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Case Study
SEO Content Engine for Graia
A system in AirOps that finds the keywords worth targeting, researches each one and writes an article in Graia’s voice, ready in its Webflow blog. I chose the platform, designed and built the system, and wrote the tone-of-voice guide the AI writes from.
Customer experience software
AirOps
Semrush
Perplexity
Webflow
The brief
Graia, now part of the Mplus group, makes agentic AI for customer service and contact-centre teams. Its marketing team wanted SEO articles produced at scale, on brand, and landing in its Webflow blog. Graia already used Semrush and Webflow. I recommended AirOps as the platform to join them up, then built the system on it.
How the engine works
It runs as two workflows in AirOps.
The first finds the keywords. The team sets three seed keywords in AirOps’s brand kit and can change them whenever their focus moves. The workflow pulls keyword data from Semrush and reads the live search results, then a model sorts through it all and returns up to 50 keywords, each with its search volume and an idea for the article.
The second writes the article. Given one keyword, it studies the pages that already rank and looks for what they leave out. It picks the format that fits: a how-to, an opinion piece, a listicle or a comparison. A Perplexity deep-research step brings in facts and data from the last 30 days. Then it writes in stages (brief, outline, full article, meta title and description), and each stage works from everything written before it. The draft goes to Webflow formatted and ready, with nothing to fix by hand.
Writing in Graia’s voice
Graia had no tone-of-voice guide yet, so I wrote one for the engine: rules the AI can follow, kept in the AirOps brand kit where every writing step reads them. The first draft written with the guide in place was a clear step up on everything before it.
The result
From 5–8 hours to 20 minutes per article. Researching, drafting and publishing an article in Webflow took a writer five to eight hours. The engine did the same job in 15 to 20 minutes, with nothing to format by hand.
Content good enough for sales. The first article went to Graia’s leadership, who asked for it to be turned into two short sales PDFs for prospects and ten LinkedIn posts.
A voice, written down. Graia got the tone-of-voice guide it had never written, as rules any writer or AI can follow.
Owned outright. It was built in Graia’s own AirOps, Semrush and Webflow accounts.
