Expensify
A full-funnel SEO/GEO and content partnership — from technical audits to AI search — drives a 50% increase in product signups in 6 months
OVERVIEW
We partnered with Expensify, a leading expense management platform, to modernize their SEO/GEO and content strategy from the ground up. What began as a technical audit and blog migration grew into a full operational partnership — one that touched everything from site architecture to AI search visibility. The goal was to move beyond just driving visibility to creating a genuine growth channel.
Project Results at a Glance
PAIN POINTS & CHALLENGES
Expensify came to us with SEO/GEO and content challenges that no surface-level fix could solve. They needed:
- A full blog migration from WordPress to Squarespace, without losing years of hard-earned SEO equity
- A comprehensive technical and on-page SEO/GEO audit across the main site and landing pages to identify performance issues and quick wins
- A refreshed content strategy that eliminated outdated posts, created a roadmap for new content, and established an internal system for the team to keep pace going forward
- A robust GEO strategy to keep pace with advances in AI-generated answers and discoverability
SOLUTIONS: STRATEGY MEETS PARTNERSHIP
Expensify needed more than a list of SEO/GEO deliverables — they needed a true strategic partner. We built the engagement around three pillars: establishing a strong technical and content foundation, aligning with Expensify’s async-first culture, and tying every recommendation back to real results across the funnel, not just getting traffic for traffic’s sake.
Technical SEO/GEO & Analytics
We audited every subdomain, resolved the technical issues holding pages back, and implemented GA4 with full conversion tracking — giving Expensify’s team a clear, accurate picture of what was actually driving signups.
Content Revamp & Blog Migration
We migrated the blog to Squarespace without sacrificing SEO equity, refreshed underperforming content, and built a roadmap of evergreen opportunities that the team could execute long after our work was done.
Resource Center & Funnel Strategy
We launched a dynamic resource hub and aligned calls to action with specific personas and funnel stages, more consistently turning organic visitors into qualified signups.
Internal Team Empowerment
We equipped Expensify’s internal team with SEO/GEO checklists and editorial systems, and partnered with their PR team to earn the kind of backlinks that actually move authority.
AI Search Strategy
As AI-generated answers began reshaping how people search, we helped Expensify get ahead of their competitors — optimizing their website and content for large language models, monitoring visibility across ChatGPT, Perplexity, and Google’s AI Overviews and other AI engines, and building a strong presence in conversational search to outpace the rest of their industry.
The Results
In under 6 months, organic search became a real business driver for Expensify. Product signups from organic traffic rose 50%. Blog traffic hit 260% of its monthly goal. Four of five core target keywords reached page one — two of them claiming the top spot. The backlink profile beat its stretch goal by 114%. And on the AI front, Expensify’s presence in AI Overviews grew 4x, while referral traffic from generative AI sources doubled and now converts at up to 5%, compared to 1–2% from standard search.
“We’ve seen each keyword make leaps and bounds up the ranking positions … the team’s efforts and diligence around our SEO strategy from every angle has yielded truly incredible results thus far.”
Lindsay Revill, Head of Marketing, Expensify
