Objective
Current vs Expected
The primary objective was to reverse the sharp decline in organic performance of Murf.ai and surpass the June 2024 levels. Specifically, our goals were:
Strategy
A Holistic Approach Towards Growth
Problems
Volatility in Keyword Rankings
Beginning in June, Murf AI saw extreme ranking fluctuations, especially for competitive keywords related to AI voiceovers and text-to-speech services. Despite the website’s technical health, sustaining top rankings in the face of high volatility proved difficult.
Declining Organic Performance
Organic performance sharply declined by September 2024, reaching a new low in non-brand clicks and new users.
The challenge lay in recovering this lost traffic while competing against aggressive competitors.
Another challenge was that Murf AI’s website was already in excellent technical condition, with a strong SEO foundation. Simply “fixing” technical issues wasn’t enough, and driving meaningful growth requires a more nuanced, data-driven approach to content optimization and keyword strategy.
Failed Content Experiments
The “Home” and the “Text to Speech” landing pages were the most critical for driving traffic and business. However, these pages were also the hardest hit by the decline. The initial phase of recovery involved experimenting with various content adjustments on these pages, including keyword tweaks, new content additions, and even completely restructuring the content flow, but none of them worked in our favor.
Execution
Data-Driven Content Decay Analysis & Blog Revamp
We began our recovery efforts by implementing a systematic approach to identify and address content decay, which was crucial. This involved analyzing existing content performance and making targeted adjustments to improve relevance and engagement.
A Glimpse of the Approach
The campaign involved experimenting with various content strategies, then revamping them by
- Restructuring the format for better readability and engagement.
- Adding fresh content with newer nuances to make them more aligned with user intent.
- Incorporating images, infographics, and other visual aids to enrich the user experience.
This content refresh yielded positive results, leading to an uplift in blog traffic and helping boost the rankings of the more critical “money pages.”
Widget Analysis & Enhancement
Competitor Analysis
Before
After
Scaling Content Using pSEO (Programmatic SEO)
Utilizing programmatic SEO for the ‘Alternatives’ folder allowed us to scale content creation that targeted niche competitor-based searches, like ‘elevenlabs alternative.’ We effectively created support pages for MOFU keywords. This innovative approach significantly enhanced visibility without extensive manual effort.
Explaining Globally
We expanded Murf AI’s global reach by launching over 15 internationalized pages targeting regions like Russia, Brazil (Portuguese), and Turkey.
This effort allowed us to target region-specific keywords, significantly boosting visibility in international markets and driving traffic growth from non-English-speaking geographies.
Results
Comparison with August (Start of Decline)
Comparison with September (Lowest Performing Month)
Ranking Improvement in Top 3
Captured 101 additional high-intent keywords in the Top 3 since August
Captured 136 additional high-intent keywords in the Top 3 since September
Recent Awards Won
