B2B SaaS

Organic decline diagnosis and recovery for a home-services marketplace

Helpling Singapore

-25% traffic explained, seasonal isolation done

Industry

B2B SaaS

Scope

Content strategy, technical audit, and brand positioning for SaaS products

Timeframe

Ongoing engagement, 6+ months

The Challenge

A home-cleaning marketplace serving Singapore reported a 25% drop in organic clicks over a 45-day window. The initial internal read was a broad algorithm impact on the homepage. The actual cause was different: 51% of the traffic loss traced back to a single seasonal page (Geylang/Ramadan) that had naturally decayed. The homepage decline was real but separate, and had a different fix.

Our Approach

BOFU-first content approach based on the Sam Dunning framework. Pain-point keywords, service comparison pages, and external listicle placements in industry directories. Local service-area SEO for marketplace products.

45v45 GSC split analysis to isolate actual traffic change from seasonal noise
Identified that 51% of the click loss was a single seasonal Ramadan/Geylang page with no algorithmic connection to the rest of the site
Separated homepage decline (UTM pollution from paid campaigns inflating organic baseline) from genuine organic drop
Aircon guide page identified as outranking the /aircon-cleaning/ service page for category intent — cannibalisation root cause fixed
Local keyword architecture review for Singapore districts and service types

Results

What we measured.

51% seasonal

Traffic drop explained

Single Ramadan/Geylang page — not algorithmic

Aircon guide vs service page

Cannibalisation identified

Root cause isolated and documented

UTM pollution resolved

Attribution fix

Paid vs organic baseline corrected

What I learned

“The team had already decided it was an algorithm hit before we looked at the data. The 45v45 split took 20 minutes. It took another 10 to trace 51% of the loss to one seasonal page. The real fix was not on the homepage.”

Aditya Aman, Founder — Grow With Gradient

How we work

Every engagement documented here runs through the same Revenue SEO OS: a 120-skill agent stack, fine-tuned SEO model with 100% citation rate, and BigQuery data infrastructure connecting GSC, GA4, and CRM data for attribution.

Read our methodology

FAQ

Questions about this engagement

GSC, GA4, BigQuery, and Salesforce — depending on the client. We pull and cross-reference the data ourselves. For InstaRem and HeadOut, organic revenue was tracked from session to conversion to transaction using the attribution pipelines we built. For Mobile Modular, pipeline figures came directly from Salesforce cross-referenced against delivery city data.

Five clients have confirmed permission to publish under the Grow With Gradient brand with named attribution. The remaining three are active engagements in finalization — full studies publish once each client provides written sign-off. Summaries describe the real scope and approach in the meantime.

First 30 days: technical audit, baseline GSC and GA4 data pull, keyword clustering, content architecture. Days 31-60: on-page fixes, first content batch, schema implementation. Days 61-90: second content batch, backlink outreach started, first impact measurement against baseline. Everything is measured against what we found in week one.

Yes. Several clients in this list started with effectively zero organic traffic. The approach for a near-zero baseline is different from optimising an established site: technical foundation first, then specific buyer-intent terms before broader category keywords. We do not skip the foundation step.

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