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We began with targeting a very large segment of users (remember that time I talked about a keyword database of over 50,000 keywords?
) but after a few months it turned out our largest (and most active) users were finding us from only a handful of targeted categories.
Referral traffic is almost entirely from blogs and industry publications, and campaigns is representative of the ads that we place, .
Since we were of the mind to test everything and let the performance metrics dictate where to allocate resources, we had to get creative with query combinations.
This is the single hardest part of any content-focused website or project.
The key to success on this particular project was taking a page out of Jeff Bezos’ book, and becoming obsessed with our ers.
Please allow me to preface this by saying that I am bias; in my opinion the architecture of a website is critical to achieving SEO success.
My largest successful SEO projects have come due to a variety of factors, but tend to come down to 3 core components of architecture: Scalable architecture is an obvious one; you need a system that can grow as large as you want/need it to.
Link in sub-directories can feed authority to parent directories.
We first went through all of our target search verticals, as dictated by our chosen go-to-market categories, which I think was roughly 19 to start.
The next step was to identify the top 100 highest search volume terms within those verticals and scrape the top 100 URL’s that were currently ranking.
It’s also worth sharing that it is not always better to build versus buy, as there are a lot of smart people building a lot of slick content platforms. Once we had laid out all of the project requirements, including URL architecture, conversion funnels, user permissioning, design templating, and localization, it became clear that in order to get exactly what we needed – we were going to have to build it ourselves.
One major benefit of building is we were able to design a system that would support both our internal and external processes right out of the gate.
We not only embarked on an aggressive a/b testing schedule, but we constantly reached out to our users for feedback.