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Every day marketers sift through dozens of headlines, posts, and slacks telling us about the latest and greatest trend we should be following.
It’s easy to feel overwhelmed and like you have to figure it out by yourself. But you don’t have to do it alone. Content Matters with Nicole MacLean (Compose.ly’s CRO) is your digital partner for filtering the trends and focusing on the content that matters most — creating connection that drive results.
For more, head to our site: https://compose.ly/content-matters
Produced in partnership with Share Your Genius: https://shareyourgenius.com/
[00:00:00] Miki Palet: The AI that, like the models that we were using back then at the beginning of the year were very different from the ones that we already have now. Right. So while I think, I think it progress is so, so quick, but the thing is that obviously Google also tries to shut these things off to prevent what we were trying to do, basically, which was cheating the system in, in some sense.
[00:00:27] Nicole MacLean: I'm Nicole MacLean, and this is Content Matters, created in partnership with Share Your Genius. This show is your digital partner for filtering the trends and focusing on the content that matters most, creating connection that drives results. Let's cut through the marketing chaos together.
[00:00:46] Miki Palet: I'm Miki, I'm founder of Tailride. Tailride is a, a finance automation company. We focus mainly on pre accounting and we are from Spain.
[00:00:57] Nicole MacLean: Awesome. Where in Spain?
[00:00:59] Miki Palet: From Barcelona.
[00:01:00] Nicole MacLean: Awesome. Very cool. Very cool. So I'm very excited to have you on the show because I actually came across a LinkedIn post that you shared where what probably felt like a nightmare kind of turned into a really good story.
[00:01:14] Nicole MacLean: I don't know if I wanna say fairytale yet. You can kind of let us know. But it was great to see kind of some good, helpful content on LinkedIn these days, when sometimes it's not always that. But could you just maybe kick off and share a little bit on like what you were looking to do and, and kind of what happened?
[00:01:35] Miki Palet: Yeah, yeah. Sure. So basically we were, um, kicking off with, uh, ide, which, uh, while we started, uh, with the company around nine to 10 months ago. So we were, uh, just, uh, basically, uh, starting with our marketing strategy and obviously SEO it was something that, uh, we needed to, uh, to work on. We already had some experience on it, so we decided to, well, let's try using AI on it, uh, because of everyone was solving about ai, right?
[00:02:06] Miki Palet: So while as we started a strategy, we, we started testing with the AI tools. Uh, we started testing with, um. Uh, while creating this content at scale and, well, at first it went well and, and then through time, uh, we ended up, uh, getting penalized by, by Google. Um, so yeah. Now suppose that we're going to go over the specifics.
[00:02:32] Nicole MacLean: Yeah. So what was that timing between, you said it kind of started going well, was that in the first couple weeks? The first couple months?
[00:02:39] Miki Palet: So it was around three months, uh, yeah, three months that, that it was working. Well, it's true that obviously at first there was some delay until, uh, Google actually picked up our new pages and they, uh, uh, started working.
[00:02:53] Miki Palet: But yeah, there were around three months in which we were growing or traffic growing, uh, everything. And yeah, that's basically like we started very, uh, in a small scale and then we tried. Making it, uh, on a, on a higher scale. And, and that's, uh, what didn't work well.
[00:03:10] Nicole MacLean: And how quickly was that drop? Was it like an overnight Oh my gosh.
[00:03:15] Nicole MacLean: Something We got penalized and it just really.
[00:03:19] Miki Palet: Yeah, it was exactly overnight. It absolutely dropped to to zero completely. We stopped getting click, we stopped getting impressions from Google and then basically at first we thought maybe this is just a bug. And, and yeah, and this is just that search console.
[00:03:36] Miki Palet: It's not showing the, the actual traffic. But yeah, we were losing the traffic also. So then we, we thought maybe it's something else and well, that's when we decided to, to start, uh, trying and dec up. What the issue was, and that was not easy as obviously Google didn't tell us anything.
[00:03:53] Nicole MacLean: Right. So what, what was kind of your plan of attack?
[00:03:56] Nicole MacLean: Like did you look at technical first, or how did you kind of get to the point that you think it was the content?
