Mature market The invoicing software market is a mature market with many providers and large, well-capitalized competitors. From the very moment we began the SEO process for WeFact in January 2021, the SERP was filled with many well-optimized pages from competitors. Therefore, simply optimizing a few landing pages on your own does not provide any added value for search engines or users. Within this project, it is essential to carefully assess where added value can be provided and how topical authority can be further strengthened. Especially since several competitors have substantial financial resources, it is also important to strategically purchase relevant link-building placements and take advantage of the optimization opportunities that competitors overlook.
Mixed search intent WeFact’s software is user-friendly and is used by thousands of business owners to send invoices, among other things. Search terms such as “create an invoice” consistently generate a large number of conversions. This search term is used by a broad target audience: from business owners looking for a paid invoicing solution to new entrepreneurs or individuals who want to create an invoice for free. This results in a SERP that’s a mix of informational pages, videos, images, free solutions, an AI overview, and providers of paid invoicing software. The crowded SERPs and the large number of SERP features mean that simple on-page optimizations aren’t enough; instead, it’s necessary to thoroughly understand search intent and look a step further.
No accounting software In addition to the mixed search intent, WeFact is, in some cases, an odd one out. Many invoicing software providers offer a software package that is a complete accounting program. WeFact, however, has deliberately chosen not to be an accounting program. This can sometimes be a challenge from an SEO perspective, because some users searching for a solution for invoicing or quotes are ultimately looking for a solution that can do more than that. WeFact’s software can now do more than just invoicing; for example, it’s also possible to manage subscriptions and process purchase invoices. At its core, WeFact’s software is not an accounting package. Although some users are looking for just that, WeFact remains true to its strengths. This is precisely what makes WeFact’s invoicing software so excellent, resulting in an above-average conversion rate on the website.
Introduction to AI Overviews and AI Mode For WeFact, we have focused heavily on content marketing and increasing visibility in recent years. Our goal was not only to be visible for search terms with commercial intent, but also for searches where the intent is informational. The idea behind this is that we want to maximize WeFact’s visibility and brand awareness through organic search. Since the introduction of AI Overviews in May 2025, Google has been displaying an AI Overview answer for 65% of search terms. This means that some users no longer need to click through to find the information they need. It also means that WeFact must, to some extent, rethink its KPIs and focus more on “owned AI Overviews” and maximizing visibility within them. While this is a challenge, it also presents new opportunities. For example, with SmartAI (our proprietary tool), we can semantically optimize content to build greater visibility within AI Overviews. In addition, our SmartClimb module provides insights into the maximum achievable CTRs, allowing us to set priorities effectively based on data.