He Grew This Search engine optimisation WordPress Plugin to three,000,000+ Customers

What higher method to answer a time of uncertainty and transition than to share a real success story of change.

Becoming a member of the podcast is a really hopeful instance of progress and evolution.

Ben began off as an IT and net growth man and now runs of the Search engine optimisation plugin All-In-One-Search engine optimisation (AIOSEO) because it was acquired in 2020.

Over these years, each he and the plugin have skilled huge change and transformation to be within the positions they’re right this moment. And we’re gonna be taught among the key takeaways of how this was potential.

Watch The Interview

Ben Rojas shares all about his journey from a background in IT, net growth, and WordPress to his present function in Search engine optimisation.

Ben obtained into Search engine optimisation after his firm, Superior Motive, acquired All-In-One Search engine optimisation. He then went on to guide the rebuilding of the plugin from scratch.

And within the interview, he dives into the staff’s progress technique, together with:

• Including options resembling picture Search engine optimisation,
• Redirection,
• Native Search engine optimisation,
• And a robust emphasis on consistency, buyer help, and content material creation.

A key facet of their strategy is sustaining a strong free model of the plugin whereas constantly enhancing the worth of the professional model.

The choice-making course of entails rigorously choosing which options are included in every model to cater to totally different person wants. Notably, the search statistics function is highlighted as a major technical addition that has considerably contributed to the expansion of All-In-One Search engine optimisation.

Alongside these cool options, they’ve additionally added revolutionary options like content material decay optimization for articles dropping in rating and a user-friendly dashboard that gives actionable insights to enhance Search engine optimisation.

The redirection supervisor and full-site redirects have been standard amongst customers, highlighting the staff’s dedication to enhancing person expertise.

In addition they get into varied advertising methods, together with content material advertising, electronic mail advertising, and social media promotion.

It is a very fascinating discuss!

Subjects Ben Rojas Covers

• Transition from IT and net growth to Search engine optimisation
• Rebuilding the All-In-One Search engine optimisation plugin
• Progress technique and have additions
• Sustaining free vs. professional variations
• Resolution-making course of for function inclusion
• Technical additions driving progress
• Content material optimization methods
• Person-friendly dashboard for Search engine optimisation enchancment
• Advertising methods: content material, electronic mail, social media
• Analyzing case research for progress insights
• Significance of buyer suggestions in product growth

Hyperlinks & Assets

Transcription

Jared: All proper. Welcome again to the area of interest pursuits podcast. My title is Jared Bauman. And right this moment we’re joined by Ben Rojas. Ben, welcome. 

Ben: Thanks very a lot. Excited to be right here, Jared. 

Jared: Yeah, I am excited to have you ever. I do know that, um, uh, each every now and then, , schedules get in the way in which. We needed to reschedule this one.

So this has been a short time coming. I am excited to have you ever on and far anticipated from, uh, from going forwards and backwards and making a agenda for right this moment. So welcome on board. Thanks for being right here. 

Ben: Completely. I have been a listener and I am excited to, to type of bounce on and share, share what, no matter it’s you, you need me to share.

So 

Jared: nicely, begin by giving individuals some background. You understand, we all the time wish to type of hear the backstory, possibly mainly type of what’s arrived to right here right this moment, no matter you assume is related. I imply, possibly give us a few minutes after which we’ll, we’ll dive into, I believe we will contact on a bunch of various matters right this moment, however, however definitely your expertise ranges are going to, are going to yield plenty of good, plenty of good issues for individuals right this moment.

Ben: Completely. Yeah. So, um, I’ve type of been a type of pc nerd all my life. Like I, I wrote my first web site at 13 years outdated, like by hand on a chunk of notepaper, uh, obtained books from the library, all that type of stuff. So, so I have been very closely concerned in, in it and net growth since a really early age.

Um, I went into it straight out of highschool and type of, , Labored as like desktop help and issues like that for a very long time. And that was type of my, my area of interest, so to talk. Um, after which, uh, obtained concerned with a nonprofit they usually wanted a web site. So I began like determining how does, how does phrase, that is once I type of found WordPress and, uh, found out how, how one can construct a web site with WordPress.

Um, after which. I obtained married and wanted to make extra revenue and determined to maneuver out. So I truly obtained a help job at a WordPress e commerce firm known as Cart66. It is one of many outdated ones that was round again within the day. I am undecided in the event you’re, in the event you’ve heard of it, however I’ve, which dates me. Sure. So it has been round for a very long time and I, Um, so I knew growth, like I mentioned, I had been part of constructing web sites and issues for years, however, however WordPress growth was type of new to me, so I, in that job, I type of realized lots about what it means to develop within the WordPress ecosystem.

Um, and so I used to be primarily help there, however began doing growth. After which I started, uh, by means of that, met some individuals within the, within the WordPress house, um, and I started constructing fee gateways for EDD. Straightforward digital downloads. Um, Pippin was simply going to launch it and I met him. And, um, so we began, uh, type of a collaboration.

I constructed like a half dozen, uh, fee gateways for him. Um, and, however largely centered on the PayPal ones. Trigger there was like PayPal, adaptive funds, PayPal specific, PayPal professional, like the entire totally different ones that you may do. Um, after which After that time, I type of obtained out of the WordPress house for a short time.

Once more, it was an revenue factor, wanted a rising household, wanted to discover a higher paying job. So went to work for, uh, type of a buyer success firm outdoors of that. They nonetheless use WordPress somewhat bit, but it surely was primarily not. And so, however there I type of actually. Constructed my depth so far as like, uh, growth and product growth.

And, and, uh, that, that was associated to, uh, , studying my SQL and extra PHP and all of these things, like actually outdoors of the WordPress house, I really feel like that basically set me aside in a way. Trigger you, , I am certain you have heard there are WordPress builders and there are PHP builders. You are feeling like there’s totally different, totally different variations of that.

