Summary
Axle.ai is a software for editing and finding videos using AI. Sam Bogoch, Founder and CEO of the company, contacted UPosition Agency to optimize the site for Google, update the web UX, and generate SEO content.
Results Highlights
- We achieved +70% growth in Sessions and +100% growth in Users in one month.
- We attained +60% growth in Impressions over 4 months.
- We reduced the website’s Bounce Rate by -17%.
About the Client
Axle.ai is a B2B SaaS aimed at large media agencies and marketing agencies which need to store and find videos simply (known as MAM or Media Asset Manager). With Axle.ai’s AI and Axledit editing tools, the platform enables content recognition and editing by keywords, speeding up multimedia editing processes.
Project Objectives
- Positioning on Google with the desired keywords: For Axle.ai, there are keywords that only their target audience niche knows, such as Media Asset Manager or those related to artificial intelligence for searching and editing videos by removing logos and other specific elements. They required these words to be part of their website for Google.
- Improving the overall presentation of the software and its functionalities: The software has a wide range of features, making it difficult for the team to find a concise way to express the tool’s value proposition.
- Generating more visits through searches on Google and other search engines: Because of their understanding of the market niche, the company was confident that it wasn’t necessary to invest in paid advertising yet to generate leads, as they wanted to capitalize on organic searches, which do not require payment for clicks.
Challenges
- Lack of SEO knowledge: The team lacked the tools to conduct keyword research and did not know how to incorporate keywords throughout the website. This prevented them from ranking for desired keywords to improve their positioning.
- Copywriting and UX errors: Since most members of the Axle.ai team are from programming backgrounds or are juniors in marketing, they found it challenging to articulate the value proposition of their tools. This is why they needed assistance with copywriting and user experience on their website.
- Lack of content addressing buyer needs: One thing the Axle.ai team discovered while working with UPosition Agency is that the target audience needs to be engaged throughout their buyer journey, not just when they are ready to make a purchase. Therefore, the website lacked personalized content.
Solutions
a. On-page and Off-page SEO Optimization
The Axle.ai website had certain technical SEO errors that the UPosition Agency team addressed: pages that were not indexed, meaning they did not appear on Google, unoptimized images, errors in titles and meta descriptions of URLs, and empty anchors.
These adjustments were crucial to ensure that the site grew in terms of positioning and online traffic.
b. Copywriting and UX Audit
A comprehensive audit of the entire site was conducted regarding copywriting and user experience to identify points that presented errors and confused visitors on the website.
Subsequently, specific proposals were made based on market research on how users in the specific target audience are accustomed to navigating and what types of copies guide them to better understand Axle.ai’s proposition, directing them towards conversion, from visitors to leads.
Furthermore, the adjustment of written information was done from an SEO perspective, including keywords in the content. Phrases that people search for on Google were included so that the Axle.ai page answers these questions while presenting its features.
c. Buyer-centric SEO Content Plan for the Blog
At UPosition Agency, we took charge of generating a key document: the Keyword Research. This is an investigation where each keyword is documented in terms of its volume, positioning difficulty, and search intent.
With this in hand, we could determine the type of search a Video Production Manager makes when analyzing how to reduce costs in their video editing process; then when comparing different video editing automation platforms and finally, when realizing they need to hire a media asset manager to store and edit their videos using AI like Axle.ai.
This allowed us to create a content plan optimized for Google, covering all stages the buyer goes through and gaining visibility online.
Thanks to this incredible SEO recipe, the results were not long in coming!
d. SEO Copywriting Adjustments and Content Plan
With the keyword document in hand, adjustments were made to the copy throughout the website. This ensured that Vision Deck’s value proposition was clear to visitors, providing arguments for why they should hire their services, addressing potential concerns, and guiding the user towards contacting the team.
Later on, to increase traffic on the website, monthly content plans were created for Vision Deck’s blog, incorporating desired SEO keywords to improve site ranking, as well as assisting the buyer throughout their journey.
Thanks to this incredible SEO recipe, the results were not long in coming!
Results Details
These are all the upstanding results that UPosition Agency got with an SEO Strategy for Axle.ai:
1) 60% Growth in Impressions in 4 Months
At UPosition Agency, we helped Axle.ai achieve 41K impressions in just 4 months of work, from May to August 2023, compared to the previous period (+60% growth). The increase in impressions reflects a strategy focused on keyword growth and content quality, demonstrating to Google and other search engines that the website is valuable to visitors.
2) Keyword Positioning
We successfully improved the positioning of the most important commercial keywords for Axle.ai, ensuring that those searching for features offered by their software could reach their website, thus generating leads even without prior knowledge.
3) 76% Growth in New Users and 78% Growth in Total Users in 4 Months
During the period from July to October 2023, we achieved a growth of 76% in new users and 78% in total users, compared to the previous period, reaching nearly 10K in just 4 months. This metrics reflect the difference between having an SEO positioning strategy and not having one, as it is the result of technical work to attract new visitors to the website.
4) 104% Growth in Users and 71% Growth in Sessions in 1 Month
Comparing October and September 2023, user growth was 104% and session growth was 71%. This reflects the exponential growth that can be achieved after applying an SEO strategy periodically and progressively.
5) 97% Growth in Average Time on Site in 1 Month
Comparing September and August 2023, the growth in time spent on the site was 97%. This indicator is not easy to adjust but is achieved by making technical SEO modifications, as well as overall copywriting and UX improvements that make the site easier to read and navigate. These modifications encourage users to continue interacting with the page without wasting time or feeling frustrated.
6) 17% Decrease in Bounce Rate in 1 Month
Another result of the adjustments made on the site was the decrease in the bounce rate when comparing September and August 2023, where it decreased by 17%. The website became clearer and more user-friendly for the browsing experience.
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