50% Increase In SEO Sourced Product Sign Ups In 6 Months

Through our SaaS SEO and content marketing services, Expensify, a leading expense management platform, went from solid search presence to dominating core keywords — with product signups from organic traffic up 50% in just six months.

“The team’s efforts and diligence around our SEO strategy from every angle has yielded truly incredible results thus far.”

– Lindsay Revill, Head of Marketing

50%

Increase in product signups in 6 months

260%

Increase over the monthly organic traffic goal

175%

Increase in target keywords ranking in positions 1–3

The Challenge

Despite being a leader in their field, Expensify came to us with a stack of SEO and content challenges that couldn’t be solved with surface-level tactics. They needed help migrating their entire blog from WordPress to Squarespace without losing hard-earned equity. They also wanted a full SEO audit of their main site and landing pages — plus technical and copy fixes to match.

On top of that, they were ready to overhaul their content strategy, from rewriting stale blog posts to creating brand-new ones built to rank. Add in keyword reporting, SEO best practices for their internal team, and the need for seamless async collaboration? This wasn’t just a typical engagement. It was a full-on operational shift, and we were ready for it.

SEO Strategy

Expensify needed more than SEO deliverables. They needed a true strategic partner. We handled everything from a technical audit and blog migration to a full content strategy revamp. The focus was on building a strong foundation, aligning with their async culture, and driving real results across the funnel. Not just clicks.

1. Technical SEO & Analytics Program

Improved site performance and tracking by auditing all subdomains, fixing key issues, and implementing GA4 with full conversion tracking.

2. Content Revamp & Blog Migration

Migrated the blog to Squarespace, revamped outdated content, and delivered a strategic roadmap packed with evergreen SEO opportunities.

3. Resource Center & Funnel Strategy

Launched a dynamic resource hub and aligned CTAs to personas and funnel stages to guide users toward action more effectively.

4. Internal Team Empowerment & Collaboration

Equipped Expensify’s team with SEO checklists and editorial systems while partnering with PR to earn backlinks and boost authority.

AI Search Strategy (2025 – Ongoing)

Expensify wasn’t just thinking about rankings — they were thinking about the future of search. As AI-generated answers take center stage, we helped them adapt fast. From optimizing content for large language models to monitoring visibility in ChatGPT, Perplexity, and Google’s AI Overviews, our strategy focused on staying relevant in a search environment that’s evolving by the minute. The work wasn’t theoretical — it was hands-on, iterative, and tied directly to lead generation and product visibility.

1. AI Monitoring Across Search Platforms

Set up ongoing monitoring of Expensify’s core topics, keywords, and competitors across ChatGPT, Perplexity, and Google’s AI Overviews to track brand visibility, sentiment, and emerging trends.

2. Structured Content for LLMs and GenAI Tools

Reworked blog and site content with FAQ sections, key takeaways, clear headers, and formatted answers to increase inclusion in AI-generated results and boost readability for machines and humans alike.

3. Schema and Technical Improvements

Implemented software application, article, and FAQ schema across key pages, along with regular technical updates like page speed improvements and newsletter restructuring — all optimized for generative search.

4.Content & Campaign Adjustments

Refreshed content based on competitor AI performance, optimized for high-intent AI keywords, and ran targeted Reddit campaigns to improve presence in conversational search.

The Results

In less than six months, Expensify saw a 50% jump in product signups from organic traffic. Not just more visitors. More buyers.

Blog traffic crushed expectations at 260% of their monthly goal, and four out of five core keywords made it to page one, with two claiming the top spot. Their backlink profile blew past the stretch goal by 114%, with quality links that actually moved the needle.

On the AI front, they 4x’d their presence in AI Overviews and doubled referral traffic from Gen AI sources, which now converts at up to 5% compared to 1–2% from regular search. That spike wasn’t luck. It came from obsessively tracking AI visibility, rewriting key content, and out-positioning competitors in tools like ChatGPT and Perplexity.

“We’ve seen each keyword make leaps and bounds up the ranking positions, with a couple reaching position number one in less than a year…From reviving our blog to creating an entirely new resource center to conducting both a technical and content audit to creating a blueprint for our internal team to craft SEO content, the team’s efforts and diligence around our SEO strategy from every angle has yielded truly incredible results thus far.”

Lindsay Revill

Head of Marketing