Bill.com is doing boring content better than almost anyone in B2B SaaS.

Not flashy. Not loud. But deadly effective.

Their SEO engine brings in millions in pipeline by ranking for bottom-of-the-funnel gold like:

→ “accounts payable automation”
→ “bill pay for small businesses”
→ “automated invoice processing”

And they’re not playing the “publish more” game either.

Here’s what they figured out; and what most SaaS companies still don’t get:

● Own the pain points, not the keywords
● Convert intent, not traffic
● Rank for problems buyers actually Google in a sales cycle

And here’s the kicker:

You don’t need a Bill-sized brand or budget to reverse engineer this playbook; you just need sharper positioning, smarter pages, and a content engine that feeds your pipeline (not just your blog tab).

This teardown will show you:

• How Bill turns Google into a lead gen channel (without spamming thought leadership)
• Why their SEO works for CFOs, controllers, and decision-makers; not marketers
• What your SaaS can swipe today to compete (and convert)

Bill’s SEO Snapshot

Organic Traffic (Monthly)	227K
Domain Rating (DR)	78
Backlinks	43.1K

Bill Ranks for Every Search Intent

#1 Branded searches: 83.2K visits (Users already familiar with the brand)

#2 Non-branded searches: 143.9K visits (Capturing users before they know the brand)

#3 Informational searches: 176.8K visits (Users seeking knowledge and insights)

#4 Navigational searches: 63.8K visits (Users looking for a specific website or page)

#5 Commercial searches: 75.8K visits (Users researching before making a purchase)

Top Pages Driving Traffic

Page	Keyword	Position	Monthly Traffic
bill.com/product/spend-and-expense	divvy	1	8,437
bill.com/blog/what-does-ytd-mean	ytd meaning	1	3,600
bill.com/learning/miscellaneous-expenses	miscellaneous expenses	2	3,800
bill.com/blog/how-long-does-a-wire-transfer-take	wire transfer time	3	1,800
bill.com/learning/net-30	net 30 meaning	1	2,900
bill.com/product/credit	divvy credit card	1	3,400
bill.com/blog/how-to-start-a-bookkeeping-business	bookkeeping business	3	3,000
bill.com/product/accounts-payable	accounts payable software	1	3,100
bill.com/learning/trial-balance	trial balance	1	1,020

#1 The homepage dominates, ranking #1 for “bill.com” and attracting users who are already familiar with the brand, reinforcing trust and authority.

#2 Product pages drive high-intent traffic, with “Spend and Expense” and “Credit” pages securing top positions for searches like “Divvy” and “Divvy credit card.”

#3 Educational content fuels visibility, with guides like “What Does YTD Mean” and “Net 30” ranking at the top for users seeking financial definitions and business insights.

Bill Wins with Transactional & Informational Search

#1 Finance professionals land on Bill.com through transactional searches like “accounts payable software,” bringing in users looking for payment automation solutions.

#2 Informational blogs build credibility, with articles like “How Long Does a Wire Transfer Take” capturing users researching financial processes. Informational content that adds real value, like Bill’s blogs, can build credibility and authority.

Learning mistakes to avoid while writing a successful SaaS case study offers insights into creating content that resonates with your target audience

#3 Niche learning pages solidify authority, as resources like “Trial Balance” and “Miscellaneous Expenses” pull in users looking for accounting-specific knowledge.

Global Traffic Domination

Bill’s traffic map highlights a clear trend with the U.S. as its dominant market, contributing the vast majority of visits. 

Top Traffic Sources

#1 United States – 178.4K visits/month (78.6% of total traffic)

#2 India – 14.1K visits/month (6.2%)

#3 Philippines – 6.9K visits/month (3.0%)

#4 Canada – 5.9K visits/month (2.6%)

#5 United Kingdom – 2.8K visits/month (1.2%)

Bill’s Backlink Profile

Metric	Value
Total backlinks	43.1K
Referring Domains	6.1K
High-Authority Links	Links from Forbes, Apple, GitHub

#1 With backlinks from Forbes, Apple, and GitHub, Bill benefits from strong trust signals.

#2  Bill has a diverse yet targeted link-building strategy. This mix of quantity and quality helps drive organic rankings while ensuring sustainable SEO growth.

Traffic Breakdown

Source	Value
Organic Search	227K
Paid Search	6K

Bill’s Technical Health

Core Web Vitals (Desktop):

Largest Contentful Paint (LCP): 2s (Poor)

Cumulative Layout Shift (CLS): 0 (Perfect)

Interaction to Next Paint (INP): 123ms (Moderate)

Source: PageSpeed Insights

Mobile Friendliness:  Moderate

#1 Optimizing image sizes, server response times, and caching strategies could improve performance.

#2 A perfect CLS score (0) means Bill’s pages remain visually stable, preventing frustrating content shifts.

Paid Ad Keywords That Drive Conversions

Bill is investing in transactional keywords, signaling a strong push to capture users actively looking for financial tools. 

