These are the AI SEO Secrets that Clickup, Airbase, and Freshworks are using to win

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So yeah, I mean, we're going to talk about one of the very important topics for the last two years about like, you know, SEO and AI, like, you know, how this deadly combination is going to work. So we're going to talk about priority, challenges, and opportunities for the next 20 minutes. So I'm Sharm. I'm founder of Triple Dot. Triple Dot is a B2B SaaS growth agency. We work with over 100-plus brands. Previous to Triple Dot, I used to run marketing at Remote.com, Freshworks, Zoho, and Hey Digital. And I also advise and invest in startups. So if you want to connect, here's my QR code. Right? So for the next 25 minutes, we are going to basically talk about AI and SEO, right? 2023 versus 2024, impact of AI and SEO. What is SEO 2.0?

And we're going to cover some of the most important and productive tools that we use in our daily practices at Triple Dot, and how the new SEO is going to work, and how to basically do backlink, all right, in 2024 and ahead. And also, one other important topic that I'm going to cover is like, how you can scale programmatic SEO without scaling content, without heavier budgets. So that's also what we're going to basically talk about today. Right? It's a quick, quick facts about Triple Dot. We founded in 2021. We are about like, you know, 80 people. We only work with SaaS companies, right? These are all the companies that we work with. We have three stages, basically, like, you know, for mature, we work with companies like Freshworks and Spinkler. Growth stage, we work with companies like Preevo, fast-growing.

We work with companies like Factors.ai, Multiplayer, and stuff like that. Right? Cool, let's quickly dive in, right? So now we're going to talk about like, you know, uh, uh, the role of AI in SEO in 2024 and what challenges, priorities and opportunities that we have, right? So this is a very important and interesting start that I took from search engine, uh, uh, right? Search engine land survey. So you can, you can basically compare what is the difficulty and most important task in 2024 compared to 2023. In 2023, most of the marketing leaders and founders reported content production is the very difficult, uh, uh, uh, challenging task to do. But in 2024, algorithm changes and link building and technical SEO are the three important,

uh, uh, difficult, uh, things to basically do, right? Why? Because in the last 18 months, there are about 16 core algorithm update and in which there are three very important update, right? So if your website is five year old or six year old or seven year old, you just need to basically get, equip yourself with the new changes that, that has been there. So that's why technical SEO is becoming important, right? And also link building and algorithm changes. And if you look at this, this is again from the same survey, 71 percentage of the respondents, they said like, you know, this, you know, AI in SEO is disruptive, right? And you can see like, you know, 32 percentage is somewhat disruptive, 26 percentage is

slightly disruptive, like only 18 percentage is not disruptive. But like, let's move on to the priorities, right? For example, people are saying after this SG, SG is nothing, it's called search generative experience. So Google use another traditional, uh, uh, like, you know, uh, concept called SCRP, search engine results page, which is a very traditional way of pulling data from, on the backend. Now it is using SG, SG is nothing but search generative experience, which uses AI to basically pull in the data and then, and then showing it upfront, right? So now you just need to be aware of three things. One, now whatever your website is, you need to update it for mobile first because almost

all your website will be mobile first indexing than. First indexing, that's one. And second one is, uh, earlier like three years or four years back, people used to follow this top of funnel keywords, go up behind like lot of search volume keywords and stuff like that. Now you don't need to do that. You can focus on very long tail, very less search volume keywords. We call it as long tail semantic keywords. That is again like, you know, works really well for companies. And, uh, and you should also give importance to more rich text elements like images, visuals and other factors. So that is also an important factor when it comes to SEO, right? And if you look at this, this is a very important factor, right? Eighty three percentage of the respondents said it is positively impacted.

There is no negative impact about this SEO, I mean like about this AI algorithm update with an SEO. So, you know, we can still be confident about whatever the changes that we are making that will impact us in a good way, right? And these are all the priorities for a, from an SEO department, like, you know, I have, I've categorized this into practitioners, managers and leaders. If you look at for practitioners, right, and, and, you know, adapting to the impact of AI is the second priority. And if you look at for managers and leader, this is their main or important priority, right? So let's quickly talk about that, right? Like, you know, in long story short, so your bottom funnel and high converting pages may still reap traffic and conversions. Your top of funnel pages is called as informational intent pages.

