Industry · CRM
SEO for CRM companies competing in the hardest category in B2B software.
The head terms are owned by Salesforce, HubSpot, and review aggregators with a decade of link equity. We build CRM SEO strategies that win the fights you can actually win — and ignore the ones you can't.
The CRM problem
Generic SaaS SEO doesn't survive contact with the CRM category.
You publish "10 Features of a Great CRM" and rank position 47 — behind G2, Capterra, HubSpot's blog, Salesforce's resource center, and a Forbes Advisor article written by someone who's never closed a deal. Sound familiar?
The head terms are gone
Salesforce and HubSpot have owned "CRM software," "best CRM," and every variation since before half your product team joined the company. No content calendar, however smart, out-muscles a decade of DR 90+ link equity in year one. Fighting them head-on is how agencies burn your retainer with nothing to show for it.
Aggregators intercept your buyers
G2, Capterra, and TrustRadius sit on top of the SERPs for every meaningful comparison query in CRM. If your strategy ignores them — or worse, tries to fight them — you're leaving qualified intent on the table for competitors who took the time to optimize their category placement and review velocity.
Most agencies run the same playbook anyway
Pick keywords. Write long posts. Build some links. Repeat. That playbook was fine in 2016, and it still works in low-competition SaaS. In CRM, it produces a flat traffic graph and a renewal conversation you don't want to have.
What we do differently in CRM
Three bets that actually move pipeline for CRM SaaS.
Bet 01
Win the long tail before fighting for the head
The top 20 CRM keywords are unwinnable for a DR 30 site in year one. The next 2,000 — "[industry] CRM for [team size]," "[competitor] alternative for [use case]," "CRM with [specific feature] integration" — are wide open, higher in intent, and almost entirely ignored by incumbents. We build keyword strategies around winnable fights, and let the head terms come later as a byproduct of earned authority.
Bet 02
Take aggregators seriously as a channel
G2, Capterra, and TrustRadius aren't going anywhere, and pretending they don't exist is how you lose. We help you get properly positioned inside those pages — category placement, review velocity, schema alignment — while simultaneously building the direct-brand demand that lets buyers bypass aggregators and come straight to you.
Bet 03
Comparison and alternative pages, built systematically
Close to half of high-intent organic traffic in CRM flows through "vs" and "alternative" queries. These are the single most underbuilt asset on most CRM SaaS sites — usually one apologetic comparison page buried three clicks deep, if that. We build them methodically, write them for the skeptical buyer, and optimize them to actually convert. Not just rank.
CRM SEO benchmarks
What it looks like when CRM SEO actually works.
32 points
DR gain for our benchmark CRM client in 14 months.
4.2x
Organic signups lift across 10 months of engagement.
62%
Of new demo requests now originating from organic search.
How a CRM engagement runs
Built for CRM search reality from day one.
Audit and CRM competitive teardown
First month: technical audit, keyword universe mapped to buyer journey stages, and a competitive teardown of your three closest CRM competitors — the ones your buyers actually evaluate you against in a demo, not Salesforce. You walk out of month one with a 6-month roadmap tied to commercial intent.
Foundation: comparison pages, editorial links, technical fixes
Months 2–4: the first 30 content pieces, prioritized by commercial intent rather than traffic volume. Digital PR outreach lands links from RevOps and sales leadership publications. Technical debt — the stuff the audit surfaced — gets paid down before it compounds.
Scale: category authority and AI-answer optimization
Month 5 onward: expand comparison, alternative, and integration pages. Build category authority through original research and data studies. Position for AI answer engines (ChatGPT, Perplexity, Google AI Overviews) before your competitors wake up to how much traffic they're bleeding to them.
Case study · CRM
A mid-market sales CRM came to us 14 months ago. DR 22, ~400 organic visits per month, zero ranked comparison pages. Their previous strategy had been "write about sales productivity" for two years — high volume, low conversion, zero differentiation from the hundred other CRMs doing exactly the same thing.
We rebuilt around three bets: 40 comparison and alternative pages targeting their three main competitors; an editorial link program aimed specifically at RevOps and sales leadership publications; and a technical migration that consolidated four blog subdomains into one coherent property.
Fourteen months in: DR of 54, 4,300 organic visits per month, and 62% of new demo requests now originate from organic. Paid search spend is down 30% — because they no longer need to bid on their own competitor-comparison keywords.
Fit check
Is this you?
Stage
You're a CRM SaaS somewhere between 20 and 500 employees, under $100M in ARR, and serious about growth beyond paid channels.
SEO reality
Your DR sits below 30. Organic traffic has either never really moved or has been plateaued for a year. Something needs to change.
Scar tissue
You've worked with one or two SEO agencies before. You have the invoices, the Slack threads, and the complicated feelings to prove it.
Outcome focus
You need SEO that ties to signups, demos, and revenue. A traffic graph for the board deck is no longer enough.
CRM SEO questions
What CRM marketing leads ask us before signing.
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Next step
Let's look at your CRM SEO together.
Book a 30-minute call. We'll pull your current rankings, benchmark you against your three closest CRM competitors, and tell you honestly what a realistic 12-month SEO trajectory looks like — and what it would cost to get there.