game for myself and clients.
- Studying successful SaaS companies to understand their growth strategies.
- Exploring Africa's growing tech ecosystem and connecting with other entrepreneurs.

I'm currently taking on select SaaS startups that are serious about turning SEO into a sustainable growth channel.

Ready to transform your organic search strategy?

DM me or email shehu@yourcontentmart.co

AbdulGaniy Shehu

We updated this blog post on our website over the weekend.

48 hours after, it's cited as a top recommendation in Google's AI Overview for its main keyword.

This is what I think is happening, but before then, here's a quick background.

I wrote this post back in 2021-2022. 

Since then, I've not really had time to monitor its rankings or make any changes to the content.

As part of the refresh process, we removed some sections, added new and relevant ones, and included relevant examples.

For example, when I wrote the post, Answer Engine Optimization wasn't a thing.

Now that it's a core part of content marketing, we added a section on it.

Another thing we included is a one-sentence TL;DR of the entire blog post immediately after the table of contents.

It's still the early days of the refresh, and we're still monitoring the SERPs and AI tools to understand exactly what is happening behind the scenes.

Will share more in the coming weeks and months.

Kudos to the entire team, especially our Content Manager Jelilat and Content Writer Jesutofunmi, for an impressive job.

Quick gut check: Does your content answer the main question in the first 100 words?

A) Yes, answer upfront
B) No, context first

Drop your answers below.

And if you want a team that's actively experimenting with AI search (not just talking about it), let's chat.

#saas #seo

Shehu AbdulGaniy

SEO & AEO Strategist for B2B SaaS Companies | Founder @ Your Content Mart

"Nobody would even open my email."

That was what I thought when I hit send on the newsletter I sent to my subscribers late yesterday.

Surprisingly, as of the time of writing this, about 40 people have opened and read it.

Which is a big deal, considering it's been more than a year since I last emailed.

Moving forward...

Every Thursday, I'll share one unique insight with my subscribers about everything I'm learning and implementing in SEO, AI Search, Content Marketing, and many more.

Want to join?

Click the link in the comment section below, and I'll see you on the other side.

#saas #seo

Here is an underrated SEO strategy you can implement for your B2B SaaS brand.

Especially if you’re struggling to drive user signups.

Building free tools.

Some examples that I like:

- HubSpot -> Website Grader
- CoSchedule -> Headline Analyzer
- Signaturely -> Online Signature Maker
- Ahrefs -> Backlink Checker
- Taplio -> LinkedIn Video Downloader

Which SaaS company excels at using free tools as an SEO strategy?

Kindly include them below.

#saas #seo

Most content teams chase "best," "alternatives," and "versus" keywords.

They completely overlook "how to."

Looking back at how we helped OneCal compete with VC-backed companies on Google & AI search, the pattern was clear:

We prioritized jobs-to-be-done keywords that everyone else ignored like:

-> "How to sync Outlook with Google Calendar." 
->  "How to block time on Google Calendar." 
->  "How to sync Outlook calendar with Apple Calendar."

No massive search volumes. No fierce competition from established players.

Here's why this matters right now:

Most teams think "how to" keywords are informational; low intent, educational content that doesn't convert.

They're wrong.

These searchers know they have a problem. They're actively looking for a solution. They just haven't discovered your product yet.

Truth is, most content teams are optimizing for the wrong awareness stage. 

They're targeting people who aren't ready to buy yet.

I broke down what to do instead in the carousel, with industry conversion benchmarks, and the intent signals most teams miss.

Swipe through if you want to stop chasing traffic and start targeting keywords that actually convert.

Which awareness stage does most of your content target right now?

#saas #seo

Founder @ Your Content Mart | SEO & AEO for B2B SaaS Companies

How To Identify Keywords That Actually Drives Signups

Most people think you need expensive surveys and big teams to create original research.

You don't.

I spent time analyzing how companies like Ahrefs, Gong, and Backlinko create research that gets cited everywhere. 