And those pages, the impressions are declining month on month, right? Now, the second point is you need to give more importance to your brand and your brand reputation. So don't spam your brand with lot of like, you know, multiple domains for sending emails and stuff like that. Now your brand reputation is very important. And focusing on improving a brand reputation is the, the core impact. And the third part, which is called a content qualification methodology. So Google comes up with something called EEAT, which is experience, expertise, authority and trust. So if you're, let's say if you're a fintech brand, like, you know, hire couple of journalists who used to write for fintech brands and then ask them to write your pillar pages, right? If you are a cybersecurity brand, like, you know, work with someone who actually written lot of

Cyber security content, right? So that is how you can basically generate unique content which stands out compared to your competition. Right? Now, like what is SEO two point zero, right? It's very simple. You can use AI, you can use workflows, you can use automations to do like a ten checklist. So first, you can leverage AI to create high quality content ideas, not the content. You shouldn't use AI to create content that will penalize or that will impact in a wrong way. So you can use AI to find ideas. Second, there are a lot of experimentation tools right now. So that will guide you whether a particular SEO experiment is going on the right track or not.

Third, programmatic that we are going to cover. And fourth, right now you don't need to basically, uh, like, you know, uh, spend time on building calculators, tools and stuff like that. So there are a lot of linkable asset creation tool like Replet Copilot, where you can use to build mini tools for your website, right? And finally, you can use an AI agent to track what is happening within your website. It's more like a virtual assistant. That sits, you know, like a within your website that will notify if there is some problem. It's more like a system monitoring. But it will update you if there is any problem that's happened within your website. So I'll, I'll talk about that as well, right? And, and, and, and the, and the other part would be like, you know, it's not just AI.

So it's also, there are a lot of workflows you can use in the SEO world. You can use makeup, Zapier, and you can use ChatGPT four to basically create all those different variations, right? So in short, with this SEO two point zero, you can ten X your results with half of the investment and two X more productive, right? Now let's talk about how you can be more productive and how you can basically generate this ten X results and stuff like that, right? So yeah, this is an important part, right? Like, you know, these are all very, I would say, rare tools in the SEO world that not many leaders and marketing, I mean, founders know of. So first, this tool, it's called completely dot AI, right? So, uh, I mean,

Like you know if you are founders or marketing leader, there is something called battle cards. You have to compare your product or your solution with another company. So it will take about roughly two days to create this battle cards, right? So now with completely dot AI, you just need to add who's your competitor? And this particular completely dot AI will give you a ten pager battle card. Comparing almost all possible uh what information available on the internet. So it will it will completely saves like you know one day minimum, right? Now let's go to the second tool. Which is lot of founders here, you know you you want to know. How is your personas have been searching? But you are not good at SEO, right? But you know what is your product is doing and stuff like that.

You can write in this tool called like you know SEO dot AI saying that like you know. Okay, like you know my product is a fintech solution selling for SMB. And what kind of keywords that that probably uh uh you know fit into my top funnel. If you ask this question, this tool will give you the set of keywords. Then use this uh tool called seed keywords to further expand that. Again, this is a very, very uh useful uh tool. And once, this is again, right? Like you know, let's say you don't have a big web development team, right? Or you got the keywords, but you wanted to structure this in a proper way. So that's when this keyword insights dot AI will come in. Let's say you get hundred keywords and you're going to basically publish. All those hundred keywords into keyword clustering tool.

