Petra Labs

BACKGROUND

Please describe your company and position.

I am the Founder / CEO of Fractional Jobs

Describe what your company does in a single sentence.

Fractional Jobs is a marketplace for fractional executive talent. Companies that need a part-time fractional leader come to us and we match them with vetted operators from a network of over 50,000 fractional leaders. We've placed talent at more than 200 companies. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Petra Labs to accomplish?

• Improve recommendations by ChatGPT and other AI assistants for topics related to fractional work
• Turn AI search into a measurable, attributable lead source rather than traffic we couldn't explain
• Establish Fractional Jobs as an authority in the space

SOLUTION

How did you find Petra Labs?

Other

Why did you select Petra Labs over others?

• Pricing fit our budget
• Great culture fit
• Good value for cost
• end to end service

How many teammates from Petra Labs were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Petra runs AI search for us end to end. They started by evaluating how buyers actually search in ChatGPT, pulled from our analytics, search data, and the hiring conversations on LinkedIn rather than a keyword list I'd have guessed at. From there they worked out what the models cared about. They built out our social presence too, and reworked/produced net-new content on fractionaljobs.io so the models could actually read them better.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The first results showed up in just three weeks, with AI traffic up ~50% against the prior three weeks while Google barely moved. We went from not appearing in these answers at all to showing up in 56% of the ones we track. AI traffic is up 10x since. It also converts better than anything else we have. ChatGPT referrals book calls at roughly 10x the rate of Google referrals, because they've already compared options and asked about pricing before they land on the site. 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

I always know what's being tested, what moved, and what they're doing next. We have weekly touchpoints to work through strategy and anything that needs a decision, and between those I get async updates covering what changed and why. The team also built me a live dashboard, which shows where our AI visibility stands, the action items in progress, what got completed the week before, and the longer-term projects in the pipeline. What surprised me was how quickly they shift when something else becomes a priority for me. Whether it's evaluating a third-party partnership or turning around one-off content, they are ready to go right away.

What was your primary form of communication with Petra Labs?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

I came to Petra because I didn't want to manage another channel, and they took the whole thing off my plate. Strategy, content, outreach, reporting, all of it, without me project managing any of it. The expertise is real, which matters in a space this noisy. Petra Labs could explain why the models were overlooking us before they changed anything, and everything they've recommended since has come out of their own data.

Are there any areas for improvement or something Petra Labs could have done differently?

none

BACKGROUND

Please describe your company and position.

I am the 2X New York Times Best-selling Author; Innovation Keynote Speaker; Co-founder & Chairman, Platypus Labs; Managing Partner, Muditā Venture Partners of Platypus Labs

Describe what your company does in a single sentence.

I'm a keynote speaker and have delivered over 1,300 keynotes to Fortune 500 audiences on a range of topics including innovation, creativity, and leadership.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Petra Labs to accomplish?

• Show up when people ask AI tools who to book for a keynote and build real authority around my core topics
• Turn AI search into an actual lead source I could track, not just traffic

SOLUTION

How did you find Petra Labs?

Other

Why did you select Petra Labs over others?

• High ratings
• Pricing fit our budget
• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned
• AEO experts/specialists

How many teammates from Petra Labs were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Petra built a prompt map from real data, my analytics, search data, and intake call transcripts. They ran simulations across the major AI models to see where I was showing up and where I wasn't, and then developed a targeted strategy to get me recommended there. That meant giving my team a clear content strategy on my own site, auditing placements in the speaker directories these models actually cite, and handling his social presence in the surfaces most important.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

My AI visibility roughly tripled on the transactional searches for booking a keynote speaker, and AI-referred traffic to my site is up 5x. 90% of my inbound leads now come from AI search, and those leads close at almost twice my overall win rate. The whole engagement paid for itself in just two months. 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

I always know what's moving and why. My team gets async updates, and we have a weekly call with the Petra team on the items in progress and what the data looks like. The team executes quickly on my priorities and is flexible to our needs.

What was your primary form of communication with Petra Labs?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

They made AI search something I could actually see and measure, not a black box. Every recommendation came out of real data, and the whole time I’ve seen that I am working with real experts in the space. They delivered results quickly with a surge in leads and bookings.

Are there any areas for improvement or something Petra Labs could have done differently?

They do incredible work. I highly recommend partnering with Petra Labs.

BACKGROUND

Please describe your company and position.

I am the Senior Social Media Specialist of Zapier

Describe what your company does in a single sentence.

Zapier is the safe, governed platform for AI automation: Zapier gives teams one place to set guardrails, manage model access, and see everything, so everyone can build with AI confidently, on any model, without waiting for permission. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Petra Labs to accomplish?

• Generative Engine Optimization strategy
• AI visibility and citation data analysis services
• Content writing (blogs, social media)

SOLUTION

How did you find Petra Labs?

Other

Why did you select Petra Labs over others?

• Pricing fit our budget
• Great culture fit
• Good value for cost
• Company values aligned

How many teammates from Petra Labs were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Petra Labs handles all things GEO for us from analyzing the data to making recommendations for new content to helping us write new content. Petra collaborates with us to recommend and draft different types of content, including blog articles, Reddit content, and more. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Increased AI search visibility and improved marketing spend allocation based on AI search attribution initiatives. 

Increasing LLM citation frequency and driving improved sentiment for Zapier’s brand around topics like ease of use, supporting complex automation workflows, and cost-effective pricing!

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Petra moves really quickly! They usually find the right balance between speed and quality, and they’re super flexible to our needs, responsive, and proactively communicative. If there’s something ad hoc that we need, they usually get back within a week, and sometimes within a day or so.

What was your primary form of communication with Petra Labs?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

We love working with Petra! AI search is can be a black box, but the Petra team brings a ton of technical and SEO / AEO expertise. Plus, they help us track down what types of content strategies actually lead to improvements on ChatGPT and other LLMs and that helps a ton with decision making.