Here's what I observed:

They used data they already had.

-> Ahrefs: 17 million AI citations from their own crawl data. 
-> Gong: 326K sales calls already recorded. 
-> Backlinko: 11.8 million Google search results.

Here's why this matters right now:

AI tools are constantly looking for sources to cite. And they prefer content that adds something new, information that doesn't exist anywhere else.

If everyone's publishing the same advice, AI has no reason to cite you. So, original research is your way in.

Truth is, you probably already have the data to create it. You just need to know which method best fits your situation.

I broke down 5 methods in the carousel, each with a real-world example from a company.

Let me know the one you'll be starting with for your SaaS brand.

#saas #seo

How To Create Original Research For Your SaaS Startup

The real opportunity with AI search is to show up everywhere your prospects search, whether that's Google, ChatGPT, Gemini, Perplexity, or Claude.

If you rank well on Google for the "right keywords", chances are that AI tools will cite you.

But ranking isn't enough on its own. The content structure matters.

AI tools typically cite content that's specific, addresses real problems, uses relevant examples, and provides clear answers.

There's also what happens off your site. According to AirOps, nearly 90% of brand mentions in AI tools come from third-party content, such as comparison posts, listicles, and industry roundups.

If you're a B2B SaaS founder ready to get serious about SEO and AI search, happy to chat.

#saas #seo

I think the core issue with SEO right now is this:

Most Marketers and Founders still see it as a traffic acquisition channel, not a customer acquisition channel.

And I'm talking about both agencies and clients.

A lot of agencies believe that if they're driving more traffic, their job is done. 

Many clients feel the same way; if more people are visiting the website and more people know what the company does, the agency must be doing well.

Here's an example:

HubSpot used to target keywords like "How to Type the Shrug Emoji" and "Famous Quotes." These are high-volume keywords with hundreds of thousands searches per month.

But HubSpot is a CRM software.

Are people searching for how to type emojis or looking for famous quotes actually interested in a CRM? Of course not.

Now, some SEOs will argue: it's not always about signups. Sometimes you just want people to know about you.

That might work for HubSpot. But for a startup that's actually conscious about how they spend their SEO budget? That doesn't make sense.

If you’re a B2B SaaS company investing in SEO, one question you should always ask your in-house team or agency is “how exactly do these keywords tie into our business?”

A great example of this in action is Ahrefs. 

They've crossed $100M ARR, and you rarely see them publish content where they can't naturally mention Ahrefs in it. They're focused on keywords that actually connect to their product.

Not just "how much traffic will this get us?" but "what's the strategy here? Why are we targeting this keyword? How does this translate into business for us?"

Because if the only answer is "it'll drive traffic," you might be paying for vanity metrics.

What's the most disconnected keyword you've seen a SaaS company target?

#saas #seo

Honest question for B2B SaaS marketers and founders:

Your content team just pitched two article ideas:

📰 Article A: "What is Marketing Automation?"
-> Could get 5,000 visits/month
-> Estimated 1-2% signup rate
-> Potential: 50-100 signups

🎯 Article B: "Best Marketing Automation Software for SaaS Startups."
-> Could get 400 visits/month
-> Estimated 12-15% signup rate
-> Potential: 48-60 signups

Which one would you prioritize?

Drop your reasoning below. 

You can also tell me which one your in-house team/agency would recommend (and why).

#saas #seo

Which of the articles would you prioritize?

Should we publish comparison pages on our website?

This is one of the most common questions I get from Founders.

You see, I've had clients who were attracting thousands of visitors from Google every month but struggling to acquire user signups.

Then we added comparison posts to their websites. 

And within a few months, they were driving hundreds of signups per month from organic search.

Here is why this typically happens:

When someone searches "what is email marketing," they're likely looking to learn. They might not even have a problem they're trying to solve yet.

