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How Omnisend Broke $50M ARR Focusing On Content & SEO

A five-person in-house SEO team, authority building, and how Omnisend adapts to AI Overviews

Rytis Lauris · Omnisend

Published September 6, 2024
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What you’ll learn

Rytis Lauris explains how Omnisend built organic traffic in a highly competitive email-marketing market. He covers SEO team operations, authority building, AI Overviews, and cross-team collaboration.

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Key moments

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Omnisend and the competitive market

“how are they getting customers more efficiently than their VC backed competitors and that's what I wanted him to teach and that's exactly what he's teaching today I'm not going to spoil the beans let's just give a warm Round of Applause to the CEO of omen Rus Loris Rus come on [Applause] up thanks for being here man I got it right right 5 million 5 yes and what will you finish this year out you think yes we'll see we'll see this year is a little bit more challenging but it's”
Watch at 00:00

Why organic acquisition matters

“click not for sign up not for paying customer but just for one single click goes up to 60 bucks yeah so okay on high seasons on low Seasons around 40 30 bucks for one single click so really really tough competition and uh yeah so definitely investing in organic is what helped us grow okay so key principles key principles uh what our team applies our content in SEO team applies initially we focus on outcomes not”
Watch at 03:50

Building search authority

“domain Authority is high sometimes it takes you just couple of days to get ranked in top 10 position with a some keywords of course if the highest competition keywords still takes times but but it it really really becomes easier so domain Authority it's very important thing um so the single tax itic that worked for us or the main tactic by far that worked for us is really really building a big pool of referring domains and referring backlinks yes so you see now we have”
Watch at 08:11

Adapting to AI Overviews

“engine in Google nowadays if people are Googling this AI overviews is the top result that is being shown and here you can see you know omnisend is not already in the first position yeah we are listed there in the in the list down below a little bit but like you know bra hopspot other players are listed as a top player so we really have to overcome this one and how to do that this is this is a trick question this is a trick question and um uh you know and initially what”
Watch at 12:28

Demonstrating expertise and trust

“personal life he's talking to his CNBC so Google Sees okay that Bernard is a truly like respectful person and he writes good piece of content afterwards so it's important so that's another thing which was not uh was as necessary in the past but actually became very important recently um and backlinks still matter backlinks still matter so if you if you want to to come High into high positions with your own content you write good”
Watch at 16:51

Omnisend SEO growth context

“SaaSOpen, September 2024 How Omnisend Broke $50M ARR Focusing On Content & SEO Rytis Lauris Co-Founder & CEO, Omnisend”
Read slide 1

SEO team principles

“Key Principles Focus on outcomes not outputs Effective planning based on OKRs Efficient processes: SEO is math”
Read slide 9

Investing in SEO foundations

“SEO is Not So Free/Organic Dedicated in-house SEO team focuses on keyword research, backlink building and search results monitoring Network of good quality copywriters (in-house + agency) Network of backlink partners”
Read slide 13

Cross-team execution

“SEO team identifies targets for Affiliates team Affiliates team comes back to SEO team to help execute Teamwork is cost-effective and increases aligned outcomes Cross team collaboration”
Read slide 20

Backlinks and competitive rankings

“Backlinks are still a very important part of our SEO strategy Top positions for very competitive keywords (email marketing tools or SMS marketing) require a good backlinks profile Link building is a routine process (organic and earned) Backlinks Still Matter”
Read slide 22

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About the speaker
Rytis Lauris

Rytis Lauris

CEO and Co-Founder · Omnisend

LinkedInTwitter
Company revenue
$50M

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Slide text

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26 passages

Omnisend SEO growth context

  1. Slide 1Open deck

    SaaSOpen, September 2024 How Omnisend Broke $50M ARR Focusing On Content & SEO Rytis Lauris Co-Founder & CEO, Omnisend

