Product-led SaaS
Win the use-case and "how do I" searches that end in a free trial, and send them to the feature that answers the question.
SaaS SEO for B2B software, product-led and vertical SaaS companies
Turn software searches into pipeline
I help SaaS companies win the ready-to-buy search, the vendor comparison and the long evaluation behind a big contract. The work covers Google and the AI answers buyers use to build a vendor shortlist before they talk to sales.
You get senior SEO strategy and the person who made the plan doing the work. Nothing gets relayed through sales, an account manager and a junior team.
Bring me the site and the product you need more demos for. You will leave with a clear read on where pipeline is being lost and whether I can help.
Working with me
12+ yearsworking in SEO
Direct accessto the person doing the work
Business outcomesnot a rankings-only report
Built for the way software is bought
A $15-a-month tool is bought on a Tuesday afternoon with a company card. A platform with a six-figure contract is bought by a committee over two quarters. Good SaaS SEO separates the quick sign-up from the considered purchase, then gives each one the right page, proof and next step.
Sales-led and enterprise SaaS
Support a long evaluation with integration, security and pricing pages that the whole buying committee can check without booking a call.
Vertical SaaS
Speak the language of one industry, from its job titles to its workflows, so the right buyers see a product built for them.
Challenger brands
Compete on "alternative to" and comparison searches, where buyers are already unhappy with the category leader.
SaaS demand already exists
The leak is usually between the search and the demo.
Rankings are useful. They tell us whether the work is moving. Demos, qualified pipeline and new revenue tell us whether it was worth doing.
- The blog brings in thousands of visitors a month, and almost none of them could ever buy the product.
- Feature and use-case pages are thin, so buyers learn about the product on a review site instead.
- There is no page for "[competitor] alternative", so a comparison site writes that page for you, and it is not always kind.
- Integration, security and pricing questions have no public answers, so the evaluation stalls in a spreadsheet.
- The docs, the help centre and the marketing site compete for the same searches, and the weakest page often wins.
- Reporting celebrates sign-ups without showing which ones became qualified pipeline or paying accounts.
How I turn software searches into pipeline
- 1
Capture the ready buyer
Make the product, the use case, the pricing model and the next step obvious when someone already knows what they need. That means strong product, feature, use-case and integration pages, comparison pages that stay fair, and a trial or demo path with no dead ends.
- 2
Win the long evaluation
Build the depth a buying committee needs before it books a call. Security and implementation answers, clear pricing logic, customer proof and content checked by your product team help the right buyer move from research to a shortlist.
- 3
Find what produces revenue
Connect pages and search terms to trials, demos, qualified opportunities and closed deals in your analytics and CRM wherever the data allows. When the pages that create pipeline become visible, the priorities get much easier.
Show me where the pipeline is being lost
A straight conversation about your site. I won’t promise to 10x your MRR by Friday.
Show up wherever buyers make the shortlist
The ready buyer still starts in Google. Bigger evaluations spill into review sites, comparison searches, peer communities and AI answers that name three vendors and skip the rest. I work on both moments as one buying journey and measure them separately.
Be the obvious next click when they know what they need
Product and feature rankings, use-case and integration pages, fair comparison pages, clear pricing information and a short path to a trial or demo.
Make the shortlist for the committee
Security and implementation answers, customer proof, strong review-site and third-party signals, and product facts AI systems can understand and cite.
What I handle
The mix changes with the product, the sales motion and the customers you want more of. A typical engagement can include:
- Commercial search strategy
- Prioritize use cases, features and segments by deal value, fit and the odds of winning.
- Site architecture
- Give each product, feature, use case and integration a clear home, and stop the blog, docs and marketing pages from competing.
- Bottom-of-funnel content
- Comparison, alternative, use-case and integration pages, checked by your product team so they hold up in front of a technical buyer.
- Technical SEO
- Clear the crawling, indexing, JavaScript rendering, speed and schema problems that hold strong pages back.
- AI-search visibility
- Track whether the product gets named and cited when buyers ask for recommendations, then strengthen the evidence behind it.
- Measurement
- Report the path from visibility to trials, demos, pipeline and revenue wherever the data allows.
Results worth putting a name beside
Different markets. Same standard. Search needs to create a business result, not just a nicer traffic chart.
Jinfiniti Precision Medicine
356 to 9,365 first-page keywords
A founder’s peer-reviewed research, made legible to Google. Monthly organic sessions rose from 5,600 to 78,000.
Read the case studyConfidential client
$0 to $8.48M in organic revenue
A new domain in a restricted category. Month for month, year two earned seven times year one.
Read the case studyJay Campbell
3.3x organic traffic
A bestselling author’s site, rebuilt around what he knows best. Ranking keywords grew fivefold.
Read the case studyWhat the first six months look like
First 30 days
Establish the baseline, confirm the segments and use cases closest to pipeline, clear urgent technical blockers, and start the first priority work.
Months 2 to 3
Build or improve the product, use-case and comparison pages that should create demos. Fix the conversion path and connect tracking to the CRM.
Months 3 to 6
Expand what is working, strengthen customer proof and third-party signals, and improve pages stuck below the fold.
Six months and beyond
Compare visibility, demos, pipeline and revenue. Put more effort where the channel is earning and change course where it is not.
A grand name for a very direct working relationship
Chateau Mojo is my SEO and AI-search consultancy. I am Jeremy McWilliams.
I have spent 12 years in SEO, including time at an award-winning Montreal agency. My work has covered ecommerce, health and wellness, biotech, B2B, and other markets where trust and a considered buying decision matter.
I set the strategy and execute the work myself. The person on the call is the person responsible for what ships.
More about meThis works best when
If SEO is the wrong spend for where the company stands, I will say so on the call. Still looking for product-market fit? Talk to customers first. Google will still be here.
- You know which segments and use cases close fastest and stay longest.
- Someone on the product side can give 30 minutes to check technical content.
- Sales can tell marketing which leads were any good.
- You want pipeline, not a quota of blog posts.
- You are prepared to give the channel time to compound.
Questions SaaS companies usually ask
Can this work for one product and for a multi-product platform?
Yes. A single product needs depth on its use cases and strong proof. A platform also needs a structure that gives each product, feature and integration a useful page without thin copies at scale.
How quickly should we expect results?
It depends on the site, the category and the work involved. Technical fixes and bottom-of-funnel pages can move sooner. Competitive category terms usually take longer, and pipeline follows rankings by a sales cycle. Before you sign, I will explain what I expect to change first and what needs time.
What does AI search change for a SaaS company?
It adds another place where buyers ask which tool to pick, often before they visit a single vendor site. Clear product facts, fair comparisons, strong review-site signals and useful expert answers help. I track AI mentions and citations separately from Google rankings.
Do you guarantee rankings or a certain number of demos?
No. Nobody controls Google, AI recommendations, your market or your close rate. I can assess the opportunity, improve the parts we control and report what changed without dressing up a weak result.
How do engagements work?
On a monthly retainer. The scope depends on the products, segments, website and implementation load. CRM data improves the priorities, but it is not required to begin. You get the roadmap and monthly fee before committing.
Find out where your pipeline is being lost
Bring me the site and the segment you want more demos from. You will leave the call with a clearer read on the search opportunity, the leaks between visibility and pipeline, and whether I am the right person to help.
If there is a better use of the budget, I will tell you.