Hire an SEO agency that knows your field to publish programmatic pages

David BarnardAnd I know it's something, a project you all worked on. What are your lessons from there? And then to tack onto that, have you seen the work you did do in SEO start to pay off and showing up in LLM responses?

Tanuj ChatterjeeLet me go back a little bit. So till beginning of last year, we were only a mobile app. We were just a one-page site because there was no need for it. So last year, late last year, we launched our Windows product. And to get ready for that, we had to start building a web presence. SEO takes time. So we said, "In 2025, where do we start?" So what we did was we started with programmatic content.

Tanuj ChatterjeeSo we worked with this company called Daydream. The founder, I knew the founder from before, he had actually worked in the VPN space before, so he already knew the domain. So I said, "Okay, let's help me out." So yeah, we started seeing results there, but the conversion was still not that great. So it's still a work in progress for us. It's still early. I'm not an expert there.

Tanuj ChatterjeeI know SEO in general has suffered. Every consumer company that's reliant on the web traffic is suffering a little bit. Both SEO is down a little bit because the first results that you see are Gemini and whatnot in Google, as well as even paid search marketing is less effective because the real estate is gone. Part of the real estate for the first page is gone because Gemini takes it over. So, a lot of people are struggling.

Jacob EitingGEO, right? Generative engine optimization. It's odd. It should just be like LEO, but that's low earth orbit so it's [inaudible 00:12:04].

Tanuj ChatterjeeIt's interesting you asked. I was looking at Google Analytics the other day for our web. There is traffic coming in. There are downloads coming in from there. It's not in the top five channels, but it is coming, so it's a good sign that we are starting to get more visible.

Jacob EitingIt's pretty interesting. I think we see so much higher on the DevTool side, but it makes sense. I feel like choosing a VPN is... You know exactly what you're going for at that point versus... This is my naivete about the VPN market, but it's like I don't suppose people are being like, "How do I tunnel my track?" You know what I mean? They know they need a VPN 'cause somebody told them, "If you want to do this, you need a VPN." Right? And so they …