Your Content Mart

I started Your Content Mart with one simple goal: help B2B SaaS startups acquire signups and paying customers from organic search.

As the Head of Content, I lead our agency's internal and external SEO & content marketing efforts. 

Using the "Signup Engine" framework, we've helped SaaS startups gain traction through SEO and establish it as a core distribution channel for their business.

Some of the results we've achieved for our clients include:

➡️ Took a calendar app from zero to 25,000 monthly visitors in six months. 

➡️ Drove 70,000+ organic visitors for an AI copywriting tool in just 7 months.

➡️ Acquired 100+ paying customers for a B2B SaaS startup in less than six months.

Head of Content

Beyond Traffic

In my 6 years of experience working with SaaS companies, here are three things I’ve learned:

1) Most founders and executives care about the business impact of SEO more than anything else.

2) SEO isn’t just a traffic acquisition channel, but also works well as a customer acquisition channel.

3) To drive revenue from SEO, you must look beyond organic traffic.

So, in this podcast, I interview B2B SaaS marketing executives and startup founders to share how they are taking a holistic approach to SEO and using it to achieve specific business goals.

Content Creator

Brainstack Academy

Brainstack Academy helps Africans to build profitable careers in digital marketing.

Founder

OneCal

At OneCal, I:

- Built their SEO strategy entirely from scratch
- Took their organic traffic from zero to 25,000 monthly visitors in 6 months
- Got them ranking on page 1 for main calendar-sync keywords

SEO Consultant

Copysmith

At Copysmith, I:

- Grew organic traffic to 70,000+ visitors in 7 months (started from zero)
- Generated 3,000+ user signups through SEO
- Focused on keywords that actually convert, not just drive traffic

SEO Strategist

As a Freelance Content Writer at Moz, I specialized in writing about different SEO topics, such as competitor analysis. link building, and emerging SEO trends.

In 2021, one of my articles was featured as the eighth most popular blog post on the website out of 186 posts published that year.

Content Writer

Attrock - Digital Marketing Company

As a Freelance Content Writer at Attrock, I worked on the following:

1. Helped with content ideation and outline for our clients

2. Wrote articles that were published on the company's marketing blog

3. Worked hand-in-hand with the company's editors and proofreaders to create blog posts, informational articles, and guest posts for our clients

4. Performed on-page SEO for articles written for the company's clients.

Igor Solo Ads, Ltd.

As a customer support specialist at Igor Solo Ads, Canada; here are some of the things I achieved in that role:

1. Created articles in the Knowledge Vault to answer commonly-asked questions.

2. Proficient use of customer support software such as Zendesk to respond to clients’ emails and address their concerns.

3. Rose to the position of a team leader to work hand-in-hand with other colleagues in my department to tackle common concerns faced by customers.

Customer Support Specialist

Entrepreneur Middle East

As a freelance contributor to Entrepreneur Middle East, I shared my experiences as an online business owner online, and inspire my audience with life lessons they could learn from.

Freelance Contributor

I helped a B2B SaaS startup in the project management niche acquire over 200 paying customers from SEO in six months.

Here's exactly how I do it for software companies and startups.

Before I proceed, the results speak for themselves:

➡️ Copysmith (AI copywriting tool): Drove 3,000+ user signups in just 7 months, and improved their search presence.

➡️ SweetProcess (SOP software): Currently redefining their SEO strategy, driving thousands of monthly signups from Google and ranking high for MoFu and BoFu keywords that actually convert.

➡️ OneCal (calendar sync software): Took them from zero to 40,000+ monthly visitors in six months. Dominated the first-page rankings for calendar-sync keywords.

Today, I run Your Content Mart, where my team and I help SaaS startups compete with goliaths in their niche. I've also shared my insights in publications like Moz, CoSchedule, G2, and Entrepreneur.

My Approach

After 7+ years in SaaS SEO, here's what I've learned: traffic without conversions is just expensive vanity metrics.

So, I focus on building SEO strategies that align with your business goals. That way, we not only drive traffic but also generate user signups, leads, and demo requests.

Here's how I make organic search drive signups, not just traffic, for SaaS startups:

✅ Deep user research - I become obsessed with understanding your ideal users, their pain points, and how they search for solutions like yours.

✅ Funnel-focused keyword strategy - Target keywords that map to every stage of your customer journey, from awareness to decision.

✅ Product-led content creation - Build content that naturally showcases your product while solving real user problems.

✅ Technical SEO foundation - Ensure your site architecture supports both user experience and search engine crawling.

✅ Conversion optimization - Every piece of content is designed to move visitors closer to becoming customers.

