Most content marketing strategies focus on search volume and keywords. That’s important. But the real challenge? Aligning content with how your ideal customers actually behave.
Many brands miss this. They target the right demographics but overlook behavioral insights. The result? High traffic, low conversions.
For Wyzard, an AI-powered SaaS procurement platform, this gap was critical. Indian businesses don’t search for software the way U.S. companies do. They use different terms, make decisions differently, and engage with content in their own way.
Here’s how we integrated behavioral insights with Product-Led SEO to drive real, conversion-focused growth for Wyzard.
Results Overview
| Metric | Growth | Notes |
|---|---|---|
| Website Traffic | Clicks up by 180% | Increased organic reach due to targeted content. |
| Impressions surged | Higher search visibility from optimized keywords. | |
| CTR remained strong | Engagement stayed high despite increased traffic. | |
| Blog Traffic | Impressions grew 2900% | From 1,000 to 30,000 as content scaled. |
| CTR steadily improved | Headline optimizations led to better click rates. | |
| Branded Search | Searches up 200% | Stronger brand recall and awareness. |
| CTR exceeded 30% | More intent-driven traffic converting. | |
| Ranked on Page 1 | Achieved top search positions within weeks. |
About Wyzard
Wyzard is an AI-powered SaaS procurement platform designed to streamline how businesses discover, negotiate, and manage software investments. With features like vendor intelligence, contract management, security compliance alerts, and AI-driven discovery, Wyzard simplifies procurement from start to finish.
Despite its robust capabilities, Wyzard faced a unique challenge in the Indian market—low awareness of SaaS procurement solutions. Unlike the U.S., where enterprises actively sought SaaS management tools, Indian businesses were still accustomed to traditional procurement methods.
To drive adoption, Wyzard needed to establish itself as the go-to solution while ensuring that organic traffic remained India-centric.
The Challenge
Building demand in a market unfamiliar with SaaS procurement was a new challenge for us. For Wyzard, it was not about competing with other procurement tools in the Indian market, they were introducing a new category.
While the U.S. had a mature SaaS procurement ecosystem, keyword research revealed that relevant search volumes in India were significantly lower.
Additionally, Wyzard’s growth strategy prioritized gaining a strong foothold in India before expanding globally. The challenge was twofold:
- Educate businesses on the value of SaaS procurement.
- Attract the right audience without relying on traffic from global markets like the U.S.
This required a shift in positioning—moving away from traditional SaaS jargon and aligning with Indian business terminology to make Wyzard more discoverable and relevant to its target audience.
Our Solution
To drive organic growth in India, we implemented a Product-Led SEO approach tailored to Indian search behavior. Instead of relying on global SaaS terminology, we optimized content to match how Indian businesses discuss software procurement.
Our strategy was built on four key pillars:
1. Product-Led SEO for Relevancy
We moved away from generic SaaS procurement keywords and instead focused on how Indian companies talk about software purchases. Terms like “software procurement” and “buying business software” resonated more than “SaaS procurement.”
To establish Wyzard as a trusted resource, we developed a content pipeline that procurement teams and CFOs could rely on for ongoing insights. The content wasn’t just informative—it subtly integrated Wyzard’s AI-driven features, showing real use cases and savings strategies.
We ensured that every educational piece led readers deeper into the procurement process while naturally highlighting how Wyzard solved their challenges. This kept users engaged and increased their likelihood of conversion.
2. Pillar-Cluster Model for Scalability
We structured content into pillars and clusters to guide users through the SaaS procurement journey. Each major feature became a pillar, with supporting blogs and guides acting as clusters to provide in-depth insights.
- Horizontal movement: Interlinking across related topics helped users transition from research to the buying phase.
- Vertical depth: Detailed guides and comparisons built confidence in Wyzard as the right procurement platform.
By covering every stage of the funnel—from awareness to decision-making—we quickly gained topical authority. This improved our rankings for multiple keyword variations and strengthened Wyzard’s visibility in India.
3. Technical SEO Enhancements
The website initially had several technical challenges that affected search performance. We tackled these by:
- Improving structure and internal linking to enhance crawlability and indexing.
- Optimizing page speed and mobile-friendliness to improve user experience.
- Fixing CSS-related issues, which were slowing down rendering and affecting visual stability.
- Implementing structured data to help search engines better understand and rank our content.
These improvements improved SERP indexing and also reduced load times, keeping visitors engaged. And as a function of engagement, we got more conversions.
4. The Impact of Localized Lingo Optimization
A crucial part of our strategy was adapting content to Indian corporate language. Unlike global markets, Indian businesses rarely use terms like “SaaS procurement.” Instead, they search for “software buying,” “business software deals,” and “best software for companies.”
Beyond keywords, we refined our writing style to align with Indian readers. Instead of formal and complex vocabulary, we chose simple and familiar terms:
- “Different” instead of “distinct”
- “Allow” instead of “enable”
- “Use” instead of “utilize”
By mirroring the way Indian professionals read and search, we improved content relevance and engagement. Readers felt at home with the language, leading to lower bounce rates and higher time on page.
This localization strategy ensured that Wyzard’s content was searchable and resonated with the right audience.
Results
| Metric | Growth | Notes |
|---|---|---|
| Website Traffic | Clicks up by 180% | Increased organic reach due to targeted content. |
| Impressions surged | Higher search visibility from optimized keywords. | |
| CTR remained strong | Engagement stayed high despite increased traffic. | |
| Blog Traffic | Impressions grew 2900% | From 1,000 to 30,000 as content scaled. |
| CTR steadily improved | Headline optimizations led to better click rates. | |
| Branded Search | Searches up 200% | Stronger brand recall and awareness. |
| CTR exceeded 30% | More intent-driven traffic converting. | |
| Ranked on Page 1 | Achieved top search positions within weeks. |
Wyzard’s success story shows the power of product-led SEO in driving meaningful growth – from boosting traffic to increasing conversions. Ready to see similar results for your business?
