Opportunity
Awareness and organic traffic fit for an industry leader
When he joined Abnormal as Senior Director of Marketing, Abdallah Al-Hakim had his work cut out for him. Abnormal's organic web traffic was good—tens of thousands of visits a month. But as a large enterprise with strong product-market fit, Abdallah knew they could do better.
Abnormal's existing SEO agency wasn't delivering ROI. "All they did was edit five articles a month, which had to be written by our in-house team," recalls Abdallah. "Our entire budget was going towards hitting branded keywords, meaning searchers who already knew about our company. It wasn't increasing brand awareness at all.
Abnormal has a strong enough brand and product that I knew we had to go for it with SEO. I was already optimistic, but after working with GrowthX, we saw results way faster than expected." — Abdallah Al-Hakim
Goal
Explode traffic with high-quality content at scale
Abdallah saw a golden opportunity. Abnormal had come this far with almost no investment into brand awareness; with consistent effort and strategy, he knew he could drive impressive results.
By increasing organic traffic, he'd skyrocket how many people discovered Abnormal's site, exploding brand awareness. The best way to do that? Investing in organic discoverability by publishing high-quality, useful content to target relevant keywords.
But to drive the results Abnormal wanted, they'd have to do so at an unprecedented scale. Abdallah knew AI was the best way to do that—the only challenge was finding the right partner.
Organic awareness is the best awareness, and I'd rather spend my money there to get leads. By multiplying website traffic, we build awareness with people we can target with ads, so they're likely to convert later." — Abdallah Al-Hakim
Solution
AI-powered, human-guided workflows, built for content efficiency
Abnormal's in-house content team was focused on in-depth MOFU and BOFU projects, like thought leadership and podcasts. It would be impossible for them to publish at the volume Abdallah was looking for.
The play for organic traffic was best outsourced to an agency that could run on autopilot. But at first, the content team was hesitant. As a security firm, Abnormal has rigorous accuracy standards and a highly technical product, so they were concerned about quality.
GrowthX was the answer. With AI-powered, human-guided workflows, GrowthX was built to publish at a volume that drives exponential traffic increases.
To maintain quality, Abnormal's workflows are built around its brand and quality standards, such as positioning, voice, and target personas. Over time, content becomes more brand-aligned and tailored with less oversight, as the team's feedback is used to keep improving its AI-powered workflows.
GrowthX's team is always finding topics, publishing articles, and refreshing them to keep ranking high. It's all done through AI flows, with little effort on my part. I see no reason to build an SEO team in-house." — Abdallah Al-Hakim
Results
Tripled organic traffic and accelerated lead generation
With GrowthX, Abnormal AI now publishes up to 15 content assets every week across dozens of topic clusters. After a few weeks of optimizing workflows, educational content production runs nearly autonomously—there's almost no lift from Abnormal's internal team.
The new content is capturing searchers with high intent but no brand familiarity: exactly the audience they were missing before. That's led to impressive results like:
• 200x increase in clicks over eight months
• 12M total impressions
• 3x increase in organic website traffic
• 20x more content published without compromising quality
Abdallah appreciates how the partnership has created a resilient, compounding growth channel. For example, website impressions and clicks kept climbing even after Abnormal AI changed its domain and re-indexed its entire site, creating a temporary hit.
Moving forward, Abnormal AI looks forward to using AI-powered, human-guided content to get their products in front of as many potential users as possible.
