How Pennylane strengthened its SEO presence on key accounting and financial queries

How Pennylane strengthened its SEO presence on key accounting and financial queries

+118%

of SEO traffic

+41%

of qualified leads

+27%

conversion to product demonstrations

OVERVIEW

ABOUT THE COMPANY

Pennylane is a SaaS accounting and financial management solution for entrepreneurs, SMEs, and accounting firms. It combines a management tool and accounting expertise in a single collaborative space.

HEADQUARTERS

Paris, France

INDUSTRY

SaaS / Fintech / Accounting & management

SERVICES PROVIDED

  • Complete SEO audit

  • Optimization of solution & feature pages

  • Educational content strategy

  • Internal linking & netlinking

PROBLEM

Pennylane had a good product but limited visibility on Google for key queries related to accounting, invoicing, and business management. The site generated few SEO leads compared to its potential, and the content was not structured for conversion.

THE OBJECTIVES

  • Strengthen SEO visibility on pages with high business potential.

  • Generate qualified leads via organic content.

  • Increase the volume of product demonstrations resulting from SEO.

THE BOTANIK SOLUTION

Botanik designed an SEO approach based on pedagogy, structure, and technical performance.

1 — OPTIMIZATION OF PRODUCT & SOLUTION PAGES

  • Rewriting of feature pages with a user-benefit oriented angle.

  • Integration of comparative modules, use cases, and FAQ.

  • Standardization of titles & meta descriptions with targeting by search intent.

2 — CREATION OF EDUCATIONAL CONTENT

  • Production of evergreen SEO articles on accounting, VAT, legal obligations.

  • Creation of specific landing pages per persona (CEO, CFO, chartered accountant).

  • Integration of explanatory diagrams, glossary, and downloadable content.

3 — NETLINKING & TECHNICAL STRUCTURE

  • Strengthening of internal linking between blog, solution pages, and guides.

  • Acquisition of backlinks from finance and legaltech media.

  • Improvement of Core Web Vitals for optimal mobile performance.

THE RESULTS

In 6 months, SEO performance significantly improved:

+118%

of SEO traffic

+41%

of qualified leads

+27%

conversion to product demonstrations

CONCLUSION

Thanks to Botanik's support, Pennylane was able to structure an in-depth SEO strategy, combining pedagogy, technical aspects, and commercial performance. The organic channel has become a pillar of acquisition, generating high-value leads in a highly competitive sector.

Do you want similar results?

Contact us to discuss your project!

Our case studies

Comment Ebay a renforcé sa visibilité organique grâce à Botanik

Comment Ebay a renforcé sa visibilité organique grâce à Botanik

On a accompagné Ebay sur l'optimisation de ses pages produits SEO. Résultat : un trafic en hausse et une meilleure conversion sur les catégories clés.

Lire la suite
Comment OpenClassRooms a démultiplié son trafic non-brand grâce à une stratégie de contenu structurée

Comment OpenClassrooms a multiplié ses leads organiques

Botanik a structuré une stratégie SEO éditoriale pour positionner OpenClassrooms sur les requêtes formations & certifications.

Lire la suite
Comment OVH a consolidé sa position sur les requêtes cloud stratégiques grâce au SEO

Comment OVH a consolidé sa position SEO sur les requêtes Cloud

Approche SXO, optimisation technique et cocons sémantiques à fort volume.

Lire la suite