Customer story
How Fibbler 10x'd organic traffic in months
Fintech / SaaS An early-stage fintech moved from quiet to compounding inbound by handing SEO and AI search to a specialist, without losing the founder's voice.
The organic traffic has increased massively. Much more people are seeing us across the keywords we are prioritising, and they are also coming on to our site. Then within a month after we started, signups increased. You understand my business and what we're about, coming with suggestions of what we should do going forward.
The challenge
Adam came in with ten years of marketing experience and was honest about where his expertise stopped. SEO and AI search were not his lanes. Earlier attempts at content had stalled, and as he put it, the blog posts ended up “written more for me than for anyone else.”
Three specific pressures forced the decision to bring in a specialist:
- Stalled non-branded search. Branded queries converted, but competitors were taking the high-intent SERPs that should have been Fibbler’s.
- Zero AI search presence. Prospects were starting to discover vendors through ChatGPT, Perplexity, and AI Overviews. Fibbler had no visibility on any of them.
- Voice risk on outsourcing. Adam’s biggest worry about handing content to an agency was losing his tone and point of view. A generic content factory was not an option.
“I knew SEO wasn’t my zone of genius. I’d rather hire the specialist than keep stumbling through it myself.”
What we changed
We took SEO and AI search over as a managed service, with the engagement built around three priorities.
| Priority | What it looked like in practice |
|---|---|
| Voice preservation | Built a content engine that captures Adam’s tone, perspective, and the way he frames the category. Over time, less of his time is needed per draft. |
| Pipeline-first keywords | Mapped a focused target set tied to actual buying queries, not vanity volume. Every page exists because someone is looking to solve a problem Fibbler solves. |
| AI search as a peer channel | Optimized the same content for citation in ChatGPT, Perplexity, and AI Overviews, not just classic SERPs. |
The outcome
Traffic compounded faster than the prior six-month plan estimated, and the kind of qualitative signals that matter to a founder showed up early.
| Timeline | What landed |
|---|---|
| Month 1 | First signups from organic. Fibbler’s lower-ACV product converts faster than demo-heavy SaaS, so the funnel moved quickly. |
| Month 3 | Compounding traffic across the priority keyword set. Brand visibility growing on non-branded queries. |
| Month 6 | Organic up at least 10x from baseline. Adam’s own words: “the numbers were insane.” |
The signal Adam values most is not the traffic number on a dashboard. It is the qualitative read from new customers:
- Prospects citing LLMs and AI search tools as where they first found Fibbler, confirmed in customer interviews.
- The team bringing proactive suggestions about content angles and category positioning, without needing him to re-explain the business every time.
- Tone and POV preserved across every shipped page, so the content still sounds like Fibbler.
Adam’s frame for the longer game: SEO and AI search are a primary lever for hitting a 10M ARR target with a lean team. The compounding is what makes it work.
