$500 million and counting

SEO Tactics Unveiled: Simpu's Winning Strategies for Organic Growth

Bolaji Anifowose, Head of Marketing at Simpu

Dive into the dynamic world of SaaS marketing with Bolaji Anifowose, Head of Marketing at Simpu, as he shares the secrets behind Simpu’s SEO triumph—from strategic website revamp leveraging Webflow to scaling content operations and adopting a unique PLG/SLG hybrid model. Explore the transformative impact of Simpu’s programmatic scaling vision and the innovative approach to affiliate marketing, solidifying its position as a thought leader in the industry. Uncover the technical intricacies behind the remarkable journey from a domain rating of 10 to an impressive 60, and gain insights into Simpu’s content strategy, customer-centric culture, and overcoming SEO challenges.

Simpu is a SaaS platform helping brands deliver better customer engagement experiences through omnichannel solutions.

Bolaji Anifowose
Head of Marketing at Simpu

Hello, everyone, and welcome to another episode of Wytpod. My name is Harshit, and I’m the Director of Business Alliances at Wytlabs. We’re a digital agency specializing in SaaS and E-commerce SEO. I’ve got Bolaji with me today. He’s the Head of Marketing at Simpu. It’s a SaaS platform helping brands deliver better customer engagement experiences through omnichannel solutions. A big welcome to you, Bolaji, and I’m so happy to have you with me today.

Yeah, thank you very much for having me. It’s my pleasure to be here today.

Awesome, man. Now, before we dive into Simpu, can you please let the viewers know a little bit about you and your professional journey so far?

Thank you very much. I like that you asked that question because typically when I host events, I’m always on the other side of asking people this question. It feels good to be asked that question. For my professional journey, I’ve been doing marketing for about five years now. I started working in a telecom brand. It’s a Chinese bar that I call Techno to make mobile phones. I started as a digital marketing agent. That was where my passion for digital marketing came in. Then from there, I moved to a digital agency. I think that was where I worked on the number of technology plans. I worked on a crypto plan, worked on an e-commerce plan. I had a fairly diverse experience there. It just made me also like two months. From there, I to another management consulting company. Management consulting company, I was responsible for a CEO chain, so more driving me was needed for the company because the major customer for the management of the company was in businesses. While working there, it’s a good number of the businesses there were customers were SaaS companies, pretty much SaaS companies. Whenever we are building sales processes for these businesses, building marketing, I’m trying to say this for these businesses, it just also gave me that insight into how much more I could do in SaaS and how interesting I found the SaaS landscape.

Personally, while I was there, I got to meet with the founder who was also building a very interesting SaaS company. That’s simple. From there, I three months was moved in so simple. I started to look at Simpu. As more, it was like one of the ends of the marketing person, building a foundation of marketing simply. So far, that’s all my journey has looked like. I’ve been at Simpu for the past three years now, building a marketing foundation to a level where it’s more like where I used to be three years ago.

Tell me one thing, Bolalji, because you have prior experience working for a consultancy firm, right? There, you must be working with multiple brands and multiple projects. Then the switch came in your life when you joined a company, from working with multiple companies to working with just one brand. How did you cope? Because the consultancy agency lives are tough if you look into it that way.

You’re going to get multiple things at a time. In a brand, it is much more, I wouldn’t say linear because there are ups and downs for sure. But definitely, it’s not that much of a hassle that you faced there. How was the transition for you?

I would say, it was a beautiful transition for me because it was something I was looking forward to. Because at the time, I remember having to work on multiple brands. There was a lot of context-switching. I know back then, I was experienced by now, and it was a lot working on multiple brands. It was something I was looking forward to switching to one single brand. Also, I think that the reason why I wanted to switch to a single brand is that I want us to be able to own the results, own the effort from the sales one for a single brand. So yes, I did that for this brand and was able to consistently drive our results for the brands. I think That was something I was looking forward to., I would say it was in this transition, moving from looking at the point of seeing point as a sync with that.

Okay, awesome. Interesting. All right, let’s talk Simpu now. Can you provide a brief overview of Simpu’s mission and the challenges it addresses? It addresses for the businesses mainly.