[00:04:02] Miki Palet: The first thought was, it's a bug. Uh, let's try and contact Google directly and solve it. Um, nobody, uh, answered. So, and as you say, good,
[00:04:11] Nicole MacLean: I'm sure you're probably still waiting on the phone for a call back.
[00:04:13] Nicole MacLean: Yeah,
[00:04:14] Miki Palet: I mean, we tried all channels. We tried, uh, even at the end we tried reaching to, uh, Google employees via LinkedIn or, or things like that, and nobody ever answered, I mean, uh, we never got, uh, any kind of answer. So, yeah, that was the first thing we did. Then after maybe the first week, we started thinking, okay, this, this is probably a, a penalty, because obviously we knew that we had been creating content with ai.
[00:04:42] Miki Palet: So, uh, we were not doing everything as Google liked, so well, we didn't have a like manual penalty on, on, on search console. So we thought maybe it is an algorithmic penalty. We checked on the Google updates. There had been an update around three weeks ago, uh, before, and we didn't really know what the cost was.
[00:05:06] Miki Palet: And then what we tried to do was speaking with other people. We tried to talking to, um, people that we knew, SEO consultants, uh, SEO experts. And really the answers that we got were very, very conflicting. In the sense that some of them said, okay, this is a, a very clear algorithmic penalty. Some other experts said that it was just, uh, a search intent, uh, change and there was no penalty in our domain.
[00:05:37] Miki Palet: So yeah, it was, uh, very, very, uh, frustrating because we didn't know what had happened. Right.
[00:05:43] Nicole MacLean: I feel like we hear that so often with SEO is, there's no clear answer a lot of the times, and so,
[00:05:50] Miki Palet: yeah. Uh,
[00:05:51] Nicole MacLean: that has to be hard of like, who do you trust? Which path do you go? How do you solve this in the best way possible?
[00:05:56] Nicole MacLean: Like, what was your thought process in deciding kinda which recommendation to take?
[00:06:04] Miki Palet: Yeah, so really the, the first thing that we thought was, okay, let's, let's just, uh, wait this out. Right? We don't know what the answer is, so let's just wait. And see if it recovers, right? Uh, some people said, okay, this is going, this is just going to recover in three months, in maybe six months.
[00:06:23] Miki Palet: So we said, okay, let's just wait it and see if we see some signs of of recovery as nobody obviously offered any kind of answer. Uh, so that was really the first thought. And we actually waited to, until three or four months after that to, to actually do something.
[00:06:41] Nicole MacLean: I can't imagine, I also can't imagine our CEO letting us go three to four months on that.
[00:06:46] Nicole MacLean: But I feel like that had to take an incredible amount of patience to just get that data in order to really figure out what was going on.
[00:06:53] Miki Palet: Yeah, I mean, really it was patients but also. We, uh, really thought if we touch something, we'll just make things worse. So let's just, uh, wait. We, we did this, do something which was, uh, we removed all the pages that we had created using ai, um, from our domain.
[00:07:14] Miki Palet: So basically we removed almost, uh, 40,000 pages just one week after, uh, the b So the area behind that was, and that was, that was 40,000
[00:07:24] Nicole MacLean: pages of AI generated content. Yeah. Wow. Okay. Yeah. That is a lot of content at scale. That's the, the pro and con of these tools.
[00:07:33] Miki Palet: Yeah. The problem was that we actually started maybe creating 50 to a hundred pages, and then obviously we got excited because the, the first results that we got were great.
[00:07:44] Miki Palet: We were getting sale from SEO traffic and we just thought, okay, so let's just scale this. Right. We have created, if it's working,
[00:07:53] Nicole MacLean: pour gas on the fire.
[00:07:55] Miki Palet: Yeah, so we did that. Uh, we just got, uh, too excited. Uh, we just created a lot of content at the same time, and it's true that over time, like the first content that we had created using AI was great because we had reviewed it.
[00:08:10] Miki Palet: We had checked it, uh, thoroughly, but then, uh, after, some time after, uh, well, lots of pages that we had already created. We got a little yeah, crazy and just pushed a lot of, of really bad content.
[00:08:23] Nicole MacLean: Yeah, so that was gonna be one of my questions is the QA process that you had in place for the content. Did you have someone in house that is your content manager or that was kind of in charge of it?
