Project Type
SEO Optimization, Content Strategy, Content Writing
Date
2023
Result
Launched a scalable content strategy and production process, increasing website traffic 2x
BACKGROUND + CHALLENGE
While Adobe Express currently has more than 1,000 existing template pages, previously, we lacked the strategic framework and processes needed to scale unique, relevant pages that would land a spot on Google’s SERPs.
The content across these pages was inconsistent in voice, messaging, and style, and many features highlighted were outdated and didn’t reflect the current product experience. Additionally, each page varied from content to content, didn’t optimize keywords, and ultimately failed to align with user intent, leading to poor rankings in Google SERPs, or they weren’t ranking at all. As the content strategist, I developed and executed a scalable content creation process for these pages, driving a 2x traffic increase on a limited budget. This also enabled us to scale our pages to 4,000+ globally.
To execute this strategy, I focused on four core areas:
1. Strategy
2. Quality
3. Consistency
4. Efficiency + Scalability
01 // STRATEGY
I first conducted a site audit on the overall experience of our existing template pages and identified content gaps. I then identified areas on our page where we could add long-form sections of content that would optimize non-brand keywords. Then, I worked closely with our SEO, authoring, and product marketing teams to create a plan and execute our strategy.
By defining and implementing our content strategy, I ensured alignment on goals across teams, objectives, and execution for our template pages.
02 // QUALITY
The first step was to check the quality of our template pages. After conducting a content gap analysis with our competitors along with a site audit, I discovered that our existing pages:
Displayed inaccurate templates on our pages. (For example, a “resume template” page was showcasing not only resumes but also brochures)
Weren’t showing enough templates
Weren’t optimizing keywords
Lacked long-form, intent-based content that was relevant and on-brand
After identifying these issues, I partnered with our authoring team to showcase relevant templates, ultimately creating a better experience for users landing on web pages.
03 // CONSISTENCY
To ensure content length and messaging were consistent, I divided the content into two sections:
For the first section, I directed a team of writers to create content that was both on-brand and relevant to the search topic. To minimize the learning curve and ensure timely delivery, this section focused solely on the topic, without requiring the writers to learn how to use the product. I also took the time to walk them through the Adobe Express messaging guide, which is regularly updated.
For the second section, I developed a scalable paragraph structure that met the needs of both teams: providing unique, scalable content for the SEO team while maintaining on-brand messaging that emphasized our newest features.
I also introduced scalable headers that optimized non-brand keywords on each page, maximizing our visibility and seizing every opportunity for increased exposure.
04 // EFFICIENCY + SCALABILITY
I crafted a scalable paragraph structure that fulfilled the intent of highlighting our newest features, and steps to using the product, all while optimizing keywords for each page. Using a spreadsheet-based formula allowed our authoring team to quickly string together unique paragraphs from sentence variants with minimal manual work, saving time.
With this strategy, we reduced the need for more manual writing work and kept content consistent with the product’s features, all while creating a scalable solution for writing the content. In addition, whenever product capabilities change over time, it’s a walk in the park to easily make updates in the content across more than a thousand pages.
RESULTS
I improved the quality and relevance of our content, enabling us to scale production from 5 pages per week to 50, without any drop in website traffic. The re-optimization and high-quality content also boosted organic search traffic to our pages 2x, leading to an increase in sign-ups from first-time visitors.
