How Exceed Helped Yogaia 3x Organic Product Signups with Revenue-First SEO

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Yogaia, an online yoga and wellness platform, was right there. They were stuck with almost no search engine visibility in high-potential markets, and leads that just didn't convert.

This is the story of how we partnered with Yogaia to turn that around. In less than a year, we helped them 5x their organic traffic and more than double their product signups. We didn't chase vanity metrics. Instead, we built a revenue-first, bottom-up SEO strategy rooted in customer insight and relentless execution.

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Yogaia: The Starting Point

Yogaia is an online platform offering live and on-demand yoga and wellness classes, with instructors providing real-time feedback. Their product is built for users who want interactive, accessible wellness anywhere, anytime.

But for all its innovation, Yogaia was invisible to most of its ideal customers. In the US, UK, and Australia (the highest-potential markets), they weren't showing up for any meaningful searches. Their organic channel was an afterthought, with fragmented attempts at paid ads and partnerships failing to deliver high-quality leads.

Before we got started, here's what that looked like in the numbers:

• ~2,500 monthly organic visits
• ~750 organic keywords
• SEO was a side project, not a growth engine

As Kaisa, Yogaia's CEO, put it: "People who were actively searching for a platform like ours just couldn't find us. We were missing out on a lot of ready-to-buy customers."

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The Challenge: Why Traffic ≠ Revenue

Let's call it what it is: Most SaaS companies don't have a traffic problem. They have a revenue problem.

Yogaia's situation was textbook. They'd dabbled in PPC, tried a few partnerships, and published some broad, top-of-funnel content. The result? Plenty of noise, little signal.

Their site was also leaking technical SEO value. Despite having fewer than 50 live pages, Google was crawling thousands of URLs each month, including old, inactive subdomains. This wasted crawl budget and diluted their relevance for the pages that actually mattered.

In short, Yogaia was:

• Invisible for high-intent, product-related searches
• Attracting the wrong kind of traffic (low conversion, high bounce)
• Burning resources on paid campaigns and scattered content
  

This isn't unique to Yogaia. If you're running SaaS marketing, you've probably seen the same: lots of activity, but little to show in the pipeline.

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The Solution: Revenue-First, Bottom-Up SEO

We didn't promise Yogaia more traffic. We promised them more revenue. Here's how we delivered:

1. Technical SEO Cleanup: Fix the Foundation

First, we tackled the technical mess that was holding Yogaia back. Google was wasting time crawling thousands of irrelevant pages: old subdomains, test URLs, and legacy content that had long since lost value.

• Robots.txt Overhaul: We rewrote their robots.txt to disallow crawling of thousands of junk URLs, focusing Google's attention on the core 50 pages that actually drive business.
  
  
• Crawl Budget Optimization: By eliminating crawl waste, we made sure Googlebot spent its time where it mattered, increasing the odds of ranking for valuable queries.
  

This step is boring but essential. If your site is small but Google is crawling thousands of pages, you're paying an "SEO tax" you don't need to. Clean it up, and you give yourself a fighting chance.

2. Content Strategy: 80% BOFU/MOFU, 20% TOFU

Next, we built a content roadmap that prioritized high-intent, conversion-ready keywords. Forget "What is yoga?" explainer posts. Yogaia needed to show up for the searches that signaled real buying intent.

• BOFU List Posts: We created bottom-funnel articles like "best yoga app," "best online yoga classes," and "best yoga app for seniors." These are the pages that convert, plain and simple.
• MOFU Use Case Content: We added middle-funnel pieces targeting jobs-to-be-done and pain points: "yoga for hip pain," "yoga poses for stress relief," "stretches for lower back pain." This content meets searchers where they are, building trust and authority.
• Customer-Driven Topics: Every piece was grounded in real language from Yogaia's users and sales/support teams. We didn't guess at pain points. We listened for them.
  

This is the core of our "bottom-up" approach. Instead of chasing high-volume, broad keywords, we went after what actually drives signups and revenue.