[00:08:34] Nicole MacLean: Or is it more we scrappy, we're getting started. We kinda want to use this tool to the best of our advantage, and so multiple people maybe were kind of owning that process.
[00:08:43] Miki Palet: Yeah, it was very, very scrappy. I mean, obviously like we were handling everything. From our technical team. So we did have a lot of technical people involved in this, but there was nobody actually from the content side, which was reviewing the content, checking the content.
[00:09:02] Miki Palet: So yeah, all the people involved were just trying to scale, uh, the process and, and really not thinking about, uh, the actual content.
[00:09:10] Nicole MacLean: Well, and it's so hard. It sounds like you, I don't wanna say you did it the right way. Maybe. We'll, we'll get there on what you think the right slash wrong way is today. But doing it with a lot of oversight and then slowly but surely, I think you would also hope that it's learning and it's picking up what you're changing.
[00:09:25] Nicole MacLean: And eventually it kind of has gotten, like if you were training an employee, those initial projects, you're gonna wanna be more hands-on. You're gonna wanna make sure you're giving feedback, but you would expect by a certain number of projects. They kind of know the, the gist and what needs to happen. But it sounds like that's not quite what happened in this case.
[00:09:46] Miki Palet: I mean, we were just trying a lot of things. Some of them were working and we were just trying to, uh, to, to scale it, right. So I think that we kind of overdid it, we got too excited and, uh, and we did too much of it, which I think that the AI was, was an actually problem there. I think that we could have, uh, use AI in that case to, to create more content, better content.
[00:10:11] Miki Palet: But yeah, not that, that scale in which, uh. We ended up, uh, pushing a lot of, uh, bad content.
[00:10:18] Nicole MacLean: So what would you say, like, if you could go back in that content creation process, would you change or maybe you're doing today in the creation of content?
[00:10:27] Miki Palet: Well, the first thing I would do is, uh, just not create that amount of content.
[00:10:33] Miki Palet: Um, maybe at least not in our stage, uh, in the sense that we had just launched our business, launched the domain was very, very recent. And we basically had no authority and also no big pages that were ranking no other SEO content created by humans. Um, so we had no goal history, right. Um, so I think we should have started, uh, with the most basic things, building some authority, building some, uh, great back links.
[00:11:05] Miki Palet: Um, yeah, basically waiting some time and then. I would have done a similar thing that we did at the start, which was use ai, uh, to help on the process, but not just, uh, make, make it the process. Right. Um, and yeah, basically this, these two things and, and that's something that we are doing right now at some time.
[00:11:27] Miki Palet: We are still using AI in some sense, but, uh, just to, to help us with the process,
[00:11:32] Nicole MacLean: are you comfortable sharing which AI tool or tools that you used for the content creation?
[00:11:39] Miki Palet: We were using mainly everything we coded ourselves, we are using cursor a lot, um, to code everything from our platform to all these scripts that we were using to create content.
[00:11:53] Miki Palet: So basically we, we were just coding everything and using mainly open AI models at that time. So that right now we are using, also, we we're trying to, to use other type of models, not just open AI models. Mainly we were doing that. And, and yeah, that's what what we use right now. We don't use any kind of, of tool.
[00:12:15] Miki Palet: We just try and, and code everything to, to have our own workflows for our AI in it.
[00:12:23] Nicole MacLean: And is that more of a technical person who's dealt, who understands that coding, kinda how to integrate an open AI integration into those workflows?
[00:12:33] Miki Palet: Yeah, I think it's probably. With time, I think it will be more accessible, but I think that right now you have to be some kind of technical to, to be able to, to create this, this structure.
[00:12:47] Miki Palet: But yeah, I mean there are thousands of tools in, in which you can use and do the same things without having to actually code that. Probably they are more expensive, but, uh, you can still do it.
[00:13:00] Nicole MacLean: What do you think is the sweet spot of. Robot and human to kinda create a good final piece?
[00:13:07] Miki Palet: Well, I'm not sure. I mean, I think that it depends on how long you want your process to be.
[00:13:14] Miki Palet: What we are trying right now to is just not, not make it the first step in our content creation workflow, because when we started with, uh, the ai, uh, writing the content for us at first. It just then gets very, very difficult to, to change content, to work on the content because you already have, uh, all the content for you, right?
