Growing a SaaS brand through SEO is challenging, especially in the HR technology industry where competition is extremely high. Ranking for commercial HR software keywords requires more than basic optimization. It demands a strong technical foundation, intent-focused content, and consistent topical authority building.
This case study explains how VP DigiWeb worked on improving the SEO performance of Figures HR, an HR and compensation management platform targeting international markets.
The project focused on improving search visibility, strengthening content relevance, and increasing rankings for high-intent organic keywords.
About the Client
Client
Figures HR
Industry
HR Tech / Compensation Management Software
Target Audience
- HR Teams
- SaaS Buyers
- Compensation Managers
- International Businesses
SEO Services Provided
- Technical SEO
- On-Page SEO
- Content Optimization
- Internal Linking
- Keyword Research
- Topical Authority Strategy
- SEO Content Planning
Initial SEO Challenges
Before the campaign, the website faced several SEO limitations that affected organic growth.
Some of the key issues included:
- Low visibility for competitive HR SaaS keywords
- Weak internal linking structure
- Limited topical authority
- Missing long-tail keyword coverage
- Technical SEO gaps
- Under-optimized metadata
- Thin supporting content for informational intent
Although the website had a strong product offering, its search presence was not fully optimized to compete against larger HR software brands.
SEO Strategy Used by VP DigiWeb
Instead of focusing only on a few keywords, the strategy focused on building a stronger SEO ecosystem around the HR and compensation niche.
1. Search Intent Based Keyword Research
The first step was identifying how users were searching for HR and compensation-related solutions.
The research focused on:
- Commercial keywords
- Informational search queries
- Long-tail opportunities
- Comparison-based searches
- HR industry trends
Rather than targeting only broad keywords, the campaign focused on highly relevant search intent terms that had stronger conversion potential.
Examples included:
- Compensation management software
- Salary benchmarking tools
- HR analytics platform
- Pay equity software
- Employee compensation insights
This helped create better keyword relevance across the website.
2. Technical SEO Improvements
A technical SEO audit was performed to identify crawlability and indexing issues.
Several improvements were implemented including:
- Improving page structure
- Optimizing metadata
- Fixing crawl issues
- Improving mobile usability
- Enhancing internal linking
- Cleaning up indexing signals
- Optimizing page speed elements
These improvements helped search engines better understand the website structure and content hierarchy.
3. Building Topical Authority
One of the main focuses was expanding topical authority around HR and compensation-related topics.
New supporting content was planned around:
- Compensation trends
- Salary management
- HR reporting
- Pay transparency
- Employee compensation strategies
- HR technology insights
Instead of isolated content publishing, pages were connected strategically using contextual internal linking.
This helped improve:
- Content depth
- Semantic relevance
- Crawl pathways
- User navigation
Over time, the website developed stronger topical relevance within its niche.
4. On-Page SEO Optimization
Several on-page SEO improvements were made across important pages.
This included:
- Title tag optimization
- Better heading structure
- Improved keyword placement
- Content restructuring
- Image optimization
- Better internal anchor usage
- Improved readability
The goal was to align each page more closely with actual search intent while keeping the content natural and user-friendly.
5. Internal Linking Strategy
A structured internal linking system was implemented to improve authority flow across the website.
The strategy focused on:
- Connecting related content
- Supporting commercial pages
- Reducing orphan pages
- Improving topic relationships
- Strengthening crawl efficiency
This helped Google better understand which pages were most important within the website structure.
SEO Results
After implementing the SEO improvements, the website started showing positive growth across several organic metrics.
Key Improvements Included:
- Better keyword visibility
- Increased rankings for relevant HR queries
- Growth in long-tail traffic
- Improved search presence
- Better content relevance
- Improved crawlability
- Stronger topical authority signals
The campaign helped create a more scalable SEO foundation for long-term organic growth.
What Helped the Campaign Perform Better
Several factors contributed to the overall SEO improvements.
Intent-Focused Content
Content was created around real search behavior instead of keyword stuffing.
Technical Optimization
Improving the technical structure helped search engines crawl the website more efficiently.
Content Clustering
Building supporting topic clusters improved topical relevance.
Strong Internal Linking
Better page connections strengthened authority distribution.
Long-Term SEO Approach
The strategy focused on sustainable organic growth rather than short-term ranking tricks.
Key Takeaways From This Project
This SEO campaign reinforced several important lessons:
- Topical authority matters in competitive SaaS industries
- Search intent should guide content creation
- Technical SEO supports long-term scalability
- Internal linking can significantly improve rankings
- Long-tail keywords help build consistent traffic growth
- SEO works best when approached as an ongoing process
Final Thoughts
The Figures HR project highlights how a structured SEO strategy can improve visibility even in competitive SaaS markets.
By focusing on:
- Technical SEO
- Intent-based optimization
- Topical authority
- Internal linking
- Content relevance
VP DigiWeb helped strengthen the website’s organic search foundation and improve overall SEO performance.
Modern SEO is no longer just about rankings. It is about building trust, relevance, and authority across an entire topic ecosystem.
Reviewed by: Vicky Patel – SEO Specialist & Founder of VP DigiWeb with 9+ years of experience in SEO and digital marketing.
