A SaaS site goes from C to A in six weeks
Mid-market B2B SaaS with strong product, anonymous content. The playbook: bylines + schema + BLUF on the top 12 pages.
Series-A B2B SaaS, 40-person team, ~80 indexed pages, ranking mid-page-1 for branded queries but absent from AI Overviews.
Narrative
Week 1–2 was diagnostic: ran the audit on the top 12 pages, identified that anonymous content + missing schema were the dominant gaps. Week 2 set up byline conventions and the /authors directory. Weeks 3–4 rewrote first paragraphs (BLUF) and added FAQPage schema. Weeks 5–6 chased press for the Wikidata entry; the entry posted at the end of week 5 and immediately moved the brand-entity signal from absent to ok. The score lift was strongest on Authority (24 → 91) and E-E-A-T (10 → 88), driven by bylines + brand entity. Trust + Content were already mid-tier and got smaller bumps.
Signals moved
Added 'By [Name]' to every blog and landing page. Linked each to a /authors/[name] bio with prior roles and LinkedIn.
Rewrote the first paragraph of the top 12 pages to lead with a 2-sentence direct answer. Moved the marketing copy to section 2.
Added FAQPage schema to 8 pages with 4–6 Q&A pairs each. Used real buyer queries pulled from sales-call transcripts.
Organization + SoftwareApplication schema on every page via the layout. Article schema on blog posts. Validated each before deploy.
Earned 3 press mentions over 4 weeks (TechCrunch, SaaStr, a sector trade pub). Submitted Wikidata entry; approved in 9 days. Cross-linked Crunchbase + LinkedIn.
Added 2-3 outbound citations to .edu / .gov / Wikipedia per long-form page. Mostly methodology notes that already existed but hadn't been hyperlinked.
Restructured 6 high-value pages into 5+ H2 subsections each, aligned to sub-queries from the query expander.
Takeaways
- 1.Bylines are the cheapest E-E-A-T win — adding 'By [Name]' linked to a credentialed bio page moves a hard-fail signal to pass in one PR.
- 2.FAQPage schema is the single highest-leverage structured-data lift. Pull the Q&A pairs from real sales-call transcripts, not what marketing thinks customers ask.
- 3.A Wikidata entry takes 1–3 weeks of moderation but moves a category-defining signal. Start the press-mention groundwork in parallel with on-page work, not after.
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