SEO, Content Strategy, Writing & Editing
Increased Asana’s non-brand share of search from 0 to 20% in 2 years.
BACKGROUND / CHALLENGE
At the start of 2017, Asana had almost no presence in organic search results for non-brand terms (such as “project management”), and was loosing out on millions of annual site visitors to competitors as a result. To solve for this, I partnered with our SEO agency, Seer, to launch a suite of 30+ landing pages that ultimately increased our non-brand share of search to 20%, accounted for 10% of our overall site traffic, and had an average conversion rate of 6.5%.
To kick off the project, our SEO agency and I first analyzed thousands of organic search queries to identify our largest potential opportunities. We did this by looking at what our competitors were ranking for, and the volume of topics most relevant to our business objectives. We then ended up with 15 broad themes, such as:
Agile / scrum project management
From there, I translated the search opportunities into a landing page content calendar, and prioritized production based on monthly search volume and product relevancy. I also worked with our search agency and web team to agree on where this suite of pages would live within our existing site architecture.
01 // SEO RESEARCH
Once we had our plan in place, I next created a workflow and production process to take this new content type from ideation to publication on our website. In addition to having a clear, organized, and efficient workflow anyone could follow, I also needed to address two challenges:
Limited web development resources. With an understaffed web developer team, I created a template from existing components so as to launch these pages quickly.
Potential conflict with product messaging and search targeting. For example, our product team wasn’t comfortable with us saying “Asana is a project management tool”, yet “project management tool” was a core target search query. I worked closely with the product marketing team to find creative compromises to ensure these pages met both of our goals.
With the workflow in place, I then created a project calendar, and assigned out tasks to key collaborators, acting as a de facto project manager. I also took responsibility for researching each topic, writing on page copy, gathering design assets, and building each of the first 15 pages in a 3 month period.
02 // CONTENT PRODUCTION
By the end of 2017, I had launched 30 landing pages.
Traffic: Resulted in a 5.5% increase in overall web traffic; 10% increase in organic search traffic.
Conversions: The subfolder had an average conversion rate of 6.5%. The highest converting page, “Team Calendar”, had a sign-up rate of 13%.
Rankings: The landing pages ended up on page 1 for all of my target head terms. Most notably, the “Task Management” page ranked in spot #1 on SERPs for the head term, “task management” (40,500 monthly search volume).
Share of search: Increased our non-brand share of search from almost 0% to 20%
In 2018, after seeing strong initial results from the first suite of pages, we then scaled this project to:
Direct traffic from paid campaigns to these pages, thereby improving the efficiency of our SEM campaigns and increasing conversions from paid search traffic.
Run A/B tests to improve CRO, and successfully increased our conversion rate from 9% to 11% on our highest trafficked page, “Project Management”.
Add additional pages to our lineup. With a process already in place, I was able to add an additional two pages per month to this suite of landing pages.
Note: After establishing a landing page production process and the value of non-brand, top of funnel content, I later transitioned from writing all on-page copy, to working with a dedicated ads copywriter and instead editing and providing feedback on all on-page copy.