Before hiring me, Handy had never made a concerted investment in SEO; most relied on paid channels and referral for user acquisition (as a result, Handy didn’t rank anywhere near the first page for any unbranded home services terms). In November, Handy.com was hired to increase their share of organic bookings to reduce CAC, and Sankar put together an SEO plan with a goal to achieve the #1 position in US unbranded cleaning terms.

ROADMAP: We pursued the ‘traditional SEO playbook’ for the first 6 months - focusing on-site structure improvements/technical fixes to the website, creating a CMS for landing page generation and content, editorial content production based on targeted keywords, and improved site speed, also worked on a more scalable, platform-based SEO strategy of having unique UGC and dynamically generated content on all landing pages plus interlinking widgets to syndicate content across pages dynamically.