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 strong
From Pilot Project to Strategic Partnership
Azets wanted to strengthen its digital presence in a business-critical area: Interim CFO. The goal was not only to achieve better rankings in Google’s organic search results, but also to gain visibility in the new AI-driven search interfaces, where decision-makers are increasingly finding answers, comparing providers, and forming their first impressions of the market’s strongest players.
The collaboration therefore began as a focused pilot project with one clear objective: to position Azets as an authoritative source on interim CFOs in the eyes of search engines, AI models, and potential clients.
The Challenge: Being chosen before the customer visits the website
Competition in this area was fierce, and several established players were vying for the same prominent positions. At the same time, search behavior was changing. Whereas visibility used to be primarily about traditional Google rankings, today it’s also about being mentioned, understood, and recommended in AI-generated responses.
For Azets, this meant that traditional SEO was no longer enough. When a decision-maker searches for questions such as “How much does an interim CFO cost?” or “What are the benefits of an interim CFO?”, it’s crucial that Azets be part of the information the client considers early in the process.
If Azets does not come across as a clear authority in both search results and AI responses, it risks being overlooked before the customer even clicks through to the website.
The Solution: An AI-Centric SEO Strategy
To strengthen Azets’ position, InboundCPH developed an AI-centered SEO strategy focused on three interconnected initiatives: technical foundation, targeted content, and external authority building.
1. Technical foundation and AI optimization
The first step was to ensure that Azets’ website could be understood, crawled, and indexed effectively—not only by traditional search engines, but also by the systems and language models that power AI-driven search experiences.
The initiative included, among other things,:
- Optimizing the technical setup with a focus on LLM indexing
- Implementation and Improvement of Structured Data
- Ensuring crawlability for relevant bots
- Technical review of site structure and internal signals
The goal was to make it easier for both Google and AI models to understand Azets’ expertise, services, and relevance in the field of interim CFO.
2. Targeted content and on-page optimization
Next, existing content was reviewed and optimized with a focus on user intent, semantic relevance, and the questions that potential customers typically ask early in the decision-making process.
The content was adapted so that it could better serve as a clear and credible answer to key search queries about Interim CFOs—both in traditional search results and in AI-generated responses.
The initiative included, among other things:
- Optimizing existing pages for “Interim CFO”
- Focus on high-intent searches and questions related to decision-making
- Adapting content to AI response formats
- Strategic Use of Semantic Keywords and Related Topics
The goal was to make Azets the most relevant source when potential customers search for information, prices, benefits, and opportunities related to interim CFO services.
3. Building Authority Through Strategic Link Building
To further strengthen Azets’ position, targeted efforts were made to build authority on external platforms. The goal here was to create stronger connections between Azets and the topic of interim CFOs across relevant media and sources.
The campaign included 22 strategic link-building activities on both niche media outlets and broader platforms. This helped build topical authority around Azets and send stronger external signals to both search engines and AI models.
The Result: Significant Growth and Global Potential
The pilot project quickly yielded measurable results. Azets achieved a significant increase in traffic, a doubling of conversions, and a leading position on “Interim CFO.”.
The results showed that the strategy not only strengthened Azets’ traditional SEO performance but also boosted their visibility in a search landscape where AI is playing an increasingly important role. This positive development meant that the collaboration grew from a focused pilot project into a broader strategic framework with the potential for rollout across multiple markets.
What began as a targeted effort in a single business-critical area thus became the foundation for a broader digital growth journey.
"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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