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Case study

How smallerp.ae grew organic clicks 10x in six months

smallerp.ae sells payroll and accounting software to UAE businesses. Its blog and free tools now bring in searches from HR managers and business owners every day.

smallerp.aeFounder, smallerp.ae
+906%
Organic clicks
May to October against January to April
59,291
Impressions in September
Up from 7 in January
35.4 → 7.7
Average position
January to September

Google Search Console, January to October 2026.

Where they started

A new site in a crowded subject

UAE payroll and labour law is a crowded subject. Every answer has to cite the law, and a wrong figure costs the reader money. smallerp.ae was a new site with no history.

The goal was clear: free trials of the payroll software, from people who search before they buy.

1 click

in January and February combined

2 pages

had any impressions in Google

35.4

average position in January

The plan

Three topics, chosen by what buyers search first

Salary and deductions

Before a company buys payroll software, its HR manager looks up what the law allows. Answers here cite the rule.

  • MOHRE rules
  • Deduction law guide
  • Gross vs net salary

Free tools

People search for a calculator first. Each tool answers one question and shows the software that does it for a whole team.

  • Annual leave calculator
  • Salary calculator
  • Overtime calculator
  • Currency converter

Templates and admin

Business owners who run payroll by hand also hunt for the paperwork around it.

  • Invoice templates

Weekly articles. Each one is reviewed by a senior specialist before it goes live.

What we published

The pages that bring the clicks

55

pages appeared in Google in March

92

in April

8

tools and guides drive most clicks

PageClicksImpressionsPositionTop query
Annual leave calculator/tools/annual-leave-calculator903,91713.3annual leave calculator uae
MOHRE salary deduction rules in the UAE/blog/mohre-salary-deduction-rules-uae282,4258.8mohre salary deduction
UAE salary deduction law guide/blog/uae-salary-deduction-law-guide242,41211.6salary deduction as per uae labour law
UAE salary calculator/tools/salary-calculator193,85810.6uae salary calculator
Gross salary vs net salary in the UAE/blog/gross-salary-vs-net-salary-uae1111,5746.2net salary meaning

Top five pages by clicks, May to October 2026.

Results

Clicks and impressions, month by month

Clicks per month

January to October 2026

0Jan1Feb39Mar138Apr162May316Jun340Jul275Aug369Sep132Oct
Full monthOctober to date, partial

Impressions per month

Times a page appeared in Google

7Jan63Feb10kMar26kApr25kMay31kJun41kJul48kAug59kSep16kOct
Full monthOctober to date, partial

Top searches

SearchClicksImpressionsPosition
mohre salary deduction131481.9
annual leave calculator uae152946.6
leave calculator122076.8
salary deduction as per uae labour law71984.5
net salary meaning36044.0
take home pay calculator31,0514.9
salary deduction in uae32093.9

May to October 2026, October to date.

One article in depth

From brief to first place for its search

Salary and deductions

MOHRE salary deduction rules in the UAE

An answer for HR managers who need to know what an employer may deduct, with the rule cited and checked by a senior specialist. It ranks first for the search "mohre salary deduction".

See how it was made
365searches bring it up
2,425impressions
8.8average position overall
1.9position for "mohre salary deduction"
“New articles were indexed within days and organic clicks grew every month. Nothing was flagged as AI content.”
Founder, smallerp.aesmallerp.ae

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