{"id":460,"date":"2025-10-23T14:52:41","date_gmt":"2025-10-23T14:52:41","guid":{"rendered":"https:\/\/magicrinku.com\/blog\/?p=460"},"modified":"2025-10-23T14:52:43","modified_gmt":"2025-10-23T14:52:43","slug":"unscripted-saas-interview-kevin-urrutia","status":"publish","type":"post","link":"https:\/\/magicrinku.com\/blog\/unscripted-saas-interview-kevin-urrutia\/","title":{"rendered":"Unscripted SaaS Interview: Kevin Urrutia"},"content":{"rendered":"\n

Jeremy Rivera:<\/strong> Hello, I’m Jeremy Rivera, host of the Unscripted Saas podcast<\/a> brought to you by Precast Walls<\/a>.  I’m here with Kevin Urrutia, and he’s going to correct my pronunciation of his name and introduce himself, what he’s been working on, and a little bit about his history that should make us trust him as an expert in his field.<\/p>\n\n\n\n

Kevin Urrutia:<\/strong> Yeah, hey Jeremy. So my name is Kevin Urrutia<\/strong> and my background is software engineering<\/strong>. Right now I’m working on Magic Rinku<\/strong><\/a>, which is internal link building and we’re using AI to help you find better internal links.<\/p>\n\n\n\n

The reason why I’m working on this is because back then I had tons of affiliate websites and interlinking was like a pain in the butt<\/strong>. I’ve always known it was annoying and you always had to do it because it’s important. And then as websites grew and we’ve had websites, so we run a few content sites still and going back and just like the process of finding an old link is annoying.<\/p>\n\n\n\n

But we know it’s important, but as you add more content, the ability to go back and say, “Hey, we wrote this article a year ago” – you don’t really go back there and then add an internal link to a new page. But from a new page, you typically link back to an old page, but these old pages sort of don’t get updated again. And it’s kind of like happens over time.<\/p>\n\n\n\n

And that’s kind of why this is two things:<\/p>\n\n\n\n

    \n
  1. It’s helping you find better internal links<\/li>\n\n\n\n
  2. It’s also just saying, “Hey, we know we should go back to these old pieces of content and add internal links”<\/li>\n<\/ol>\n\n\n\n
    \n\n\n\n

    The Internal Linking Problem<\/strong><\/h2>\n\n\n\n

    Jeremy Rivera:<\/strong> I think that’s, I love that. And I like the fact it has been a sore spot in the SEO industry<\/strong> for a long time. I’ve often struggled with the amount of time that it takes to take care of your internal links.<\/p>\n\n\n\n

    It often feels outsized to the amount of budget or budgeted time you’re allowed with clients or working on a project. You’re like, “Okay, can I create more content or am I going to try to figure out…” And I also kind of do this intuitively myself of like, I’ve been doing it for 17 years in SEO. And so I’m like, “Okay, I know I need to go back, I need to find something relevant to link to.”<\/p>\n\n\n\n

    And it’s for me, it’s an investment of time, but I have tried to offload it to junior SEOs, to VAs<\/strong> and resources with very, very mixed – usually low quality results<\/strong> out of that.<\/p>\n\n\n\n

    And it’s also made difficult by the infrastructure of WordPress itself. If you’re going to edit it, you have to go into an edit mode and then you have to have it open separately in another window, your destination that you’re linking to. So you have to at least read and consume it, have an idea of what it’s about, go and find it, jump into the edit mode, figure out where you’re going to add that link or maybe choose to add a sentence.<\/p>\n\n\n\n

    So I’ve been testing out Magic Rinku<\/strong> on a couple of my own sites and have been fairly pleased with the simplicity of having like a unified interface<\/strong> that I don’t have to leave to find pages that can link to it showing anchor text link opportunities.<\/p>\n\n\n\n

    \n\n\n\n

    Smart Links and AI Implementation<\/strong><\/h2>\n\n\n\n

    Jeremy Rivera:<\/strong> That’s fantastic. Can you tell me a little bit about the SaaS processing? You have something called Smart Links<\/strong> where it’s using LLM tools to come up with a smart sentence to add to a paragraph within your article. Tell me about the thinking behind that process and which AI tool you’re tapping into to create those snippets.<\/p>\n\n\n\n

    Kevin Urrutia:<\/strong> Yeah. So when we’re giving you link suggestions, we’re usually doing like the RAKE algorithm<\/strong> or like the ENG tagger algorithm<\/strong>, which is algorithms that Google has put in their docs<\/a>. So we basically replicated it and use it. “Hey, in this segment that’s relevant, here’s a keyword or keywords that we think are relevant to this chunk of content that we found.”<\/p>\n\n\n\n

    And kind of what you were saying before, it’s like the whole context of an old article to a new one is kind of where it’s annoying. It’s like, “I have to reread the article. Where in here does it fit?”<\/p>\n\n\n\n

    So we have that way where it’s like, “Hey, here’s a link we think that you can link to with this anchor text using these algorithms.” And then we have SmartLink<\/strong>. So SmartLink is kind of this middle part of like, “Hey, we know this page is relevant, but maybe you as an SEO…” – which you should be doing – saying, “Hey, look, the link that I gave you isn’t the right one, but I want to put in a different link,” or “I don’t want to put into this paragraph. Let me generate another sentence to insert it after this paragraph.”<\/p>\n\n\n\n

    And with the smart link, we give you two options<\/strong>:<\/p>\n\n\n\n

      \n
    1. AI anchor link<\/strong> – We’ll read your page and we’ll read the context. What is a link that makes sense with the place you want to do it for inbound and outbound link<\/li>\n\n\n\n
    2. Force feed an anchor text<\/strong> – You want this to say “the best podcast”? Put that keyword in there and then we’ll force feed that link to make sense into this sentence that we add<\/li>\n<\/ol>\n\n\n\n

      So you kind of have more mobility. If you look at the sidebar, we have like super easy mode<\/strong> which a lot of customers use – just a click insert. Smart link is kind of like a little above that. And then we also have what we call edit or advance mode<\/strong>, which is basically you get the raw HTML from your WordPress site and say, “Hey, look, go in there and edit as much as you can.” Typically we say that’s like power users that really want a specific keyword or term.<\/p>\n\n\n\n

      So I tell people the biggest feedback that we have is:<\/p>\n\n\n\n