And so I really feel like that basically leveled me out lots. Um, after which round that point, uh, I type of reconnected with individuals within the WordPress house. And, um, About eight years in the past, began working for superior motive. So, um, and I got here on and began working for surroundings gallery, uh, in the beginning after which moved to choose in monster comparatively rapidly in that course of.

And I used to be there for. For a couple of years, about three, three and a half years or so. After which, um, at that time, that was when the acquisition for multi functional Search engine optimisation occurred and I transitioned to, to main that staff, um, and rising it. In order that’s type of my, that is type of my tech background, however, um, it has been an thrilling and enjoyable journey.

Like I am actually, I actually love the WordPress house and being part of the neighborhood. So 

Jared: you’ve gotten a WordPress background, clearly, such as you type of outlined all of the alternative ways you have performed an element in WordPress nearly serendipitously over time, however not a giant Search engine optimisation background. And forgive me if I am.

Perhaps overreaching there, however from what you are saying, it would not sound like you’ve gotten a giant Search engine optimisation background. You ended up in multi functional Search engine optimisation, which lots of people who’re listening will likely be accustomed to, can have heard of. I imply, speak about your function there, what you probably did there. After which I simply, I am curious to listen to among the issues from a excessive stage you noticed entering into the Search engine optimisation house once you come from extra of a WordPress growth house.

Ben: Completely. Yeah. That is a, that is a eager commentary. And, um, , being in net growth, there’s an, uh, fundamentals of Search engine optimisation that you just type of perceive and know. And so there was somewhat little bit of that for me as nicely, all through the years. Um, in actual fact, there have been some instances briefly all through that I did some freelancing and assist individuals with web sites and, and did some Search engine optimisation for them and, and issues like that.

However, however type of when the all in Search engine optimisation acquisition occurred and I, I am transitioned to that, it was type of like, , Consuming from the hearth hose, like studying Search engine optimisation, wish to, to go to the subsequent stage, to stage up, to essentially transfer into, uh, uh, to changing into an skilled in, on this discipline. And, um, in order that clearly that, that took a while.

I imply, it has been 4 years or so now since, uh, since that occurred. And I really feel like I’ve come night time. I imply, once I look again on that, I assumed I had a superb understanding of Search engine optimisation after which I type of jumped into this with, with each ft and was like, wow. Yeah. Proper. I am studying a lot about this course of and, um, and it is, it has been a enjoyable journey and I, like one of many issues that excites me essentially the most is how our prospects, we have seen our prospects who’re, are, their lives are modified in a method, like, , they begin utilizing your product they usually begin rating extra and, and the thrill of that, seeing these tangible outcomes, um, , in growth, I imply, plenty of instances you simply.

Pushing out code, checking bins and you progress on. And so once you’re, once you’re doing issues, it is type of a thriller. There is a thriller behind it. There is a, there is a mad, like a magic, so to talk, the place you are figuring issues out. Um, That, that’s thrilling for me and to have the ability to see that so, so I like like my journey undoubtedly was very closely product centered and never lots in that Search engine optimisation house.

However since that 4 yr mark, , when, when the acquisition occurred and I started to love, that is my day job. Now, that is what I am doing. I am studying Search engine optimisation and I am understanding it and attempting to get to that greater stage. Um, I’ve simply, I’ve simply cherished each minute of it. It has been, it has been an excellent journey.

Jared: It, it, I am tempted to ask you all types of Search engine optimisation associated questions from the plugin. Um, possibly we’ll come again to that as a result of I do know that you just, you and I had been speaking about some cool case research you’ve gotten and we will get to that later. I do wish to hear although, And I am taking it extra from us, possibly like name it a SAS product or from mainly the expansion of that multi functional Search engine optimisation enterprise.

I imply, what had been your roles in that and simply discuss by means of the expansion technique and the way you guys have come alongside at the least within the final 4 years that you have been concerned? 

Ben: Certain. Um, it would make sense to present type of a quick. Historical past of the plugin, in the event you, in the event you do not thoughts, as a result of that type of units the stage for like what we have carried out with it.

Nevertheless it’s, , all in Search engine optimisation has been round since 2007. It is I, if not the unique, it is one of many very earliest Search engine optimisation plugins for WordPress. Um, I, so far as I can inform, it’s the unique one and it was mainly simply metatitles and descriptions, proper? Very primary technical Search engine optimisation stuff. Um, And, uh, Michael Torbert is the one who type of grew the product and that is who we, we acquired it from.

Um, he launched a professional model in like 2009. Um, and he grew it to that, he truly grew it to, to three million customers, however then it type of, uh, with the arrival of different plugins within the house, it undoubtedly, uh, took a backseat and it type of went again right down to beneath the, the two million mark. Um, however when. After we acquired it, I imply, we acquired it in 2020.

There have been so a few years of layers of technical debt, if you’ll, within the product. And so, so, uh, once I started to take a look at the code and commenced, it was very early on in that course of the place I figured to ensure that us to scale this and to develop this product, now we have to start out over primarily. And so, um, In order that the, , one of many very first issues we did is resolve to rewrite the plugin from the bottom up.

Like each single line of code is new. Um, and that took time that took time. So, so in that, in the midst of that course of, we, uh, we relaunched our web site. It was. It was initially being hosted on a web site known as Semper plugins. com. That was Michael’s model and it had a number of merchandise for gross sales. So there was a map plugin and, uh, um, a mail plugin of some type, however they had been very minor.

They weren’t, , did not have plenty of gross sales or something like that. All I will say, it was clearly the massive ticket. So we rebranded to AIOSCO. com and we, we spent plenty of time, , constructing out that web site and transitioning, however whereas nonetheless promoting the identical product, it was the identical, , 3.

We, we launched a 3. 4 with some added options and issues like that, but it surely was very a lot the identical line of product. Um, however then by means of that, uh, me and my, the one different dev we had on the time, trigger we, , at the moment it was very small, we had three individuals whole, one on help, two on dev. And so, um, we, we then.

