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HR SaaS | Technical SEO, Content Strategy

Fixing DianaHR's Framer Site and Building Topical Authority

DianaHR (Diana Intelligence Corp) is a San Francisco-based, YC-backed startup offering fractional HR services powered by AI for US startups and SMBs. Founded by Upeka Bee, former Head of Engineering at Gusto's HR platform, the company raised $3.7M in seed funding from SNR, General Catalyst, and Y Combinator. DianaHR handles state registration, payroll, benefits, onboarding, and HR audits for companies with 5 to 150+ employees across all 50 US states.

The Challenge

A CMS Not Built for SEO
DianaHR's site ran on Framer, which lacked proper technical SEO out of the box. Indexation, canonical tags, and schema markup all needed custom fixes before any content strategy could work.
Keyword Cannibalization and Diluted Authority
Multiple content pieces competed against each other for the same queries, while irrelevant content diluted topical authority in the fractional HR space.
Entrenched Competitors
Gusto, Rippling, Justworks, and Bambee dominated organic search for high-intent HR queries, leaving little room for a new entrant to break through.

How we helped them grow

Technical Cleanup Before Any Content Push
We invested the first month resolving Framer's indexation, canonical tag, and schema issues, and removed content causing keyword cannibalization. This meant a brief traffic dip, but it meant every piece of new content could rank properly from day one.
Focused Keyword Strategy and Site Architecture
We researched 2,300+ keywords, scored 447 by volume, difficulty, and intent, and rebuilt the site around an 8-page structure covering the homepage, core service pages, a blog hub, about, and contact.
High-Velocity, Intent-Matched Content
160 blog posts went live in under six months, covering compliance guides, comparison content, and HR checklists, matched to real search intent from US business owners facing operational HR problems.
Steady Backlink Growth
1,500 backlinks from 345 referring domains, including 98 high-value placements tracked in-house, doubled Domain Rating from 19 to 38.

The Impact that we made

Traffic Growth
121%
Monthly total traffic grew from 635 to 1,401. Organic users on GA4 rose from 757 in December 2025 to 1,397 in February 2026, an 84.5% increase, making organic search the highest-engagement channel with the most returning users on the site.
Keywords Ranked
1,500+
Total ranked keywords grew from roughly 200 to 1,500+, including 43 in the top 3 and 246 in the top 10.
Search Console Performance
4,680+
Clicks and 1.3M+ impressions across six months, with the final three months alone contributing 2,540 clicks and 1.01M impressions as daily impressions climbed to 50K to 60K by March.
AI Search Visibility
71
DianaHR's content now appears 71 times in AI-generated answers across ChatGPT, Google AI Overview, AI Mode, and Gemini, with 74 pages cited.
The Takeaway

DianaHR's biggest obstacle wasn't content, it was the CMS underneath it. We spent the first month fixing Framer's technical SEO gaps and removing cannibalizing content before publishing a single new post. Once the foundation was clean, 160 blog posts and 1,500 backlinks over six months built the topical authority needed to compete with Gusto and Rippling. DianaHR now ranks in the top 10 for "human resources software" (8,100 monthly searches) and drives 17 organic conversions a month.