Dominating the Robotics niche with Standard Bots

At-A-Glance

• Ranking on the first page of Google for over 2,900 sales-driving keywords
• Driving over 60,000 visitors per month
• Connecting Standard Bots with blue-chip clients and driving a significant % of overall company revenue

In just 3 months, they’ve published over 60 pieces of content, 10 of which are already on the front-page of Google and bringing in leads. - Evan Beard - CEO, Standard Bots

Who are Standard Bots?

Standard Bots are a cutting-edge robotics startup based out of New York. Their flagship robot, RO1 and can move heavier weights faster than its competitors, at a significantly lower price, despite being equipped with more advanced sensors and software. In other words? A salesman’s dream.

The company sells to manufacturing businesses large-and-small, with its customer-base primarily based in the US. When we started working with them, the company had raised over $28m in funding and were looking to expand their reach, fast.

The Problem

Standard Bots came to us with a clear brief: Use newly-available AI techniques to quickly grab as many keywords as possible in the low-competition, high-value Robotics space.

Sounds straight-forward, but there was a catch - Standard Bots had only just launched their website a month prior: there was no existing content, no domain authority, no backlink profile and nothing to show Google that this site was worth paying attention to or rewarding with its top results.

Beyond that, Robotics wasn’t an easy niche to write about either - It required technical knowledge, expert insight and a writing team who could cope not only with writing about complicated robotics topics, but also about relevant use-cases like Welding or Palletization.

The Approach

• Despite the technical difficulty of writing about Robotics and tricky, related topics like Welding, we created a hybrid team of human writers, external subject matter experts and AI tools to create 30 articles each month. Our process allowed us to make these super high-quality, complete with internal linkings, SurferSEO optimisation and unique images.
• We wanted to make sure the site could sell, not just bring in visitors. We built out dedicated landing pages for each use-case that Standard Bots can fulfil, built relevant topic clusters of overviews, buyer’s guides and how-tos for each use-case, then linked to them from every article we wrote.
• Standard Bots’ domain was young and untrusted, meaning even the best content in the world would take months to rank. We shortcut this by building over 200 backlinks to their site, with an average DR of 66, a key result in letting our content hit the front page consistently.

They managed everything end-to-end, taking care of everything from strategy to backlinks to publishing. We’re in a technical niche, yet they’ve managed to consistently research and create factual, useful content for our audience. - Evan Beard, CEO

The Results So Far

Masse’s content-at-scale approach has driven Standard Bots to the forefront in industrial robotics, driving incalculable brand awareness and contributing a significant (and very calculable) % of Standard Bots’ revenue.

Since engaging with Masse at Series A to build their first marketing channel, Standard Bots has gone on to raise a $63m series B from General Catalyst.

• Adding 100-200 new keywords to Page 1 of Google every week
• Over 60,000 in monthly visitors, driving millions in revenue for Standard Bots
• Standard Bots ranks on the front page of Google for high-intent, transactional keywords which drive buyers, like “spot welding robots”, “robot cnc router” and “polishing robot”

Next Steps?

• Chat to us and figure out how your business could implement a strategy like Standard Bots’