He Grew This SEO WordPress Plugin to 3,000,000+ Users

What higher approach to reply to 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 development and evolution.

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

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

Watch The Interview

Ben Rojas shares all about his journey from a background in IT, internet growth, and WordPress to his present function in Website positioning.

Ben obtained into Website positioning after his firm, Superior Motive, acquired All-In-One SEO. He then went on to steer the rebuilding of the plugin from scratch.

And within the interview, he dives into the workforce’s development technique, together with:

• Including options comparable to picture Website positioning,
• Redirection,
• Native Website positioning,
• And a robust emphasis on consistency, buyer help, and content material creation.

A key side of their method is sustaining a sturdy free model of the plugin whereas repeatedly 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 characteristic is highlighted as a major technical addition that has considerably contributed to the expansion of All-In-One Website positioning.

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 Website positioning.

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

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

It is a very attention-grabbing discuss!

Subjects Ben Rojas Covers

• Transition from IT and internet growth to Website positioning
• Rebuilding the All-In-One SEO plugin
• Development technique and have additions
• Sustaining free vs. professional variations
• Choice-making course of for characteristic inclusion
• Technical additions driving development
• Content material optimization methods
• Consumer-friendly dashboard for Website positioning enchancment
• Advertising methods: content material, e mail, social media
• Analyzing case research for development insights
• Significance of buyer suggestions in product growth

Hyperlinks & Assets

Transcription

Jared: All proper. Welcome again to the area of interest pursuits podcast. My identify 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 on occasion, you understand, schedules get in the best way. We needed to reschedule this one.

So this has been a short while 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 form of bounce on and share, share what, no matter it’s you, you need me to share.

So 

Jared: properly, begin by giving individuals some background. , we at all times prefer to form of hear the backstory, possibly principally form of what’s arrived to right here right this moment, no matter you suppose is related. I imply, possibly give us a few minutes after which we’ll, we’ll dive into, I feel we will contact on a bunch of various subjects right this moment, however, however definitely your expertise ranges are going to, are going to yield a number of good, a number of good issues for individuals right this moment.

Ben: Completely. Yeah. So, um, I’ve form of been a form of laptop 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 form of stuff. So, so I have been very closely concerned in, in it and internet growth since a really early age.

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

Um, after which. I obtained married and wanted to make extra earnings and determined to maneuver out. So I truly obtained a help job at a WordPress e commerce firm referred to as Cart66. It is one of many outdated ones that was round again within the day. I am unsure should you’re, should 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 stated, I had been part of constructing web sites and issues for years, however, however WordPress growth was form of new to me, so I, in that job, I form of discovered rather a lot about what it means to develop inside the WordPress ecosystem.

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

I constructed like a half dozen, uh, cost gateways for him. Um, and, however largely centered on the PayPal ones. Trigger there was like PayPal, adaptive funds, PayPal categorical, PayPal professional, like all the totally different ones that you might do. Um, after which After that time, I form of obtained out of the WordPress house for a short while.

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

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

And so I really feel like that actually leveled me out rather a lot. Um, after which round that point, uh, I form 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 atmosphere gallery, uh, initially after which moved to decide in monster comparatively shortly 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 function Website positioning occurred and I transitioned to, to main that workforce, um, and rising it. In order that’s form of my, that is form 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 got a WordPress background, clearly, such as you form of outlined all of the alternative ways you have performed an element in WordPress nearly serendipitously over time, however not a giant Website positioning background. And forgive me if I am.

Perhaps overreaching there, however from what you are saying, it does not sound like you’ve got a giant Website positioning background. You ended up in multi function Website positioning, which lots of people who’re listening can be aware of, can have heard of. I imply, discuss your function there, what you probably did there. After which I simply, I am curious to listen to a few of the issues from a excessive degree you noticed moving into the Website positioning house if you come from extra of a WordPress growth house.

Ben: Completely. Yeah. That is a, that is a eager commentary. And, um, you understand, being in internet growth, there’s an, uh, fundamentals of Website positioning that you simply form of perceive and know. And so there was somewhat little bit of that for me as properly, all through the years. Um, the truth is, there have been some instances briefly all through that I did some freelancing and assist individuals with web sites and, and did some Website positioning for them and, and issues like that.

