SEO content and topical authority for a B2B SaaS
A construction management platform was competing with well-funded, well-known tools for the same search terms. Rather than chase every keyword, we picked the category and built content to own it.
The challenge
Early content was written for homeowners, but the buyers were residential general contractors. Four established competitors held the category head terms, and the brand had too few third-party reviews to appear in software comparison grids.
What I worked on
Audience & intent
- Corrected the target from homeowners to residential GCs
- Mapped searches by job-to-be-done
- Commercial vs. informational intent split
Category strategy
- Targeted the core software-category head term
- Built a next-gen category angle competitors don't own
- Competitor gap review across 4 leaders
Content production
- Search Console analysis for quick wins
- Refresh plan for pages ranking on page 2
- Content sprint briefs with outlines and internal links
Off-page & AI search
- Review-platform plan grounded in live verification
- Comparison-grid eligibility targets
- Answer-ready sections for AI overviews
By the numbers
The content plan now points at the people who actually buy. Quick-win refreshes ship first because they pay back fastest; new category pages follow in sprints.
What I took from it
The most valuable SEO change on this account was not a keyword. It was correcting who the content was written for.
Need this kind of work on your site?
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