When SEO is simply the best strategy

Marketing Manager Jacob Dyrehauge, employed at Smooth Robotics, focuses on expanding the company’s brand into new potential markets. They primarily do this through a well-planned SEO strategy. 

An industry evolving

The idea of Smooth Robotics started at SDU in 2017. Back then, the focus of the business was elsewhere but as with many startups, you won’t always know where it leads to. In this case, the core product became an add-on for a robotic arm from Universal Robots. 

So today, Smooth Robotics can boast of being UR+ certified. They supply supporting hardware and software for the robotic arm that can be used for welding in several industries – an area called “cobot welding”  within the tech industry. 

Cobot welding is about helping workers in the welding industry. A welding robot will automate specific processes so that welders can be more efficient. In addition, cobot welding is highly beneficial in terms of safety and minimizing workplace injuries. 

SEO is the best strategy for niches

Smooth Robotics’ customers span the globe. But the area is still a niche and there are few searches for the keyword “cobot welding” in Denmark. 

That’s why Jacob has chosen to track most data from the US when working with SEO in Morningscore. Cobot welding is a much more general area over there. So he gets the most valid data from tracking keywords in this part of the world.

Cobot welding is becoming more relevant in the manufacturing industry as technology develops. However, the keywords related to the subject are, so far, relatively unconquered on Google. Therefore, it does not make sense for Smooth Robotics to invest a lot in paid advertising.

“We have deliberately chosen SEO as our primary marketing channel, as the area is still a niche. It would be a waste of money to advertise when there is so much potential in organic rankings.”

Jacob brought power and SEO knowledge

Jacob Dyrehauge is self-taught in SEO. He has previously run his own webshop and thus has some experience within the area. He joined Smooth Robotics in 2021. The right time to recruit internal marketing resources for the company as they really took off around this time.

Jacob is an engineer in interactive design and most recently he worked for five years at TV2 Denmark. 

After joining Smooth Robotics, he dedicated a lot of focus to SEO. He and his colleague quickly agreed that they needed an SEO tool in 2021. Morningscore was chosen and they’ve been using the tool since then. 

To support the marketing strategy and their SEO efforts, one of Jacob’s primary tasks has been to set up a blog on their website. This way, they can create targeted SEO content, and thus rank higher on relevant keywords. 

The most intuitive SEO tool on the market

For Jacob, it’s a daily habit to log into the tool to see how their Morningscore is doing.

“You get a bit addicted to it, especially because Morningscore celebrates your little victories with confetti and XP earnings.” 

In the past, Jacob has tried other SEO tools. However, he is convinced that Morningscore is the clearest and most user-friendly one he has tried. 

According to him, the advantages of using Morningscore are that it is easy to use and that you are not overwhelmed by a thousand different metrics and options. Morningscore only shows you the things you need. 

“The gamified elements definitely make the experience more exciting. An area such as link building can be demotivating, but when you know that there is a mission waiting to be accomplished, it motivates you to get it done.”

And link building is exactly what Jacob and Smooth Robotics have been focusing on. They sell to many partners around the world who are distributors of the product. All these partners are also potential links, and this must of course be utilized.

Next mission: Conquering more markets

Smooth Robotics has several new markets in sight. But especially Germany will be a new focus during 2023. There are a lot of industrial businesses that could potentially use a helping hand with welding.

“I have just added Germany in Morningscore to be able to work with the keywords that relate to our industry in that part of Europe,” says Jacob. 

At Smooth Robotics, they are aware that it requires more resources when content and websites need to be translated into other languages. 

“Since we are so good at English in Denmark, we quickly forget that other countries are not necessarily too. Therefore, we have to prioritize translating our content into other languages,” says Jacob. 

 

At Morningscore, we wish you the best of luck with your coming missions.