Yeah, thank you very much for that question. To put it in science through sync board, What we do at Simpu, our mission at Simpu is build to make life for businesses. I know that’s a clear one. Some of this was what we’ve built so far. We saw imputes on a channel, our inbox platform, and our main strategy of business is to deliver top-notch customer services. I wonder if the things you haven’t seen us. We most businesses, their communication is fragmented across most of the channels. You have them speaking to customers on WhatsApp, you have them speaking to customers on WhatsApp. We have them speaking to customers by email. We have them speaking to customers on live chats. How do you bring all of this experience, all of these channels into this single experience? At every touch point, you have to give them a consistent experience as an industrialist. That’s this much all on this, actually being good. That’s one of our top products. We also have another product, which is an email marketing product. We have customers who can also do email marketing and text marketing. They have to develop 3D P2P campaigns from these customers and save cheaper as compared to all the big brands that are out there.

But they are continuing to The experience also is going to be very much simpler compared to complex tools that are out there. That’s more the way I’m mentioning it. I’ve seen both building tools are making it simple.

That’s awesome, man. I have seen that not very long back, you have revamped the site. I would love to know what exactly the impact concerning SEO after the revamp, and what strategies you take into account while taking care of that revamp, rebuilding the site, and launching it without negatively hampering the SEO for the company, please.

Thank you very much. When we were more than launching websites, we were transitioning from having a custom-built website to a CMS. It was a decision that we asked to make because, at the time, the website was pretty much engineering-led. Engineering was in charge of coding the website. So it meant that marketing didn’t have so much control over the website. It was a decision that we had to make at the time. So we could make changes, and make whatever features we need to make in real time. And while we’re doing that, we will also have to choose a platform that will make it very easy for us to manage SEO. All of our thoughts, all of our in the direction in making that particular decision, SEO was at the back of our mind. How can we ensure that we give customers a great experience? How do we ensure that the website looks fast? The platform that we decided to go to at that point was Webflow because Webflow meant that we could build a good, beautiful experience. Webflow is also a very SEO-friendly platform. It’s easy you make SEO updates. I would say Webflow is a really good platform.

It was just to integrate them, search and search, migrating search, migrating all over. Google tags, it was very seamless. And one of the reasons why we did that, why we did start the revamp was through, like I said, the initial set to improve collaboration. It could also reduce bounce rates in such a way that people come to our website. They spend a lot of time on our website. We could also send up our blog. One of the things we had at the back of our mind while building the website was Because at that point, initially, we didn’t have a content platform. We didn’t have a blog or a fully defined content operation. That was one of the key goals we wanted to achieve. While building the website, we were like, We need that was what is it easily has to be a blog on its website. We have done tons of keyword research. Keywords we wanted to target to more or less drive up our online lead, to drive up organic reach to our customers. All of those efforts. One of the major efforts that we considered was the UX of the website, Austria’s collaboration, and how is it going to be received to index the website and get caught by search spiders and bots.

Also, how we easily scale our content efforts on the platform was one of the factors we consider when we’re getting your set.

Got you. Can you give us some percentage or numbers for the impact that revamp brought you concerning the organic traffic the bump that you got or even rankings?

It was this specific number in terms of bump, and I know it was over a thousand % in terms of bump. Over 1,000 because of the next few months after the DT revamp. We also saw when we started to scale our content and push our content as we saw that we started to see tons of keywords. We started to see tons of people. Right now, we are seeing the LDS, I see it plenty of times.

Got you. All right, now let’s talk about, Because you effectively balance the product-led growth and sales-led growth within the organization. Now, to achieve significant improvements in the company’s bottom line, how exactly can you share some insights around that? What strategies are involved and how do you do this?

Yeah, thank you very much for that question. Because of the nature of our products and the fact that we serve multiple customer segments, if you meet sales we to leverage a a PLG and SLG hybrid model. That made it easy for us to say, Okay, customers that fit into the PLG buckets, we could easily move them to the SLG bucket. Because there are some customers that, at the end of the day, they still a virus on the board. I don’t see them to speak to our sales. If they need more or something more trust, it makes sense for us to adopt that hybrid model. What some of it says we did was, okay, we created an ICP qualification criteria where if you sign up by our feature model, it fits into that as well, our ICP defined. We can trigger. We can trigger you. We have some setup, to mention on your setup where we trigger the sales team, where they can more or less engage you. Engage you to also get you fit into the SEOG bucket and get to the plans that we have defined to sell to the SEO.