[00:13:36] Miki Palet: And, and it just, uh, biases. As a lot to, to start in the process just by creating content with IRA. So we try to involve it maybe best in the ideation part, which we are creating in the content areas. And then also in the reviewing part, we used a lot to reveal the, the content pieces and, and, yeah. We try now and not use it much in the, in the writing, in the writing step.
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[00:15:03] Nicole MacLean: You'll be one step closer to having those projects off your never ending to-do list, so you can shift focus back to the big picture. That's clutch.co/contentmatters. That's so interesting because. Similar to what you, you say SEOs came to you and they all had a different opinion of, of what was going on.
[00:15:22] Nicole MacLean: I hear that on the writing. Some people say it's great for ideation. Some say no ideas are the, the only things that humans can truly come up with. Like, don't use it for ideation, use it for a first draft. 'cause it's great to get you past writer. Fuck no, don't use it for a first track. Yeah. 'cause it still sounds like ai, like it's, so there's, you know, you could get a hundred people in the room and have a hundred different opinions on the right way to.
[00:15:46] Nicole MacLean: Use these tools, but I something we've seen, you know, obviously we're a content writing company. We are experimenting with humans with AI first and human edited or human first with AI along the way. And I do think that what you said is, is kind of what we see is if you start with ai, at the end of the day, you're probably gonna spend more time trying to get it to not sound like AI than if you had just started there from the beginning.
[00:16:14] Nicole MacLean: There's not really enough. Light edits you can make that will kinda take away from the core of it being AI versus finding those spots, still having a human DRI in the maybe driver's seat using GPT to help with intros, using GPT to help with conclusions or different things along the way, the review process, but that I seem, I think I fall in a similar camp of what you are explaining.
[00:16:41] Miki Palet: Yeah, I mean, I also think that it's, that it's progressing so fast that, um, maybe what we are talking today, it's not valid for in three months or maybe in six months. Right. So I just feel that even now, the AI that, like the models that we were using back then at, uh, beginning of the year were very different from the ones that we already have now.
[00:17:04] Miki Palet: Right. So. Well, I think, I think it progress is so, so quick, but the thing is that obviously you all also tries to shut these things off to prevent, uh, what we were trying to do, basically, which was cheating the system in in some sense.
[00:17:19] Nicole MacLean: Yeah, and I think the volume, you mentioned this, but the, the combination of maybe AI and volume with such a new domain probably was a unique situation and kind of taking it slow and steady, it feels like.
[00:17:33] Nicole MacLean: The volume of content play is, I don't wanna say dead 'cause everyone says the X, Y, Z tactic is dead, but it's potentially just looking at it in a little different way or being a little more cautious with just how much volume goes up at, at a time.
[00:17:50] Miki Palet: Yeah. I mean, we're trying to copy some of, some of the big players in our company, similar, um, like us, but they were much bigger and they, um, well they were.
[00:18:02] Miki Palet: Um, all in the sense that they have a big, uh, track record. So I think that these companies, when you have the authority, you can kind of pull this off, but not when you are starring at first.
[00:18:15] Nicole MacLean: I just have to commend you for being so transparent and authentic in this process. You know, we'll share it if you're interested in the show notes of this episode, there's a full blog recap.
[00:18:28] Nicole MacLean: I think you might have seen that when I shared the LinkedIn post of. Kinda everything. And even just reading through that and in, in your LinkedIn, it's, it's just so humble. You know, like there's a, a headline where you say, what did we do wrong? Pretty much everything. Like it, you're just really embracing this kind of constant iteration.
[00:18:46] Nicole MacLean: Like that's just kind of what it sounds like is, Hey, we tried something, it didn't work. We learned from it. We're doing better, but also maybe let me share with other people so they can get better. And I, I think this is the content that we all want in today's world, but when there are so many talking heads, it, it can sometimes get drowned out.
[00:19:03] Nicole MacLean: So, I mean, just as a someone who's looking to learn too, like thank you so much for sharing your story.
[00:19:09] Miki Palet: Yeah. I think that it's not easy in the sense that. Uh, then you also get the part of people that appreciate that, but then you also get all the opinions of people that are, uh, telling you how you should have done it.