But when someone searches "Mailchimp vs ActiveCampaign," they already know what email marketing tools are and have decided to buy one. They're just trying to figure out the specific one to go for.

In this case, you're not convincing them they need a solution. You're showing them why yours is the right choice.

That shift in intent changes everything.

Most B2B SaaS companies probably have one competitor comparison page, if they're thinking about it at all.

Meanwhile, every competitor you have is a comparison opportunity.

The truth is, someone is searching for "[Your Competitor] alternatives" right now. If you don't have a page targeting that, you're invisible to them.

And here's what I've noticed: these keywords typically have zero or low search volume. So bigger competitors don't always prioritize them. Even when they do, they don't always create great content for them.

Which means even smaller startups can rank and compete.

Another thing comparison pages let you do is to actually show your product.

You can use screenshots. Walk through specific features. Show exactly how you handle a use case compared to how your competitor does it.

That level of detail doesn't fit in a general guide. But it's exactly what someone comparing tools needs to see.

Finally, if you’re not creating comparison pages on your website, you’re giving someone else (either a review site, random blogger, or competitor) the power to control the narrative about your product.

You can't determine what they write. And if it's wrong, that's exactly what AI tools and Google will cite about you.

#saas #seo

"Many new users said they found our software through AI tools."

This was what a Founder told me some weeks ago.

So, what exactly are we doing to help them drive traffic from ChatGPT, Gemini, Claude, and many more?

Here is the short answer… 

We focus on three fundamentals of SEO.

Let’s go after each one.

1. Target the right keywords

For this client, we primarily identify keyword opportunities to sell their software as a solution to the searcher’s problems.

So, if a keyword isn’t relevant to the business, we do not prioritize it.

2. Create helpful content

We create high-converting content briefs that show writers how to position the content to solve the searcher’s problems.

Specifically, we recommend that writers focus on these non-negotiables:

-> Nail the search intent
-> Use the correct heading structure (H1, H2, H3, etc.)
-> Format the content using screenshots, tables, and custom images.
-> Show how the tool solves a specific pain point
-> Use specific and relevant examples
-> Showcase relevant case studies from other customers.

3. Build relevant backlinks consistently

Backlinks might not always be necessary to rank high on Google or get cited by AI tools.

That said, you’re better off building backlinks than not doing so.

For this client, we have a system in place that helps them build backlinks on an ongoing basis.

To wrap things up:

As a B2B SaaS company, having a solid SEO strategy will help you rank high on Google and also get cited by AI tools.

#saas #seo

Last week, Profound raised $96M at a $1B valuation.

For context, the company helps brands track and optimize for AI search engines like ChatGPT and Perplexity.

When I first saw the news, I honestly felt the valuation was outrageous.

Considering that Semrush, an 18-year-old SEO platform, was recently sold for around $1.9B.

But I guess the market dictates how companies are valued.

And whether or not the valuation makes sense, this is massive market validation.

When a company focused purely on Answer Engine Optimization gets funded at a unicorn valuation, it's not a trend anymore. It's the market telling you where things are going.

This buttresses my point that AI search is changing how people discover products, evaluate solutions, and make buying decisions.

Now the money is flowing in that direction.

But here's what's interesting.

Glen Allsopp recently analyzed how public companies talked about organic and AI search on their earnings calls. The responses are split.

Some companies like Articore Group and Ziff Davis are seeing traffic declines and calling it a headwind.

Others, like CarGurus, Etsy, and ZipRecruiter, are seeing AI traffic convert at higher rates than traditional search and are calling it an opportunity.

Same shift. Different results.

Glen put it well: "I think companies are growing more optimistic about AI search... Certain businesses will have much more opportunity here than others. But increasing conversion rates certainly help with some of the traffic loss."

For me, I believe the difference comes down to strategy.

Companies that are still optimizing for traditional SEO and hoping AI search goes away will most likely struggle.

That said, brands that are building for AI-native distribution will likely win in the long run.

