Connecteam

Industry: Deskless workforce management

My Role: SEO/AEO Content Strategist

Timeline: April 2024 - August 2025

Deliverables: Increase Traffic, Organise Blog Content, Build Domain Authority, Improve LLM Visibility

Graeme is that rare breed of content marketing consultant who truly understands content strategy, SEO, and how to successfully incorporate AI into a brilliant content marketing strategy. He's been a massive asset for our content operation and an all-round great bloke to work with.

Increased organic traffic from 263,382 to 428,246 (+62.6%)

Key Wins

Increase referal domains from 3,191 to 7,511 (+135.4%)

Grew visibility in AI Overviews from 3,522 to 6,320 (+79.4%)

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The Challenge

I began working with David and the Connecteam team at a critical point. The marketing team were already laying some excellent foundations with the strategy they were taking, but it was my job to see if there were any potential gaps in their strategy, and help ensure that we were able to maximise results.

David was a fantastic contact to work with, as he has extremely high SEO/GEO knowledge already, and the project very much felt like a collaboration where I learnt as much as the expertise I provided.

My Strategy

As mentioned, the Connecteam strategy was already in a very strong position when I began working with them, and their internal team were extremely well educated and experienced, which made strategy implementation much easier.

Building on their dounfations, I mapped out a detailed plan that consisted of using industry experts to create content for better E-E-A-T signals, along with detailed supporting templates and other content for potential backlink opportunities.

Honest and authentic reviews

Rather than using generic content writers to create ‘review’ content, I wanted us to ensure that our content was much more trustworthy and authentic, two key signals that Google (and LLMs) are increasingly looking for.

To do this we hired industry experts to write for the team, and offered additional bonuses for when they were able to secure free trials of the software in question, and if they booked demo calls with the company.

Industry-specific calculators

Another lever I wanted us to pull was to build out industry-specific calculators for our website. Connecteam had the resources to create great tools, and this is an excellent way for Saas companies to build more organic backlinks, not to mention the fact that calculators tend to also rank well for specific keyword phrases.

YoutTube Scripts

I also needed to ensure our content focuses weren’t all in one place, and so I wanted to start producing high quality YouTube scripts for the team to revive their dormant YouTube channel.

Execution

As with other recent projects I have worked on, I knew it was crucial to lay the foundations and make sure we could walk before we tried to run. I always make sure my time spent working with a client focuses on setting the brand up for future success, even after our collaboration has ended.

Alongside the best X and Comp vs. Comp templates, I also needed to create highly detailed Review Templates.

This content was the backbone of our organic traffic play, and all the reviews consisted of first-hand experience from the writer, acquiring free trials, speaking to sales reps, etc, so it was crucial that the template factored all of that in and made sure the writers could flourish whilst also meeting SEO/GEO requirements.

Calculator Research

We also needed to make sure we were building out the right calculators for Connecteam to garner organic traffic from. After all, we might think a particular calculator is a good idea, but if it has no search volume, then it’s not worth prioritising.

I built out a comprehensive list using Ahrefs data, allowing Connecteam to maximise their resources.

Honest Review Templates

Best X / Comp vs. Comp Templates

To make sure that our content is consistent regardless of the writer, it was important to put templates in place for the writers and editors to follow.

As we used industry experts for this content, not all of them were well-versed in best SEO/GEO practices, so we also provided detailed guidance on this as well within the templates, and I set up monthly training calls for their team to upskill them.

Content Master Spreadsheet

Lastly, I maintained a detailed master content tracker, assigning out work to writers with relevant expertise, working up briefs for them to work from using the templates listed above, and ensuring all content was delivered to the client by the writing team by the internal deadlines.