How CertifID built an organic content engine that drives 31% more pipeline

Top 3 results

• 31% growth in qualified leads YoY
• 247.8% increase in non-branded organic clicks YoY: Capturing new audience segments beyond brand searches
• 308% increase in LLM traffic YoY: 762 sessions with 53-68% engagement rates

Meet CertifID—the wire fraud prevention company

CertifID is a real estate fraud prevention platform designed to protect every transaction from start to finish. Used by title companies, law firms, lenders, realtors, and buyers and sellers, CertifID verifies identities, validates bank and payoff information, and securely shares wiring instructions to prevent wire fraud.

The bandwidth problem

Will Looney, CertifID's Senior Content Marketing Manager, saw the opportunity clearly. Between product marketing responsibilities, team coordination, and evolving priorities, dedicated SEO work kept getting postponed.

"I realized I just didn't have time to dedicate to the full SEO content production," Will explained. "I had tried, but every time something else came up and pivoted me away."

The stakes were rising. Helpful content updates were rolling out. AI search was emerging. Competitors were investing in content. 

Will knew CertifID needed specialized expertise and dedicated execution capacity—but hiring full-time would take months.

He needed a different solution.

Finding the right content partner

Will turned to Superpath, a paid community for content professionals, knowing the membership filter meant finding people with genuine expertise.

He interviewed multiple candidates but kept running into the same issue: great writers who couldn't provide strategic SEO guidance, or strategists who couldn't execute the nuanced cybersecurity content CertifID needed.

He needed someone who could set both immediate priorities and long-term content operations. Someone data-driven, willing to work through a repository of already published content. Someone who understood cybersecurity and could dive into the nuances of wire fraud prevention.

Then he found Jo's small agency — Kairos Labs.

What set the agency apart from other agencies

"Jo came in with total confidence, had a plan and a good strategy," Will explained. "I knew this was going to be a living and breathing engagement."

Three things set the small agency apart:

• Data-driven strategy with execution capability. Jo brought extensive experience in cybersecurity topics, making it easy to understand the nuances of wire fraud prevention. She came in with a clear plan and could execute independently
• Forward-thinking approach. This wasn't going to be a "tell me what to write and I'll write it" relationship. Jo could identify low-hanging fruit, map long-term strategy, and provide guidance on structuring content for the future
• Continuous evolution mindset. Will needed someone who wouldn't just set a strategy and forget it. "Jo was constantly evaluating," he explained. "She made sure that we kept evolving, that we weren't just staying stuck in what we were doing"

With the partnership established, it was time to build the system.

The SEO and AI visibility content strategy

Most marketers either spend months on strategy without executing, or jump straight to writing without understanding the business. Jo did neither.

Instead, Kairos Labs designed a solid strategy and executed it.

Phase 1: Foundation and early production

Month one focused on understanding the business deeply: We conducted SME interviews with CertifID's team, studied the title and law company industry, and watched Loom videos showcasing CertifID's platform capabilities. We mapped the audience's jobs-to-be-done to identify real pain points.

Within the first month, we delivered SEO strategy documentation, built a content management hub to track performance, and created a content calendar prioritizing high-impact topics.

By month two, we were creating new content while running refreshes, producing net-new content and redirecting older pieces that needed to get deleted.

Phase 2: Scaling the system

CertifID needed to scale production without sacrificing quality. Kairos Labs established a predictable production cadence — providing clear direction while maintaining alignment with the overall approach.

The process worked so well that Michelle, CertifID's Content Marketing Manager, joined to help scale execution and provide review. The collaboration delivered clarity, transparency, and consistent progress.

By this phase, CertifID was producing consistent, high-quality content: 40+ blog posts published over 12 months, optimized solution pages, partner pages and role-based content for different personas.

Phase 3: Comprehensive SEO audit

As new content gained traction, it was time to address everything that had accumulated over the years.

Kairos conducted a comprehensive audit of all existing URLs. The result: a 40-slide analysis categorizing every piece of content with specific actions—keep as-is, merge and redirect, refresh, or delete.

Our agency and Michelle spent the next months implementing the plan:

• Strategic redirects to consolidate authority
• Content refreshes on high-potential pages
• Internal linking improvements
• Sitemap optimization & 404 error fixes

Notable wins emerged across commercial and informational keywords:

- Commercial keywords: CertifID secured #3 for "wire fraud prevention software" (720 searches/month), reached the top 10 for "title production software" (#6, 590 searches/month), and claimed #6 for "wire fraud real estate" (260 searches/month) — all high-intent terms that directly drive demo requests

- AI Overview presence: "What is wire fraud" landed in AI Overviews at position #5, "escrow wire fraud" appeared at #7, and "wire transfer fraud" secured position #10 — capturing buyers during early research stages

- Fund recovery dominance: The company took over first-page positions for fund-recovery commercial terms including "escrow refund" (#1), "stolen money recovery" (#3), and "wire transfer recovery" (#8), directly supporting their recovery services offering

Phase 4: AI adaptation & new SEO strategy

Search was changing faster than ever. Google launched core updates, retired the num=100 parameter, and AI mode became widespread across search.

So Kairos adapted the approach to ensure CertifID showed up where modern buyers researched solutions. We began sharing recommendations for AI visibility and LLM optimization, helping CertifID position content to appear in ChatGPT, Perplexity, and other AI search tools.

Between November 2024 and December 2025, CertifID's AI Overview presence exploded from 36 to 165 keywords — a 358% increase. 

The company now appears in AI Overviews for critical search terms like "wire fraud prevention" (#6), "what is wire fraud" (#5), and "real estate wire fraud" (#8), ensuring visibility regardless of how buyers search.

But AI Overviews is just one part of the AI SEO results. Another notable one is that October 2025 brought CertifID's first ChatGPT-sourced lead.

"We've been showing up in LLMs, which is a new challenge," Will said. "This past week, we got a ChatGPT-related lead source, which is so cool."

The system was working. But what changed for CertifID's business?

Results: From traffic metrics to revenue impact

The real transformation showed up in how CertifID attracted and closed deals:‍

- Consistent organic growth: 247.8% increase in non-branded clicks since the beginning of the collaboration

- Pipeline that converts: The 31% increase in qualified leads translated to actual closed-won deals. Organic search became a reliable channel for enterprise contracts, with educated buyers
- Better-educated prospects: Buyers started arriving having already researched via ChatGPT and Google's AI mode. "They're definitely coming in more educated," Will noted
- Organizational confidence: Sales teams had resources they could trust. The company positioned itself as a forward-thinking cybersecurity partner

But results alone don't tell the full story. What made this partnership different from typical agency or freelancer relationships?

Three elements that made the content collaboration succeed

The partnership succeeded because of:

• Clear strategy: "It's like, what do we need to do? How are we going to do it? And how are we going to get there?" Will explained. "That gave me confidence not only in the near term, but also that in the inevitable changes happening in search, you were going to be able to guide us."
• Consistent execution: Will didn't spend time chasing deadlines or managing review cycles. Content production ran like clockwork.
• Continuous adaptation: "You were going to make sure that we kept evolving, that we weren't just staying stuck in what we were doing," Will said.

Today, the collaboration continues with expanded scope: SEO and GEO content strategy, quarterly planning aligned with product releases, and a new product marketing manager joining the team. 

This tighter three-way partnership ensures CertifID maintains unified messaging across every organic channel — from Google to ChatGPT—reinforcing the company's authority as the forward-thinking cybersecurity partner that prevents wire fraud at scale.