It will cluster what is your top of funnel, what is your middle of funnel, what is your bottom funnel? And how many pages you need? And which pages are top priority, which pages are like you know not less priority and stuff like that. Every single thing. So for example, uh this will take about like minimum four hours. To plan one month calendar just for clustering. So within this tool, you can do it within ten minutes, not even ten minutes, just five minutes, right? And again, let's say uh through dot com. So this is this tool called, let's say you have a content writing team. But you don't know, uh uh I mean you're not confident about the brief that you're sharing with your team, right? So through dot com, you can basically give the exact persona, what

Kind of messaging that you wanted to share with this person us? What kind of tonality? And what is the context behind this particular content, right? And this through.com will basically give you a very detailed, a brief, and that can be shared with your writers. So again, like you know, very useful tool. And this one, right? So AI interlinking, so which is a very, very time-consuming task. Let's say, your website has thousand pages. Each page will probably have around like you know fifteen to twenty links, right? Fifteen to twenty links into thousand. So, I mean, like you know, you, you, you calculate, right? So it's a very, very manual repetitive task. So there is this tool called Junia, in which there is an AI interlinking capability.

You just need to add the URL of your website and then that will scrape almost all possible interlink for your page. Again, like you know, one of my favorite.

Hopefully, this tool, most of you know, which is called Surfer SEO, right? What this tool will do is, this will grade your content, right? Let's say you're writing a new content and you don't know exactly what others have written and why their content is ranking better than your content, right? So what this will do is, it will guide the writer. So you can see on the right side, there is a ninety out of hundred score, which means, and, and below that, you will see an average of eighty-three and top eighty-eight. What it means is, the number one link that is ranking for this keyword, they have eighty-eight score and the average of the first ten rank, so that is having eighty-three.

So, the goal for our content writers to basically cross that eighty-eight mark, right? So that's why Surfer is like inevitable tool for triple that. Internally, we use for all our clients, alright? So there is other tools like Clearscope, Razer and stuff like that, but Surfer is one of the best tool. And here, it's a one-stop like SEO extension, right? You don't need to basically have like you know, bunch of extension within your Chrome web store. You just need to download this detail.com. It has eight tabs, actually seven tabs, sorry. Which gives you a complete picture about your website. And you can look at it, look this whenever you want to basically identify what kind of changes that you wanted to make.

Right? And finally, SEO is also moving towards audience lead, right? So we use ParkTaro and we use audience.com to find the demographic, technographic signals about different companies and this will help you identify, okay, like you know, a company A visits like you know, freshworks.com and after that, like in about two minutes, they are, they are visiting zendus.com. Right? So that kind of an information you can easily get from SparkTaro. From audience, you can basically find the, like where your personas have been hanging out. Let's say a CFO for a hundred million company versus a CFO for a fifty million company.

There is a bigger difference in terms of like, you know, where they hang out, what content they read and stuff like that. So you can use audience for that to basically identify, like you know, what they are doing and stuff like that. And finally, let's say you don't want to go with an agency, you don't have a big budget, but you want to run an SEO, this is called this auto SEO. It's an AI agent, you just need to add the JavaScript on the website, right? And it will do almost all the work, right? So, but I mean, like you know, I don't prefer using this, but if you are an early-stage founders, marketing leaders, you can use that. But I advise to go with a consultant or an in-house team, but this is for, like you know, a much cheaper and much better.

Okay, now let's talk about new SEO versus old SEO, which is very interesting, at least for me. You can see here, so there are twenty-three types of SEO content. Towards the left, you will see these are all content that just drives traffic. Towards the right, you see content that drives conversions. So whenever you look at SEO, you should basically classify your SEO strategy into two types. One, there are about hundred to hundred and fifty keywords, which we call internally as money keywords or money pages that drives business, right? And for any company that you take, the ceiling is, ceiling would be around like, you know, two hundred, two hundred keywords, right?

And each keyword will basically have around five hundred to thousand, so, search volume. So twenty thousand volume would be more than enough to drive close to like, you know, thousand sign-ups or thousand five hundred sign-ups, a very good sign-up a month or, or demo a month, right? But on the right, left side. These are all very traffic generating keywords which is very good for all your visibility content, right? So I have, I have classified this into traffic focused, conversion focused, difficulty versus easy. So you can, you can, I mean like for example, your list, your FAQs, your step by step guides, your interviews, that creates more traffic and towards your right, right? Like you know, how to guides, landing pages, product pages, that creates more conversions.

