Turning technical SEO into business growth

About RobobAI

• RobobAI transforms how large enterprises and financial organisations manage their supply chains through AI-powered spend analytics. Their proprietary platform helps companies gain deep visibility into their supply chain operations, enabling data-driven decisions that drive both efficiency and ethical practices.

Bringing structure to organic growth

As RobobAI's platform evolved and matured, its digital presence hadn't kept pace with its technical innovation. While this made sense in the early days, years of quick fixes and custom modifications created a website that was difficult to manage and underperformed in search rankings.

Our audit revealed four key areas where we could unlock RobobAI's search potential:

• Weak SEO foundations meant valuable search opportunities were being missed. Headlines, meta descriptions and content structure weren't aligned with the terms their target audience was actively searching for.
• The absence of standardised content management had led to inconsistent page creation and backend organisation. This presented a clear opportunity to implement unified templates, strengthen internal linking and create a cohesive approach to site formatting.
• While the site showcased deep technical expertise, its content wasn't effectively structured to capture organic search traffic. We identified topic clusters to serve both users and search engines better.
• Technical performance issues, particularly around mobile responsiveness and page load speeds, kept the site from delivering an optimal user experience across all devices.

Making spend visibility more visible

Over six months, we worked alongside RobobAI to transform its website into a powerful engine for organic growth. The first phase focused on migrating to a more user-friendly theme while strengthening fundamental SEO elements, from internal linking to technical performance.

With these foundations in place, we developed and implemented five topic clusters to capture high-value search traffic. Our approach included:

• Optimising core pages around carefully selected keywords to boost search visibility
• Creating strategic links between blog content and key pages to build topical authority and improve site architecture
• Restructuring navigation to surface valuable but hidden content while resolving technical issues like broken links and sitemap optimisation
• Setting up robust tracking in HubSpot and our SEO tools to measure impact

But technical improvements were only part of the story. We worked closely with RobobAI's marketing team throughout the project, embedding knowledge transfer into every phase. Through mentoring sessions and hands-on support, we helped the team develop both the skills and understanding needed to drive sustained SEO growth.