Created an structure that would scale. And we rebuilt that, that product from the bottom up. And it was primarily function parody, proper? Like what’s in there now, we will transition over into this new 4. 0 product that we had been going to launch. Um, and so, in order that took, that took 11 months. Um, it was, I imagine, December.

We launched the brand new web site, November 14 of 2020. After which we launched the brand new plugin model 4. 0 in December of that yr. Um, and , It wasn’t the prettiest factor. We realized a lesson that that launching across the holidays might be not the very best thought. And so we have realized that for one thing that main of an replace.

Um, however, uh, however we rapidly iterated and and and labored by means of as a lot as we may with our prospects to attempt to repair any points that had come up is, , with with the brand new know-how. Two on the level, at that time, 2 million installs, it is actually onerous to, to check each surroundings and to ensure that, that the entire adjustments you made are going to mainly improve completely.

And so we, we undoubtedly had points that we needed to resolve, however we did that as rapidly as we may. And I believe inside simply a few weeks, we had a really, very steady product, um, and one which we had been, we had been pleased with at that time. And , it was a tense time, however in order that’s type of just like the, the elemental like factor that we did once we acquired is we mentioned, , Earlier than we will actually develop, now we have to, now we have to rebuild this so as to have the ability to scale.

And that is, that is the first factor is rebuilding the product in a method that we will then bolt on new options and add new issues to it. Um, even to the purpose of including sass, sassified issues to it. Proper. So, so At its base, it is a WordPress plugin, and we needed to ensure that that was the core factor. Now we have a really robust free providing.

All of that is nonetheless there. We did not take something away from the, the free customers or something like that. Um, and we needed to ensure that all of that labored precisely because it did. Um, as a result of we had a reasonably loyal person base. It wasn’t, it was declining, but it surely was nonetheless fairly loyal in that sense. And we needed to maintain that.

Jared: So that you talked about that it had dipped fairly a bit when it comes to variety of paid, um, I do not know in the event you name them subscribers or simply paid members. And that you just wanted to rebuild the platform. Was {that a} determination since you had like a plan in place or concepts about how one can develop the model and also you wanted to have that new, uh, mainly rebuilt floor up?

Like, was it going to be a function based mostly promotional, uh, effort going ahead? Or, , what had been the expansion plans as soon as you bought that new platform constructed? 

Ben: Yeah. So, um, being a product man, clearly that is the place plenty of my focus was, was plenty of the function based mostly stuff. Um, however, uh, and, and simply to make clear, the decline was truly within the free customers.

We had plenty of free person decline, uh, by means of that, by means of these years. And so, um, mainly it had hit 3 million free customers and went again right down to 2 million. You understand, Earlier than we acquired it. Um, so, so realizing that we had a person base and, and realizing the market that is on the market, we needed to, we clearly needed to develop it.

So, so we, , we created a really robust roadmap. We, we knew that plenty of the opposite plugins on the market had options that we did not have. They only had Had grown previous us in that sense. Um, and so we, um, in plenty of methods, we simply checked out what are individuals asking for? And we, we put in questions for our prospects and kinds that they might fill out and provides us suggestions.

What, what are belongings you’re on the lookout for? Um, and on the finish of the day, that that is a giant driving drive, however we’re additionally practitioners. We additionally wanted Search engine optimisation plugins. We additionally want, , issues, , Within superior motive in our, in our firm. And so we may take like, these are the issues which can be lacking that we want as nicely.

And we may construct these in. So a few the issues that we did proper out of the field was we added, um, a picture Search engine optimisation add on, which allowed you to type of optimize your photos. We added a redirection supervisor, which we didn’t have in any respect. Uh, we had very primary native Search engine optimisation stuff. So we expanded on that. We added a, a giant space of, of native Search engine optimisation that, um.

, may hit, permit individuals to have the ability to do a number of places and various things like that and work with if they’d e commerce or issues like that. So, um, so these had been just like the, the speedy issues that we constructed. Um, even a few of these got here in 4. 0. Like, , function parody was the massive factor, however we determined like we wish to put a few of these in there to essentially ramp up our providing.

Um, And so, uh, so primarily function based mostly. Sure. And for the primary couple of years, that is the place we centered. We actually centered on, um, simply constructing a stable product that if any person had been to make use of and say, I like this, I do not wish to transfer away from this. And we take heed to our customers. In the event that they mentioned, Hey, there’s a difficulty right here.

I wish to do that. We tried to iterate as rapidly as we may to simply construct that loyalty and that, that, um, uh, yeah. Uh, communication with them in a method that they might know, like, Hey, I am being heard, proper? As a result of that is onerous. Like, you’ve gotten hundreds of thousands and hundreds of thousands of people that use a product and you do not have hundreds of thousands and hundreds of thousands of individuals to help them, , so, so that you attempt, we attempt our greatest to have excellent buyer help and have the ability to simply to iterate as rapidly as potential.

So, so, sure, on the very starting, Virtually one hundred percent was very a lot function based mostly and attempting to develop by means of simply constructing out options for the product that might simply type of carry us again to the extent, um, that it ought to have been from the start. Um, and in order that’s type of the place we began after that, uh, we started to construct our, on our, on our progress staff is what we name it.

So, so we started to, we, we employed a author. So at that. Previous to that, there was a weblog that we type of simply migrated over and left. There was some good things on the weblog, but it surely wasn’t one thing that we truly had been actively writing on. And each every now and then, we borrow a author from Superior Motive and we write an article and put it on the market, but it surely wasn’t, um, Uh, a major focus for some time, and that was simply because we we would have liked to construct the product and construct the staff, uh, as we, , as we may.

