Peppr

Industry: AI Detection

My Role: SEO/AEO Content Strategist

Timeline: July 2025 - January 2026

Deliverables: Increased Traffic, Improved Domain Reputation Blog Content, Optimized Landing Pages

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.

Jared Castronova

Marketing lead at Peppr

Increased Organic Traffic from 1395 to 2322 (+66.45%)

Key Wins

Increase company DR rating from 24 to 42 (+75%)

Grew Impressions from 966 per day to 8240 (+752.9%)

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The Challenge

When Peppr approached me in mid-2025, they faced several critical challenges:

  • Low domain authority (DR 24), making it difficult to compete with established POS providers like Toast, Square, and Clover

  • Minimal organic visibility with only 27,152 impressions over a 4-month baseline period

  • Missing from key consideration sets - not appearing in Google's "Sources Across the Web" or ChatGPT responses for restaurant POS searches

  • Limited content infrastructure to capture high-intent comparison and alternative searches

  • New site baseline - recently relaunched with limited search history and backlink profile

The restaurant POS market is highly competitive, with well-established players dominating search results. Peppr needed to build visibility quickly while establishing long-term authority in a crowded marketplace.

My Strategy

To achieve this, I mapped out a clear three-pronged approach, staggered into two key stages.

Phase 1:

Research & Foundation (Month 1)

I began with comprehensive competitive analysis and strategic planning:

  1. Competitive Keyword Mapping

    • Analyzed Toast, Square, Clover, TouchBistro, and Lightspeed's content strategies

    • Identified 50-60 high-value topic opportunities across comparison pages, alternatives content, and persona-specific landing pages

    • Mapped keyword clusters by restaurant type (quick service, full service, bars & breweries)

  2. Technical SEO Audit

    • Conducted a comprehensive technical assessment, identifying crawlability and indexation opportunities

    • Developed site structure recommendations to support topical authority

    • Created an internal linking strategy to distribute authority to priority pages

  3. AI Optimisation Strategy (AEO)

    • Analysed Peppr's visibility in ChatGPT, Google AI Overviews, and Perplexity

    • Identified entity gaps preventing inclusion in AI-generated restaurant POS lists

    • Developed a semantic optimisation framework for LLM discoverability

Phase 2:

Content Production & Optimisation (Months 2-7)

I then implemented a systematic content strategy focused on three content types:

1. Comparison Content

  • Created comprehensive "Peppr vs [Competitor]" pages targeting high-intent switcher searches

  • Developed feature-specific comparisons (e.g., "Peppr vs Toast | Handheld POS")

  • Focused on Peppr's key differentiators: integrated marketing solution, transparent pricing, hands-on support

2. Alternative Pages

  • Built "[Competitor] Alternatives" content to capture research-phase buyers

  • These pages significantly outperformed direct comparisons (149 views vs 29 views for Clover content)

  • Positioned Peppr as the recommended alternative within comprehensive option sets

3. Segment-Specific Content

  • Created vertical-specific landing pages for quick service, full service, bars, and specialised restaurant types

  • Developed educational authority content addressing real operational challenges

  • Built thought leadership through practical, actionable guides

Content Production Framework:

  • 12 new articles per month focused on commercial-intent topics

  • CustomGPT editor trained on Peppr's product positioning and voice

  • Template-driven approach for scalable, consistent quality across comparison and alternative pages

Phase 3:

Authority Building & Technical Excellence

Backlink Strategy

  • Procured 3 DR60+ backlinks monthly targeting restaurant tech directories and hospitality publications

  • Grew domain authority from DR 24 to DR 40 (+67%) in 6 months

  • Particularly strong Q4 performance with +11 DR points in Sept-Oct alone

On-Page Optimization

  • Optimised homepage and product pages for primary commercial keywords

  • Implemented semantic overlap strategy and FAQ schema for AI search visibility

  • Created a dedicated AI information page, positioning Peppr for emerging search platforms

Conversion Optimisation

  • Enhanced internal linking to guide users from awareness to decision-stage content

  • Optimised demo page CTAs and conversion path

The Results

Organic Visibility: 752% Impression Growth

  • Daily impressions increased from 966 to 8240 (+752.0%)

  • Site now appears for 8.6x more searches

  • Achieved visibility across hundreds of new keyword opportunities

Traffic: 83% Click Growth

  • Clicks increased from 3,516 to 6,445 (+2,929)

  • Daily organic clicks increased from ~29 to ~52 per day

Domain Authority: 75% Increase

  • Domain Rating surged from 24 to 42 (+18 points) in 6 months

  • Strong Q4 performance with +11 points in Sept-Oct alone

  • Now competitive with established mid-tier POS providers

Conversions: 5,000+ Demo Requests

  • Tracked 5,000+ key events (demo form submissions) from June-December

  • Strong conversion rates on key pages (3-4% on demo-specific landing pages)

  • Multiple conversion paths established across product and comparison content

Content Performance Highlights

Peppr Grow Product Pages - 67,415 views

  • Primary traffic driver validating integrated marketing solution positioning

  • 718 tracked conversions

  • Average engagement: strong session duration, indicating quality traffic

  1. Competitor Alternative Pages

    • Clover Alternatives: 149 views (outperformed direct comparison by 5x)

    • Aloha Alternatives: 177 views + 3 conversions

    • Toast Alternatives: 90 views

  2. Educational Content

    • "15 Most Profitable Food Truck Ideas": 1,375 views, 25.55s avg engagement

    • Built thought leadership authority in the restaurant operations space

Top Performing Assets

Key Strategic Insights

Data showed users prefer comprehensive option exploration over direct head-to-head comparisons:

  • Alternative pages received 149-177 views vs 29-54 views for direct comparison pages

  • Users searching for "[competitor] alternatives" are earlier in research phase with higher engagement

  • Strategy: Position Peppr as recommended alternative within comprehensive competitor analyses

Educational Content Drives Quality Traffic

High engagement on operational content (25+ second averages) demonstrates Peppr as a thought leader:

  • Users consuming educational content are high-value prospects working to improve restaurants

  • Lower direct conversion but supports top-of-funnel awareness and authority building

  • Requires a conversion bridge through content-specific lead magnets and soft CTAs

Returning User Patterns Reveal Intent

High-intent pages showed 2-3x higher returning visitor rates:

  • Pricing page: 28% returning users

  • Product pages: 20-27% returning users

  • Blog content: 6-15% returning users

  • Indicates research cycle where users comparison shop before converting

Peppr Grow Represents Competitive Differentiation

Combined Grow pages generated 72,000+ views, significantly outperforming traditional POS product pages:

  • Integrated marketing/online ordering solution differentiates from pure POS competitors

  • Restaurant owners are actively seeking digital sales solutions, not just transaction processing

  • 2026 priority: Double down on Grow-focused content and positioning

Alternative Content Strategy Validated

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