Typically, we’re on put-up qualified leads. We have product qualified leads and we have the sales qualified leads. So product qualified leads are the ones that are fit for the product-led approach. They can more or less go on with the sales model. They can more or less get everything done. This is actually like smaller businesses, people that have less than several seats were seen. While people have larger seats, so for example, we come in as up to 100, just to make service swaps, so they got it forward into like a sell chain model. Most times, they want to make a that’s the one. That requires some level of sales touch. We have to define those workflows between Slack, and UpSpot, to the blockchain CRM that we also adopt. Moreover, it has an international tool that we also view. Also, we have a nice order of this process to get out to create the idea.

Now, the creation of the book, Building a Customer-Centric Culture, has solidified Simpu’s position as a thought leader. I would love to know what content strategies were instrumental in achieving this, and what results have you observed.

That’s very interesting.That’s Interestingly, that’s one of the marketing efforts I enjoyed the most last year. The strategies that we adopted for this book, are a multi-channel approach and, a promotion strategy approach for this. What we did, and I think what’s leading The virality of the group was the caliber of people we featured in the book. One of the things we did was we are forward from the front line section of the book when we featured a lot of people in the customer service industries where all of them if they have thoughts, they went through the book. I had the release where they put their thoughts on the book. We had a couple of them, a number of them, where they did that. At the time of the launch of the book, we got all of them to say, Okay, since you are already old, we have this couple of thoughts around the book, can you help us share? A couple of them, all of them went to LinkedIn and decided to share their thoughts about the book. And people that already got to, because we had a call to action within the book where we made it for people to say, Yeah, I think we enjoy reading this book.

You guys are just sweet about your experience or share. So that helped drive down the numbers of the book. What we’ve also seen since the launch of the book was this probably when salespeople are speaking to prospects and say, Oh, yeah, I read you guys this book on building a customer-centric watch. What has done for us is it has increased top-of-mind awareness in the mind of adding a big book, I think, Bustermax. What it has also done is when a lot of people that just came to down with the book, they never knew about the same place. Oh, did you know about that? Oh, we have a set of tools that help people that can help them. This customer-centric culture that the endokines also do. We saw a spike in our signups. Some of them also went down to become customers of the product. I got that. That’s very interesting because that’s helped you to achieve acquisition and me joining in brand awareness for us. Okay.

All right. I would love to know after you joined the company, you have even bummed the domain rating from 10 to right now, what’s the numbers? Is it around 60 or so?

Yeah, it’s around 60.

Okay. Could you please share some of the key tactics that helped you have such a good jump in so little time?

Yeah, that’s a very interesting one. When I joined the company, the two minutes was about 10. So jump 20, for 10, 60. It’s a good number of jumps. This is pretty much an adaptive strategy. This is initially focused on creating high-quality, authoritative content. And that content helped us. What this means to me is that ever since we appreciate a lot of this high-quality content, we just get a lot of inbound requests on really top brands asking them to exchange names so that they find a plus from condensery in their styles. They would like us to link them to them. We need to find new like us. We need to also have names. We also have a couple of partnerships with people, where we just give us really good backlinks. We just find it all the video guys involved in signing into our content because of a couple of partnerships with people also, where we just give us really good backlinks. We just find it to our content because of COVID. I think another thing that has also helped in terms of this booking is the demand, everything is we also involve ourselves in guest posting.

We do a lot of guest posting on the platform. Actually, for example, that’s also helped in terms of this, in booking the demand, everything is we also involve ourselves in guest posting. We do a lot of guest posting on the platform. For example, for example, for Plus UpSpots. Because it’s like Parkinson’s plus UpSpots. That also was a huge jump on our domino in demarcating. In turn, that’s the point. Our Sam Jenkins for so much. He was almost like plastic.

Yeah, that’s amazing, man. Right now as an organization, do you have people employed who take part in taking care of active link-building activities for you, or do you still leverage more of pushing high-quality content and getting backlinks organically? What was the current state?