Alright, now, audited SEOs, people will start doing keyword research, then they do topic research, then they write content, right? Now you should do the other way around. You should first identify like what's your, what's the pain points of the personas that you deal with? Then create topics that you think of which is very, you know, like relevant to your audience, then do keyword research. So that's what we call it, right? Like for, for example, then do a funnel saying that which are all your unaware content, which are all your problem aware content, which are all your solution aware content? And start with product aware, then go to solution aware, then go to problem aware, then finally go to unaware. So, so this is, this is a like, you know, three step easy process, right? Learn pain points, think of topic ideas and find keywords.

So we use internally a triple D, we use this framework called job to be done framework. So which is, we pick a persona, right? And we pick the core job of that persona and we also pick the related job of that persona. And what we do is, we look what they are searching on internet day in, day out, right? And then we map that funnel, right? And then we start towards the right, we, we write content for more, more, more like closer to the evaluation, then basically pick up the middle of funnel and top of funnel later. So yeah, this is a very popular framework that we use internally. And finally, new SEOs not just within your website, it's also outside your website, right? So for example, let's say I'm writing a blog today, right? And my domain authority is 40, right?

And Google will take about two days to index my own URL. Instead, if you write the same content within Medium or Reddit or Core or just answer to some of the questions that is already there. So your chances of indexing your website or that you URL would be much faster than your own content. Why? Because Reddit or Cora's domain authority would be nineteen ninety-nine ninety-five. Our domain authority would be lesser than fifty-sixty. So you know like some of the social signals will be much faster to index compared to our own uh domain. Right? And which is, I mean like now we are going to talk about a very, very important topic when it comes to SEO.

Lot of people are struggling in it. They don't know how to basically get backlink. In twenty twenty-four, again, if you wanted to get backlinks, it's for two purposes. One, to increase domain authority and two, to increase your topical authority. To increase domain authority, don't do reach-outs, don't do like, you know, guest blogging and stuff like that. Better way to do, do, right? Like, you know, you can just do a digital PR. You spend thousand dollars and you'll get listed in Forbes, Entrepreneur and whatever the best website that you can like listed on. These are all like ninety-plus domain authority side and your domain authority will also get boosted. But to get topical authority, that's when, you know, like for example, you need to basically get ranked for.

So what I mean by domain authority and topical authority is topical authority is a specific topic that you wanted to like, you know, acquire links for, right? To get, what I'm going to talk about is to get topical authority, again, like you know, there is a way in which you can get it. So the best way is to basically build free tools, right? So I'll, I'll, I'll, you know, these are all some of the examples you can, you can build a freelance rate calculator. You can build a project timeline estimator. You can build a project budget estimator and stuff like that. I'll show you a couple of examples. So this is one of our client. Uh, we built this ESOP pool size calculator and this got indexed two and a half months back and we got thirty free backlinks.

Right? There are a lot of newsletters have been like, you know, reported this and also there are a couple of other websites have been like, you know, given this. These are all like, you know, very big. Other thing and towards the right. So we work with this company who, who is a social media management portal, right? We have, we have created like ten free tools like that. And you can look at like, you know, we got around one sixty free backlinks in about one and a half three months, right? So again, that's a easy way to uh uh drive backlinks. And finally, we are, we are going to end this session with the programmatic SEO and B2B SaaS. So. So programmatic SEO is nothing but publishing more than hundred pages in a very short time, right? How you can do this? So it's very simple, right?

You need like an optimized page template. You need a database of all the information. You need super like long tail keywords. So it's one into two into three, that's it, right? How we are going to do that, right? So, so there are three myths in the programmatic world. One is programmatic SEO spam because you're going to repeat the content, right? So the search engine will might look, okay, this is a duplicate content. It's not, it's not right. You can see the difference, right? Towards the left, you can see a very generic answer for a topic. And towards the right, you can see like, you know, for every like, you know, delta, what is the miles worth? Right? So the right will have more context according to Google compared to the left.

Second, programmatic SEO only works with AI. Completely wrong, right? AI will only give flexibility, right? I'll talk about even before this AI thing comes, like you know, we work with ManagInn. We basically created thousands of pages back in 2012, right? So I'll talk about that later. But yeah, third thing, programmatic content does not convert, which is partially true. If you, if you create programmatic SEO without having that relevancy or context. But for few companies, it works really well, that, that also we are going to talk about. Cool. So these are all some examples, but, but yeah. If you, if you want to understand whether PSEO is right for you, there are three things.