[00:19:22] Miki Palet: Right. And I mean, it's true that, obviously this is very helpful to to know after the fact that we should have done it differently. Um, but yeah, you are just trying to, to share the story, right? And you already have, when you're studying, you have a lot of conflicting opinions and, and it's difficult to, to know, uh, who or what you, you should follow, right?
[00:19:45] Miki Palet: So yeah, I mean, it's, it's part of, of how, how we approach things.
[00:19:51] Nicole MacLean: Well, when you're trying to be an early adopter, you don't have the benefit of, you know, you, you kind of. Took the hit for people for, for folks who are maybe a little more hesitant with these tools to say, no, you can use it. Like AI was not the sole problem here.
[00:20:06] Nicole MacLean: It was circumstances, it was a lot of things. It's a tool that you can use effectively, but you have to wield it effectively.
[00:20:14] Miki Palet: Yeah, yeah, definitely.
[00:20:17] Nicole MacLean: I noticed that your blog post was hosted on your actual website, which you are selling to finance. Persona, correct?
[00:20:27] Miki Palet: Yeah.
[00:20:28] Nicole MacLean: Like is the actual buyer like a CFO or like director of finance?
[00:20:32] Miki Palet: Yeah,
[00:20:33] Nicole MacLean: so in theory, I would suspect that most CFOs or directors of finance aren't maybe as in tune or as interested in this topic as say a marketer would be. But you have this really great, like I said, transparent, authentic blog post on your site, sharing the story that seemingly, I would imagine most finance people aren't interested in.
[00:20:54] Nicole MacLean: I'd love just to know, like what was your thought about hosting it on the site and is there any concern on your persona reading that and getting the wrong opinion or not understanding?
[00:21:04] Miki Palet: Yeah, I mean, we basically try and, and just not share with our, uh, users. About our, just our software, how our software works, but try and be more transparent also about our business, you know, about kind of building public and, and creating this confidence with our users about who we are, about what we do, about the things that don't work for us, which ma maybe is, is SEO.
[00:21:35] Miki Palet: But sometimes we also, uh, create a new feature, which, uh, works very bad. We have to, uh, say, sorry. Um, well, we try and be very, very transparent with everything we do. We email our users every week and maybe we share things that are completely unrelated to our actual software. So we create this kind of relationship, which is very good for, for confidence and well, we actually have great experience doing that.
[00:22:02] Miki Palet: And then we also take some, some great relationships with. Our users and, and some of them actually wrote to us and sent some, um, some feedback. Uh, even one sent a a Loom video, which was 10 minutes about how, uh, we could fix our issue or how we should create our content. That, so it's, it's actually great. And we had never actually done it before, uh, very publicly, but it, I think it helped and it's, it's helpful in, in building this, this kind of virtual relationships.
[00:22:37] Nicole MacLean: That is really cool to hear actually, and especially whether it's AI or not, but I think everyone's looking for that trust in a vendor. Like their resources are tight, both budget and personnel resources, and I feel like everyone's very risk averse just in bringing on any sort of vendor and that trust is, I think so important.
[00:22:58] Nicole MacLean: And so I love that you're building that. Full stop.
[00:23:02] Miki Palet: Yeah. I mean, not, not everything was good. Obviously. We also had some Right, some bad comments, some bad feedback. But I mean, that's what, uh, usually happens with, with everything, right? So the good with the bad.
[00:23:14] Nicole MacLean: So you're obviously still leaning into SEO. You know, I mentioned everyone loves to throw out that X, Y, Z tactic is dead.
[00:23:22] Nicole MacLean: SEO is dead is obviously something a lot of people like to say. You're still here in 2025, you know, adapting and, and you were seeing actual sales revenue success at the beginning, leaning into an organic strategy. Is organic still like a big part of kind of what you guys are looking at today?
[00:23:42] Miki Palet: Yeah, I mean, for sure.
[00:23:44] Miki Palet: The, I mean, organic is, uh, everything that we are trying, uh, it's true that when you are starting out, when you, uh, don't have maybe. Uh, you didn't raise money. Uh, you have to look, uh, in, into organic acquisition channels because you don't have much money. So that's what we are trying to do is through that.
[00:24:04] Miki Palet: We've tried and investing more in other channels like YouTube, LinkedIn, which worked differently. But yeah, we had to that because basically SEO was there for us for three, four months. But yeah, since then we actually did a rebrand on the business. Which was not only related to the domain, but was part because of the, of the penalty.