The result? More qualified leads, shorter sales cycles, and a content engine that compounds over time.

3. Authority Building: High-Quality Backlinks and Mentions

Even the best content needs authority to rank. We ran targeted outreach to secure:

• Product mentions in trusted publications and high-intent listicles
• Backlinks from authoritative, niche-relevant sites
• Engagement in high-intent threads on platforms like Reddit and Quora
  

This isn't about vanity PR. It's about sending the right signals to both Google and real buyers: "This product is trusted, relevant, and worth checking out."

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Results: From Invisible to Irresistible

The numbers tell the story, but the impact goes deeper. Here's what happened after 12 months:

• Monthly Organic Traffic: 2,500 → 16,100+ (544% increase)
• Ranking Organic Keywords: 750 → 4,700 (526% increase)
• Monthly Organic Product Signups: +150%

But here's the kicker: It wasn't just traffic for traffic's sake. As Kaisa shared in her own words:

"Since we started working with Exceed, our organic visitors have jumped from around 3,000 a month to over 14,000 a month. And what's more important than the traffic is that a big chunk of that comes from product-related searches with strong buying intent. We are really seeing new signups, new customers, not just traffic. SEO is now one of our core channels, not an experiment." — Kaisa, CEO of Yogaia

SEO moved from being a side project to a core growth engine. And the quality of leads? Night and day. Instead of casual browsers, Yogaia was attracting buyers ready to sign up.

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Why This Worked: The Exceed Playbook

Let's break down why this approach delivered, and why it's repeatable for other SaaS companies:

1. Revenue-First, Not Traffic-First

We built Yogaia's SEO strategy backward from the outcome that mattered: revenue. That meant starting with buying intent, mapping out keyword clusters, and prioritizing content formats proven to drive action.

Most agencies chase traffic. We chase conversions. That's the difference.

2. Deep Customer Research

We didn't guess at what Yogaia's buyers cared about. We interviewed real users, sales reps, and support teams to uncover the exact pain points, objections, and triggers that drive action. Our content mirrored the language of the customer, no jargon, no fluff.

If your content doesn't "click" with buyers, it's probably because you're brainstorming in a vacuum. Listen first, write second.

3. Relentless Focus on BOFU/MOFU Content

Eighty percent of our content roadmap was dedicated to bottom- and middle-funnel topics. These are the pages that show up when buyers are ready to act. We left the "ultimate guide to yoga history" topics for someone else.

4. Authority and Trust Signals

We earned backlinks and product mentions from sites that matter: trusted publications, niche listicles, and community threads. This isn't about chasing every link. It's about building the kind of authority that both Google and buyers recognize.

5. Transparent, Collaborative Partnership

Yogaia's CEO called out our responsiveness and ease of communication. We set up a dedicated Slack channel, provided clear tracking dashboards, and acted as an extension of their team. No black-box reporting, no waiting months for results.

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Lessons for SaaS CMOs: What You Can Steal

If you're reading this as a SaaS marketing leader, here's what I'd take away:

• Stop obsessing over traffic volume. Start measuring pipeline, revenue, and customer growth.
• Prioritize bottom- and middle-funnel content tied to product categories, competitors, and real pain points.
• Invest in technical SEO hygiene. Crawl budget waste is real, even on small sites.
• Back up your content with real customer research. If you're not interviewing users and sales, you're missing the mark.
• Build authority deliberately. Product mentions and niche backlinks beat random PR every time.
• Treat your SEO partner as an extension of your team. The best results come from collaboration and transparency, not one-off projects.
  
  

Conclusion: SEO That Drives Revenue, Not Just Rankings

Yogaia's journey isn't a one-off. If you're a B2B SaaS company tired of traffic that doesn't convert, this is the playbook: revenue-first SEO, rooted in customer insight, executed with focus and discipline.

If you're ready to turn organic search into your most reliable growth channel, let's talk.