  2. Slide 2Open deck

    Omnisend Revenue Growth

  3. Slide 3Open deck

    Organic Traffic Growth From 0 in 2018 to 180K

  4. Slide 4Open deck

    Over the Next 20 Minutes I’m going to show you MARKET & TEAM Competition Key principles Omnisend’s SEO team FIRST 3 YEARS SEO is not so free/organic One tactic to increase authority Link building tips TODAY AI Overviews and algorithm updates Cross team collaboration Backlinks still matter

  5. Slide 5Open deck

    Market and the Team Key principles Omnisend’s SEO team MARKET DIFFERENTIATION A LOOK INSIDE Competition

  6. Slide 6Open deck

    Competition Omnisend operates in a highly competitive industry Competitors are well-known brands with large marketing budgets

  7. Slide 7Open deck

    Top Keyword Difficulty is as high as 97 PPC value of the top keywords is high as $60 Competition

  8. Slide 8Open deck

    From 0 to 180k Organic traffic growth since 2018

SEO team principles

  1. Slide 9Open deck

    Key Principles Focus on outcomes not outputs Effective planning based on OKRs Efficient processes: SEO is math

  2. Slide 10Open deck

    We have in-house people only,no external SEO agencies Team of 5 is highly efficient A pool of partners help us with content and backlinks Omnisend’s SEO Team

  3. Slide 11Open deck

    SEO is not so free/organic One tactic to increase authority First 3 Years RESOURCES TACTIC BACKLINKS Link building tips

  4. Slide 12Open deck

    Organic Traffic From 0 to 40k (Year 2019 - 2021)

Investing in SEO foundations

  1. Slide 13Open deck

    SEO is Not So Free/Organic Dedicated in-house SEO team focuses on keyword research, backlink building and search results monitoring Network of good quality copywriters (in-house + agency) Network of backlink partners

  2. Slide 14Open deck

    One Tactic to Increase Authority Omnisend’s website had no big Authority Score in 2019 SEO team’s main focus was working on backlinks 3 years of link building helped to increase main SEO metrics

  3. Slide 15Open deck

    Link Building Tips Manual outreach suggesting guest posts for other websites Cooperating with small agencies, freelancers or webmasters that have a pool of websites interested in accepting good quality content Writing our own content that attracts organic links (various research, reports, and ebooks)

  4. Slide 16Open deck

    AI Overviews and algorithm updates Cross team collaboration Backlinks still matter Today LANDSCAPE TEAM BACKLINKS

  5. Slide 17Open deck

    Search is changing

  6. Slide 18Open deck

    AI Overviews showing up for everyone

  7. Slide 19Open deck

    *Finding is based on seoClarity’s analysis of 36,000 keywords Google AI Overviews now match one or more of the webpages from the top 10 Google organic search results 99.5% of the time*

Cross-team execution

  1. Slide 20Open deck

    SEO team identifies targets for Affiliates team Affiliates team comes back to SEO team to help execute Teamwork is cost-effective and increases aligned outcomes Cross team collaboration

  2. Slide 21Open deck

    EEAT Experience, Expertise, Authoritativeness, and Trustworthiness

Backlinks and competitive rankings

  1. Slide 22Open deck

    Backlinks are still a very important part of our SEO strategy Top positions for very competitive keywords (email marketing tools or SMS marketing) require a good backlinks profile Link building is a routine process (organic and earned) Backlinks Still Matter

  2. Slide 23Open deck

    Priorities for 2025 Adapting to the impact of AI on SEO Being able to measure the performance of SEO efforts Improving SEO collaboration across teams and departments Increasing brand awareness

  3. Slide 24Open deck

    Over the Last 20 Minutes I showed you: MARKET & TEAM Competition Key principles Omnisend’s SEO team FIRST 3 YEARS SEO is not so free/organic One tactic to increase authority Link building tips TODAY AI Overviews and algorithm updates Cross team collaboration Backlinks still matter

  4. Slide 25Open deck

    key Thank you Team! SEO Team Lead Donatas Senior SEO Specialist Milda Senior SEO Specialist Paulius SEO Specialist Kamilė SEO Specialist Rokas

  5. Slide 26Open deck

    SaaSOpen, September 2024 Thank you! [redacted email] Rytis Lauris Co-Founder & CEO, Omnisend