However, however form of when the all in Website positioning acquisition occurred and I, I am transitioned to that, it was form of like, you understand, Ingesting from the fireplace hose, like studying Website positioning, prefer to, to go to the subsequent degree, to degree up, to actually transfer into, uh, uh, to turning into an knowledgeable in, on this subject. 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 evening. I imply, after I look again on that, I assumed I had an excellent understanding of Website positioning after which I form 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 probably the most is how our prospects, we have seen our prospects who’re, are, their lives are modified in a approach, like, you understand, they begin utilizing your product and so they begin rating extra and, and the thrill of that, seeing these tangible outcomes, um, you understand, in growth, I imply, a number of instances you simply.

Pushing out code, checking bins and you progress on. And so if you’re, if you’re doing issues, it is form 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 really like like my journey undoubtedly was very closely product centered and never rather a lot in that Website positioning house.

However since that 4 12 months mark, you understand, 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 Website positioning and I am understanding it and attempting to get to that greater degree. Um, I’ve simply, I’ve simply beloved each minute of it. It has been, it has been an ideal journey.

Jared: It, it, I am tempted to ask you all types of Website positioning associated questions from the plugin. Um, possibly we’ll come again to that as a result of I do know that you simply, you and I have been speaking about some cool case research you’ve got and we will get to that later. I do need to hear although, And I am taking it extra from us, possibly like name it a SAS product or from principally the expansion of that multi function Website positioning enterprise.

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

Ben: Certain. Um, it’d make sense to provide form of a short. Historical past of the plugin, should you, should you do not thoughts, as a result of that form of units the stage for like what we have carried out with it.

Nevertheless it’s, you understand, all in Website positioning has been round since 2007. It is I, if not the unique, it is one of many very earliest Website positioning plugins for WordPress. Um, I, so far as I can inform, it’s the authentic one and it was principally simply metatitles and descriptions, proper? Very fundamental technical Website positioning stuff. Um, And, uh, Michael Torbert is the one who form 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 form of, uh, with the appearance of different plugins within the house, it undoubtedly, uh, took a backseat and it form of went again all the way down to below the, the two million mark. Um, however when. Once 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, after I started to have a look at the code and started, 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 begin over primarily. And so, um, In order that the, you understand, one of many very first issues we did is determine 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 course of that course of, we, uh, we relaunched our web site. It was. It was initially being hosted on a web site referred to 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 kind, however they have been very minor.

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

We, we launched a 3. 4 with some added options and issues like that, however it was very a lot the identical line of product. Um, however then by way of that, uh, me and my, the one different dev we had on the time, trigger we, you understand, 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 characteristic parody, proper? Like what’s in there now, we will transition over into this new 4. 0 product that we have been going to launch. Um, and so, in order that took, that took 11 months. Um, it was, I consider, 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 12 months. Um, and you understand, It wasn’t the prettiest factor. We discovered a lesson that that launching across the holidays might be not the very best thought. And so we have discovered that for one thing that main of an replace.

Um, however, uh, however we shortly iterated and and and labored by way of as a lot as we might with our prospects to try to repair any points that had come up is, you understand, with with the brand new know-how. Two on the level, at that time, 2 million installs, it is actually arduous to, to check each atmosphere and to be sure that, that all the adjustments you made are going to principally improve completely.

And so we, we undoubtedly had points that we needed to resolve, however we did that as shortly as we might. And I feel inside simply a few weeks, we had a really, very secure product, um, and one which we have been, we have been happy with at that time. And you understand, it was a demanding time, however in order that’s form of just like the, the basic like factor that we did once we acquired is we stated, you understand, 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 approach 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 wished to be sure that that was the core factor. We have now a really sturdy 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 wished to be sure that all of that labored precisely because it did. Um, as a result of we had a fairly loyal person base. It wasn’t, it was declining, however it was nonetheless fairly loyal in that sense. And we wished to maintain that.

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

Like, was it going to be a characteristic based mostly promotional, uh, effort going ahead? Or, you understand, what have 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 a number of my focus was, was a number of the characteristic based mostly stuff. Um, however, uh, and, and simply to make clear, the decline was truly within the free customers.

We had a number of free person decline, uh, by way of that, by way of these years. And so, um, principally it had hit 3 million free customers and went again all the way down to 2 million. , 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 wished to, we clearly wished to develop it.

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

What, what are stuff 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 Website positioning plugins. We additionally want, you understand, issues, you understand, Within superior motive in our, in our firm. And so we might take like, these are the issues which might be lacking that we’d like as properly.

