Craze (HRMS SaaS)
Built the entire organic search function from zero at a YC-backed HRMS SaaS. Grew monthly traffic from 0 to 8,000+ and keyword visibility to ~3,000 ranking keywords. Ran AI visibility experiments to surface the brand in LLMs.
Impact Metrics
0 → 8,000/mo
Organic Traffic
500+
Keywords in Top 3
INR 2.5L/mo
Organic Pipeline
The Challenge
Craze had zero organic search presence when I joined. As a YC-backed startup competing in a crowded HRMS market, the goal was to build a sustainable organic channel from scratch — one that could generate measurable pipeline, not just traffic.
The Approach
- 01
Built the SEO foundation from zero: site architecture, URL structure, technical health, and on-page standards.
- 02
Designed a stage-based content strategy aligned with Craze's growth phase — starting with low-competition, early-discovery content and transitioning to mid-funnel, intent-driven content.
- 03
Ran AI visibility experiments across LinkedIn Pulse, Medium, and Reddit to improve brand discoverability in LLMs (ChatGPT, Perplexity) — multiple experiments yielded positive citation lifts.
- 04
Built domain authority through targeted backlink campaigns and earned listicle placements from competitor and high-authority sites.
- 05
Collaborated with marketing and sales teams on demand-generation alignment, converting organic traffic to measurable pipeline.
The Results
- ✓
Grew monthly organic traffic from 0 to 8,000+ visitors.
- ✓
Achieved ~3,000 ranking keywords with 500+ in the top 3 positions.
- ✓
Generated INR 2.5 lakh/month in organic sales pipeline.
- ✓
Established positive brand citation and mention lifts in LLMs through AI visibility experiments.
Tools Used
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