Welcome to Expert Voices @ Kalungi, our series that highlights the department leaders driving growth for pioneering B2B SaaS companies. Today, we’re excited to introduce Cris Cubero, Kalungi’s Head of SEO.
Introducing Cris
Cris started at Kalungi as an SEO Specialist and worked her way up to being the Head of SEO. In her previous sales and marketing roles, she developed strong skills in SEO, backlinking, and content creation. Originally from Nicaragua, Cris now calls Florida home.
She thrives on the dynamic nature of SEO, saying,
“It really keeps you thinking, brainstorming new ways to get people's attention and win search engines.”
Why SaaS Companies Need SEO
Cris emphasizes that while many founders prioritize paid media and other short-term wins, SEO builds lasting credibility and brand authority.
“Without a technically optimized website or strong SEO foundation, even the best content won’t go anywhere.”
Using SEO can help your SaaS company grow sustainably. It boosts your rankings, organic traffic, MQLs, and sales. For users to trust your brand, you need a technically optimized website. If it's slow or outdated, you risk losing credibility.
Plus, your site won’t appear in search engines without proper optimization. In other words, your brand will essentially be invisible.
By improving your startup’s visibility, you can compete with industry giants at a fraction of the cost of paid campaigns. You can have the best content in the world, but without an SEO-friendly website, it won't be seen anywhere.
When starting your website, SEO may be a heavy lift, but the benefits are long-lasting. Once you've integrated SEO into your business strategy, only small optimizations are needed over time. While it doesn’t always deliver immediate results, it’s a valuable long-term investment that can significantly impact your business growth. It is also relatively easy to rank above your competitors with a strong SEO foundation. This means your ROI is high.
Key SEO Metrics to Measure Success
According to Cris, the SEO metrics you should measure depend on your goals. You can track success by looking at organic and direct-sourced MQLs and/or SQLs. You can also measure organic and direct traffic, as well as time spent on your website from organic sources. Analyzing your ranking positions in Google also gives you a good indication of how your SEO strategy is going.
Top Trends in SEO: The Rise of AI
“It's almost 2025. If you're not using AI, you're falling behind,” Cris says.
While Cris strongly believes that AI will never replace SEO experts, it’s important to understand what successful results look like. AI can generate many SEO ideas but can’t determine what constitutes great SEO for your specific needs.
AI in SEO:
- Content drafting: Generate initial blog drafts and ideas
- Content editing: Refine written pieces for clarity and flow
- Generative Engine Optimization: Use AI insights to optimize content for search engines
- CTR shifts: AI-overhauled search results affect traffic, making creative strategies more critical.
How Kalungi Does SEO For SaaS Companies
Cris shared some insights into how the Kalungi SEO department begins every new client engagement. The department begins with a full SEO audit, which includes analyzing the client’s website, identifying competitors’ strategies, and conducting keyword research.
From there, the team builds a technical SEO strategy and a full content strategy, both for the bottom and top of the funnel. Bottom of the Funnel (BOFU) content aims to increase conversions, while Top of Funnel (TOFU) content builds awareness and positions you as an authority in the market.
Cris highlights that SEO isn’t instant, “If someone promises a bunch of MQLs or conversions in month one, they're not being honest. Because it's just not doable.”
Cris sees SEO as a mix of web development, content, and great design. Without developers building a fast, functional website, designers creating a cohesive, attractive website, and content writing persuasive, engaging text, SEO wouldn’t work.
SEO in Action: Client Success Stories
Taking on Industry Leaders
Cris talks about a recent project she worked on at Kalungi. The client was launching project management software. During the first three months, Kalungi worked on rebranding and creating the website. Then, the content team began writing blog posts focused on ranking for long-tail keywords and establishing the client as a thought leader. Within two months, the client was ranking next to a leader in the space, Monday.com, for a high-priority keyword.
Taking on an industry leader would be impossible without a fast, attractive, SEO-friendly website, a clear SEO strategy, and valuable content.
Driving a Traffic Surge
Another example Cris shares is from a year ago when Kalungi worked with a client who had a software for managing trade marketing strategies and spending. After conducting a full SEO audit, Cris built a content plan to improve the website’s ranking in search engines.
Normally, slow traffic increases over time, but this client experienced a massive jump in traffic and stayed up there. This success proves that “content really is king,” she says with a smile.
Cris’s Expert Voice
Cris's journey and expertise remind us that SEO is more than keywords and rankings. It's a strategic approach to building sustainable growth and long-lasting brand credibility. Successful startup founders and experienced SaaS leaders know that a solid SEO foundation amplifies all other marketing efforts.
At Kalungi, SEO isn't just about climbing search engine results pages. We help you compete with industry giants, establish authority, and drive meaningful results. As Cris says, even smaller players can achieve big wins in their industry with the right mix of strategy, technical know-how, and creativity.
Do you want to see what a well-executed SEO strategy can do for your SaaS business? Let Kalungi's experts guide you toward sustainable growth and industry leadership.
Stay tuned for more insights from our department heads in the Expert Voices @ Kalungi series!