Currently, I’ll say last year was a mix of actively building links and also I’m guessing inbound. I’ll say a lot of it was major I’m just putting out the quote and quality content. I’m getting a lot of member requests. Apart from that, we also try to do some outfishes, some content we also find ZDL and back data and say, Okay, we have this. We like to I like to help you guys in this contact. Many of them, I just look at just for self-service.

Okay. Now, I would love to know, because you have focused a lot on the content, I’m sure keyword research is a big part of that I would love to know, And what exactly is the typical process of keyword research within your organization?

Keyword research is a huge part of marketing efforts. For what we typically do, our process for our keyword research is, that we typically start with the storm seed keywords. We know our products, what we are building, and what would your strategy be just write down this, the storm seed, and we click it into the seed keywords. Then what we do is feed into HRE, it’s an HRE keyword. You should then see the variance of this keyword. Also, use it to answer It also gets them the little keywords on channel two. Apart from that, when we do that, we are not able to now say, Okay, this is a bit difficult of the keyword. This is not the keyword is going to work. I want to think about it as more middle-of-the-funnel keywords and bottom-of-funnel keywords. We just like just level of keywords and just get a list of them. Apart from that, another approach, we think about it to target value keywords is also language compsive analysis. We analyze our competitors, we pick it, but I was four of them, and just analyze the keywords they’re analyzing for that we’re analyzing for, and also look at the high-value ones that we feel that we can hear value the draft.

It depends on the content of the keyword. We typically look more after the rational keyword types. After this one, we just click the details of those keywords after it finds them as good. We want to target these keywords in our next set of content efforts. That’s pretty much how we think about keyword research.

Okay. Do you couple your customer retention with your content strategy? And if so, how exactly do you do that?

I think I’m going to give you an app, for example.

There are two parts. One is lead generation, which is a new business coming for your SaaS platform. Then there’s the other side of it, which is retaining your existing customer base so that there is less churn rate, you don’t leave your platform. Are there any strategies concerning your content that you employ that facilitate the customer retention part?

Yeah, in terms of customer retention from the content side of it. What we try to do is also create content because we are a SaaS customer at the end of the day. We need to also really educate ourselves on how to leverage a platform to access more or less jobs to be done. We create content around jobs to be done. It’s like, Okay, here’s how you can use sync to do X, Y, Z. We also click Contents. What we also try to do is in our search and methods, we also try to optimize our L particles for search such that if you are trying to look for an L particle on X, we make it easy for you to, when search for it, and how to connect the channel on a simple, for example. We make sure it’s easy for you to find this type of article. We create really good L particles. Now, one of the types of content, one of the types of content, I’m investing in, then we send these videos, so we do a bit of videos Where customers can as much as access videos around jobs with journals, like I said, how to do X, Y, on the same as why using why on the same.

That’s really how to do Y, using Y on single. That’s us help with customer attention because at the end of the day if customers come on the platform and they do not use the platform or they don’t know how to use the platform, When you can find enough materials, they are successful with the platform, so they have no restriction.

Do you spend your marketing budget on digital PR or is it something that you’re not focusing on right now?

I would say in the last couple of months, there’s not a sense that I’m focused on it. I’ve not invested in so much as in that direction.

It’s quite good for the branding. I think most of your competitors must be doing a lot, especially the big ones because it’s a bit of space. They do a lot on that trend. Anyways, let’s talk a little bit about the challenges, anything that you would like to highlight concerning the challenges that you have faced with your SEO operations and that you have overcome gracefully?

Okay, so I’ll say challenges. Okay, so I’ll say the challenges so far have been recent. There’s been a lot of updates, say, for example, I think one of the things I’m trying to give in chances is a figure out is, and which is the core strategy for us this year is how we can leverage programmatic skills. I will say the challenge we’re going to see. I’ll say it’s more or less like a direction that we are looking to take, just more or less looking at the learnings from last year. I’ll say it won’t be able to scale our SEO efforts quickly. To say moving from publishing 40 keywords and 40 blocks was in a month, so that means 60, while the amount means 100. I said that would be like a call that we’re trying to finally navigate, being able to act that side of content operations where I was still condensed from optician X number to scaling history I am not.