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

you understand, might hit, permit individuals to have the ability to do a number of areas and various things like that and work with if they’d e commerce or issues like that. So, um, so these have been just like the, the fast issues that we constructed. Um, even a few of these got here in 4. 0. Like, you understand, characteristic parody was the large factor, however we determined like we need to put a few of these in there to actually ramp up our providing.

Um, And so, uh, so primarily characteristic 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 have been to make use of and say, I really like this, I do not need to transfer away from this. And we take heed to our customers. In the event that they stated, Hey, there’s a difficulty right here.

I need to do that. We tried to iterate as shortly as we might to only construct that loyalty and that, that, um, uh, yeah. Uh, communication with them in a approach that they may know, like, Hey, I am being heard, proper? As a result of that is arduous. Like, you’ve got thousands and thousands and thousands and thousands of people that use a product and you do not have thousands and thousands and thousands and thousands of individuals to help them, you understand, so, so that you attempt, we attempt our greatest to have excellent buyer help and be capable to simply to iterate as shortly as doable.

So, so, sure, on the very starting, Virtually one hundred percent was very a lot characteristic based mostly and attempting to develop by way of simply constructing out options for the product that may simply form of deliver us again to the extent, um, that it ought to have been from the start. Um, and in order that’s form of the place we began after that, uh, we started to construct our, on our, on our development workforce 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 form of simply migrated over and left. There was some great things on the weblog, however it wasn’t one thing that we truly have been actively writing on. And each on occasion, we borrow a author from Superior Motive and we write an article and put it on the market, however it wasn’t, um, Uh, a major focus for some time, and that was simply because we we wanted to construct the product and construct the workforce, uh, as we, you understand, as we might.

So, um, however then we obtained our personal author. We employed our first author and that particular person started to put in writing, you understand, and put out content material on the weblog. And naturally, that began to assist. Um, one factor. That I’ll say by way of this complete journey, like, whereas now we have particular issues that we did, consistency is admittedly 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 transfer it moved over we launched a brand new product and instantly we had large development like nut There’s by no means any of that in there. It was all simply constant being constant, you understand, we began pumping out articles We have grown that workforce now.

We’re pumping out extra articles than we used to however that development has been , gradual and regular, proper? It isn’t one thing that is been a skyrocket development for us, however it’s been a, it has been an excellent development. Um, so, in order that turned our subsequent form of Avenue, however we proceed to construct options on the similar 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 characteristic damaged hyperlink checker, issues like that, that we’re work that we’re including as properly to which might 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 started to construct out the content material facet. Um, at that very same time, 

Jared: you you have touched on a few instances. So I simply need to ask this query. I feel lots of people listening would possibly get a number of worth out of it as a result of you’ve got 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 a number of options to it that folks will discover beneficial. Like how do you identify? 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, you understand, I am actually, I wrote a bunch down the picture Website positioning, redirection, native Website positioning, et cetera.

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

Ben: Yeah, completely. So, um, form of a blessing and a curse you might say is once we, once we obtained the product, it was a really properly rounded free product, like there’s rather a lot you are able to do with all in Website positioning free, um, very early on.

It was straightforward 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, you understand, once more, that does not drive the income such as you talked about, proper? The professional facet does. So a number of the issues that we construct, um, I at all times form of ask myself the query, you understand, if we’re, if we’re increasing in an space, like, let’s take native Website positioning, for instance, um, , who, who, who’s the target market for native Website positioning, proper?

It isn’t all people. It is, it is individuals who have like, you understand, uh, brick and mortar companies and so they need, you understand, to have the ability to be positioned on Google and stuff. So, so a part of that. Um, that technique for them and this product is like, okay, this, this could possibly be one thing that we might 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 similar time, look, if any person is simply beginning out and so they’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 knowledge that goes into the schema. And that is all free. We put a number of that stuff free of charge contained in the free plugin. So should you go in there and add it in, Google goes to know you’ve got a enterprise and they are going to find out about that.

Now, there may be some issues associated to your areas or your opening hours or issues like which might be very particular. That you would need to get the professional model for, however we nonetheless stated, is there something right here that we might 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 and so they can say, yeah, that is for me. So, so clearly there are issues which might be, that I’d say are, you understand, Plenty of the basic technical Website positioning, 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 form of take it to the subsequent degree and allow you to degree up as your small business is rising, as you are beginning to earn money, that is the place we will begin placing issues into our professional model and having 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 free of charge. There’s assets that, that, um, that now we have to pay for and canopy. , 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 approach that may, that may scale, however not.

