Grow and Convert

Content Strategist

Writer

Key Level Marketing

Consulting in search-led content marketing for B2B brands, to increase their organic search visibility and brand authority.

Exit Five

Member

TextLogic

Consulting in technical and marketing communication, with emphasis on content marketing, customer engagement, social business, information design, and content management.

Consultant

Augmented Reality for Enterprise Alliance

The Augmented Reality for Enterprise Alliance (AREA) is a global non-profit, member-based organization dedicated to widespread adoption of interoperable AR-enabled enterprise systems.

Content Manager

Business Analyst

𝐃𝐨𝐞𝐬 𝐲𝐨𝐮𝐫 𝐰𝐞𝐛𝐬𝐢𝐭𝐞 𝐝𝐫𝐢𝐯𝐞 𝐭𝐫𝐚𝐟𝐟𝐢𝐜 𝐛𝐮𝐭 𝐥𝐢𝐭𝐭𝐥𝐞 𝐩𝐢𝐩𝐞𝐥𝐢𝐧𝐞?

Most companies that actively pursue an SEO strategy eventually become successful getting traffic, but the quality of their pipeline remains low.

They write top-of-funnel content that educates visitors, and that hopefully will generate demand for their products or services.

This strategy attracts visitors who may or may not be pain aware. But few, if any, will be actively seeking a solution.

➤ 𝐖𝐞 𝐭𝐮𝐫𝐧 𝐲𝐨𝐮𝐫 𝐰𝐞𝐛𝐬𝐢𝐭𝐞 𝐢𝐧𝐭𝐨 𝐚 𝐬𝐨𝐮𝐫𝐜𝐞 𝐨𝐟 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐠𝐫𝐨𝐰𝐭𝐡 𝐛𝐲 𝐩𝐫𝐢𝐨𝐫𝐢𝐭𝐢𝐳𝐢𝐧𝐠 𝐚𝐧𝐝 𝐰𝐫𝐢𝐭𝐢𝐧𝐠 𝐨𝐧 𝐁𝐎𝐅𝐔 𝐭𝐨𝐩𝐢𝐜𝐬.

Your website is your owned media, so why not use it to capture demand from prospects who are ready to buy?

𝐖𝐡𝐚𝐭 𝐖𝐞 𝐃𝐨:

• We research your ICP to understand their pain points and needs.
• Based on this research, we devise a content strategy tailor-made to your industry, business, and product.
• We write long-form content in your voice and that of your prospects', in the language of your industry.

𝐁𝐞𝐧𝐞𝐟𝐢𝐭𝐬 𝐨𝐟 𝐜𝐚𝐩𝐭𝐮𝐫𝐢𝐧𝐠 𝐝𝐞𝐦𝐚𝐧𝐝 𝐟𝐫𝐨𝐦 𝐩𝐫𝐨𝐬𝐩𝐞𝐜𝐭𝐬 𝐰𝐡𝐨 𝐚𝐫𝐞 𝐫𝐞𝐚𝐝𝐲 𝐭𝐨  𝐛𝐮𝐲:

• A successful blog post can rank on the first page of search for years, without further need to update it. Contrast this with social media posts, which may bring short-term referral spikes, but disappear over time.
• A regular publishing schedule makes your blog a true business asset, bringing compounding growth in high-quality leads.
• Attracting those prospects who are currently deciding which solution to buy provides higher content ROI and generally shorter sales cycles than TOFU content.

𝐆𝐫𝐞𝐠 𝐁𝐚𝐛𝐛
Content marketing and SEO expert with over two decades of experience creating content for B2B companies. Worked in software startups and in enterprise-level organizations in industries such as finance, air navigation, telecommunication, and sports.

𝐑𝐞𝐚𝐝𝐲 𝐭𝐨 𝐓𝐚𝐥𝐤?
Book a meeting with me at the top of this page.

Greg Babb

EMGI Group

Founder and SEO Nerd

We Build Relevant DR70+ Backlinks For SaaS, Marketing, Tech, and AI Companies | SEO Consultant | DesignRush Top 10 Digital Marketing Agency

Less than 3 years ago I started a blog about marketing in an attempt to make some cash.

All I had was a plan to get 50k monthly readers. Calculations told me this would provide a $10k monthly income. To get there I had to master SEO and affiliate marketing.

In the first year of my journey, I wrote approximately half a million words of ruthlessly optimized SEO content, based on all the on-page SEO best practices I had learned about.

It was time-consuming and the content I was writing was struggling to gain traction in the search engines. UNTIL, a new algorithm update was released, and then, I started to see the fruits of my labor.

After several months of low rankings and little traffic, two of my blog posts started bringing in 10k visitors and I started making some money from the blog. Progress at last...