When I'm not obsessing over search rankings, I spend my time:

- Testing new AI tools that could change the game for myself and clients.
- Studying successful SaaS companies to understand their growth strategies.
- Exploring Africa's growing tech ecosystem and connecting with other entrepreneurs.

I'm currently taking on select SaaS startups that are serious about turning SEO into a sustainable growth channel.

Ready to transform your organic search strategy?

DM me or email shehu@yourcontentmart.co

Earlier this month, I was in Riyadh to represent my company Your Content Mart at the annual Biban conference.

I decided to attend because it presented a rare opportunity to showcase how our startup helps B2B SaaS and tech companies get found on Google, ChatGPT, Claude, and Perplexity on a global stage. 

Plus, it was a great way to explore opportunities in the MENA region.

BibanGlobal calls itself “the global destination for opportunities,” and in my opinion, it lived up to the expectations.

I networked and made friends with Founders and entrepreneurs from different countries.

Business-wise, it was worth it. I got new leads, had partnership talks with other digital marketing agencies, and engaged in discussions with incubators and accelerators on how we can support their portfolio companies with SEO and content marketing.

One thing I noticed is that the Saudi startup ecosystem is different from Nigeria's.

In Nigeria, most startups are tackling fintech-related issues, such as payments, lending, and financial infrastructure.

We're the fintech capital of Africa.

Saudi startups are solving everyday problems. 

For example, I interacted with the leadership team of Syarah - a platform for buying and selling used cars. 

Obvious problem with a massive market, solved using tech. 

In Nigeria, thousands of people sell used cars, but there is no platform that streamlines the process.

Special thanks to Boss Folajimi Daodu for the support and connections, Ghassan Halawa غسّان حلاوه and Ahmad Mushtaq for the warm welcome, my good friend Abass Cheikh for the insider insights, my new friend Emmanuel Adegbe who made it seem like we've known each other for ages, my fellow exhibitor from Ghana Dawuda Iddrisu who shared his startup experience with me, and my brother Habeeb Olatunji for the hospitality.

This was my first time exhibiting at an international conference. Hopefully this won't be the last (God willing).

If you're building in an emerging market, the opportunities are global. 

Show up and you'll be surprised by what you find.

#biban2025 #founder #seo #saas #mena

Shehu AbdulGaniy

Helped Copysmith generate 3,457 signups in 8 months with SEO | B2B SaaS SEO Strategist

Had a conversation with Ben Sailer (Director of Inbound Marketing at WordPress. com).

Asked him where he finds his best keyword ideas.

His response surprised me: 

"Zendesk tickets."

Yes, you read that right.

Not Ahrefs. Not Semrush.

Here's what he does:

Ben reads through support tickets to see how customers actually describe their problems. The language people use when they're frustrated and need help reveals search queries no keyword tool will ever suggest.

A customer writing "my site keeps crashing when I get a lot of visitors" becomes a keyword opportunity. 

That exact phrase might show zero volume in an SEO tool, but it converts because it matches how real people describe the problem.

Beyond support tickets, Ben also talks to sales and support teams and hangs out where customers spend time, like Reddit threads, trade publications, and community forums.

Only after gathering all this customer language does he open SEO tools to validate and find related terms.

The insight?

Customers describe problems differently than marketers think they do. 

Support tickets capture that raw, unfiltered language.

This matters even more now as AI tools like ChatGPT surface content that matches natural language, exactly how customers write in support tickets.

Ben's advice: "The biggest thing I've learned: start with the customer, then drill down into SEO tools after."

This completely changed how I approach keyword research.

Most SEO people start with tools and work backwards. Ben starts with customers first.

When did you last read through your support tickets looking for keyword ideas.

#saas #seo

I honestly believe that AI presents the biggest markting opportunity for B2B SaaS companies.

While everything is still early, companies that are actively investing and experimenting will most likely win.

Here is what I mean…  

The SEO playbook has always been simple.

- Target the right keywords. 
- Create the most helpful content on the web. 
- Rank high on Google.
- Drive visitors to your website.

With traditional SEO, Google is your only distribution channel.

With AI, you now have an extra distribution channel.

This is because, if you rank high on Google, AI tools will typically find and cite your product on their platforms.

While there are various ways to optimize your content for AI search, such as content structuring, citations on other websites, and addressing specific user queries, ranking high on Google still gives you a significant edge.

So, if you’re a startup, this isn’t the time to ditch organic search.

Instead, double down on SEO if you’re already investing in it.

And if you aren’t exploring AI search yet, this is the time to go all-in.

I'm curious, if you're a B2B SaaS company, what's holding you back from investing in SEO/AI search?

#seo #saas

We're getting new users from ChatGPT and other AI tools.

This was what a client told me some weeks ago.