Enhance the costs of our plans. It is one of many foundations that we take a look at as we are saying, you understand, we need to proceed so as to add values to those plans with out growing the costs. Can we do this with this new SaaS providing? Can we do this with this new characteristic 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 would like individuals to succeed.

I imply, that on the finish of the day, that is form of our mission is for small companies to succeed and develop and be capable to compete with the large guys which might be on the market. Um, And the fellows which have limitless cash, proper? Like we all know that our focused viewers does not have limitless cash. So we would like 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 simply guys have produced from a technical perspective? Just like the one which’s been the preferred, probably the most properly acquired, uh, led to the most important, you understand, development. Um, I am simply curious, like, You guys have a number of like, if you break the plugin all the way down to the person options, you begin to notice 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 probably the most success, should you might. 

Ben: Yeah, I’d. That is an ideal 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 characteristic. And this characteristic particularly, I feel as a result of, you understand, with Website positioning, a number of it is a matter of perspective, proper?

You will get into Google search console and you’ll take a look at that and you’ll say like, okay, should you’re a mid degree or greater degree, you, you possibly can transfer your approach round that and actually form 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 principally does is it integrates with Google search console.

You join it proper up by way of, by way of our, our plugin and it brings within the knowledge, however it, you understand, by way of a few of our algorithms, it exhibits you want, Hey, that is the content material. These are the articles which have began to drop in rating. We have now what we name a content material decay characteristic. Bye. Go forward and check out this.

Such as you, you must, you understand, 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 feel that was such a leap from the place multi function Website positioning is, which was very basic, technical Website positioning, proper? And we, we form of unlocked a dashboard, so to talk, the place, the place customers might like, check out this, uh, this characteristic and, and be capable 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 development facet, however now we have seen a lot pleasure about this characteristic, a number of suggestions from individuals saying, that is precisely what I wanted. That is what I would like. And, and we have, we have made it as fast and as quick as doable.

So it is a kind of instruments that does not take, Hours and hours to crunch stories like it is going to analyze the info and get it again to you very, in a short time, um, even on massive websites. So, um, I feel that is in all probability the one which I’ve seen probably the most pleasure, probably 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 degree. Um, however, however different issues like even our redirection supervisor, like, Okay. A few of that stuff is simply, you understand, you employ like 20 plugins to do all of those Website positioning issues and, and we, you understand, we wished to have the ability to, to form of, you understand, deliver that each one in home, multi function Website positioning.

That is the identify, you understand, like to have the ability to do a number of these items inside only one plugin and simplify it that approach. Um, and in order that’s, I feel that the Redirection Supervisor can also be fairly properly acquired and we get a number of suggestions. Of fine suggestions on that. That is actually useful. And now we have issues like full website redirects, which permits you should you’re shifting websites like that is a, that is a really, uh, small market.

That is not gonna be lots of people, however we have seen a number of pleasure about that. Like, Hey, I needed to transfer my area and that that helped me get there shortly. 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, you understand, 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 you understand, we did not form 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 degree or get as deep as you need, like totally different development levers you guys have pulled and which of them have had extra success than others?

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

Ben: Yeah, completely. So, um, so, you understand, 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 kind of issues that not simply Website positioning, however even simply form of the complete scope of operating a enterprise like, and that is a kind of areas that I needed to, to form of additionally dig into and be taught and like, okay, I, you understand, items of it right here and there all through my profession, however that is, this was earlier than Grew to become the purpose the place it was like, I have to dive in and focus and actually find out how these things 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, you understand, I do not even know. There’s a number of, Issues that folks do the place it is similar to, Oh, do that method or do that method. And I feel for me, simply form of my persona, which has helped to steer and develop the model is like, there is no approach that we’re going to have the ability to measure the success of one thing until we do it for some time and be capable to see, is that this serving to us develop?

