The Challenge of of Startup Growth

What’s good for the user is good for search. The biggest challenge of the SEO audit for On One Studios (and all companies) is maintaining a customer-focused approach when optimizing.

Every action in the audit must answer the question: how does this help the user on your website? Each tweak needed to embody the core drive of the company.

We came up with a human-centric SEO strategy to guide my approach. The web audit was designed to address three critical issues:

Understanding the company’s core value proposition and drive.

Great tactics mean nothing without a proper guiding strategy. Before I started any optimization, I spoke with management on what constituted the company’s core drives. By understanding their unique selling proposition, I could write copy that reflected their goals.

Addressing website architecture problems with user-centric best practices.

The website needed to make sense to customers. From URL structure to homepage navigation, I needed to make sure each click on the website made it easy to get to a sale.

Identify competitor SEO strategies to implement off-page SEO tactics.

A key pillar of getting a site to rank is the number of backlinks pointing to it. I needed to create a comprehensive, white hat backlink strategy to boost the site’s domain authority. By looking at who our competitors were linked (and linking to), I got a sense of the types of backlinks I was looking for.

Atlassian, a B2B workplace collaboration software company, was heading towards a cloud-first future where it needed to move its marketing processes from being focused on high-touch single product journeys to now self-serve (user onboards on their own), low-touch (light chat support based on bronze/silver status) and high-touch (gold status, enterprise customers) across many products and apps.

The technology, marketing and sales teams were misaligned, and looked for a partner who could speak marketing + sales + technology, which was the role I played. My responsibility was in leading product managers and program managers to enable strategies in lifecycle marketing (prospects growth, lead acquisition, nurture programming, conversion and retention) and move freemium users through the upgrade path, with the goal of activating low-CAC flywheel marketing.

Client came to us with having done no previous advertising and we were starting from the ground up. Because of this, client was unaware of marketing overall, so it was also a teaching experience.

Struggling to combat high Facebook CPMs which resulted in costly CPCs and consequently high CPA