[00:24:26] Miki Palet: And then after that, we are still investing on a CO. We, uh, still believe that a CO is, is very, very important. And, uh, well, I don't personally think that it's going to well to be that any soon. So yeah, right now we are still creating content. It's true that, as I was saying before, we are not using AI and just just AI to, to create it.
[00:24:48] Miki Palet: And we are posting much less. We are just creating maybe, uh, five pages per week, something like that, that Google can digest, and we'll also see how it evolves for us and how it's working for us. Then maybe we can scale or we're just, we're just very cautious right now with, with the seal. Okay,
[00:25:08] Nicole MacLean: so dropping from 22,000 pages to five a week, has that shifted your keyword strategy and are you going after maybe bottom of funnel keywords more versus are you still kind of thinking as a, a topical pillar structure?
[00:25:24] Miki Palet: Yeah. With all these pages we were trying to run for a lot of the long tail keywords and uh, now we're just starting, uh, our main keywords and yeah, I think that. Both of the strategies are, are good, but right now for us, as the strategy have has, has switched, we are trying to target the, the main keywords which make more sense.
[00:25:46] Miki Palet: And also we already have some, uh, more authority than that we didn't have at, at the beginning. Right. So maybe in the future we consider, again, targeting long tail keywords. But yeah, I believe that obviously targeting the main keywords makes more sense for us now.
[00:26:03] Nicole MacLean: Yeah, absolutely. As you just think about using different AI tools, thinking about an acquisition strategy, any maybe final advice you'd, you'd leave to marketers or business leaders who are kind of trying to figure out the same thing.
[00:26:18] Miki Palet: Well, I just, um, how we brought about this, we try and, and try, try everything that's out there. We test it for ourself. We try and not buy any kind of strategy that someone says it's working without actually testing ourselves. We sometimes test it, uh, too much, uh, which was the case. But, uh, yeah, we try a lot of tools.
[00:26:42] Miki Palet: We try a lot of, uh, the new models. We try video, we try also audio, we try everything. And I think that you have to just focus on, on one thing, right? The thing that you can make everything work, but just, uh, you need to focus through that. You need to, well iterate a lot in one platform. In one type of content, and that's what we're trying to do.
[00:27:06] Miki Palet: We are just trying to focus right now on a couple of channels at most and, and trying and squeeze them a lot before maybe investing more into SEO or another type of, of channel.
[00:27:19] Nicole MacLean: All right, last question. So you had a semi viral, I don't really know the true definition of viral these days, but a pretty viral LinkedIn post.
[00:27:28] Nicole MacLean: Any like meaningful quantitative. Results from having a post. Like I think everyone's always looking to say, everyone's always trying to do that founder led content. Get the post that, you know, goes viral. That'll change everything, that'll bring us business. Did that actually happen for you?
[00:27:47] Miki Palet: Well, it, it did bring business.
[00:27:48] Miki Palet: I mean, we did, we did bring new customers. I don't think, I mean, it was nothing crazy. It was not life changing, but it helped. Um, and I mean, I think that we. Right now have some more, uh, maybe followers. I dunno, uh, how I would call that. But I think that we have more people that are following us in some way, or at least have heard about us.
[00:28:14] Miki Palet: So I think that that's great. I mean, the numbers are not very, very impressive, but the impact I think has been actually. And obviously when, when I was creating this post, it was not the, the main goal. I mean, you don't know when something's going going to work well, or, or something's going to just flop.
[00:28:34] Miki Palet: But in this case, it indeed.
[00:28:36] Nicole MacLean: Yeah, absolutely. Yeah. The one you always think is gonna go lightning and it, it flops. And then I think one of my, yeah, or the one
[00:28:43] Miki Palet: that, that did invest the least amount of time, uh, writing, which was the case, uh, is the one that works. So, I mean, in this case, I'm just trying to. To keep doing it.
[00:28:53] Miki Palet: Um, and let's see if in the future we, we get a, a similar opportunity.
[00:28:59] Nicole MacLean: Thanks for listening to this episode of Content Matters created in partnership with Share Your Genius. If you like the show, please subscribe, leave a review, and share with a friend. Otherwise, you can find all the resources you need to stay connected with us in the show notes next time.