How TripleDart CEO Shiyam Sunder grew to $9.6M revenue with a 87 person team in 2025.

cool let's get started okay so yeah I mean uh we're going to talk about one of the very important topics for the last two years about like you know SEO and AI like you know how this deadly combination is going to work so we're going to talk about priority challenges and opportunities for the next 20 minutes so I'm sham I'm founder of triple do triple do is a bdb SAS growth agency we work with over 100 plus brands previous to triple. I used to run marketing at remote.com freshworks Zoho and hey digital and I also advise and invest in startups so if you want to connect here's my QR code right so for the next 25 minutes we're going to basically talk about Ai and SEO right 2023 versus 2024 impact of AI and SEO what is SEO 2.0 and uh we're going to cover some of the most important and productive tools that we use in our day-to-day practices at triple do and and uh how the new SEO is going to work and how to basically do backlink uh right in 2024 uh and ahead and also one other important topic that I'm going to cover is like how you can scale programmatic SEO without scaling content without heavier budgets so that's also we're going to basically talk about today right it's a quick quick facts about triple do we founded in 2021 we are about like you know 80 people we only work with SAS companies right these are all the companies that we work with uh we have three stages basically like you know for meture we work with companies like freshworks and sprinkler growth stage we work with companies like PLO fast growing we work with companies like factors. multiplayer and stuff like that right cool let's quickly dive in right so now we're going to talk about like you know uh uh the role of AI in SEO in 2024 and what challenges priorities and opportunities that we have right so this is a very important and interesting start that I took from search engine uh uh right L search engine land survey so you can you can basically compare what is the difficulty and most important task in 2024 compared to 2023 in 2023 most of the marketing leaders and Founders reported content production is the very difficult uh or challenging task to do but in 2024 algorithm changes and Link building and Technical SEO are the three important uh or difficult uh things to basically do right why because in the last 18 months there are about 16 core algorithm update and in which there are three very important update right so if your website is 5y old or six year old or 7 year old you just need to basically get equ yourself with the new changes that that has been there so that's why technical SEO is becoming important right and also link building and algorithm changes and if you look at this this is again from the same survey 71% of the respondents they said like you know this you know AI in SEO is disruptive right and you can see like you know 32% percentage is somewhat disruptive 26% is slightly disruptive like one 18% is not disruptive but like let's move on to the priorities right for example people are saying after this SG SG is nothing it's called search generative experience so Google use another traditional uh uh uh like you know uh concept called SCP search engine results page which is a very traditional way of pulling data from on the back end now now it is using SG SG is nothing but s generative experience which uses AI to basically pull in the data and then and then showing it up front right so now you just need to be aware of three things one now whatever your website is you need to update it for mobile first because almost all your website would be mobile first indexing than desktop first indexing that's one and second one is uh earlier like three years or four years back people used to follow this top of finel keywords go behind like lot of search volume key and stuff like that now you don't need to do that you can focus on very longtail very less search volume keywords we call it as longtail semantic keywords that is again like you know works really well for companies and uh and you should also give importance to more Rich Text elements like images visuals and other factors so that is also an important factor when it comes to SEO all right and if you look at this this is a very important fact right 83% of the respondents said it is positively impacted there is no negative impact about this SEO I mean like about this AI algorithm update within SEO so you know we can still be confident about whatever the changes that we making that will impact us in a good way right and these are all the priorities for a from an SEO Department like you know I I have categorized this this into practitioners managers and leaders if you look at for practitioners right and and you know adapting to the impact of AI is the second priority and if you look at for managers and leader this is their main or important priority right so let's quickly uh talk about that right like you know in long story short so your bottom funnel and high converting pages may still reap traffic and conversions your top of onel pages is called as informational uh intent pages and those pages the impressions are declining month- on month right now the second point is you need to give more important to your brand and your brand reputation so don't spam your brand with lot of like you know multiple domains for sending emails and stuff like that now brand reputation is very important and focusing on improving a brand reputation is the the core impact and the third part which is called a Content qualification methodology so Google comes up with something called eat which is experience expertise Authority and Trust so if you're let's say if you're a fintech brand like you know hire a couple of journalist who used to write for fintech Brands and then ask them to write your pillar pages right if you are a cyber security brand like you know work with someone who actually WR a lot of cyber security content right so that is how you can basically generate unique content which stands out compared to your competition right now like what is SEO 2.0 right it's very simple you can use AI you can use workflows you can use automations to do like a 10 checklist so first you can leverage AI to create high quality content ideas not the content you shouldn't use AI to create content that will penalize or that will uh impact in a wrong way so you can