BACKGROUND
This project was for a client in the B2C project management app space. The goal was to build an organic search presence from virtually nothing and reduce the brand's dependence on paid acquisition, which had been increasing in cost quarter over quarter.
I spent the first six weeks on strategic groundwork before a single piece of content was commissioned, covering keyword research, a competitor content audit, a user survey, and a traffic source analysis. The most significant finding was that template search volume across the project management category was enormous and almost entirely underserved by existing players, including the dominant ones. That single insight shaped the entire content strategy: a four-pillar framework built around templates as the primary driver, with the template pillar eventually generating 58% of all organic traffic.
The result was 840% organic traffic growth over 12 months, from 880 to 8,275 monthly sessions, 94 non-branded keywords in the top 20 from a starting point of zero, 340 app trial starts per month attributed to organic content, and a 38% reduction in paid acquisition cost per install as organic volume grew.