So, um, however then we obtained our personal author. We employed our first author and that particular person started to write down, , and put out content material on the weblog. And naturally, that began to assist. Um, one factor. That I’ll say by means of this entire journey, like, whereas now we have particular issues that we did, consistency is basically the secret, proper?

Like, slowly however certainly now we have constructed it as much as the place it’s right this moment. It isn’t one thing that occurred in a single day. It isn’t one thing that was You understand transfer it moved over we launched a brand new product and instantly we had large progress like nut There’s by no means any of that in there. It was all simply constant being constant, , we began pumping out articles We have grown that staff now.

We’re pumping out extra articles than we used to however that progress has been You understand, sluggish and regular, proper? It isn’t one thing that is been a skyrocket progress for us, but it surely’s been a, it has been a superb progress. Um, so, in order that turned our subsequent type of Avenue, however we proceed to construct options on the identical time. We start to proceed so as to add issues.

We began so as to add some SAS choices within the, within the, within the course of. Um, Uh, our search statistics function damaged hyperlink checker, issues like that, that we’re work that we’re including as nicely to which can be happy. Um, however, um, however on the finish of the day, like, and that is that is a tenant of what we’re doing. We’re persevering with to construct options.

However on the finish of the day, we additionally. Change gears and commenced to construct out the content material aspect. Um, at that very same time, 

Jared: you you have touched on a few instances. So I simply wish to ask this query. I believe lots of people listening would possibly get plenty of worth out of it as a result of you’ve gotten a free model of the plugin and you’ve got a paid model.

Clearly the paid model is what drives the income for the corporate, however the free model has plenty of options to it that folks will discover priceless. Like how do you establish? How did you guys decide what goes into the free model or freemium model versus what goes within the professional model? After which as you are including all these new options, , I am actually, I wrote a bunch down the picture Search engine optimisation, redirection, native Search engine optimisation, et cetera.

Like as you are including these new options, how do you establish you simply load all of it into professional after which use that as continuous type of upsell components which can be pure upsell components. How do you establish the place new merchandise find yourself? I am simply curious to get your tackle that. 

Ben: Yeah, completely. So, um, type of a blessing and a curse you may say is once we, once we obtained the product, it was a really nicely rounded free product, like there’s lots you are able to do with all in Search engine optimisation free, um, very early on.

It was simple determination. We’re not going to take any of these issues away, proper? So, so the product that the free product by itself may be very stable. Um, we undoubtedly have added to the free model. Um, however that, , once more, that does not drive the income such as you talked about, proper? The professional aspect does. So plenty of the issues that we construct, um, I all the time type of ask myself the query, , if we’re, if we’re increasing in an space, like, let’s take native Search engine optimisation, for instance, um, You understand, who, who, who’s the audience for native Search engine optimisation, proper?

It isn’t all people. It is, it is individuals who have like, , uh, brick and mortar companies they usually need, , to have the ability to be situated on Google and stuff. So, so a part of that. Um, that technique for them and taking a look at this product is like, okay, this, this may very well be one thing that we may put into our professional model to have the ability to increase on that, that area of interest that these those who have that, um, however on the identical time, look, if any person is simply beginning out they usually’re simply attempting to get their ft moist, possibly we will add some issues.

So, like, now we have, uh, Group and, uh, organizational data graph information that goes into the schema. And that is all free. We put plenty of that stuff at no cost contained in the free plugin. So in the event you go in there and add it in, Google goes to know you’ve gotten a enterprise and they will find out about that.

Now, there could be some issues associated to your places or your opening hours or issues like which can be very particular. That you would need to get the professional model for, however we nonetheless mentioned, is there something right here that we may add into our free model, add worth to that, proceed to develop that and get individuals enthusiastic about it?

Um, after which they’ll are available in they usually can say, yeah, that is for me. So, so clearly there are issues which can be, that I’d say are, , Plenty of the elemental technical Search engine optimisation, that is the place we’re stuffing it into the free model and we’re giving those who, that worth there. Um, however issues that type of take it to the subsequent stage and assist you stage up as what you are promoting is rising, as you are beginning to earn a living, that is the place we will begin placing issues into our professional model and with the ability to say, that is one thing that may go up there.

And clearly SAS, SASified merchandise as, as we construct these, you possibly can’t actually give away SAS merchandise at no cost. There’s assets that, that, um, that now we have to pay for and canopy. You understand, one of many issues that we have tried to do from day one is once we construct our SAS merchandise, we construct them in a method that may, that may scale, however not.

Improve the costs of our plans. It is one of many foundations that we take a look at as we are saying, , we wish to proceed so as to add values to those plans with out rising the costs. Can we try this with this new SaaS providing? Can we try this with this new function that we’re including? And that is, that is a really a lot a core a part of how we’re doing it as a result of we, we wish individuals to succeed.

I imply, that on the finish of the day, that is type of our mission is for small companies to succeed and develop and have the ability to compete with the massive guys which can be on the market. Um, And the fellows which have countless cash, proper? Like we all know that our focused viewers would not have countless cash. So we wish to have the ability to construct instruments that may assist them with out forcing them to proceed to shell out tons and tons of cash yearly.

Jared: What’s been the, the most important, um, advert that you just guys have created from a technical perspective? Just like the one which’s been the most well-liked, essentially the most nicely obtained, uh, led to the most important, , progress. Um, I am simply curious, like, You guys have plenty of like, once you break the plugin right down to the person options, you begin to understand what number of options there are at this level.

Um, and so I am simply curious, like which one, if there may be one or two which have pushed essentially the most success, in the event you may. 

Ben: Yeah, I’d. That is an excellent query. One thing I have not dug massively into, however I’d say that the. In all probability the latest one is our search statistics function. And this function particularly, I believe as a result of, , with Search engine optimisation, plenty of it is a matter of perspective, proper?

You may get into Google search console and you may take a look at that and you may say like, okay, in the event you’re a mid stage or greater stage, you, you possibly can transfer your method round that and actually type of. Assist your self demystify it. However we figured that there are methods to unlock that much more. And so with our search statistics add on, what it mainly does is it integrates with Google search console.