Then, EVERYTHING changed. I learned about link-building and the incredible impact it had on other blogs in terms of their traffic and income. I was inspired by blogs like Adam Enfroy that had made millions.

Why were these blogs able to achieve such success?

Simple. Backlinks.

Information online that says Google doesn't use backlinks as a ranking factor is so wrong.

The largest businesses in the world are building links. From law firms to insurance companies, to new SaaS companies.

Good Backlinks = Results

Alongside making this SEO revelation I was also writing guest posts for my blog. I was sending out 20 personalized pitches a day to large companies for guest post opportunities.

I like the phrase...

"If you hang around the barber shop long enough, sooner or later you're going to get a haircut".

And I did get a haircut... VentureBeat loved my pitch and asked me to write a draft of my article titled. 

"AI copywriting is it revolutionary, or rubbish".

The article was written way before the release of ChatGPT, and in my thought leadership piece, I predicted a huge transformation to take place in the content production space. This piece is what enabled me to get my first SEO clients (generative AI companies who loved reading the piece).

From here, EMGI was born. I realized I much preferred helping great businesses with their SEO than trying to grow an educational blog.

Since then I have worked with several 7-8 figure SaaS companies offering a specialist link-building service.

Helped one client increase organic traffic by 100k . Helped another see a 300% increase in keyword rankings. And helped several of them to smash their MRR targets consistently.

We're growing fast and we are ranked as a Top 10 Marketing Agency by DesignRush!

Matt Emgi

Quick SEO Check-Up: Hex

(3-minute analysis for SaaS founders & marketers looking to scale search visibility)

Hex is an impressive product... deeply technical, sharp UX, and already trusted by buyers.

But even with a DR72 and 13k+ monthly organic clicks, there’s a massive opportunity gap they could close fast.

Here’s what I found in a quick Ahrefs audit 👇

✅ What’s working:

- Clear product pages and solid UX = strong conversion potential
- Ranking #1 for collaborative analytics platform and strong data viz keywords
- Backlinks from high-DR, relevant sources like 365 Data Science and Sakoda

⚠️ Where they’re leaving growth on the table:

- SEO competitors like FOSSLight are pulling 10x the traffic value ($150k/mo vs $5k/mo)
- Vast majority links use branded anchors... very natural, but there’s room for more keyword-driven anchor text targeting commercial pages
- Huge potential in expanding use case content targeting high-CPC search terms like financial data software.

What I’d recommend:

- Build link velocity to commercial pages with strategic anchors
- Map competitors’ top converting keywords via CPC & backlink overlap
- Double down on use-case-driven SEO to bring more qualified traffic into the funnel

If you want me to look at your site next, comment, or DM me :)

I help SaaS companies and e-commerce brands, be visible in the places where visibility drives revenue | Founder @ EMGI Group | Link Building & Digital PR

If your SaaS has product–market fit, but organic traffic still isn’t working…
This is exactly when link building becomes essential.

The right backlinks make the difference.

With the right strategy.
Targeting the right pages.

Manyyyy agencies sell decent links.

We differentiate by deploying a strategy based on competitor analysis, ROI-focused targeting, and a system that scales.

That's why we get the results and testimonials we have (check the EMGI Group website)

So, iff you want me to look at your top 1–2 competitors, map their backlink strategy, and show you how to beat them. DM me or comment here and I’ll walk you through it.

Statsig: What a Winning SaaS SEO Strategy Looks Like...

Just did a 4-minute breakdow of Statsig "the one-stop data platform for product teams" and it’s one of the strongest SaaS SEO setups I’ve seen recently.

Here’s what’s working, and where there’s still more opportunity 👇

✅ What they’re doing right:
Ranking across multiple verticals (A/B testing, feature flags, product analytics)
Strong DR72 with 2.6k+ referring domains
Pulling in ~$65k/mo in traffic value — that’s ~$750k/year of free acquisition

Their content mix is especially sharp:

1. Comparison pages (e.g. "Amplitude vs Mixpanel") that capture bottom-of-funnel intent
2. Perspective pages that drive traffic and build topical authority
3. Smart use of product + solution pages targeting industry terms

⚠️Where they could grow faster:

1. More keyword-driven anchor text in backlinks
2. Link building to specific high-CPC pages (those with commercial intent)
3. Studying and replicating patterns from giants like Amplitude — who have 5x the traffic value and a deeper content moat

Statsig shows what’s possible when product + SEO + link strategy align.

But even at this level, there’s room to grow... especially as AI-first search shifts the narrative even more from keywords to authority. Being authoritative means being visible...

What else would you like to see in this breakdown?

