Lindwick Payroll · HR & payroll SaaS for SMEs · Sofia
How a 14-person payroll SaaS became the answer to every Bulgarian labour-law question
A Content Engine engagement for a 14-person team: topic clusters, ai overviews, calculator tools, schema markup. One card punched per month, every hole a keyword that reached the top three.
Clock in · the challenge
Ranked for its own name. Invisible for everything else.
Lindwick's product pages ranked for its brand only, while accounting forums and government PDFs owned every query about leave, overtime and payroll deadlines.
Bulgarian SME owners search the law before they search for software: how much leave carries over, what a Saturday shift pays, when the monthly declarations are due. Those searches were answered by forum threads and scanned PDFs from the revenue agency, and none of them mentioned Lindwick. With 2,900 such queries a month, the shop floor of the market was someone else's.
Inspection slip · audit findings
- T-01Reject
Content
0 of 412 indexed URLs answered a labour-law question. Every non-brand query landed on a forum thread or a government PDF.
- T-02Reject
Content
9 blog posts averaging 340 words, written in English and machine-translated, with no dates or reviewer.
- T-03Rework
Technical
Pricing and feature pages rendered client-side; Googlebot saw an empty shell for 2.8s. Mobile LCP 4.1s.
- T-04Rework
Technical
No hreflang between /bg and /en, so the English pages competed with the Bulgarian ones for the same queries.
- T-05Reject
Structured data
No schema of any kind. No Organization entity, so AI answers could not attribute a citation to Lindwick.
- T-06Opening
Tools
Competing pages offered leave and overtime maths only as prose. No calculator ranked in the top 10 for any variant.
Job codes · the strategy
Four jobs on every shift
Built on our Content Engine plan: a fixed monthly cadence of research, publishing, tooling and markup, so every card that went into the clock came out with more holes than the last.
- JOB 10
Topic clusters
Five pillars (leave, overtime, deadlines, contracts, social security) with 64 spokes. Every spoke links up to its pillar and across to its calculator, so authority pools instead of scattering.
- JOB 20
AI Overviews
Answer-first paragraphs of 40 to 60 words, a cited Labour Code article in every answer, and a named payroll accountant as reviewer: the signals that get a page quoted, not just ranked.
- JOB 30
Calculator tools
Leave, overtime, notice-period and net-salary calculators built as fast, server-rendered pages. They earn links from accountants and convert into trials at four times the rate of articles.
- JOB 40
Schema markup
Organization and SoftwareApplication entities, HowTo on calculators, FAQ on pillars and dateModified tied to the legal-review log, so freshness is machine-readable.
The card rack · 11 months
Pick a month. Punch the card.
Each card holds five rows, one per keyword cluster. A punched hole is a keyword that entered the top three that month. Use the arrow keys to move through the rack.
Card 11 punched · 23 new top-3 keywords · 47 AI Overview citations to date
Quarterly law-change review baked into the CMS: each page shows its last legal check and reviewer.
Organic demo requests this month: 75 (baseline 31).
Clock out · the results
+268% organic sessions, card by card
- 01 · Organic sessions
- +268%
- 02 · Demo requests from organic
- +142%
- 03 · Top-3 keywords
- 38 → 211
- 04 · AI Overview citations
- 47
Ranking ledger · Google.bg, mobile
| Query | Vol/mo | Before | After |
|---|---|---|---|
| изчисляване на отпускcalculate annual leave · Calculator | 6,600 | — | 1 |
| извънреден труд заплащанеovertime pay rates · AI Overview | 4,400 | — | 1 |
| срокове за заплати 2026payroll deadlines 2026 · Calendar | 2,900 | — | 2 |
| болничен 2026 колко се плащаsick pay 2026 · AI Overview | 5,400 | — | 2 |
| предизвестие при напусканеnotice period on resignation · Snippet | 3,600 | 64 | 1 |
| нощен труд коефициентnight-work coefficient · Calculator | 1,300 | — | 1 |
| осигуровки максимален доходcontribution ceiling · AI Overview | 2,400 | — | 3 |
| софтуер за заплатиpayroll software · Product | 1,900 | 18 | 3 |
“—” means not in the top 100. Positions are modelled month-11 values.
Next shift
Get a plan like this
Clusters, calculators and markup, punched in on a monthly cadence through the Content Engine plan.