Craze (HRMS SaaS)
Built the entire organic search function from zero at a YC-backed HRMS SaaS. Grew monthly traffic from zero to several thousand and keyword visibility to thousands of ranking keywords. Ran AI visibility experiments to surface the brand in LLMs.
Impact Metrics
Zero → thousands/mo
Organic Traffic
Hundreds
Keywords in Top 3
₹L-scale/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 zero to several thousand visitors.
- ✓
Achieved thousands of ranking keywords with hundreds in the top 3 positions.
- ✓
Generated ₹-lakh-scale monthly organic sales pipeline.
- ✓
Established positive brand citation and mention lifts in LLMs through AI visibility experiments.
Tools Used
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