Edge CRM
157% traffic growth in 8 months, and a pipeline leak nobody knew about
EdgeCRM is a CRM software built for sales teams. When I came on board, organic traffic had stalled and demo requests weren't reaching the sales team not because of SEO, but because the booking page tracking was broken. Fixed that in week one, then rebuilt the content strategy from scratch around topic clusters and competitor gaps.
5×
Increases in Demo bookings
+157%
Increase in organic traffic
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Industry
SaaS Platform
Market
Global
Role
SEO Strategist
In this Story
The Brand Context
EdgeCRM isn't just another CRM — it's built by salespeople, for salespeople. At a time when 70% of CRM implementations globally were failing to deliver results, EdgeCRM set out to build something simpler, smarter, and actually worth using. The goal was always ROI — stronger relationships, better pipeline visibility, and real revenue growth for Indian sales teams.
The Project Goals
The problem no one had noticed
Users were booking demos. The sales team was getting nothing.
EdgeCRM came to me with a straightforward ask. Organic traffic was not growing, pages were not ranking, and they needed more demo requests coming in.
But when I started the audit, I found something that had nothing to do with keywords. The demo booking page had a broken tracking integration. People were filling in the form, picking a time slot, completing the booking and zero data was reaching the sales team's calendar. Nobody had caught it. It had just been quietly losing leads.
What I did
Two problems found in one audit
The tracking was one thing. The content was another.
Once the tracking fix was in motion, I went deeper into the audit. The content picture was not great either. Most pages were thin. They existed, they were indexed, but they had no depth, no structure, and nothing that would make Google treat EdgeCRM as an authority on CRM or sales topics.
I also ran a technical pass. Internal links were scattered with no logic. Several pages were slow on mobile and failing Core Web Vitals. Schema was missing across the board.
When I mapped EdgeCRM's content against HubSpot and other competitors, the gap was obvious. They had organised, deep coverage across every topic their users cared about. EdgeCRM had isolated pages with no connecting strategy. That is what I set out to fix.
The content strategy we built
Topic clusters, not random blogs.
Instead of publishing content for the sake of it, I built the strategy around topic clusters. Each cluster had one or two pillar pages targeting broad terms, supported by five to six articles covering the surrounding subtopics. Every supporting page linked back to the pillar with contextual anchor text. No orphan pages, no random cross links.
The clusters were built around topics competitors had not fully covered. Sales methodologies, pipeline management, sales forecasting, and sales team training. These were not random picks. They matched what EdgeCRM's target users were actually searching for at different stages of the buying journey.
Weekly batches — how execution actually worked
One batch a week. Four teams in the loop. Nothing waiting on anyone.
The execution ran on a weekly batch system I set up from the start. Each batch moved through a fixed cycle. SEO brief, content, design, technical, publish. All four teams knew what was coming and when. No bottlenecks, no last minute rushes.
Every page that went live had gone through the full checklist. On page tags, OG tags, internal links with anchor text, image compression and alt tags, schema markup, GSC indexing check, and off page distribution across Reddit, Medium, Quora, and social bookmarking.