Project Type
SEO, Content Strategy, Writing & Editing
Date
2022 - Now
Result
Increased organic search traffic 2x in 1 year
BACKGROUND + CHALLENGE
At the beginning of 2022, Adobe Express launched Project X, a new and improved version of the app offering many new features, including video editing and printing capabilities. Adobe Express had no presence in organic search terms such as “video editor,” “TikTok video maker,” “print t-shirts,” and more. As a result, Adobe Express was missing out on millions of NUV to competitors.
To solve this, I collaborated with our SEO team, product, marketing, and legal teams to first launch 70+ landing pages that increased our traffic to 12M users quarterly, with an average conversion rate of 6.5%. Since then, I’ve overseen the launch of 1200+ pages, driving our traffic up to 20M users per quarter, with steady growth.
01 // SEO RESEARCH
To kick off the initiative, I collaborated with our SEO agency to analyze thousands of organic search keywords to identify the largest potential opportunities to maximize reach. We explored what our top competitors ranked for and the volume of topics most relevant to Adobe Express's business goals. We identified the top use cases we’d target that best resonated with our target audience:
Video
Resume
Social posts
Photo editing
Presentations
Flyers
From there, I translated the search opportunities into an SEO landing page content calendar, prioritizing production based on monthly search volume, product relevancy, and feature release dates.
02 // CONTENT PRODUCTION
After drafting a solid content calendar, I then created a workflow and production process to bring this new content type from ideation to publication on our website. To execute this strategy, I created a clear, organized, and efficient workflow our team could follow, with two challenges:
Limited web development resources.
Using existing blocks available within our CMS system, I created a template from existing components to execute and launch these pages quickly. To create content that would meet the company’s goals, I worked closely with product and creative teams to identify what part of the user journey these pages served, the audience we were reaching, and overall business impact.
Conflict between our product and legal teams.
For example, “AI text generator” has a high search volume, but our product team wasn’t comfortable with us calling our Generate text effects tool that term. In addition, our legal team must also approve the content when using terms referencing generative AI. I worked closely with these two teams to find a middle ground, ensuring our pages met both our goals.
With a clear workflow in place, I developed a content planning calendar and assigned tasks to key collaborators, taking on the role of project manager for all our landing page initiatives and core feature launches. I also managed topic research, wrote on-page copy, gathered design assets, and built over 70 pages within three months right after onboarding.
RESULTS
To date, this efficient workflow has enabled us to launch 4800+ new landing pages globally since 2022. These pages are now localized, maximizing global reach while maintaining consistency in brand, messaging, and style across all content.
This top-of-funnel content strategy helped solidify Adobe Express as a recognizable, easy-to-use product for content creators and businesses without the learning curve, commonly associated with Adobe Suite products.