Top Keywords Bill is Running Ads on

#1 “receipt scanner appl”

#2 “quickbooks desktop 2024

#3 “business credit cards for new businesses”

#4 “receive money online”

#5 “apply for business credit card”

#6 “automação de email”

#7 “chatbot whatsapp api”

With ads on keywords like “receipt scanner app” and “QuickBooks Desktop 2024,” Bill is positioning itself as an essential tool for businesses seeking efficient bookkeeping and financial automation.

Here’s How You Can Steal Bill’s SEO Playbook

#1 How Bill.com Leveraged High-Intent Keywords to Drive 26K+ Monthly Visitors

Bill.com dominates high-traffic keywords like “divvy” and “YTD meaning,” with over 26,000 monthly visitors from strategic SEO.

Their targeted content, ranging from product pages to blog posts, pulls significant traffic and drives user engagement, all without heavy reliance on paid campaigns.

What Bill Did Right:

• Focused on high-volume, low-competition keywords with clear user intent.
• Created dedicated content hubs (like “YTD meaning”) that answer user questions and build topical authority.
• Optimized for featured snippets to increase visibility and capture top-of-the-fold placements.

SaaS Playbook: How to Apply This:

• Identify high-volume keywords related to your product, but also consider adjacent terms that your ICP is searching for.
• Optimize your content for featured snippets and voice search, aiming for quick, actionable answers.
• Build content around practical, evergreen questions your target audience frequently asks.

Example from SaaS:
Xero has successfully leveraged content around accounting terms and financial processes like “YTD” and “financial year,” driving significant organic traffic and engagement. Copy their top SEO moves.

Takeaway:
SaaS companies can replicate Bill.com’s SEO strategy by focusing on high-value, problem-solving keywords that bring in consistent traffic.

Don’t just aim for product-specific keywords; go beyond and answer the questions your customers are already searching for.

#2 How Bill.com Ranks for Long-Tail, Painkiller Queries (And Earns Thousands of Monthly Visits Without Thought Leadership)

Bill.com pulls in over 3,200+ monthly visitors from two deceptively simple keywords: “miscellaneous expenses” and “how long does it take to receive a wire transfer.” These aren’t product names—they’re operational headaches your finance team Googles mid-task.

What Bill Did Right:

• Targeted high-intent, time-sensitive queries that surface during real business problems.
• Positioned content in featured snippets, capturing attention before users even click.
• Turned operational FAQs into SEO assets by adding clarity, structure, and relevance.

SaaS Playbook: How to Apply This:

• Audit your ICP’s weekly “Google moments” (e.g. tax terms, finance delays, approvals).
• Build content around long-tail, ops-level questions that don’t feel “marketing-y.”
• Prioritise search intent over search volume; 600 monthly visits with buying intent > 10K random ones.

Takeaway:
If you’re a SaaS brand looking to earn trust before the demo; own the micro-moments. Rank where your ICP turns when a problem hits. Not just for discovery, but for conversion.

#3 Turn Boring B2B Terms into SEO Workhorses (That Drive High-Intent Buyers to Product Pages)

Bill.com ranks #1 for “accounts payable software small business” (600 volume) and #3 for “po#/required ap info” (400 volume), earning 2,700+ monthly visits from keywords deep in the buyer’s journey; right where software decisions are being made.

What Bill Did Right:

• Targeted high-converting, bottom-of-funnel keywords directly tied to software evaluation.
• Routed traffic straight to product pages; minimizing friction from search to sign-up.
• Used educational content to support trust (e.g., PO explainers), not just sell.

SaaS Playbook: How to Apply This:

• Find “{product category} + use case” keywords your ICP would Google during vendor comparison.
• Build SEO-first product pages; clear structure, keyword-optimized, fast-loading.
• Support with educational side content that handles objections and explains complex terms.

Takeaway:
SaaS SEO gold isn’t always in top-of-funnel thought leadership. Sometimes, it’s in dry, overlooked search terms your buyers Google minutes before shortlisting you. Rank there, and win quietly.

Break Bill’s Monopoly on Search Intent; With a Smarter SEO Engine.

Bill.com isn’t winning because they publish more.

They’re winning because they understand what finance teams Google in the middle of their day; and they show up first with clear, useful answers (that just so happen to lead to their products).

They’re engineering search journeys that intercept your ICP at every stage, from “What does YTD mean?” to “Apply for business credit card.”

This is precision SEO.
And it’s exactly how we help SaaS brands like yours.

At Concurate, we specialize in:

● Turning boring B2B terms into high-converting traffic magnets
● Creating content hubs that rank and push users toward product actions
● Uncovering your ICP’s “mid-task” queries; where buying intent lives

If you’re a CFO-focused SaaS with a blog graveyard or product pages that don’t rank; let’s fix that.

Book a free SEO teardown. We’ll send you back:

• 3 pages that should be bringing in leads (but aren’t)
• 2 keyword gaps where Bill.com is beating you
• 1 quick win you can implement this week

No fluff. No AI-generated listicles. Just SaaS SEO that competes; and converts.

Disclaimer:

The data and insights presented in this report are based on third-party platforms and tools. The information may not reflect the most up-to-date metrics or precise figures. Use this as a reference and verify with primary sources where necessary.