You join it proper up by means of, by means of our, our plugin and it brings within the information, but it surely, , by means of a few of our algorithms, it reveals you want, Hey, that is the content material. These are the articles which have began to drop in rating. Now we have what we name a content material decay function. Bye. Go forward and try this.

Such as you, it is best to, , these have began to drop in in rating. So go forward and optimize these articles. You click on on the article and it’ll present you. Um, and so I believe that was such a leap from the place multi functional Search engine optimisation is, which was very elementary, technical Search engine optimisation, proper? And we, we type of unlocked a dashboard, so to talk, the place, the place customers may like, check out this, uh, this function and, and have the ability to say, Okay.

Wow, I can enhance. Listed below are actionable issues that I can use to enhance on. Um, and, and so we have, I do not know concerning the progress aspect, however now we have seen a lot pleasure about this function, plenty of suggestions from individuals saying, that is precisely what I wanted. That is what I need. And, and we have, we have made it as fast and as quick as potential.

So it is a type of instruments that does not take, Hours and hours to crunch stories like it’ll analyze the info and get it again to you very, in a short time, um, even on massive websites. So, um, I believe that is in all probability the one which I’ve seen essentially the most pleasure, essentially the most suggestions in it in flip will get me excited. It is like, okay, we did one thing proper right here.

Let’s proceed to construct on that and make that go to the subsequent stage. Um, however, however different issues like even our redirection supervisor, like, Okay. A few of that stuff is simply, , you utilize like 20 plugins to do all of those Search engine optimisation issues and, and we, , we needed to have the ability to, to type of, , carry that each one in home, multi functional Search engine optimisation.

That is the title, , like to have the ability to do plenty of these items inside only one plugin and simplify it that method. Um, and in order that’s, I believe that the Redirection Supervisor can also be fairly nicely obtained and we get plenty of suggestions. Of excellent suggestions on that. That is actually useful. And now we have issues like full web site redirects, which permits you in the event you’re transferring websites like that is a, that is a really, uh, small market.

That is not gonna be lots of people, however we have seen plenty of pleasure about that. Like, Hey, I needed to transfer my area and that that helped me get there rapidly. So these are in all probability the two issues, uh, the search statistics is 1 of our SAS choices, however the, uh, the redirection supervisor is all constructed into the plugin.

It is, it is, , simply makes use of WordPress. PHP redirects and all of that. 

Jared: Okay, cool. Yeah. Um, possibly let’s discuss a bit about content material advertising. I imply, uh, we, I touched on it briefly, however , we did not type of dive deep into it and you’ve got been there for 4 years. Uh, what, what are the totally different, possibly from a excessive stage or get as deep as you need, like totally different progress levers you guys have pulled and which of them have had extra success than others?

I imply, once we speak about content material advertising, I imply, clearly there’s Uh, on the location, you talked about weblog content material by me. Even if you wish to dive into possibly electronic mail advertising or any promoting you guys did, or, uh, I am simply curious to be taught trigger, uh, and if potential, possibly some progress stats, , I do know you guys have grown, um, you type of advised us the place, the place it was once you, once you guys acquired it, however the place, the place are issues at now because of this?

Ben: Yeah, completely. So, um, so, , my background as a result of I simply shared it with you and content material advertising was not a part of that, proper? That is, that is a type of issues that not simply Search engine optimisation, however even simply type of the total scope of working a enterprise like, and that is a type of areas that I needed to, to type of additionally dig into and be taught and like, okay, I, , items of it right here and there all through my profession, however that is, this was earlier than Turned the purpose the place it was like, I have to dive in and focus and actually learn the way these items works.

So, um, so we, so far as content material advertising goes, we do not do something loopy. We do not do something that is irregular or, um, , I do not even know. There’s plenty of, Issues that folks do the place it is similar to, Oh, do this strategy or do this strategy. And I believe for me, simply type of my persona, which has helped to guide and develop the model is like, there is no method that we’re going to have the ability to measure the success of one thing until we do it for some time and have the ability to see, is that this serving to us develop?

So, so, , we began very small, in all probability publishing one weblog put up every week once we had one author, possibly two. Um, and we, even once we employed one other author and all of the sudden you may like immediately double it. I mentioned, what? As a substitute of doubling it, let’s simply add yet another slot, after which after a short time, we’ll add one other slot, after which we will measure like how impactful that is, and we will start to see, um, by means of the analytics and issues like that, like taking a look at Google Analytics or Search Console, how are these items performing, and we’re monitoring all of that info, um, as a result of clearly that is a key half to it, is with the ability to put out an article after which monitoring how nicely is it doing, proper, wanting in search outcomes and seeing is it, is it hitting the goal key phrase, is it rating, uh, within the outcomes, and so, um, Our product goes an extended technique to serving to us to do this, proper?

So all Search engine optimisation is, that is basically, um, what we use. And so one of many key tenants that I’ve, um, type of given to my content material staff is I need you to make use of our product as a result of not solely as a result of I need it to assist us develop, however I need it to assist us to have the ability to sort things that aren’t working nicely in order that we may also help our prospects develop.

And so we will flip that round and have the ability to take the teachings realized that method. Bye. However so far as content material, , the content material that we’re outputting, , we’re, we’re In a, in plenty of methods, sticking to our, our area of interest, we’re, we’re Search engine optimisation consultants and we’re trying to, to demystify Search engine optimisation for our person base.

And so we’re actually taking that chance to clarify issues to our customers, to have the ability to, to not solely speak about issues which can be, uh, our product may also help you with on the technical aspect, but additionally similar to massive image questions on Search engine optimisation or, or like, uh, , breaking down, uh, elementary issues about Search engine optimisation in order that they’ll.