First, you need to put little bit upfront, like you know, investment and time is needed. But not always, just one time, right? And second, your current SEO strategy, your, your brand should be little bit matured brand. And third, you should be selling some very big time. That's it. These are all the three pre-requests for PSEO. And the first thing. Programmatic SEO works really well for localization. For example, let's say you wanted to build like hundred pages for different states, thousand pages for different cities for zip codes and stuff like that. For example, you can see an example, right? Minimum wage in Los Angeles for best restaurants. And it works for job to be done, JTBD is job to be done.

Use a particular tool for a particular task. Third, it works for different industries and also comparisons, right? I don't know if you've like attended this demo led SEO session. So like you know Storyline used to basically build all comparison using their like you know, programmatic way of doing SEO only, right? And for like niche, it's based on metrics and brands. So once you get the keywords, then you're going to SEMrush and and find all the existing keywords. Then what I'm going to do is you need to identify, let's say if you hit a particular traffic, how much like revenue or pipeline that you get. So for that, let me let me let me quickly show that in later. But just for PSEO, you just need these three things.

Page content, content database and AI prompts. This is how a page template would look like. So if you look at the blue color content blocks, all this is dynamic. If you look at like you know, welcome to what industry and for what job title? And if you look at the second content block, top three percentage of job title? And third content block are different keyword and stuff like that. Once this is done, then again like you know, this is little bit tricky. I would give you an automated way so you can use that for building better this thing, right? So so this is an automated way. So you can use either one of these two tools. One is called Byword.ai, another one is called Withradim.

So if you are not a programmatic ninja, so what you can do is instead of using Excel or Google Sheets and stuff like that, you can either use Byword or Withradim to basically build this like backend infrastructure for doing programmatic. That's it, right? So as I as I told you, like you know, you just need to find keyword patterns. You just need to basically build page template, set up database, build. A prompts and publish. So this is a tool that we have built. Uh, right, so you can, you know, like, uh, if you can just, uh, you know, scan this, it will take you to a Google sheet. And in that, whatever I've, I've, I've discussed so far would be explained in a, like, you know, step by step manner, right? And this is how it works.

So for, like, after completing a programmatic SEO, it will take one to three months for indexation, one to six months for impression, one to nine months for ranking, one to twelve months for traffic conversions, pipeline revenue. So, so let's quickly talk about the results. So this is one company called Multiplier. So they are a global payroll, you are a company, one of our, one of our customers. So for them, what we have done was we have created a country encyclopedia, right? So you can see there is very low results for their brand SEO. So what we have done was we have created programmatic templates for work permit and for employment guides. Right, we have a database in the backend, we use that database and created content and, and published this. And if you look at the second, which is for this company called By Dance Lark.

And if you look at, we have basically built close to, uh, five hundred plus templates. Because, you know, By Dance, it's, I mean, Lark is more like a click up competitor. So they are a project management software. So we used to create a lot of templates and then use that as, uh, for our own programmatic SEO. And for Sentinel One, right? So Sentinel One has this ransomware anthology. So there are about like, you know, thousand plus ransomwares. For each ransomware, we have created a, like, you know, a page and there are about thousand plus pages, it's not hundred. So then it resells about ten thousand plus traffic. And this company is a freight forwarding company. So for that, we basically build a, like, a two and fro freight forwarding calculator. Again, it has four hundred pages, like, you know, we got around five thousand plus traffic and stuff like that.

The final one is R1 case study, alright? So you can, you can look at, like, you know, if you search for B two B SaaS SEO agency in New York, B two B, uh, SEO agency in California, like, you know, even after SEM rush, we are the number one or number two, uh, position, uh, for almost all the keywords. All keywords, I mean, all pages have the same content. We just change the state and country names and then it automatically started ranking. Yeah, that's, that's pretty much about it. Uh, if you have any questions, connect me, connect with me offline. Happy to answer whatever questions, whatever you have.