Paid + Owned Media Activation
Social Media Online Marketplace
Helped a leading social media platform establish an integrated, off-platform holistic search strategy to capture highly qualified users and drive product-level metrics.
Opportunity
A large social media platform was looking to boost growth off platform for their marketplace business, specifically seeking to build a Paid and Organic Search center of excellence with external expertise and ownership driving the effort.
Impact
- 30X growth in organic monthly sessions in two years of active management
- 4x YoY traffic growth
- 5x YoY growth in Non-brand Traffic
- 4x YoY growth in Brand Traffic
- 3x growth in primary product metric (active user base), 3.5x growth in secondary product metric (marketplace interactions)
Approach
1. Conducted a holistic SEO audit, establishing overall channel strategy and execution roadmaps. Forecasted a +300% performance lift and supported advocating for client resources, ultimately securing an ongoing engagement to bring the strategy to life.
2. Helped stand up the SEO working model and supported implementation of the SEO roadmap. This included expanding the site taxonomy based on inventory analysis and customer search trends, closing complex technical gaps, and implementing relevancy and authority optimizations.
3. Took over management of SEM and PLA for a holistic approach to Paid and Organic Search. Implemented SEM best practices and PLA feed structure updates to profitably scale spend and drive substantial performance improvements.
4. Continued evolution and maturation of the SEO strategy to continue accelerating SEO performance. Established a holistic search strategy and execution roadmap to maximize coverage in search and improve media efficiencies through quality score enhancements.
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