In order that novices who we assume that is our audience, lots of people who’re taking a look at articles can can be taught and develop after which have the ability to apply these issues again to their very own web sites. Um, in order that’s type of how, , we, we simply take a, I’d say it is a comparatively easy strategy to that.

And simply we’re not doing something crazier out of the out of the bizarre. We’re simply constant. On the finish of the day, we’re simply constant. Um, we’re, I believe at this level, what’s it, like, 4 or 5 articles every week proper now. Um, and that is what we’re publishing. Um, , however we do have an electronic mail, , uh, uh, advertising channel as nicely.

Um, , we, we, uh, it. At any time when we output new options within the product, we’ll take a possibility to type of, to, to push that. And that could be somewhat little bit of an even bigger push the place we’ll, we’ll put out a weblog put up, we would, uh, ship out an electronic mail to our entire checklist and be like, Hey, this is some new options and the whole lot.

Um, however then the concept is to type of simply. Proceed to construct content material round these options. Like what, what are the core issues that we’re doing? And, and, and that is going to assist us develop. Um, after which on the identical time, we will share that with our prospects and say, that is what is going on that can assist you develop, um, be consultants in what you do.

Uh, and I believe that is the, that might be the message I’d say is like, I am studying that I’ve realized that myself over these final 4 years is that I must be an skilled on this so as to have the ability to, , develop. To reach this, on this area, on this space. Um, and so, so we do not, once more, with electronic mail advertising, we do not do something loopy.

You understand, we ship out, uh, possibly a publication as soon as every week, after which we’ll ship out an extra electronic mail once we’re doing a promotion or we’re doing a function announcement or one thing like that. Um, You understand, I get, I am subscribed to so many electronic mail lists that I get so many who I am similar to, I do know that lots of people who’re in the identical space as me are additionally getting lots.

So I do not wish to overwhelm individuals with too many emails and issues like that. However it’s a. It is, it is one other vertical and social media is one other factor. We’ll put up each weblog put up we publish, we’ll put up a hyperlink to it on there. And we make, , now we have a YouTube channel. We’ll make movies about, um, all, , plenty of instances you are simply taking the weblog put up as a script and saying like, , make a video out of this.

And so we’ll make a video that basically explains that concept, that idea that we’re attempting to, to relay to our person base. Um, after which additionally documentation. You understand, we, as a result of we’re a really technical product, now we have to have plenty of good documentation, so we’ll work on YouTube movies that need to do with that.

And that, I imply, on the finish of the day, that additionally, these stuff will rank in algorithms too, and folks will have the ability to discover these. And, um, it might not be essentially the most useful as a result of it is type of diving into somewhat part right here and being like, that is what we’re speaking about. Um, however hopefully, , we’re, we’re seeing good.

And that hopefully helps customers as nicely. So, um, so it is an excellent steadiness of, I consider attempting to, to unfold it out between all of the totally different verticals which can be out there to us and with the ability to say, like, Let’s maintain it easy. Let’s not do something loopy or, or, uh, particularly one thing that, that we will not measure rapidly, uh, , I simply do not, in our recreation, there’s simply not lots you possibly can measure rapidly.

It simply stuff takes time to construct. Um, and that is what I discovered at the least. And, and so plenty of, plenty of time, the way in which I take a look at it’s sluggish and regular wins the race, proper? Like we will proceed to, to do the issues which can be working. And if one thing’s not working. That is the place we will look, take a better take a look at that and say, Okay, we have been attempting this for for 34 months and it isn’t working the way in which we thought it ought to.

Let’s revisit that and check out one thing new. Um, so, , that that is I hope that is that is useful. That solutions the query. I believe that that that is type of the way in which that I take a look at it. And we have an excellent staff. That is actually, actually good at that. One other tenant. I’ll simply add to what I inform my progress staff and my content material staff is.

You might want to be Search engine optimisation consultants as nicely. You might want to actually dive into the basics of Search engine optimisation since you’re, , you are writing about it. And so it must be one thing that basically resonates with you that, that, that is excellent there. It is second nature to you to write down about these Search engine optimisation issues. And excuse me, we have employed individuals.

That had that background already, um, had plenty of good Search engine optimisation, uh, expertise. And that is, that was intentional for that purpose. So 

Jared: if I may dovetail a bit and type of springboard off among the belongings you talked about, I am simply actually curious. And I believe individuals who definitely individuals have a. You understand, an curiosity in SAS merchandise or in creating merchandise will likely be on this, however I believe it expands past that to essentially anyone that may very well be listening and working some kind of on-line enterprise.

Like the place does, the place do you discover conversion sometimes occurs? And I am simply interested in what types of conversion metrics you guys are taking note of when you’ve gotten a freemium product. You understand, I, I think about like. That is provides an entire nother layer of complexity as a result of, um, you clearly are wanting in some capability at which, um, which advertising channels or efforts are creating essentially the most for you, but additionally it is gotta be segmented as a result of some are going to possibly create plenty of free customers, that are nice as a result of it will get them embedded within the product, but additionally attempting to determine which of them find yourself with type of.

Premier professional members and subscribers. So I simply, I’d love to listen to any ideas you’ve gotten on the way you guys take a look at conversions. And out of all these efforts, if there’s type of a funnel you’ve gotten in place or only a sure factor that creates extra of the client conversion, um, uh, something that, that you would be able to add to that.

Ben: Yeah, I imply, I believe that the, the principle factor and it is not likely a, , particular place or a mathematical equation or something like that. It is actually simply displaying the worth of what we provide in our professional choices. And like, these are the issues that you would be able to, uh, may also help you, proper? So, um, , now we have a really stable free product that lots of people are content material with, proper?

Like on the finish of the day, If we did not have professional customers, I, we could not proceed to make our free product, however it’s a type of the place we do not wish to take away these options, however we wish to have the ability to, to share worth. And so in plenty of the, the, the content material that we write. Plenty of the newsletters that we ship plenty of the, um, , even in sure areas within the plugin, like, um, , for instance, the native Search engine optimisation, you, you’ve gotten some elementary native Search engine optimisation stuff that is within the free model, however then we’ll say, Hey, we do have extra.