So, so, you understand, we began very small, in all probability publishing one weblog publish per week once we had one author, possibly two. Um, and we, even once we employed one other author and all of a sudden you might like immediately double it. I stated, you understand what? As a substitute of doubling it, let’s simply add yet another slot, after which after a short while, we’ll add one other slot, after which we will measure like how impactful that is, and we will start to see, um, by way of the analytics and issues like that, like Google Analytics or Search Console, how are these items performing, and we’re monitoring all of that data, um, as a result of clearly that is a key half to it, is having the ability to put out an article after which monitoring how properly 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 a protracted strategy to serving to us to do this, proper?

So all Website positioning is, that is essentially, um, what we use. And so one of many key tenants that I’ve, um, form of given to my content material workforce is I would like you to make use of our product as a result of not solely as a result of I would like it to assist us develop, however I would like it to assist us to have the ability to make things better that aren’t working properly in order that we might help our prospects develop.

And so we will flip that round and be capable to take the teachings discovered that approach. Bye. However so far as content material, you understand, the content material that we’re outputting, you understand, we’re, we’re In a, in a number of methods, sticking to our, our area of interest, we’re, we’re Website positioning consultants and we’re seeking to, to demystify Website positioning 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 discuss issues which might be, uh, our product might help you with on the technical facet, but in addition similar to huge image questions on Website positioning or, or like, uh, you understand, breaking down, uh, basic issues about Website positioning in order that they’ll.

In order that freshmen who we assume that is our target market, lots of people who’re articles can can be taught and develop after which be capable to apply these issues again to their very own web sites. Um, in order that’s form of how, you understand, we, we simply take a, I’d say it is a comparatively easy method to that.

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

Um, you understand, we, we, uh, it. Each time we output new options within the product, we’ll take a possibility to form of, to, to push that. And that may be somewhat little bit of an even bigger push the place we’ll, we’ll put out a weblog publish, we’d, uh, ship out an e mail to our complete record and be like, Hey, this is some new options and every part.

Um, however then the concept is to form 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 similar 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 feel that is the, that may be the message I’d say is like, I am studying that I’ve discovered that myself over these final 4 years is that I have to be an knowledgeable on this so as to have the ability to, you understand, develop. To reach this, on this enviornment, on this space. Um, and so, so we do not, once more, with e mail advertising, we do not do something loopy.

, we ship out, uh, possibly a e-newsletter as soon as per week, after which we’ll ship out a further e mail once we’re doing a promotion or we’re doing a characteristic announcement or one thing like that. Um, , I get, I am subscribed to so many e 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 rather a lot.

So I do not need 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 publish each weblog publish we publish, we’ll publish a hyperlink to it on there. And we make, you understand, now we have a YouTube channel. We’ll make movies about, um, all, you understand, a number of instances you are simply taking the weblog publish as a script and saying like, you understand, make a video out of this.

And so we’ll make a video that actually explains that concept, that idea that we’re attempting to, to relay to our person base. Um, after which additionally documentation. , we, as a result of we’re a really technical product, now we have to have a number 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 other people will be capable to discover these. And, um, it will not be probably the most useful as a result of it is form of diving into somewhat part right here and being like, that is what we’re speaking about. Um, however hopefully, you understand, we’re, we’re seeing good.

And that hopefully helps customers as properly. So, um, so it is an excellent stability of, I consider attempting to, to unfold it out between all of the totally different verticals which might be accessible to us and having 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 won’t measure shortly, uh, you understand, I simply do not, in our sport, there’s simply not rather a lot you possibly can measure shortly.

It simply stuff takes time to construct. Um, and that is what I discovered a minimum of. And, and so a number of, a number of time, the best way I take a look at it’s gradual and regular wins the race, proper? Like we will proceed to, to do the issues which might 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 is not working the best way we thought it ought to.

Let’s revisit that and check out one thing new. Um, so, you understand, that that is I hope that is that is useful. That solutions the query. I feel that that that is form of the best way that I take a look at it. And we have got an ideal workforce. That is actually, actually good at that. One other tenant. I’ll simply add to what I inform my development workforce and my content material workforce is.

You’ll want to be Website positioning consultants as properly. You’ll want to actually dive into the basics of Website positioning since you’re, you understand, you are writing about it. And so it must be one thing that actually resonates with you that, that, that is excellent there. It is second nature to you to put in writing about these Website positioning issues. And excuse me, we have employed individuals.

That had that background already, um, had a number of good Website positioning, uh, expertise. And that is, that was intentional for that purpose. So 

Jared: if I might dovetail a bit and form of springboard off a few of the stuff you talked about, I am simply actually curious. And I feel individuals who definitely individuals have a. , an curiosity in SAS merchandise or in creating merchandise can be on this, however I feel it expands past that to actually anyone that could possibly be listening and operating some form of on-line enterprise.