And for startups especially, this is a massive opportunity.

While bigger companies are still figuring out their AI search strategy, there's a window for companies that move fast and position early.

#saas #seo #aeo

"It worked until it didn't."

That was how a user of an automated AI content tool summed up his experience on an X thread I came across recently.

According to him, traffic had been growing, and rankings were climbing.

Then the recent Google core update hit, and everything tanked.

Here's another validation that caught my attention...

SE Ranking actually tested this at scale. They published 2,000 AI-generated articles across 20 brand-new websites.

The early results looked great. 

8 sites ranking for 1,000+ keywords each. Over 122,000 impressions in the first month.

Then, on February 3, 2025, every single site lost all traction.

In tomorrow's issue of The SaaS SEO Insights newsletter, I break down:

→ What SE Ranking's experiment reveals about the real cost of autopilot content 
→ Why the early data is misleading (and why that's dangerous) 
→ 4 ways to use AI for content that actually ranks long term

This one is important if you're a B2B SaaS company competing against bigger players with more domain authority.

Link to sign up in the comments 👇

I pulled Semrush data for 5 popular software keywords and looked at who's actually ranking in the top 10.

What I found surprised me.

For "project management software," only 3 of the top 10 results are actual PM tools.

The other 7? 

An informational site. An agile certification body. A software recommendation platform. And Zapier ranking with a blog post.

For "email marketing software," the top 2 results are comparison sites that don't sell email marketing software.

And here's the part nobody is talking about: G2 and Capterra aren't even in the top 10 for any of these keywords. 

You know who is?

Reddit.

Reddit is outranking both the major review platforms and many of the actual products.

I broke down all five keywords in this week's issue of The SaaS SEO Insights newsletter, including what this means for B2B SaaS companies building their SEO strategy right now.

New issue drops today at 12 PM EST.

Subscribe below so you don't miss it.

#saas #seo

In my early days as a Freelance Writer, I followed the skyscraper technique religiously.

The playbook was simple:

-> Target a high-volume keyword.
-> Analyze the top 20 pages ranking for it.
-> Write something way better than everything else.
-> Make it longer, add more images and videos.
-> Outrank the competition on Google.

I also followed another "best practice". Never mention your product in blog posts, even when it's relevant.

The thinking was that if you add enough value, readers will decide on their own to try your software.

Sounds logical, right?

Everything changed when I came across Tim Soulo's "Blogging for Business" course.

Tim emphasized that SEO isn't just about driving traffic from Google. It's about generating signups and paying customers.

He highlighted Ahrefs' approach to keyword selection: focusing on "Business Potential" rather than just "Traffic Potential."

He also shared how Ahrefs won't publish a blog post unless there's a clear product tie-in.

That was when I realized I'd been treating SEO as a traffic acquisition channel when it's actually a customer acquisition channel.

Today, instead of chasing high-volume keywords that might be irrelevant to the business, my agency (Your Content Mart) targets specific high-intent keywords for clients that attract the right customers even if the search volume is low.

And every blog post we publish is a mini demo of their tool, showing exactly how it works and what problems it solves.

#saas #seo

“I built an AI agent to automate my entire content writing process.”

You might have come across statements like this on LinkedIn.

Of course, I agree that AI tools keep getting better. I use Claude every day and I’m always surprised by its capabilities each time.

I’ve built several SEO workflows and internal tools with it, which have made my work and life easier.

That said, I think it’s a huge mistake to believe that AI can produce great content on its own.

You need a human in the loop if you’re using AI to generate content, even if you invest time and resources to generate the best prompts and skills.

Without it, you might be hugely disappointed by the content it produces.

It's that human touch that ensures the content is accurate, relevant, and engaging.

Of course, AI can significantly speed up your content creation process and help you execute faster.

That said, to get the best results from using it, treat it as a co-pilot, and don’t rely on it entirely to execute on its own.