And there is a spot there, proper? Like an upsell of some variety the place you possibly can say, Hey, now we have extra and also you click on on it and we’ll present you, that is what else you possibly can add with our professional model. So I believe that, um, the principle factor that I’ve discovered on this, uh, In that is that, um, now we have to essentially, you must actually floor the worth and that is, that is, , you are able to do all no matter ways or something you need, however once more, retaining it easy.

If any person buys my product due to a gimmick, they don’t seem to be going to remain. And that is not a superb conversion for me, proper? Like that is not any person that is going to be a long run person of my product. So what I need is to have the ability to floor the worth and to have the ability to present them, these are the issues. that we may also help you with in our professional model.

And so when that conversion occurs, , hopefully that particular person stays for the lengthy haul and is there for some time. Um, so we, , clearly there, , we do the entire regular, if you’ll, once we’re taking a look at conversions and issues like that, we do all the conventional stuff the place now we have UTM parameters and observe these issues in Google Analytics.

And, and we will see, is that this changing? Properly, or is that’s that changing? Properly, that may very well be in your electronic mail, the hyperlink that is in your electronic mail, that Convert to a sale or, uh, the weblog put up, proper? Like, um, now we have some hyperlinks in there that, that say, Hey, if you wish to get this, get it, get all in a CO professional and also you click on on that.

Did that convert? Properly, so we, so we comply with plenty of these, uh, plenty of these metrics. Um, the, the reality is like, uh, personally, I hadn’t checked out this, these numbers within the final couple of weeks. So I am unable to inform you what’s profitable out, however I do know that Um, issues have been, have been rising and going nicely, like, like, on the finish of the day, I believe this due to, uh, let me pause there for one second and simply say, oh, an Search engine optimisation dot com is a really new model, proper?

Like, 4 years, 3 and a half years, actually. Um, and so it isn’t one thing that, sure, it had an older model, like an entire, a distinct area and the whole lot, however when, , there’s clearly, we knew that altering domains, you are going to lose visitors. You are going to lose prospects by means of that course of. And so plenty of the issues that I have been speaking about with the weblog content material, with the newsletters, with the, , pushing out new options into the product.

Um, plenty of these issues are simply, they’re simply compounding they usually’re rising by means of compounding. And, and I wish to, I wish to say that on the finish of the day, just like the conversions that we’re getting are as a result of Now we have hopefully carried out a superb job of displaying the worth of what it’s that we’re providing in our professional model.

And in order that’s the place we’re seeing these conversions occurring is individuals saying, Hey, , I need to have the ability to see that information search statistics. I need to have the ability to see that information on this new method for my very own web site. Like, , this is the examples that that each one my Search engine optimisation is displaying. That is what it seems to be like.

Wow, I can have the ability to goal these items somewhat bit higher. I would like to have the ability to get that professional model in an effort to try this. And so we’re seeing that, , the conversions there for that. So I hope that solutions your query. 

Jared: Yeah. Yeah. Um, Hey, so now we have a spot on, on our, on our speaking factors to speak by means of some case research by means of some, uh, by means of some Search engine optimisation case research.

I, uh, I would be remiss if we did not get to that. And so I wish to make a while for that and switch it over to you. I imply, like discuss to us about some case research from, from, uh, from, out of your vantage level. 

Ben: Yeah. So, so it is a pretty new initiative. We have been doing this about, I wish to say like six months now, I imagine someplace in that space.

And this was an space the place we, , we had been attempting to determine, , we’re speaking about progress verticals and what are issues that we will do to proceed so as to add worth, once more, add worth to our prospects. And being that , the place that we’re in, we will take a look at a web site that’s rating.

You understand, there are such a lot of instruments on the market. You possibly can ship rush and all these items the place you possibly can like, put in a website and see what it is doing in Google and all of that. And so, um, we figured that our audience, Perhaps he would not even have entry to SEMrush, primary. Quantity two, um, they could not know how one can use it to have the ability to get that info out of it.

And so, so massive image, we simply determined, what? Let’s begin discovering these trending web sites which can be simply beginning to, to extend in visitors fairly rapidly. And we will dig into them and we will unlock the mysteries of how they obtained to the place they’re. So, uh, , our, our objective is to type of, , Attempt to hit totally different industries and niches and various things like that the place we will um, so that there is There’s, uh, individuals can establish with, oh, this web site is in my vertical, proper?

That is one thing that, that I can do. What did they do to do this? And so, so we’re simply utilizing, , plenty of plenty of the ways in which we’re writing these case research is we’re simply utilizing type of the out there info that we will get in a few of these greater finish instruments to have the ability to observe, um, , their, , Their visitors and month-to-month visits or, um, , one-way links and, , what, what’s it that, that obtained them to the place they had been?

Was it programmatic Search engine optimisation? Was it an enormous large, uh, probably spammy backlink, uh, checklist, , there’s all these various things. And so. We’re type of, , in a method, like this, , if we take a web site, , I am going to simply do our newest one, for instance, uh, Sashen and Bobby, proper? Like, they went from, uh, 26.

3 thousand to 220 thousand month-to-month visits. Like, what occurred, proper? How did they go from that 737 p.c yr over yr progress? And so we will check out that. We will dive down into what it was that they did. And, , we will see, like, , we attempt to floor all this info, how outdated is that this area?

Um, type of somewhat bit about them and who they’re and what they’re doing. After which we type of take a look at their progress and we are saying, what, what was it that they did, did they aim low competitors key phrases, which is, which is among the issues that they did right here. Um, and, and the way did they go about try this doing that?