🔍 New Mini-Series: 3-Minute SEO Teardowns for SaaS & B2B Brands

Most companies don't look at their own backlink profile.
They don’t analyse what’s driving rankings, where their brand signals are coming from, or how competitors are stacking traffic.

So I’m starting something new... quick and basic video breakdowns that give real, usable SEO insights in <5 minutes.

🎥 Episode 1: Traba

They’re ranking on page 1 in the US for high-intent keywords like industrial staffing... not easy.

Their traffic is solid (2.5k/mo), DR43, with backlinks from names like 20VC and 11 Labs.

✅ But there’s clear room to grow:
More links to product/service pages
Stronger anchors tied to commercial intent
Deeper analysis of what competitors are doing with link velocity and content structure

Quick SEO Breakdown: Ambience Healthcare
(<5 min audit...  new content series for SaaS & healthtech teams)

This is a company I’ve never worked with before... but the opportunity here is present. 

Ambience is already doing a lot right:

- Great UX and clear conversion paths
- Page 1 rankings for keywords like “healthcare documentation software”
- Strong branded search volume... showing trust and visibility

They’re at ~2.3k monthly traffic, mostly US-based + it’s worth ~$2.5k/mo in traffic value.

But here’s where it gets interesting…

...Their competitors are pulling in $20k–$300k+ in monthly SEO value, and ranking for broader commercial terms like clinical dictation software and AI note-taking for doctors.

👉 The play?

1. Create more use-case driven content
2. Build intentional backlinks to commercial pages
3. Use more keyword-specific anchor text to move beyond branded visibility and dominate conversion-heavy SERPs

If you run SEO or marketing at a healthtech or SaaS company... I’m doing more of these short teardown videos.

Want me to analyze your site next?

Comment “do mine” or DM!

FreeAgent is a dominant player in UK accounting software, pulling in over 1.5 million organic visits per year, and ranking for huge intent terms like:

- Self-employed accounting software
- Best accounting software UK
- Making tax digital (upcoming UK specific legislation)

But in under 5 minutes on Ahrefs, I spotted some clear SEO leverage points that could help reduce paid ad spend and boost market share.

What’s working:

- Excellent UK keyword coverage
- Great guides that funnel users (e.g. VAT number, bank reconciliation)
- Strong branded search and backlinks from GoForma, Spendesk, Xero mentions

What isn't optimal missing:

- $60k+/mo in paid traffic spend 
- Untapped mid-funnel terms like freelance contractor software (just one example I explain)
- Pages that could rank better with links + KW anchors
- Signs of US market expansion, but missing content + link support

Competitors like Xero, QuickBooks, and Sage are pulling in much more traffic, and yes this is largely down to hge authority and revenue gaps, but also they are ranking for niche intent terms where FreeAgent could win with the right pages and links.

These would be logical targets for me.

With AI search prioritising brands, pages with strong link signals will win.
The hype is now about being included in AI-generated answers. Yes, this is important, but the research is pointing at link building being that key.

Our Financial Cents link building case study is interesting… not just because of the results, but because of what it says about SaaS link building right now.

Helping to contribute to 100% traffic increase.
14k → 28k monthly organic.
Traffic value hitting $65k/month (over $700k a year).
All from roughly $10k invested.

That’s not “normal”… but it tells us three important things about the current state of SaaS SEO:

1. Authority compounds faster than content

Financial Cents didn’t publish 50 new blogs.
They strengthened the authority of the pages that already mattered.
In SaaS niches with high CPCs and heavy competition, strong links move the needle faster than more content ever will.

2. Commercial URLs are the real leverage

Everyone builds links to top-of-funnel content.
But the pages that skyrocketed here?
CRM pages, accounting templates, practice management terms.
High intent. High value. Directly tied to revenue.
SaaS companies often underestimate how much ROI sits in just a few URLs.

3. “Smaller packages” doesn’t mean no results

Of course, bigger budgets unlock greater scale and volume. But...

If the page target strategy is clear and the links being built are genuinely relevant and authoritative, SaaS brands can generate meaningful outcomes without enterprise budgets.

The bigger lesson?

SEO in 2025 isn’t about out-publishing the market. It’s about being a real brand presence, across multiple channels.

The same way high engagement and big follower bases is key for social media, authority enables that same visibility for SEO.

And in high-value SaaS categories like finance, where a single SERP position can mean tens of thousands in annual traffic value, the brands that combine solid SEO foundations with focused link acquisition will continue to win.

taplio

The Battle

Greg Babb

Matt Emgi

Followers

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Performance ScoreMatt Emgi's LinkedIn Performance

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taplio

The Battle

Greg Babb

Matt Emgi

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Matt Emgi's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreMatt Emgi's LinkedIn Performance