Exceed

This was an experiment for 9 months. I had always wanted to explore a specialised SEO role. And I got the opportunity with this Swedish SEO agency working on a fintech B2B accounts receivable SaaS brand called Chaser.

Problem

Chaser had built a content strategy almost entirely around informational keywords. When Google rolled out AI Overviews in 2025, those pages lost traffic because users no longer needed to click through. Their clicks got cut in half and subsequent core updates made things worse.

On top of that, Chaser had almost zero BOFU content, so they were completely absent from the high-intent searches where buyers were actually making purchase decisions, and invisible to ChatGPT and other LLMs as a result.

What I did

I came in during the height of the decline and helped stabilize and reposition the entire content strategy.

• I helped conduct a full internal link audit to fix structural SEO gaps
• I updated and pruned existing thin content to rebuild site-wide quality signals.
• Realigned the keyword strategy away from low-intent informational topics toward demand-capture keywords tied to Chaser's core product value.
• Built a 9-month BOFU content sprint framework (3 months rolling basis), comparison articles, alternatives pages, and category roundups, designed to capture high-intent buyers and get Chaser cited in AI search.

Results

BOFU keyword visibility grew steadily month over month and quarter over quarter. By April 2026, overall clicks showed a 13–14% week-on-week increase, the first confirmed sign of reversing the traffic decline.

The internal link audit helped as a key lever that helped to compound those gains further.

I also worked on over 20 content updates that led to reversals in traffic drop while keeping the target articles on page 1.