Was that programmatic Search engine optimisation? Was that. You understand, pumping out a thousand articles in two weeks interval or no matter, as a result of as a result of individuals are attempting like all of those totally different Search engine optimisation strategies in an effort to attempt to develop and rank. Um, and so we’re type of unlocking that in order that any person can can type of learn the case research and say, okay, is that this one thing that I wish to attempt?

Or is that this one thing I ought to keep away from doing? As a result of probably there may very well be points with Google, , particularly with the entire totally different useful content material updates and various things which have been occurring not too long ago. Okay. You bought to watch out about these type of issues. So we’re we’re taking a really intermediary strategy and with the ability to say, Hey, that is what they’re doing.

These are the nice issues they’re doing. Perhaps these are some issues it is best to keep away from doing. Um, after which with the ability to tie that into to our product as nicely and have the ability to say, that is how we may also help you obtain that on the finish of the day. And that is, , that is one of many causes. That we’re doing this as nicely in order that we will, we will add that worth to, to our product as nicely.

Jared: I believe if I may begin to carry us to a detailed, I needed to possibly ask a, uh, a really excessive stage query, however I, what is the greatest factor that you just guys did? Because you jumped in with multi functional Search engine optimisation, um, that is led to its continued success, progress, et cetera. Like whether or not it is from a technical standpoint, from a product standpoint, from a advertising standpoint, like what do you, what do you, in the event you needed to, and I do know it is a bit of a, um, uh, an overreaching query, proper?

Very broad. And clearly it is only for the sake of speaking about it. However I imply, it is, it is fascinating to consider it. Such as you’ve talked about plenty of stuff from the primary a part of the podcast, all of the technical Updates. You’ve got talked about product market match. You talked about totally different merchandise. You guys launched within it.

We have talked concerning the advertising aspect of issues and content material advertising, electronic mail advertising, et cetera, conversions. Like we have talked about plenty of various things. If we may type of carry it again, if, is there possibly one factor that stands out as essentially the most influential factor that is helped you guys develop over the previous few.

Ben: That is a superb query. And there may be a solution, however earlier than I offer you that reply, I wish to say that it is actually onerous to know that. It’s the one and solely factor as a result of on the finish of the day, we did so many issues, proper? Like, like the entire content material, the entire, , the entire issues that we’re doing within the progress aspect of it and, and the, within the product aspect, all of them work collectively.

And we we have carried out a, I believe we have carried out a reasonably good job of with the ability to, to type of drive one factor drives the opposite all the way in which up. And if we did not add to our, our content material aspect, the place would we be right this moment? If we did not construct new options, the place would we be right this moment? So. So there’s, um, there’s clearly, um, uh, a caveat to my reply and that is what, that is how I am going to put it.

However, however I, I could be biased, however as a, as a product man, uh, I do imagine that simply type of listening to our prospects and constructing options that they need and that they are utilizing and seeing the suggestions from them has actually propelled us to, to the brand new peak. Um, , the day that we hit, , went from the, , 2 million plus to three million plus.

Was an superior day and , and I believe that, and that occurred earlier than plenty of our, excuse me, earlier than plenty of our content material and progress initiatives got here into play and it actually propelled us in that sense. Um, and that is only a testomony to all of that arduous work we put in to simply rewrite and revamp the product.

And yeah, we had, , we had points in the beginning, however, however as soon as we started to construct on that basis, that stable basis of a superb product, the remainder of it It is lots simpler, proper? Just like the content material stuff. It is simple to write down about one thing when you’ve gotten a superb basis. It is simple to have the ability to to write down articles and have the ability to say, hey, what about this?

What about that? If we did not have plenty of the issues now we have, we did not construct these options. I believe it could be, you could be greedy a straws somewhat bit, proper? Like Google actually desires Yeah. To just be sure you’re an skilled, that you’ve the experience, that you’ve the authority. And a part of that, that we will type of show these, these tenants is that now we have this product and we’re speaking lots about what we’re doing and the inspiration that is there.

So, , so we nonetheless have an excellent stable roadmap coming ahead. Like we’re nonetheless persevering with to construct out options and that is going to be a basis of the place we’re for. For the long run, proper? Like that is, that is what the, that is what we’re gonna do. However we all know that, I do know that I, we will not simply construct an excellent product.

You need to inform individuals about it. You gotta promote it. You gotta have the ability to, to place the, the phrase on the market and say, Hey, that is one thing that we, now we have constructed. So, so I’d say that that clearly the function set, simply bringing it function parity to the opposite choices out there. Constructing the SaaS companies, um, persevering with to checklist of our prospects and including issues that they are asking for, um, as rapidly as we will.

Um. Uh, I believe that that is in all probability the primary factor. 

Jared: Powerful query. I get it. If I had been in your footwear, I would say, nicely, it is a mixture of all of the issues we have carried out, however powerful query, but it surely’s nonetheless enjoyable to listen to the way in which it is, it is much less concerning the reply, extra about the way in which that you just reply it. Proper. It is like, it is fascinating to listen to from somebody type of within the driver’s seat.

Um, Hey Ben, thanks a lot for approaching board. The place can individuals comply with together with your self and with what Search engine optimisation has? 

Ben: Yeah, completely. So, um, Clearly our web site, aioseo. com is the very best place to, to type of see what our, our product is and our choices that now we have. Um, uh, we’re on, I am on Twitter as nicely.

It is at Benjamin P Rojas. I suppose it is X now, proper? Prefer it’s, it is onerous to get used to the title. Um, and that is in all probability the very best factor, clearly, , if, in the event you needed to achieve out and phone me, you possibly can, , get on the contact kind on our web site as nicely. However, however yeah, I would love to listen to from anyone who’s listening, in the event you guys have questions or comply with up, however I undoubtedly love to remain in contact.

Jared: Properly, Ben, thanks for approaching the podcast. Admire it till we discuss once more subsequent time. See ya. 

Ben: All proper. Thanks, Jared.