Here is exactly what we are doing to help them drive traffic from ChatGPT, Gemini, Claude, and many more?

It's simple… 

We focus on three fundamentals of SEO.

Let’s go after each one.

1. Target the right keywords

For this client, we primarily identify keyword opportunities to sell their software as a solution to the searcher’s problems.

So, if a keyword isn’t relevant to the business, we do not go after it.

2. Create helpful content

We create high-converting content briefs that show writers how to position the content to solve the searcher’s problems.

Specifically, we recommend that writers focus on these non-negotiables:

+ Nail the search intent
+ Use the correct heading structure (H1, H2, H3, etc.)
+ Format the content using screenshots, tables, and custom images.
+ Show how the tool solves a specific pain point
+ Use specific and relevant examples
Showcase relevant case studies from other customers.

3. Build relevant backlinks consistently

Backlinks are not always necessary for ranking high on Google.

That said, you’re better off building backlinks than not doing so.

For this client, we have a system in place that helps them build backlinks on an ongoing basis.

To wrap things up:

As a B2B SaaS startup, a solid SEO strategy will help you rank high on Google and also get cited by AI tools.

#saas #seo

Buffer's SEO strategy isn't complicated.

Yet, they generate 500,000+ monthly visitors from Google.

Here's a breakdown of the 3 specific keyword types powering their organic growth engine.

1) "Best time to post" guides

Buffer creates comprehensive guides on the optimal posting times for different social platforms.

Examples ranking well:

→ Best time to post on TikTok
→ Best time to post on Instagram
→ Best time to post on Facebook
→ Best time to post on Twitter
→ Best time to post on LinkedIn

💡Pro tip: These guides work because they solve a specific, recurring question for social media managers. Find the questions your audience asks repeatedly and create definitive resources.

2) How-to tutorials

According to Semrush, Buffer has over 100 "How-To" articles.

Examples they rank high for:

→ How to use Instagram
→ How to get more followers on Facebook
→ How to use Bluesky
→ How to use Reddit
→ How to use Threads
→ How to use Pinterest

These step-by-step guides show readers how to use social media platforms effectively.

💡Pro tip: Prioritize how-to keywords that align with your ideal customer's jobs to be done. If your audience needs to accomplish something, show them how.

3) Glossary content

Social media platforms introduce new terms constantly. Buffer created hundreds of pages targeting specific social media terms and explaining what they mean.

Examples doing well:

→ X/Twitter App
→ Meme
→ POV
→ YouTube Studio
→ OOTD
→ Vanish mode
→ TikTok challenge
→ Shadow banned

💡Pro tip: Glossary content works when your audience encounters unfamiliar terminology. Map out the jargon in your industry and define it clearly.

Key takeaway:

These keyword types work because they directly target the problems Buffer's ideal customers face on social media platforms.

If you're a B2B SaaS startup, identify the keyword types that align with what your customers are actually trying to accomplish.

Which of these keyword types are you currently implementing?

#saas #seo

ChatGPT has over 800 million weekly active users. 

Which is more than 4X its figures last year.
 
Google, on the otherhand, handles more than 5 trillion annual searches, based on last year’s figures.

This amounts to approximately 16.4 billion searches per day. 

What does this mean for you as a company driving growth from Google? 

It’s simple; the search behavior is evolving. 

More and more users are embracing ChatGPT and other AI tools.

Despite this change, Google remains the undisputed leader in online search.

So, how can your SaaS company win?

First, do not ignore the fundamentals of SEO, such as keyword research, creating helpful content, on-page optimization, and link building. 

Second, optimize for AI search as a core part of your SEO strategy. That way, you can get cited by AI tools.

Truth is…

Doing SEO in 2025 like it’s 2020 is a recipe for failure. Tweaking your strategy is the smartest thing to do right now.

#saas #seo

If you search for any keyword on Google now.

Here are some of the things you’ll most likely see:

- AI Mode
- AI overview
- Discussions and forums
- What people are saying
- Videos
- Reddit threads
- Short videos
- Sponsored results
- And many more

And guess what?

In some cases, these SERPs features show up even before the top-ranking page on the SERPs.

Truth is...

Ranking #1 no longer guarantees that prospects will discover your product from Google.

So, what should your SaaS SEO strategy look like in 2026?

Here are a few things to prioritize:

→ Show up in AI overviews
→ Get cited in ChatGPT and other AI tools
→ Create content for community forums & aggregators
→ Build a YouTube strategy
→ Don't sleep on social media
→ Think beyond blog posts
→ Become featured on other websites

The bitter truth is:

The rules have changed.

And so should your SEO strategy.

Is your SaaS ready for these changes? 

DM me to discuss your 2026 organic search strategy.

#saas #seo

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