Thought leadership and SEO: making Hazy the name in AI-generated synthetic data

Hazy had groundbreaking technology and a needle-in-a-haystack problem. In early 2020 synthetic data wasn’t new, but synthetic data generated with machine learning, what we’d now call generative AI, was. Few buyers were searching for it. Hazy's buyers searched for the problems it solved: anonymisation that didn't hold up, data that couldn't be shared, models that couldn't be trained on real customer records. The job was to meet them there and make Hazy the credible name in the space as it formed.

A technical and content audit came first, then keyword and trends research to map where synthetic data was actually being used: finance, healthcare, computer vision, deep learning. That research shaped Hazy's content and the industry stories it told.

We turned Hazy’s thinking into a steady stream of articles and placed them on independent business, technology and data sites, each linking back to Hazy, and syndicated Hazy’s own posts with canonical links pointing to the original. It’s a big part of why backlinks grew from 349 to 1,316. Within two months of starting, Hazy’s homepage moved from #53 to #35 for “synthetic data”.

AIMultiple held the top search positions for synthetic data at the time, so we set up and managed a research partnership with it. Over five months Hazy was featured in 12 of its research articles, from synthetic data in finance and healthcare to differential privacy, and those articles reached more than 17,500 readers between June and September 2021. Being named by the sources people (and now AI tools) rely on is still the core of our AI search work.

We negotiated and steered Hazy's Pan Finance award win. In 2022, during the partnership, Hazy was also named in CB Insights' AI 100, its annual list of the most promising private AI companies.