#saas #seo

To win long-term in AI search, don’t follow everything you read online. 

Instead, embrace experimentation and testing to gain a deeper understanding of what works and what doesn't.

Here's a research exercise that always surprises clients:

We speak with their customer support and sales teams and ask: "What do customers say they compared us to before choosing us?"

The answers are never what the client expected.

There's an example from Scribe I shared recently that illustrates this perfectly. 

They're a process documentation tool, and you'd assume they only compete with other process documentation software. Yet, when they asked their customers, they found out people were comparing them to Google Docs.

Not a dedicated tool. Google Docs.

That changes everything about how you should position yourself and what comparison content you need to create.

Most companies don't do this exercise because they underestimate what their customers know. They think customers don't really understand the industry or the competitive landscape.

But customers know exactly what they're comparing. They just might not be comparing you to who you think they are.

Your sales team has this information. Your customer support team also has it. 

They hear things like this all the time in conversations.

"We were using [X] before" or "We were deciding between you and [Y]."

That data is sitting right there.

If I may ask, have you actually asked your customer support or sales team which competitors your customers compared you to before choosing you?

If yes, did the answers surprise you?

If no, what did you discover?

Drop a comment below to let me know.

#saas #seo

There are marketers who say you shouldn't list your own tool as number one on an alternative post.

I disagree.

I don't see anything wrong with putting your tool first. Especially if it's a keyword targeting one of your direct competitors, and you focus more on how you're different.

The only requirement is that you should be honest while doing it.

Truth is, the goal of comparison pages isn't just to rank on Google or get cited by AI tools. It is to convert visitors into signups.

And B2B readers are smart.

They can tell when you're being promotional versus when you're being objective. If your comparison page reads like a sales pitch where you're perfect at all features and your competitors aren't, they'll most likely stop reading.

So when I work with clients on comparison content, here's what I tell them:

Focus on your tool and explain what it does. Show why it's differentiated. Use screenshots. Walk through features. Shine a light on what makes you better.

That said, acknowledge where your competitors are stronger, have features you don't, shine more than you do.

When you do that, you're giving the reader the power to make their own decision and not forcing them to choose your tool. 

You're simply saying: "Here's our tool, here's what it does, here's why you should choose us. And here are our competitors, here's where they're better."

That honesty builds trust.

And here's what happens: if someone reads your comparison page and realizes your tool isn't the best fit for them, they'll leave.

The people who decided to stay have self-selected. They've read an honest assessment and decided you're the right choice for their use case.

This is why in-depth research matters. Your freelance writers or in-house content team need to understand your tool deeply. 

They also need to understand your competitors.

They should use their tool if possible. Read G2 reviews. Check what people say on Reddit. Figure out where they actually shine.

This is because if you don't know where your competitors are better, you can't write an honest comparison. And if your comparison isn't honest, smart readers won't trust it.

What do you think? 

Should comparison pages be neutral, or is it fine to favor your own product as long as you're honest?

#saas #seo

GEO, AEO, and AI search are dominating the feed these days.

B2B SaaS companies are asking: "Should we adapt our strategy for these?"

The short answer is Yes.

But here's the thing: don't overcomplicate it.

Truth is, the fundamentals of solving the searcher's problem haven’t changed.

Whether someone finds you through Google, ChatGPT, or Perplexity, they're looking for an answer to a specific pain point.

Your content should address that problem and show how your product solves it. 

If you're a CRM, don't just explain "what is lead scoring", show how your tool's lead scoring system prevents sales teams from wasting time on cold prospects.

While new channels always emerge, the fundamentals stay the same.

Instead of chasing every acronym, build content that solves real problems. 

That would always be important irrespective of what happens.

#saas #seo

Quick question for content teams:

You're refreshing a blog post that's 8 months old. 

It's ranking well, but citations have dropped off.

What will be your top priority to improve rankings on Google and citations in AI tools?

Drop your reasons below.

What will you update first in a blog post?

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