5x increase in leads with AI

A special celebration, and how Yello drove more leads by mixing traditional marketing and AI.

Happy Thursday, Collaborators!

A few weeks ago, we hit 1,000 subscribers. Thank you all for your trust in Possaible—it means the world to us.

To celebrate, we’d like to highlight a few other up-and-coming newsletters that deserve to pass the 1,000 subscriber mark.

Let’s help get them over the top!

Up-and-Coming Newsletters

Two Minutes’ Notice

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As marketplace marketers, we love MarketMaze. MarketMaze is the #1 marketplace and e-commerce newsletter. Get the free weekly update on what matters in the space - packed with value from 100+ sources without the usual fluff.


There are few marketers who are truly original. Octavia Drexler is one of them. Subscribe to her newsletter to fuel your own divergent thinking, or check out her fantastic post on choosing your Baba.

If you’re struggling to rank AI content, you need to read this week’s newsletter. We’re talking about how Yello mixed time-honored SEO strategies with new technology to increase their leads by 500%.


This email was entirely written by SEO nerd humans 🤓.

How Yello Doubled Organic Traffic with AI

Yello is a leading on-campus recruiting platform. (Credit: Unsplash)

The Brand

Yello, a talent acquisition platform, reenvisions the hiring process for early-career talent, and on-campus recruiting.

The company’s marketing team pivoted from paid performance to focus on organic growth. There was just one problem: their organic blog traffic was declining month-over-month.

The company needed to increase their organic search visibility and conversions, and they needed to do it fast.

The Strategy

To turnaround their blog performance, Yello adopted a foundational SEO strategy: building topic clusters.

A topic cluster is a group of articles around a particular subject. The cluster includes:

  • A pillar or category page that provides a broad overview of the subject (e.g., Recruiting)

  • Individual blog posts that cover subtopics around the subject (e.g., Recruiting Methods, What is Recruiting?)

If done well, building topic clusters boosts your search rankings by showing Google that your site is an authority on the topic.

Typically, brands build one topic cluster at a time to boost rankings before moving onto the next cluster.

Identifying Content Clusters

The Yello team set out to identify their topic clusters. They began by discussing the company’s positioning and target audience. Then, they put together a list of potential topics. Finally, they checked the search volume for their potential topic clusters.

Keyword Research

Once the team had identified their topics, it was time to find every possible blog post they could write about the topics.

Yello used MarketMuse, an AI-powered content strategy platform, and SEMrush to discover target keywords around their topics.

With their keywords in hand, the Yello team built a content calendar to create new content and update existing content to target their chosen keywords.

Writing and Optimizing Blog Posts

Now that the plan was in place, it was time to write. Yello generated content briefs with MarketMuse to help their writers maximize the chances their work would appear in search results. MarketMuse provided suggestions on optimal headlines, subheadings, keywords, topics, and links.

Creating the Category Page

Finally, the team created the main category (pillar) page for each topic cluster, like this category page on campus recruitment.

Every blog post should link to the category page, and the category page should link to all of the blog posts.

The Results

Yello’s AI-supported topic cluster strategy doubled traffic in six months, and increased organic keywords by 390%.

The strategy didn’t only boost traffic—it increased MQLs from the blog by 500%.

The Takeaway

AI marketing doesn’t always need to reinvent the wheel. New AI technologies can make foundational strategies far more effective.

Conversely, time-tested strategies make AI marketing perform better. Are you struggling to rank your AI-generated content? Building topic clusters and using AI to generate content for them may improve your results.