CASE STUDYHow Softr grew MRR 227% in six months through SEO
Softr lets teams build client portals, partner apps and internal tools on top of Airtable. Before SEO, it grew through product-led growth, PR and organic social.
By Sanam Dajee · Published November 2023 · 4-minute read227%growth in SEO-sourced MRRSix months
254%growth in SEO-assisted signupsSame period
+125%paid signups after technical fixesFirst two months
Softr · 227% growth in SEO-sourced MRR · 254% more SEO-assisted signupsGet a proposal
CLIENTSoftr
MARKETApp builders for Airtable users
SERVICESTechnical SEO, SEO strategy, content
TIMELINE6 months
THE CHALLENGE
Softr's site had trouble talking to Google.
01
Google saw old pages
Some pages went uncrawled for over 30 days, so Google only knew the outdated versions.02
Content hidden in JavaScript
Some content sat inside JavaScript that Google was unable to read or index.03
Airtable owned the top spots
For keywords that included "Airtable", Google showed Airtable pages in the top three, and Softr stalled in the top five.WHAT WE DID
What we changed to turn search into MRR.
Each move links to the service behind it, so you can see what a program like this includes.
01
Fixed the technical problems first
We fixed crawling issues and JavaScript blocks before publishing a single new page.TECHNICAL SEO →02
Found keywords through customer interviews
Interviews surfaced the words buyers use, like "client portal", beyond what keyword tools show.SEO STRATEGY →03
Added long-tail modifiers
Bottom-funnel keywords got industry, role and job modifiers, like "construction client portal" and "agency client portal".CONTENT CREATION →04
Rewrote internal anchor text
Generic anchors like "click here" became keyword-rich links, which helped Google understand each page's topic.TECHNICAL SEO →RESULTS
Softr turned search into signups and recurring revenue.
MONTHLY VALUE OF SOFTR'S RANKING KEYWORDS
$15kStartPer month
$65kAfterPer month
FIRST TWO MONTHS+125%paid signups from technical fixes alone.The team fixed crawling and JavaScript issues before publishing any new pages.
2Mmore monthly impressions
+451%clicks on bottom-funnel pages
+63%keywords in positions 1 to 3
+1,292%backlinks
SEO STRATEGY
Turn organic search into pipeline.
Tell us your goals, and we send a proposal built around them.MORE CASE STUDIES
See all case studies →More results from teams like yours.
Turn organic search into pipeline.
WHAT HAPPENS NEXT
1. A 30-minute call about your markets and goals.
2. We show you the gap and what we would do about it.
3. You get a 5-page proposal with timeline, terms and team.
Tell us about your markets and goals.We show you the gap and what we would do about it.Get a proposal