Magdalena Złoczewska
Content Marketing Manager
Fuelfinance is an FP&A software for small businesses and startups with a unique approach to finances, combining expert-made technology with a human touch. Their mix of AI forecasting, proprietary software and a team of professionals with years of financial background helps SMBs scale wisely, attract investors and stop worrying about running out of cash.
We’re proud to call them partners and believe in their mission of helping young companies get off the ground. That, plus our experience in SEO and content marketing, meant it would only be a matter of time before the internet started buzzing about Fuelfinance. Spoiler alert: it did.
Fuelfinance started investing in SEO early, long before becoming a big name. They knew results wouldn’t be immediate but would pay off over time—and wisely so!
The team contacted us, and, as you say, the rest is history. In this case study, we’ll show you how Quoleady helped Fuelfinance get 10x more organic traffic and 3x more MQLs from organic search in under 1,5 years.
Where we started
Fuelfinance launched their blog in 2022. When we started working together in October 2023, Fuelfinance was getting barely 200 organic visits monthly, and their average organic traffic value was also $200. That month, they had 5 MQLs from SEO efforts.
At the time, they had a handful of articles published that weren’t especially well optimized, as they could tell from the traffic and leads they generated (or rather, not generated). Their DR was 34; they had 595 backlinks and 219 referring domains.
When Fuelfinance contacted us to fix this, we rolled up our sleeves and got straight to work, combining valuable content writing with quality link building and good old SEO.
Since we don’t like to gatekeep, read on to see exactly how we did it.
What we did
This game isn’t about luck. It’s about turning the odds in your favor by balancing the needs of the target audience and the whims of search engine algorithms. Luckily, they’re often not that different. Let’s break it down.
Market research
We always start with thorough research of the Client’s niche. In this case, it was financing for startups and SMBs. The best starting point is competitor analysis—their strengths, weaknesses, positioning and content strategy.
In the case of Fuelfinance, it was tools like Xero, QuickBooks, Datarails, Cube… Although not all direct competitors, their target markets overlap.
Defining the target audience and goals
Fuelfinance clients and blog readers are startup founders, SMB owners, CFOs, or pretty much anyone who struggles with managing their business finances. They’re targeting primarily USA entrepreneurs across all industries.
It was important to position Fuelfinance as the friendly, easy-going expert – the fun teacher you always remember fondly from your school days. They wanted to keep the tone conversational and funny while still conveying professionalism and expertise. The premise is summed up nicely in the evergreen words of Albert Einstein:
“If you can’t explain it simply, you don’t understand it well enough.”
To address a common question that pops up here—no, we can’t become experts in every topic we cover. Our content writing relies on cooperation. We apply our knowledge of SEO, lead attraction strategies, current trends, algorithm updates and research skills; you support us (and your blog) with your niche expertise and product knowledge. What a combo!
Defining the content plan
At this point, we could start defining the content plan. Here’s what usually goes into it:
- A general overview of the existing content (to see what we can optimize and what keywords are already covered).
- Starting with competitors’ keywords (alternatives, reviews and comparison articles). These bottom-of-the-funnel (or high-intent) keywords are super conversion-oriented. Here are some examples of the first articles we did (they’re still getting organic visits today!):
- Other solid topics to focus on are long-tail keywords for practical how-to’s, like:
- Implementing the pillar-cluster structure. It’s a strategy we love to use to organize content so it’s easier for both search engines and readers to navigate. You need one big, in-depth guide on a broad topic (pillar page) and smaller, focused articles that cover specific subtopics (cluster pages). Then, interlink them together to make content easier to find and position your site as an authority on the topic.
Here are some examples of this strategy from the Fuelfinance website:
| Pillar example | Cluster example |
| 6 Best Financial Forecasting Software & Tools: a Detailed Review | datarails competitors datarails vs cube anaplan competitors vena competitors |
| Financial Forecasting for Startups: A Step-by-Step Guide | small business financial planning ai forecasting financial modeling software |
| 15 Key SaaS Metrics & KPIs (Financial, Engagement & Acquisition) | agency metrics rule of 40 how to calculate runway ebitda vs net income cost per lead unit economics financial metrics |
Optimization for search engines…
The age of spammy, search-console-bot-targeted content is long gone. Google wants to see content that eats (as in, articles written with the “E-E-A-T” rule in mind—expert, experienced, authoritative and trustworthy). It’s also good to sprinkle in some related secondary keywords (but keyword stuffing has been dead for quite some time now).
We always check top-ranking pages for a keyword we’re interested in:
- Word count
- Intents (informational, navigational, transactional, commercial, branded)
- Difficulty in ranking (competitor popularity and backlink profile)
- Search volume
- Content type (listicle, interview, how-to guide, video…)
- Title formatting (question, teaser, top X list…)
All of these factors influence whether we can rank for a target keyword (and get visits). They also give us insight into how we can do it and how difficult it will be.
…and readers
Content should always be split with headings, subheadings, bullet and number lists, images and tables. This serves a double function: making it readable, clear and skimmable for readers and easy for AI and search engines to scan.
