12X Page 1 Keywords Rankings for Thena in 16 Months

From a niche Slack-based support tool to a dominant B2B ticketing platform—here’s how Thena leveraged strategic SEO, content, and link building to accelerate growth.

Case study summary (at a glance):

Scaling SEO for BOFU content in a competitive SaaS market

Thena entered the market in 2022 with a bold vision:

To revolutionize customer support with a modern, AI-powered ticketing platform that seamlessly integrates with Slack, MS Teams, email, and web.

But they faced several SEO challenges before working with us:

✅ Low Domain Authority (DR 31) – Thena lacked the authority to compete with established support and ticketing platforms.

✅ Weak Backlink Profile – They had just 363 referring domains, which limited their ability to rank for competitive B2B SaaS keywords.

✅ Difficult-to-Rank BOFU Content – Bottom-of-funnel (BOFU) content like competitor comparisons is often seen as commercial and promotional, making organic link acquisition challenging.

Despite these roadblocks, Thena had a strong product and growing demand — they just needed to amplify their visibility and establish SEO authority.

That’s where our SEO and link-building strategy came in.

SEO & link earning that drove measurable growth

To scale Thena’s organic presence, we focused on three core pillars:

1️⃣ High-quality link building (229+ Authority Links Earned)

Over 16 months, Thena secured 229 actively earned backlinks (303 total, including unsolicited links).

Here’s how we executed this:

• Guest Posts – We strategically placed editorial content on high-authority websites, earning contextual backlinks that reinforced Thena’s credibility.
• Editorial Links (Niche Edits) – We acquired highly relevant placements on existing authoritative articles, passing link equity directly to Thena’s key pages.
• Exclusive Partnership Network – We leveraged our private publisher network to land powerful backlinks to Thena’s BOFU content—pages that typically struggle to earn organic links.

One of Thena’s top-performing pages, the Zendesk alternatives post, became a high-value SEO asset after our promotion efforts. It now generates 505 monthly visitors and $9.8K in traffic value.

2️⃣ Expanding keyword footprint (51 → 651 page 1 keywords)

Strong backlinks alone aren’t enough — Thena needed to rank for intent-driven keywords that would bring in ready-to-convert traffic.

We helped 12X their Page 1 keyword rankings by:

✅ Identifying and strategically focusing on pages with the highest bottom-line growth potential.
✅ Building targeted links to commercial content that typically struggles with organic acquisition.
✅ Supporting Thena’s 90-page content expansion to capture high-intent SaaS queries.

Thena worked hard on their content strategy, consistently publishing high-quality content to their blog. In fact, they’ve published 90 new articles on their website between October 2023 and February 2025:

This worked hand in hand with our off-page SEO strategy, allowing us to capture more market share by creating more opportunities to find relevant prospects through organic search.

As of Feb 2025, Thena ranks for 651 Page 1 keywords—a 1,176% increase since we started working with them.

3️⃣ Driving higher-value organic traffic ($1.8K → $15.6K in traffic value)

Thena’s traffic didn’t just grow—it became significantly more valuable.

Traffic value growth:

• October 2023: $1.8K/month
• February 2025: $15.6K/month (+767% increase)

Traffic value represents what Thena would have paid for the same traffic via Google Ads. This jump in value signals stronger rankings for high-converting, buyer-intent keywords.

SEO wins that transformed Thena’s business

In 16 months, Thena saw:

📈 Organic Traffic Growth → 1,800 → 5,400 clicks/month (+200% increase)
🔑 Page 1 Keywords → 51 → 651 ranking keywords (+1,176% increase)
🔗 High-Quality Backlinks → 229+ actively earned links from authoritative sites
💰 Traffic Value Growth → $1.8K → $15.6K/month (+767% increase)
🌍 US Market Share → 55.6% of traffic now comes from the U.S.

Below you’ll find screenshots from Google Search Console showing 1 month performance comparison data:

And 3-month performance comparison data:

How SEO helped Thena scale in a competitive SaaS market

Thena’s success wasn’t just about creating content, it was about strategic promotion and high-impact link building.

Here’s what other brands can take away from this:

✅ BOFU content can be directly promoted, with the right strategy. By securing powerful backlinks to their comparison pages, Thena didn’t have to rely solely on internal linking to drive authority to their most important pages.

✅ SEO isn’t just about volume — it’s about ranking the right content. Many brands focus on top-of-funnel (TOFU) blog posts for traffic, but Thena’s biggest wins came from ranking commercial, bottom-of-funnel (BOFU) pages that drive conversions. A strategic approach to link building helped ensure these high-value pages performed in search.

✅ Traffic value matters as much as volume. Ranking for high-intent SaaS queries meant Thena wasn’t just increasing clicks—it was attracting the right traffic that converts.

Thena’s journey from a Slack-based support tool to a full-scale B2B ticketing platform wasn’t just about product innovation—it was also about SEO and content strategy.

By focusing on high-authority link building, commercial keyword targeting, and scalable content marketing, they turned organic search into a sustainable acquisition channel.