use AI to find ideas second there are lot of experimentation tools right now so that will guide you whether a particular SE experiment is going on the right track or not third programmatic that we are going to cover and fourth right now you don't need to basically uh uh like you know uh uh spend time on building calculators tools and stuff like that so there are lot of linkable asset creation tool like repet copilot where you can use to build mini tools for your website right and finally you can use an AI agent to track what is happening within your website it's more like a virtual assistant that sits B you know like a within your website that will notify if there is some problem it's more like a system monitoring but it will update you if there is any problem that happened within your website so I'll I'll talk about that as well right and and and and the and the other part would be like you know it's not just AI so it's also there are a lot of workflows you can use use in the SEO world you can use makab zapier and you can use chat gp4 to basically create all those different uh variations right so in short with this SEO 2.0 you can 10x your results with half of the investment and 2x more productive right now let's talk about how you can be more productive and how you can basically generate this 10x results and stuff like that right so yeah this is an important part right like you know these are all very I would say rare tools in the SEO world that not many leaders and marketing uh I mean Founders know of so first this tool it's called completely. a right so uh I mean like you know if you're Founders a marketing leader there is something called battle cards you have to compare your product or your solution with another uh company so it will take about roughly two days to create this battle cards right so now with completely. a you just need to add who's your competitor and this particular completely. a will give you a 10 pager battle card comparing almost all possible uh what information available on the internet so it it will completely saves like you know one day minimum right now let's go to the second tool which is lot of Founders here you know you you want to know how is your personas have been searching but you're not good at SEO right but you know what is your product is doing and stuff like that you can write in this tool called like you know seo. aai saying that like you know okay like you know my product is a fex solution selling for SMB and uh what kind of keywords that that probably uh uh uh you know fit into my top of funel if you ask this question this tool will give you the set of keywords then use this uh tool called seed keywords to further expand that again this is a very very uh useful uh tool and once this is again right like you know let's say you don't have a big web development team right or you got the keywords but you wanted to structure this in a proper way so that's when this keyword insights. a will come in let's say you get 100 keywords and you're going to basically publish those 100 keywords into keyword clustering tool it will cluster what is your top of funnel what is your middle of funnel what is your bottom funnel and how many pages you need and which pages are top priority which pages are like you know less priority and stuff like that every single thing so for example uh this will take about like minimum 4 hours to plan one month calendar just for clustering so with within this tool you can do it within 10 minutes it's not even 10 minutes just 5 minutes right and again let's say uh through.com so this is this tool called let's say you have a Content writing team but you don't know uh uh I mean you're not confident about the brief that you're sharing with your team right so through.com you can basically give the exact Persona what kind of messaging that you wanted to uh uh share with this personas what kind of tonality and what is the context behind this particular uh uh content right and this through.com will basically give you a very detailed uh a brief and that can be shared with your writers so again like you know very useful tool and this one right so AI inner linking so which is a very very timec consuming task let's say your website has thousand pages each page will probably have around like you know 15 to 20 links right 15 to 20 links into, so I mean like you know you you you calculate right so it's a very very manual repetitive task so there this tool called Junia in which there is an AI in linking capability you just need to add the URL of your website and then that will scrape almost all possible innerlink for your page again like you know one of my favorite hopefully this tool most of you know which is called Surfer SEO right what this tool will do is this will grade your content right let's say you're writing a new content and you don't know exactly what others have written and why their content is ranking better than your content right so what this will do is it will guide the writer so you can see on the right side there is a 90 out of 100 score which means and and below that you will see an average of 83 and top 88 what it means is the number one link that is ranking for this keyword they have 88 score and the average of the first 10 rank so that is having 83 so the goal for our content writers to basically cross that 88 Mark right so that's why surfer is like inevitable tool for triple do internally we use for all our clients uh right so there is other tools like clear scope raser and stuff like that but Surfer is one of the best tool and here it's a One-Stop like uh SE extension right you don't need to basically have like you know bunch of extension within your Chrome web store you just need to download this detail.com it has eight tabs actually seven tabs sorry which gives you a complete picture about your website and you can look at it look this whenever you want to basically identify what kind of changes that you wanted to make right and finally SEO is also moving towards audience Leed right so we use pararo and we use audience.com to find the demographic technographic uh signals about different companies and this will help you identify okay like you know a company a visits like you know uh freshworks decom and after that like in about 2 minutes they're they're visiting zendesk.com all right so that kind of an information you can easily get from spark Arrow from audience you can