Like the place does, the place do you discover conversion sometimes occurs? And I am simply inquisitive about what types of conversion metrics you guys are listening to when you’ve got a freemium product. , 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 probably the most for you, but in addition it is gotta be segmented as a result of some are going to possibly create a number of free customers, that are nice as a result of it will get them embedded within the product, but in addition attempting to determine which of them find yourself with form of.

Premier professional members and subscribers. So I simply, I’d love to listen to any ideas you’ve got on the way you guys take a look at conversions. And out of all these efforts, if there’s form of a funnel you’ve got 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 feel that the, the principle factor and it is probably not a, you understand, 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, might help you, proper? So, um, you understand, 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 kind of the place we do not need to take away these options, however we would like to have the ability to, to share worth. And so in a number of the, the, the content material that we write. Plenty of the newsletters that we ship a number of the, um, you understand, even in sure areas within the plugin, like, um, you understand, for instance, the native Website positioning, you, you’ve got some basic native Website positioning 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 sort 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 feel that, um, the principle factor that I’ve discovered on this, uh, In that is that, um, now we have to actually, it’s a must to actually floor the worth and that is, that is, you understand, you are able to do all no matter techniques or something you need, however once more, maintaining it easy.

If any person buys my product due to a gimmick, they are not going to remain. And that is not an excellent 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 would like is to have the ability to floor the worth and to have the ability to present them, these are the issues. that we might help you with in our professional model.

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

And, and we will see, is that this changing? Nicely, or is that’s that changing? Nicely, that could possibly be in your e mail, the hyperlink that is in your e mail, that Convert to a sale or, uh, the weblog publish, 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? Nicely, so we, so we comply with a number of these, uh, a number 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 successful out, however I do know that Um, issues have been, have been rising and going properly, like, like, on the finish of the day, I feel this due to, uh, let me pause there for one second and simply say, oh, an Website positioning dot com is a really new model, proper?

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

Um, a number of these issues are simply, they’re simply compounding and so they’re rising by way of compounding. And, and I need to, I need to say that on the finish of the day, just like the conversions that we’re getting are as a result of We have now hopefully carried out an excellent 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, you understand, I would like to have the ability to see that knowledge search statistics. I would like to have the ability to see that knowledge on this new approach for my very own web site. Like, you understand, this is the examples that that each one my Website positioning is displaying. That is what it appears like.

Wow, I can be capable to goal these items somewhat bit higher. I want to have the ability to get that professional model with a view to do this. And so we’re seeing that, you understand, 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 way of some case research by way of some, uh, by way of some Website positioning case research.

I, uh, I might be remiss if we did not get to that. And so I need 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 this can be a pretty new initiative. We have been doing this about, I need to say like six months now, I consider someplace in that space.

And this was an space the place we, you understand, we have been attempting to determine, you understand, we’re speaking about development 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 you understand, the place that we’re in, we will take a look at a web site that’s rating.

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

And so, so huge image, we simply determined, you understand what? Let’s begin discovering these trending web sites which might be simply beginning to, to extend in visitors fairly shortly. And we will dig into them and we will unlock the mysteries of how they obtained to the place they’re. So, uh, you understand, our, our aim is to form of, you understand, Attempt to hit totally different industries and niches and various things like that the place we will um, you understand so that there is There’s, uh, individuals can establish with, oh, this website 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, you understand, a number of a number of the ways in which we’re writing these case research is we’re simply utilizing form of the accessible data that we will get in a few of these greater finish instruments to have the ability to observe, um, you understand, their, you understand, Their visitors and month-to-month visits or, um, you understand, oneway links and, you understand, what, what’s it that, that obtained them to the place they have been?

Was it programmatic Website positioning? Was it an enormous large, uh, doubtlessly spammy backlink, uh, record, you understand, there’s all these various things. And so. We’re form of, you understand, in a approach, like this, you understand, if we take a website, you understand, 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 % 12 months over 12 months development? And so we will check out that. We are able to dive down into what it was that they did. And, you understand, we will see, like, you understand, we attempt to floor all this data, how outdated is that this area?

