Originality.ai
Industry: AI Detection
My Role: SEO/AEO Content Strategist & Writer
Timeline: May 2023 - Ongoing
Deliverables: Increase Organic Traffic, Produce Blog Content, Facilitate LinkedIn Growth, Provide Social Listening.
We started working with Graeme at a crucial period in our business’s growth. He is a fantastic content strategy partner who has helped Originality continue to grow into one of the industry-leading AI detection software tools, with excellent exposure across Google, LLMs, and Socials. Plus, he’s a great guy! Would highly recommend.
Increased Organic Traffic from 278,379 to 1,182,325 (+324.7%)
Key Wins
Grew ref domains from 1098 to 9942 (+805%)
Grew LinkedIn followers from 1,128 to 1,953 (+73.1)
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The Challenge
The big challenge Originality.ai had was ensuring it captured its market share in a relatively new industry before it was taken by another company.
They need to make sure that Originality.ai becomes a go-to solution for AI content detection, and one that is featured frequently when brands search on Google or via LLMs.
What attracted me to the company was that the software they have is one of the best options on offer, so promoting it as an industry-leader was a very easy sell.
My Strategy
To achieve this, I mapped out a clear three-pronged approach, staggered into two key stages.
Stage 1
SEO/GEO Foundational Work (SEO-Friendly Content that also suits LLM Surfacing)
Coming into the business, I knew that there was a significant opportunity surrounding SEO. Searches related to AI content detection were on the rise, and given the infancy of the industry, keyword difficulty and competition were still low.
However, I also knew it was essential that we didn’t just churn out SEO-friendly articles. After all, at this stage, Originality.ai was not a trusted source of information yet, and therefore, we needed to ensure we were also boosting our E-E-A-T signals for Google.
On top of that, there were also a lot of ‘snake oil salespeople’ coming into the market, with poorly built detectors and ChatGPT tools wrapped with a fancy product cover.
But I saw these companies as an opportunity. One of Originality.ai’s biggest USPs is that it is astoundingly accurate (don’t ask me how, not my expertise!).
So I thought, why not lean into that? I used tools like Ahrefs to identify some of the other most popular AI detectors and generative AI tools, and curated a list of companies that we could review as part of our blog content.
Once we had our list, it was time to focus on making these the best possible pieces of content. After all, anyone and everyone can write a basic product review, based on third-party information and testing.
To really stand out, provide readers with genuine value, and get in Google’s trust and authority good books, I needed to make sure that the writers were creating high-value content that leaned on first-hand experiences and testing.
I made it mandatory that for all reviews, the team write about their experience using the product, not just rehashing what was already available online.
But not only that, I also implemented our own testing, either testing generative AI tools to see if their content could be detected by our tool (it always could!), checking if AI ‘humanizers’ actually did what they claimed to do (they don’t), and even going head-to-head comparing Originality.ai to other AI detection tools with our own generated content.
This resulted in us creating high-quality, unique, valuable content that ticked all of Google’s boxes for authority and trust, and also helped reiterate to (and in some instances educate) our potential customers that Originality.ai is an industry-leading tool.
Stage 2
SEO/GEO Advanced Work (First-hand studies, thought leadership content, new tools, alongside continued stage 1 content)
Whilst stage 1 of the plan was highly effective, it also had a shelf life. After all, there are only so many tools that you can review that are worth spending time on, and if you’re not careful, relying too heavily on one type of content can be detrimental further down the line, especially when you get hit by a seemingly random Google algorithm update!
By this point, we’d managed to garner significant organic traffic growth, partly thanks to the new regular blog posts, and also in part due to the brilliant work the in-house web team were doing.
But well-written articles can only take you so far, especially in a niche that requires significant signals of trust and expertise. That’s when we started to move into stage 2, where we added PR and first-hand studies to the mix.
We now had a ton of data from people using the platform that we could then leverage into first-hand studies, as well as conducting our own studies into the authenticity of reviews in key sectors such as insurance and eCommerce.
These studies improved the quality of our blog content further, as well as becoming an excellent opportunity for organically garnering backlinks from reputable sites, something I was highly aware continues to have significant importance in 2025.
PR
Which brings me nicely onto the second key aspect of my strategy, which focused heavily on external PR. Jon, the founder of Originality.ai was already very keen to start producing thought leadership content, regularly joining different podcasts and speaking events to continue to elevate the brand and his own reputation in the space.
We both saw this as an opportunity to turn that content into digestable bitesize videos on LinkedIn, as well as turning some key conversations into thought leadership articles for the blog.
We also padded out the LinkedIn content we produced by sharing our First-hand researched studies, as they were proving to be very popular with other people in the space, leading to a ton of reposting and engagement.
This approach helped turn the Originality.ai LinkedIn into a well-followed page, helping elevate the brand’s standing in the space, and giving it a voice in key industry-specific conversations around the importance of AI detection now and going forward.
This work also led to more opportunities arising for Originality.ai executives to speak at key content and SEO events, thanks to our newfound reach on social channels.
Social Listening
At the same time, I also wanted to ensure that we were well-informed about what was being said in the industry regarding social media and in the news. This work ensured we are always able to react to industry news (like the launch of DeepSeek, for example).
It also ensured we could engage with our audience, help educate them on how AI content detection works, call out bad practices, and continue to flex our muscles as an industry leader.
I provided the team with a daily report first thing in the morning, along with content suggestions, allowing the senior team to scan the important information and make quick decisions.
Execution
To achieve all of the above, it became very clear very quickly that I needed to implement several templates and structures. After all, whilst I would be doing some writing myself, the system needed to be created so that Originality.ai’s team of writers could execute effectively, and ensure the quality and writing style matched, regardless of who the writer was.
Firstly, I developed a detailed review template for writers to follow. This template included information on how to write a good meta description, where to include imagery (and what to use), specific headers and specific text within the headers, and so on.
It ensured all content was produced with best SEO/GEO practises in mind and that everything on the site looked similar and professional.
Content Master Spreadsheet
We also needed to create a content tracker sheet, allowing multiple stakeholders to use the different sheets and dropdown features to keep track of what content was getting written, when it was due, and once it was live on the site and take off of the long list of content ideas.
Graph and Graphics Templates
I also built out graphics and graph templates (see left). This ensured all our content was accompanied by high-quality visual elements that also matched the Originality brand and style.
These were all made in Canva, with the editing link shared with writers to use as and when needed.
Social Listening Master Spreadsheet
Finally, I created a daily working Sheet in Google Sheets, where I would post any news, talking points, or discussion threads that I felt the Originality.ai steering group would either find interesting or want us to cover with an article.
This saved their team time and effort sifting through unimportant content, and allowed them to make quick decisions about what to action.
Review Templates
The Results
Increased Organic Traffic from 278,379 to 1,182,325 (+324.7%)
Grew ref domains from 1098 to 9942 (+805%)
Grew LinkedIn followers from 1,128 to 1,953 (+73.1)
Built up the website domain rating to 77
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