basically find the um like where your personas have been hanging out let's say a CFO uh for a 100 million company versus a a CFO for a 50 million company there is a bigger difference in terms of like you know where they hang out what content they read and stuff like that so you can use audience for that to basically identify like you know what they're doing and stuff like that and finally let's say you don't wanted to go with an agency you don't have a big budget but you want to run an SEO this is called this Auto SEO it's an AI agent you just need to add the JavaScript on the website right and it will do almost all the work right so but I mean like you know I don't prefer using this but if you are an early stage Founders marketing leaders you can use that but uh I advise to go with uh consultant or an inous team but this is for like you know much cheaper and much better okay now let's talk about uh new SEO versus old SEO uh which is very interesting at least for me you can see here so there are 23 types of SEO content towards the left you will see these are all content that just drives traffic towards the right you see content that drives conversions so whenever you look at SEO you should basically classify your SEO strategy into two types one uh there are about 100 to 150 keywords which we all internally as money keywords or money pages that drives business right and for any company that you take the ceiling is ceiling would be around like you know 200 200 keywords right and each keyword will basically have around 500 to th000 search volume so 20,000 volume would be more than enough to drive close to like you know th000 signups or 1,500 signups a very good signups a month or or demo some month right but on the right left side these are all very traffic generating keywords Words which is very good for all your visibility content right so I have I have classified this into traffic focused conversion focused difficulty versus easy so you can you can I mean like for example your list your FAQs your step-by-step guides your interviews that creates more traffic and to to towards your right right like you know how to guides landing pages product pages that creates more conversions all right now uh outo SEO is people will start doing keyword research then they do topic research then they write content right now you should do the other way around you should first identify like what's your what's the pain points of the personas that you deal with then create topics that you think of which is very you know like relevant to your audience then do keyword research so that's what we call it right like for for example then do a funnel saying that which are all your unaware content which are all your problem aware content which are all your solution aware content and start with product aware then go to solution aware then go to problem aware then finally go to another so so this is this is a like you know three-step easy process right learn pain points think of topic ideas and find keywords so we use internally at triple do we use this framework called job to be done framework so which is we pick a Persona right and we pick the core job of that Persona and we also pick the related job of that Persona and what we do is we look what they are searching on internet day in day out right and then we map that funnel right and then we start towards the the right we we write content for more more like closer to the evaluation then basically pick up the middle of funel and top of funnel later so yeah this is a very popular framework that we use internally and finally new SOS is not just within your website it's also outside your website right so for example let's say I'm writing a Blog today right and my domain Authority is 40 right and Google will take about two days to index my own URL instead if you write the same content within medium or Reddit or cor or just answer to some of the questions that is already there so your chances of indexing your website or that URL would be much faster than your own content why because Reddit or kora's domain Authority would be 90 99 95 our domain Authority would be lesser than 50 60 so you know like some of the social signals will be much faster to index compared to our own uh domain right and which is I mean like now we're going to talk about a very very important topic when it comes to SEO lot of people are struggling in it they don't know how to basically get backlink in 2024 again if you wanted to get backlinks it's for two purpose one to increase domain Authority and two to increase your topical authority to increase domain Authority don't do reach outs don't do like you know guest blogging and stuff like that the better way to do it do is right like you know you can just do a digital PR you spend ,000 and you'll get listed in fores entrepreneur and whatever the best website that you you can like listed on these are all like 90 plus domain Authority side and your domain Authority will also get boosted but to get topical Authority that's when you know like for example you need to basically get ranked for so what I mean by domain Authority and topical Authority is topical Authority is a specific topic that you wanted to like you know acquire links for right to get what I'm going to talk about is to get topical Authority again like you know there is a way in which you can get it so the best way is to basically build free tools right so I I'll I'll I'll you know these are all some of the examples you can you can build a freelance rate calculator you can build a project timeline estimator you can build a project budget estimator and stuff like that I'll show you a couple of examples so this is one of our client uh we built this ESOP pool size calculator and uh this got indexed two and a half months back and we got 30 free backlinks right there are a lot of news letters have been like you know reported this and also there are couple of other uh websites have been like you know given this these are all like you know very big this thing and towards the right so we work with this company who who is a social media management portal right we we've created like 10 free tools like that and you can look at like you know we got around 160 free backlinks in about two and half three months right so again that's a easy way to uh uh uh drive backlinks and finally we are we are going to end the session with the programmatic SEO in B2B