When writing comparison articles, we always put Fuelfinance first, emphasizing its benefits and adding a CTA. The key here is to stay objective, never pushy, and show real advantages and results.
We avoid passive tone to make it actionable, genuine and engaging, using natural language. Yes, AI is allowed, but only for research and inspiration. At Quoleady, we are allergic to “streamlining processes” “in this digital age”.
To show the authority, objectivity and reliability, we like to include relevant and compelling statistics or research from renowned sites. This supports our claims, establishing readers’ trust and making it more interesting. We like to put those in the intros. Ever heard that you only have a few seconds to hook the visitor’s attention? Well, it’s true—if the intro is boring, they won’t stick around.
Simultaneously increasing domain authority
Unfortunately, in most cases, great content isn’t enough to rank. You need external pages linking to yours for search engines and readers alike to view you as a renowned expert, worthy of reading, sharing and linking to.
SaaS link building in 2025 is an art form in and of itself. We usually work in the A-B-C (or three-way) link exchange format. It’s no longer about getting a bunch of no-name websites to link to you. Our Head of Link Building Olena Hrychyna highlights:
“Quality matters more than quantity. Focus on building meaningful connections with other professionals […] and partner with those offering quality, value-packed content.”
But, in the words of our CEO and founder, Olga Mykhoparkina, “no number of the best links will save poor content”. Yes, “simultaneously” is a key phrase in this heading. The content and backlink quality go hand-in-hand!
What we got
Without further ado, here are the Fuelfinance results as of March 2025:
| Metric | Before | After |
| Domain rating | 34 | 45 |
| URL rating | 17 | 23 |
| # organic, niche-related keywords | <400 | >2,700 |
| AI overviews and featured snippets | N/A | 16 keywords |
| Monthly blog traffic | >200 | >2,000 |
| Impressions | 39,100 | 464,000 |
| Clicks | 860 | 2,640 |
| Organic traffic value | $223 | $5,283 |
| Referring domains | 219 | 400 |
| Referring pages | <600 | >1,200 |
| Marketing qualified leads | 5* | 13** |
*October 2023
**January 2025
What worked well
That’s pretty much it! Throw in some excellent writing, consistency and patience, and you’ve got yourself a lead-generation machine.
In the case of Fuelfinance, we saw a couple of things work particularly well:
- Practical, downloadable templates, cheat sheets and guides: Free resources effectively position Fuelfinance as the helpful expert; plus, forms for downloading them act as lead magnets for people who already expressed an interest in the brand and the solutions it offers, meaning we’re targeting ready-to-buy visitors.
- Niche and detailed content: When writing for Fuelfinance, we always focus on the specific needs of startup and SMB founders. Content is specifically targeted and understands the reader’s point of view, including their experience, knowledge gaps and pain points.
- No fluff: This is crucial for the user experience, as readers are already bombarded with content everywhere they look. We don’t like to have to scroll endlessly in search of answers, and we don’t want to make our readers do so. The art of straight-to-the-point writing is even more important now, with AI search on the rise. The trend we’re seeing is that it’s easiest to get featured in snippets and overviews when writing is clearly structured and information is presented in a readable, approachable, no-nonsense way, in a question-and-answer format.
- Article updates and optimization: You’ve probably heard enough about the “evolving digital landscape”, but no matter how overused the phrase is, it definitely holds true. Google is coming up with more and more disrupting updates, AI is creeping up on us, and content marketing has to keep up. We advise our Clients to do blog updates of the best-performing articles every about 6 months. In the case of Fuelfinance, this meant updating features lists, software descriptions (also of their competitors in comparison articles), facts, statistics and dates. We also added some internal links to fresh, related blog posts and sprinkled in smartly placed, actionable CTAs. The results? 8 MQLs in just half a week (and a satisfying spike in the organic traffic graph).
- Content distribution: Fuelfinance also does a great job of promoting blog articles on social media. Their team has professional accounts, sharing relevant content and adding to the expert, trustworthy reputation of the brand, the people that create it, and the content they share. This positively affects both their audience and AI algorithms.
Looking ahead
We love seeing our Clients grow. On top of that, the Fuelfinance team is a pleasure to work with. We’re proud to have contributed to their success so far, and we hope we’ll continue our cooperation as their solutions and customer base evolve.
The future plans for the Fuelfinance blog include:
- Regular updates after new feature releases or the recommended 6-month period,
- Keeping a keen eye on analytics to double down on the tactics that work best—particularly important in light of Google’s unrelenting algorithm updates,
- Watching out for what gets Fuelfinance mentioned in featured snippets and AI overviews,
- Continuing to write content around niche and high-intent keywords, well-optimized for SEO and valuable for readers.
If you’re a SaaS company struggling with getting the word out about your business and getting those leads flying in, don’t hesitate to reach out. Our agency will turn your blog into a lead generation machine, as we have done with plenty of others. We’ll create a custom content strategy based on your goals and our expertise.
Let’s talk and see how we can help!
