How Holded scaled their signups by 4.5x in less than 12 months

When Skale started working with Holded, they were primarily looking to boost their organic traffic via high-quality backlinks. After seeing increased traction, Holded decided to extend their scope of work with Skale and tackle one of their biggest challenges: making SEO a significant source of product signups and reducing their dependency on PPC; given 3:1 LTV:CAC restraints. They wanted full SEO Strategy&Consulting. 

Given how competitive the Spanish invoicing software industry is, with players like Sage, Anfix, and Quipu, Skale decided to focus on high-intent BoFU opportunities where the team created impact and the highest upside in the mid-term.

First, Skale analyzed Holded’s current SEO content pages and hubs to determine topical authority and create a solid SEO growth strategy.

Second, Skale built a prioritization framework oriented towards owning the SERP for high intent queries related to the purchase of invoicing software, a cloud-based accounting solution, or an ERP. Why? These use cases had the highest ASP, and sign-up to customer velocity rate, and thus PMF.

Third, the team at Skale rolled out SEO growth initiatives like:

• Optimizing Holded’s existing content for search intent
• Creating new content pages and sculpting robust topic clusters around invoicing, accounting, and ERP usage
• Building dozens of topically relevant and high-quality backlinks from finance and business sites—in Spanish
• Running CRO experiments to increase visit to signup conversion rates