SAS so so programmatic SEO is nothing but publishing more than 100 pages in a very short time right how you can do this so uh it's very simple right you need a like an optimized page template uh you need a database of all the information you need Super like longtail keywords so it's 1 into two into three that's it right how we are going to do that right so so there are three mths in the programmatic world one is programmatic SEO spam because you're going to repeat the content right so uh the search engine will look okay this is a duplicate content it's not it's not right you can see the difference right towards the left you can see a very generic answer for a topic and towards the right you can see like you know for every like you know Delta what is the miles worth right so the right will have more context according to Google compared to the left second programmatic SEO one works with AI completely wrong right AI will one give flexibility right I'll talk about even before this AI thing comes like you know we work with manage engine we basically created thousands of pages back in 2012 uh right so I'll talk about that later but yeah third thing programmatic content does not convert which is partially true if you if you create programmatic SEO without having that relevancy or context but for few companies it works really well that that also we going to talk about cool so these are all some examples but uh uh but yeah if if you if you want to understand whether PSO is right for you there are three things first you need to put little bit upfront like you know investment and time is needed but not always just one time right and second your current SE strategy you your your brand should be little bit matured brand and third you should be selling some very big time that's it these are all the three uh prequest for PSO and the first thing programmatic SEO works really well uh uh for localization for example let's say you wanted to build like 100 Pages for different states thousand Pages for different cities for zip cods and stuff like that for example uh you can see an example right minimum wage in uh uh Los Angels for best restaurants and it works for job to be done jtbd is job to be done use a particular tool for a particular task third it works for different Industries and also comparisons right I don't know if you've U like attended this demoed SEO session so like you know story lane used to basically build all comparison using their like you know programmatic way of doing SE only right and for like nich it's based on metrics and Brands so once you get the keywords then you're going to sem rush and and find all the existing keywords then what are you going to do is you need to identify let's say if you hit a particular traffic how much like revenue or pipeline that you get so for that uh let me let me let me quickly uh show the that in later but just for PSO you just need these three things page content content database and AI prompts this is how a page template would look like so if you look at the blue color content blocks all this are Dynamic if you look at like you know welcome to what industry and for what job title and if you look at the second uh uh content block top three percentage of job title and third content block different keyword and stuff like that once this is done then uh again like you know this is little bit tricky I would give you an automated way so you can use that for building better this thing right so so this is an automated way so you can use either one of this two tools one is called byw word. a another one is called with Rim so if you are not a programmatic ninja so what you can do is instead of using Excel or Google sheets and stuff like that you can either use byword or with tram to basically build this like backend infrastructure for doing programmatic that's it right so uh as as I told you like you know you just need to find keyword patterns you just need to basically build page template set up database build a promps and publish so this is a tool that we have built uh uh right so you can you know like uh if you can just uh you know scan this it will take you to a Google sheet and in that whatever i' I've I've discussed so far would be explained in a like you know step by-step manner right and uh this is how it works so for like after after completing a programmatic SEO it will take 1 to 3 months for indexation 1 to 6 months for impression 1 to 9 months for ranking 1 to 12 months for traffic conversions pipeline Revenue so so let's quickly talk about the results so this is one company called multiplier so they are a global payroll you are company one of one of our customers so for them what we have done was we have created a country encyclopedia right so you can see there is very low results for their brand SEO so what we have done was we have created programmatic templates for work permit and for employment guides right we have a database in the back end we used that database and created content and and published this and if you look at the second which is uh for this company called ban lar and if you look at We have basically built close to uh 500 plus templates because you know by Dan it's I mean lar is more like a clickup competitor so they are a project management software so we used to create a lot of templates and then use that as for our own programmatic SEO and for Sentinel one right so Sentinel one has this ransomware Anthology so there are about like you know th000 plus ransomwares for each ransomware we've created a like you know a page and there are about 1,000 plus page this not 100 so that it resells about 10,000 plus traffic and this company is a freight forwarding company so for that we basically build a like a two and fr Freight forwarding calculator again at 400 Pages like you know we got around 5,000 plus traffic and stuff like that the final one is R1 case study all right so you can you can look at like you know if you search for B2B SAS SE agency in New York B2B uh SE agency in California like you know even after sem rush we are the number one or number two uh position uh for almost all the keywords all keywords I mean all pages have the same content we just Chang the state and country names and then it automatically started ranking yeah that's that's pretty much about it uh if you have any questions connect me connect with me offline happy to answer whatever questions whatever you have