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The Founder of an Online Archiving Tool Makes a Full Living Out Of It

And how Schema Markup is bringing 750k visitors a month

Author

Shubham Davey
April 05, 2025 • Estimated Reading Time: 8 minutes

Imagine you’re a SaaS founder fighting for visibility in a saturated market. You’ve poured money into SEO, but your site still feels invisible.

Competitors dominate search results, and every click feels like a battle. Schema markup changes the game—it’s like giving Google a map to your content, making it stand out with rich snippets, visuals, and actionable details.

Suddenly, users see your product ratings, pricing, and features directly in search results. It’s not just about ranking; it’s about owning the space and calming the fear of irrelevance.

Ezyzip does exactly that.

In my audit, schema markup turned out to be the winning SEO strategy for EzyZip.

Let’s dive in to know how.

Business Model

It’s pretty straightforward. Offer an archiving tool online, and show ads to free users.

And pitch an ad-free experience for a premium. Even 1% of 750k visitors opting for the paid version can be a game changer for Andrew Dyster.

Ezyzip has been operational since 2004. This first-mover advantage and early adoption have benefited the founder.

SEO Lessons To Learn From EzyZip:

#1 On-Page SEO:

While auditing, I thought, “Why would someone search for these tools?”

macOS has a built-in archiving tool that zips and unzips files. Windows has WinRAR and similar solutions. I’m sure Linux would’ve solutions as well.

It wasn’t hard to figure out, the built-in tools don’t support formats like 7Z that Ezyzip does.

When users encounter these limitations, they search online, and EzyZip fills that niche.

Furthermore, users switching between Windows, macOS, or Linux need a consistent tool, which native apps don’t provide.

This is why Ezyzip won.

It’s dedicated pages to file conversion keywords and its solution to the target audience's pain points have helped it rank for several conversion and archive-related keywords.

Digging further, I realized that search engines can’t steal traffic, as the features Ezyzip (or any such tool) provides cannot be implemented on SERPs.

Ezyzip ranks #1 for a lot of easy SD keywords.

Ezyzip also ranks in the top 3 for all relevant keywords with high search intent and search volume. We SEOs do not get to see such domination every day.

Tool pages rank naturally for a search query because they actually help the end user get things done, unlike information pages that might not serve the user's intent.

No fluff, no overdoing SEO, pure user-experience focused content strategy.

The individual tool page contains a full-length tutorial for first-time users. This content not only serves as a guide for first-time users, but it also performs well on SERPs.

The guide has a step-by-step user guide with screenshots to help users use the tool effectively. The image contains alt text with target keywords to speed up SEO.

The page also contains a video guide for those who don’t want to read. This helps in 3 ways:

  1. Better user experience

  2. Increased on-page time

  3. Videos rank in Google & YouTube search

#2 Off-Page SEO:

Such tools naturally attract quality links. Ezyzip is no exception.

When writing this post, the domain has 100k backlinks with ~90% do-follow links.

These backlinks are not only helping with increased domain authority, but they’re also driving visitors & probably paid customers.

Nearly 5000 domains link to Ezyzip, and a domain authority 43 is too good for a SaaS.

Furthermore, 16 domains with a DA of 91-100 are linking to Ezyzip.

This translates to more domain authority, more traffic, and more customers. Getting mentions in user-generated content is a win for any SaaS that’s more rewarding than any other KPIs.

Ezyzip gets links from high DA domains like Android Authority, Techmundo, and more.

Crazy good links for a dull archiving tool.

#3 Technical SEO:

One thing that stood out is that Ezyzip utilizes schema markups

The tool pages implement schema markups like UtiliesApplication, VideoObject & more to instruct the search engines even better.

What’s UtilitiesApplication & VideoObject?

Utilities Application schema tells Google your tool, like a file converter or zip extractor, is something people can use. It helps Google show your tool directly in search results.

The VideoObject schema tells Google that your video explains something helpful. As a result, it appears in searches with a thumbnail, title, and description. Both make your SaaS stand out.

These schema markups apply to any SaaS. Never skip it.

Areas Of Improvement:

Content around the target audience’s workflows, and not just around tool features, can do wonders.

I have checked major online conversion sites like CloudConvert, Aconvert, and more. None of them is doing content around the workflow of their target audience.

Also, instead of ads, opting for an ad-free experience might attract more paid customers.

Limiting the number of files a user can convert for free per month (for example, 2 files) and prompting them to upgrade to paid plans will give them a better reason to upgrade.

Ads are only slowing down the website, & It’s costing more money than it’s actually making.

Ezyzip can also implement SoftwareApplication Schema.

The difference between SoftwareApplication and UtilitiesApplication schema lies in their focus and use cases:

SoftwareApplication Schema:

  • Purpose: Describes a software application, including its name, category, operating system, version, pricing, and user ratings.

  • Use Case: Ideal for applications that require installation or are used across multiple platforms (e.g., Final Cut Pro, Google Chrome, Microsoft Excel).

  • Key Features: Includes attributes like applicationCategory, operatingSystem, softwareVersion, offers, and aggregateRating to help users identify the software's functionality and compatibility.

UtilitiesApplication Schema:

  • Purpose: Specifically designed for tools or utilities that perform a particular function, such as file compression, conversion, or extraction.

  • Use Case: Perfect for SaaS tools accessed online without installation (e.g., ezyZip or online calculators).

  • Key Features: Focuses on the utility aspect of the application rather than broader software attributes. It emphasizes the tool's functionality and ease of use.

Business Lessons

  • Implement schema markups for your site. Very few are doing it.

  • Always add alt text to your images. And optimize it to describe the image to visually impaired users.

  • Focus on the target audience’s workflows when creating content (organic or paid)

What can you do now?