From traditional SEO to market-leading AI visibility on Interim CFO
How a targeted AI pilot strategy secured Azets a dominant position on business-critical searches and doubled conversions.
Increase in traffic
Doubling in conversions
Placement on "Interim CFO"
The project
AI-SEO & content strategy
Technical SEO for language models (LLM)
On-page & content optimization
Authority building & link building
Industry sector
Interim CFO & Financial Advisory
“We needed a partner who could both challenge us and understand our business. InboundCPH has delivered on both - with insight, honesty and commitment”
"The collaboration with InboundCPH started as a pilot project, but the results quickly spoke for themselves."
The strategy boosted Azets’ visibility on key searches for “Interim CFO”. The result was a significant increase in traffic, a doubling of conversions and a leading position on both organic search results and AI Overviews.
How the collaboration grew big
The challenge: Winning the battle for Interim CFO in the age of AI
Azets wanted to strengthen their position in the business-critical area of “Interim CFO”. The challenge was not only to rank high on Google, but to ensure visibility in the new AI-powered search engines like ChatGPT and Google's AI Overviews, where decision makers are increasingly seeking information.
Competition was fierce from established players and it took an innovative approach to break through the noise and become the preferred source for both search engines and AI models.
The consequence for Azets: When a business leader asks ChatGPT or Google “How much does an interim CFO cost?” or “Benefits of an interim CFO”, it is crucial that Azets is mentioned and recommended. If AI models don't recognize Azets as an authority in the field, they will be excluded from the decision-making process before the customer even visits a website.
01: Situation: A crucial battle for visibility in the AI era
Azets faced a new digital reality where visibility in AI search engines became crucial to reach decision makers. They needed a partner that not only understood traditional SEO, but could also develop a strategy for the new landscape of AI-powered searches. They chose InboundCPH because of their specialized knowledge in AI-SEO and their data-driven approach.
02: Solution: An AI-centric pilot strategy
To win the battle for the business-critical keywords, we developed a three-part, AI-centered pilot strategy. The aim was to position Azets as the leading authority on “Interim CFO” against both traditional search engines and new AI models. The strategy focused on technical precision, in-depth content and strong authority building.
03 Results: From pilot project to global dominance
The results of the pilot were so convincing that Azets is now rolling out the strategy globally. With a doubling in conversions, a first place on the critical keyword “Interim CFO”, and a market share of 20.4%, the strategy has proven its worth. Azets is now the leading player in both organic results and AI Overviews in their main business area.
The solution: An AI-centric pilot strategy
Winning in the AI era requires more than just keywords. It requires technical precision, deep authority and content tailored to the machines' understanding. Our solution consisted of three closely connected efforts:
1. Technical foundation and AI optimization
We ensured that the technical setup was optimal for indexing language models (LLMs). This included:
- Optimization of technical setup for LLM indexing
- Implementing advanced structured data (Schema markup)
- Ensuring full crawlability for AI bots
- Technical review and optimization of site structure
2.Targeted content and on-page optimization
Onsite texts were reviewed and optimized specifically for the ‘interim CFO’ with a focus on answering the questions the AI models typically ask. We focused on creating content that directly addresses the user's intention (high intent).
- Optimizing existing content towards ‘Interim CFO’
- Focus on high-intent keywords and questions
- Adapting content to AI response formats
- Strategic use of semantic keywords
3.Authority building via AI-centric link building
We executed 22 AI-centered link building efforts on both large and small media. The aim was to create strong associations between Azets and ‘Interim CFO’ on third-party platforms that the AI models use as sources.
- 22 strategic link building efforts
- Placements on both niche and broad media
- Building up topical authority about ‘Interim CFO’
- Creating strong external signals for AI models
"The collaboration with InboundCPH started as a pilot project, but the results quickly spoke for themselves."
We have never experienced such a massive increase in both traffic and qualified inquiries in our focus area ‘Interim CFO’ in Denmark. The convincing effect of the AI strategy means that we are now in the process of rolling out the setup globally to our other markets.”
Jørgen Bærentzen - Head of Marketing, Azets
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