Video-based process documentation and SOP software. Munich, Germany. Clypp turns a short screen recording into a step-by-step, text-and-video SOP, used for onboarding, work instructions and internal knowledge. Buyers are operations, L&D and process teams across the DACH region, the Netherlands, Ireland and the US. Bilingual go-to-market (English and German).
Where Clypp started
Clypp sells video-based process documentation — you record a workflow once and it becomes a step-by-step SOP. Its buyers in Germany, the Netherlands and the US had started asking ChatGPT, Claude and Perplexity which tool to use before they ran a Google search, and Clypp was rarely in those answers. The category terms that decide a shortlist — "video sops", "process documentation software", "prozessdokumentation software" — were owned by louder competitors.
The brief was a bilingual one. Clypp needed to be the named answer in English and in German, across both AI assistants and the AI layer now sitting on top of Google.
What we did
| Starting problem | What changed | Who implemented | Evidence |
|---|---|---|---|
| No commercial content for the buyer-intent category terms | Ten landing pages and pillar articles written and published across the SOP, process-documentation and work-instruction clusters, in English and German | AnswerManiac wrote; Clypp published | 10 live blog URLs on getclypp.com |
| Pages not structured for AI answers | Article + FAQPage schema specified on every page; clear definition-first intros that AI engines can lift | AnswerManiac | Live schema on each URL |
| Thin third-party presence for models to cite | Brand-mention seeding in genuine community discussion across Quora, Reddit and Facebook, affiliation disclosed where required | AnswerManiac | 97 brand mentions logged with URLs |
| No German-language AI footprint | A full German content track (prozessdokumentation, KI-prozessdokumentations-software, video-prozessdokumentations-tool) with hreflang | AnswerManiac wrote; Clypp published | 2 live DE blog URLs + DE AI Overview citation |
| Authority too low to compete on head terms | Link acquisition and digital-PR support alongside the content | AnswerManiac + Clypp | Ahrefs: DR 47, 1.4K referring domains |
An honesty note on sourcing: the landing pages and comparison content are vendor-authored — we wrote them for Clypp. Several of the AI citations below point to those owned pages; others point to third-party community posts we seeded. This is an owned-and-earned result, not independent editorial coverage.
What moved — the client's own data
| Metric | Value | Change | Source |
|---|---|---|---|
| Organic sessions (last 30 days) | 2,700 | +115% MoM | GA4 |
| Active users (last 30 days) | 2,200 | +114% MoM | GA4 |
| Referral sessions | 690 | +131% MoM | GA4 |
| AI Assistant sessions | 10 | new GA4 channel | GA4 |
| Google clicks (last 3 months) | 1,680 | +4% vs prior 3 months | Search Console |
| Average CTR (last 3 months) | 5.9% | up from 5.4% | Search Console |
| Average position (last 3 months) | 11.3 | up from 12.3 | Search Console |
| Referring domains | 1,400 | +1,300 in 6 months | Ahrefs |
| Live backlinks | 3,800 | +3,100 in 6 months | Ahrefs |
| Organic traffic (est.) / top-3 keywords | 438 / 5 | +99 / +4 in 6 months | Ahrefs |
| Domain Rating | 47 | slightly down from 49 | Ahrefs |
Honesty note: over the 3-month Search Console window, impressions were slightly down (28.6K vs 29.9K) even as clicks, CTR and position improved — the clicks came from better-qualified queries, not more of them. The +115% session figure is GA4's month-over-month window, a shorter and more recent comparison; the two windows don't line up, so we report both rather than pick the flattering one.
How we count an AI citation
Three result types are kept separate. A mention names Clypp with no link. A citation attributes or links a specific page. A recommendation names Clypp as an option in a ranked answer.
The captures below are from manual checks and Ahrefs' AI Responses index, each labelled with the exact query, engine and date. The Ahrefs count moves run to run as AI answers change — it currently shows 5 citations across Clypp's pages (4 in Google AI Overviews, 1 in Perplexity), down from 12 earlier in the engagement. The dated screenshots show citations across ChatGPT, Claude, Perplexity and Google AI Overviews.
“prozessdokumentation software”
“Software für Video-SOPs”
Why these results matter
None of the winning queries contains the word "Clypp". A buyer typing "video sops" or "prozessdokumentation software" hasn't chosen a shortlist yet — being named in that answer is how Clypp gets introduced to buyers who didn't know the company. That's the difference between a branded query, which only proves a page exists, and a category query, which proves vendor discovery.
The German results are the clearest signal. DACH is Clypp's core market, and "prozessdokumentation software" and "Software für Video-SOPs" are exactly how German operations teams describe what they're buying. Being cited in the German AI Overview and listed first by Claude there puts Clypp in front of the right buyer in the right language.
What we did not measure
- This is an AI-visibility and early-traffic result. We did not attribute leads, trials or revenue to it, and no such attribution exists for this engagement.
- Several cited pages are Clypp's own, vendor-authored content; others are third-party community posts we seeded. These are owned-and-earned placements, not independent editorial coverage.
- The AI citations were captured on specific dates. AI answers are non-deterministic and change between runs, so each screenshot is a dated snapshot, not a permanent ranking.
- The engagement is ongoing. The figures here are a July 2026 snapshot from the client's deliverables workbook plus later screenshots, not a closed before-and-after study.
Screenshot evidence
The capture library, each labelled with the exact query, engine and date. Traffic and authority figures are from Clypp's own GA4, Search Console and Ahrefs accounts; the AI captures are from manual checks and Ahrefs' AI Responses Index.
“Performance — last 3 months vs previous 3 months”
“video knowledge management”
“video knowledge management”
“prozessdokumentation software”
“video sops”
“video sops”
“video sop software”
“video sop software”
“Software für Video-SOPs”
“getclypp.com — last 6 months”
Method note
Citation types: a mention names Clypp without a link; a citation attributes a specific page; a recommendation places Clypp in a ranked answer. Engines are named as shown in each capture.
Traffic figures are from Clypp's GA4 (last 30 days) and Google Search Console (last 28 days and last 3 months). Authority figures are from Ahrefs. AI-citation counts combine manual checks with Ahrefs' AI Responses Index.
Company name, logo and metrics are published with the client's permission. No client testimonial is quoted here because none has been provided for publication.
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