Um, form of somewhat bit about them and who they’re and what they’re doing. After which we form of take a look at their development and we are saying, what, what was it that they did, did they aim low competitors key phrases, which is, which is without doubt one of the issues that they did right here. Um, and, and the way did they go about do this doing that?

Was that programmatic Website positioning? Was that. , 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 Website positioning strategies with a view to attempt to develop and rank. Um, and so we’re form of unlocking that in order that any person can can form of learn the case research and say, okay, is that this one thing that I need to attempt?

Or is that this one thing I ought to keep away from doing? As a result of doubtlessly there could possibly be points with Google, you understand, particularly with all the 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 form of issues. So we’re we’re taking a really intermediary method and having the ability to say, Hey, that is what they’re doing.

These are the nice issues they’re doing. Perhaps these are some issues you must keep away from doing. Um, after which having the ability to tie that into to our product as properly and be capable to say, that is how we might help you obtain that on the finish of the day. And that is, you understand, that is one of many causes. That we’re doing this as properly in order that we will, we will add that worth to, to our product as properly.

Jared: I feel if I might begin to deliver us to an in depth, I wished to possibly ask a, uh, a really excessive degree query, however I, what is the greatest factor that you simply guys did? Because you jumped in with multi function Website positioning, um, that is led to its continued success, development, 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, should you needed to, and I do know it’s kind of 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 attention-grabbing to consider it. Such as you’ve talked about a number 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 inside it.

We have talked concerning the advertising facet of issues and content material advertising, e mail advertising, et cetera, conversions. Like we have talked about a number of various things. If we might form of deliver it again, if, is there possibly one factor that stands out as probably the most influential factor that is helped you guys develop over the previous couple of.

Ben: That is a wonderful query. And there may be a solution, however earlier than I provide you with that reply, I need to say that it is actually arduous 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 all the content material, all the, you understand, all the issues that we’re doing within the development facet of it and, and the, within the product facet, all of them work collectively.

And we we have carried out a, I feel we have carried out a fairly good job of having the ability to, to form of drive one factor drives the opposite all the best way up. And if we did not add to our, our content material facet, 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 may be biased, however as a, as a product man, uh, I do consider that simply form 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, you understand, the day that we hit, you understand, went from the, you understand, 2 million plus to three million plus.

Was an superior day and you understand, and I feel that, and that occurred earlier than a number of our, excuse me, earlier than a number of our content material and development initiatives got here into play and it actually propelled us in that sense. Um, and that is only a testomony to all of that tough work we put in to only rewrite and revamp the product.

And yeah, we had, you understand, we had points initially, however, however as soon as we started to construct on that basis, that stable basis of an excellent product, the remainder of it It is rather a lot simpler, proper? Just like the content material stuff. It is simple to put in writing about one thing when you’ve got an excellent basis. It is simple to have the ability to to put in writing articles and be capable to say, hey, what about this?

What about that? If we did not have a number of the issues now we have, we did not construct these options. I feel it might be, you may be greedy a straws somewhat bit, proper? Like Google actually needs Yeah. To just be sure you’re an knowledgeable, that you’ve the experience, that you’ve the authority. And a part of that, that we will form of show these, these tenants is that now we have this product and we’re speaking rather a lot about what we’re doing and the muse that is there.

So, you understand, so we nonetheless have an ideal 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 won’t simply construct an ideal product.

You must inform individuals about it. You gotta promote it. You gotta be capable 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 characteristic set, simply bringing it characteristic parity to the opposite choices available in the market. Constructing the SaaS companies, um, persevering with to record of our prospects and including issues that they are asking for, um, as shortly as we will.

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

Jared: Powerful query. I get it. If I have been in your sneakers, I might say, properly, it is a mixture of all of the issues we have carried out, however powerful query, however it’s nonetheless enjoyable to listen to the best way it is, it is much less concerning the reply, extra about the best way that you simply reply it. Proper. It is like, it is attention-grabbing to listen to from somebody form 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 Website positioning has? 

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

It is at Benjamin P Rojas. I assume it is X now, proper? Prefer it’s, it is arduous to get used to the identify. Um, and that is in all probability the very best factor, clearly, you understand, if, should you wished to succeed in out and call me, you possibly can, you understand, get on the contact type on our web site as properly. However, however yeah, I might love to listen to from anyone who’s listening, should you guys have questions or comply with up, however I undoubtedly love to remain in contact.

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

Ben: All proper. Thanks, Jared.