Okay. Have you defined that number? Have you thought of that number?

Yeah. I’ll say initially the number right now is about acting my head and making an opt-read. We can call that the number of Q-word opportunities over the next couple of months.

Okay. Why did you come up with that number? Is there a thought process? I’ve been looking at their content frequency, I would say, the number of new pages they are pushing out every month. What is the thought process? I would love to know.

Yes, we just did it to say, okay, if we can, based on the number of officers who I am identified. If we can work this set of content clusters on a week-to-week basis, and also look at putting the operations around the number of posts we are looking for targets. We were able to achieve it over the number of those 100 posts in a month, and we were able to achieve the targets that we set for ourselves. It was like a walk into the back process, looked at it and say, Okay, this is something that she’ll be able to look at more or less like leveraging technology, AI tools, and also leveraging our team, harmonize everything together and say, I’m still here. This is all we can achieve. That was more or less the process that went into it. Looking at it we learned the keywords. We can add it. Then the keywords, we also get some ideas from our customers, particularly when we are in customer interviews, and that’s where also I generate keyword ideas. I think that’s what I didn’t mention previously. That’s also another. We also generated keyword ideas.

Working back from there, we just huge down on the number that I wanted to move on anymore. That’s what I’m spending. Okay.

Because in this organization, you helped with the Affiliate and Referral program, helped that expand, right? What matrix do you use to measure the success of these programs? I would love to even understand how exactly is it contributing to your customer acquisition.

Yeah, thank you very much for that question. What do you typically do for the Affiliate marketing programs? Why is it very useful? Yeah, We have people that are the people gens around our products. The industry is the leaders who are with the people who are not peers, I know there are SaaS teams in, the personal service industry. We just come about this person inside our athlete program and leverage their reach throughout there, like putting out more dance. They just using their athlete things. It was like direct traffic to us in terms of users signing up to their platform and entering the customers. One of the major ways that we track success on that part of our site is majorly how many people that came from the channel signed up. We look at signups and we also look at how many people went on to win of which three pay-to-each accounts. That’s mainly how we track success. Majorly, We found there are tons of people out there, tons of companies that are similar athlete programs. We just reach out to some of these people, seeing the idea I understand this space, and just have them jump on the athlete program.

Apart from that, the platform we also there, which has a really large market space for the economic market. We at least sell the market, please. We see the guy just gets inbound requests for people who are looking to join the athlete program. Okay, all right.

We are coming to an end, and I would love to have a rapid-fire with you. Are you ready for that?


Okay. If given a Superpower what would you choose? Would you rather be able to speak every language in the world or be able to talk to animals?

I want to be able to speak multiple languages.

That’s right. If you could travel back in time, what period would you love to go?

I want to travel. That’s a very interesting question. I’ve never put so much thought into it before. I want to say because I’m an engineer and I want to travel to the early 2000s because, well, it seemed to me, life was better than What is it right now. As opposed to right now, there’s a lot of economic recession, the economy is a bit relatively, I would say, looking at where I am right now. It’s relatively better than as a customer.

Any funny nicknames, your parents, friends, or even work colleagues are used to call you?

I don’t know. I used to have a nickname. It’s called Mowik. Yeah, he was going to think of my other name. My other name is Ibrahim. There is a football coach, Ibrahim. They asked me what’s your name. I decided to call me to say it. That’s the name that people used to call me back then.

Awesome, man. How many hours of sleep do you need?

I typically want to get seven to eight hours of sleep. I try as much as possible to compromise that.

That’s an average, anyway. We have reason. You said? That’s an average for human beings’ needs every day.

Yeah, exactly. I try not to compromise on that. The matter of the between this, I make sure it’s okay to stand about that.

Okay. Now, coming to my very last question, what’s your last Google search?

My last Google search. I think my last Google search was a list of AI tools for video editing. Nice. I think that was my last search. I was looking for an AI tool that could give us clips on which I generate the video for me.

Okay. Interesting. I think there are pretty much a lot of tools out there now. I’m sure you must have found something.


All right, thank you so much, Balayji, for sharing such great info on the session today. I appreciate your time here with me. Thank you so much.

Thank you very much. Thank you very much. Thank you very much.





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