Case studies›RegTech›Company Intelligence & Compliance Platform
RegTech KYC & AML Software

How We Built A 3-Channel Inbound Strategy For A Company Intelligence & Compliance Platform

The client's pipeline came mostly from outbound sales. We helped them build an inbound channel alongside it using SEO/GEO, Google Ads, and founder-led LinkedIn content.

0
BOFU keywords researched
0
channels in the plan
0K
combined monthly search volume
AI Platform For
Company Intelligence & Compliance

An AI platform that turns scattered company data into decision-ready dossiers on risk, compliance, and financial health.

Industry: RegTech, KYC/AML & Compliance
Model: Enterprise SaaS, sales-led to date
Services: SEO/GEO, Google Ads, LinkedIn Content, Website Development
The Client

Meet compliance and risk buyers where they're already searching

The client built an AI platform that turns scattered company data into decision-ready dossiers on risk, compliance, and financial health. Teams use it for KYC, KYB, sanctions screening, and due diligence. Most of their pipeline had come from outbound sales.

Outbound was working, but it wasn't the only source of demand worth going after. Compliance officers, risk analysts, and due diligence teams often research software on their own before speaking to a salesperson. More of them are also using AI tools to research and compare vendors.

We were brought in to build an inbound channel that could capture some of that existing demand and give the sales team another source of opportunities.

SEO / GEO
Google Ads
LinkedIn Content
Website Development
The Challenge

Four things were holding inbound back

01
Most growth still came from outbound The sales team was doing the work of finding and starting conversations with potential buyers. There wasn't much in place for people who were already looking for a solution.
02
Existing search demand wasn't being captured Compliance and risk teams were already searching for terms like kyc software and aml compliance software. The site wasn't doing much to capture those searches.
03
No content built topical authority yet Google and AI tools rank sites that show depth across a whole topic. Without a library of content on KYC, UBO, and sanctions screening, even strong bottom-of-funnel pages have a harder time ranking, and AI tools have less reason to cite the site.
04
No consistent voice on LinkedIn Buyers in this space increasingly follow and trust individual voices before they trust a vendor's own marketing. There wasn't a consistent presence there yet.
The Solution

Start close to the sale, then build the authority behind it

We wanted to do two things at once: capture buyers who are ready to compare vendors today, while building the content and presence that earns trust with the ones who aren't ready yet.

1

Target BOFU keywords first

  • Identified 42 commercial-intent keywords already searched by ready-to-buy buyers, including kyc software, aml software, and kyb software
  • Built content and landing pages around the terms closest to a purchase decision
  • Treated BOFU as the fastest path from content to revenue, since someone searching sanctions screening software is very likely evaluating a vendor right now
2

Layer in MOFU content to build authority

  • Mapped a second set of keywords for buyers who know they have a problem but are still researching, like what is kyc and kyc vs kyb
  • Built a library of methodology content on KYC, UBO, sanctions screening, and due diligence to show depth across the whole topic
  • Aimed this content at getting cited directly in AI answers, not just at ranking on Google
3

Run Google Ads on the same keyword set

  • Used the same BOFU keyword research to guide paid search, so SEO and Ads work from one shared plan instead of two
  • Set up campaigns, ad copy, and conversion tracking around the highest-intent terms
  • Left the budget open to adjust once we see which keywords convert best
4

Build a founder-led presence on LinkedIn

  • Ran a discovery interview with the founder to capture his experience, opinions, and what makes the platform different
  • Turned that into a monthly content plan and wrote posts in his voice, 3 to 4 times a week
  • Mixed thought leadership, product insight, customer stories, and company news, weighted toward thought leadership
5

Set up the site to receive the traffic

  • Revamped product messaging, positioning, and the homepage so new visitors understand the product quickly
  • Rebuilt landing pages to support both the paid and organic campaigns
  • Handled the copywriting and design work end to end
6

Agree on what success looks like before launch

We agreed on a chain of signals to track, from visibility (search impressions, AI answer coverage, reach on the founder's posts) to authority (rankings, referring domains, AI citation share) to business results (organic traffic, demo requests, and how much inbound adds to the pipeline over time).

12
AML & Sanctions Screening
9
KYC & KYB
8
Data, Registry & Alternatives
5
Due Diligence & Risk
4
Identity Verification
4
Beneficial Ownership
The Keyword Map

Keyword strategy

We researched the search volume for each keyword and split the list into two stages. BOFU keywords go to buyers ready to choose a vendor. MOFU keywords go to buyers who are still learning.

Keyword Monthly volume Stage Channel
what is kyc2,400MOFUSEO/GEO only
aml software1,900BOFUSEO/GEO + Google Ads
what is aml1,900MOFUSEO/GEO only
kyc software1,600BOFUSEO/GEO + Google Ads
identity verification software1,300BOFUSEO/GEO + Google Ads
due diligence software880BOFUSEO/GEO + Google Ads
what is kyb880MOFUSEO/GEO only
transaction monitoring software720BOFUSEO/GEO + Google Ads
kyc vs kyb720MOFUSEO/GEO only
sanctions screening software590BOFUSEO/GEO + Google Ads
third party risk management software590BOFUSEO/GEO + Google Ads
what is a ubo590MOFUSEO/GEO only
42 BOFU keywords and 10 MOFU keywords shortlisted, about 21,200 combined monthly searches. BOFU keywords alone account for roughly 12,900 of that.
Keyword strategy chart
The keyword strategy, grouped by topic and priority.
The Deliverables

What we're building

Organic

SEO/GEO content program

8 articles a month across BOFU and MOFU keywords, with 2 rounds of revision, keyword research, internal linking, and AI search optimization.

Paid Search

Google Ads campaign management

Keyword research, campaign setup, ad copy, landing page guidance, conversion tracking, and bid optimization.

LinkedIn

Founder-led LinkedIn content

20 posts a month written in the founder's voice, plus 2 custom infographics, monthly planning, and publishing support.

Website

Website development

Product messaging, positioning, homepage and landing page revamps, copywriting, and design.

Process

Discovery interview and content planning

A 1-hour interview with the founder each cycle, turned into a monthly content plan and reviewed before anything goes out.

Reporting

Monthly reporting across every channel

Performance tracked from visibility through to business results, using the KPI framework agreed on upfront.

The Content Template

How we build each article

Every article follows the same basic structure. It keeps the content consistent across the site and makes it easier for both search engines and AI tools to understand the page.

Article structure template
The structure we use for every article in the SEO/GEO program.
The Plan, By The Numbers

What the research suggests

42
BOFU keywords mapped to a channel
10
MOFU keywords building authority behind them
~21,200
combined monthly search volume
3
channels planned for the rollout
This is a phased growth plan, not a finished engagement. The numbers above come from our keyword research. They are projections, not reported results. This is an anonymous client.
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