SEO Strategy

Project | System

I led a major overhaul of italki’s SEO strategy, working with key stakeholders to build a modern technical + content strategy, and implemented that strategy to produce strong business results.

Quick Stats:

Revenue increase: ∆ $120,000 per month.
Organic traffic: 40-50% increase.
Daily website visitors: ∆ 40,000 per day.
Indexed pages: 250% increase.

Problem space

I worked with our Marketing director on italki's content strategy and the head of Technology on technical implementation to come up with core problems + objectives for the project.

Content pages not related to education (reducing domain authority)
Poor website internationalization
Poor indexation relative to industry
Pages with outdated meta information
Lack of comprehensive keyword strategy
Lack of structured data
Lack of OG + Twitter Tags
Static rendering for angular website

Teacher search results for italki website, Jan 2019

Technical Upgrades

I met with the tech team to identify key weaknesses + researching solutions and improvements.

We made two major structural changes, changing our CDN configuration and implementing a custom static-rendering system for our > 700,000 content pages.

We also implemented a full-scale meta-information revamp adding OG + Twitter tags to our core list and establishing a technical standard for similar content in the future.

Finally, we added structured data to our core pages to allow richer information to be displayed in search results (see above).

Organic traffic: 40-50% increase.

Content improvements

Working closely with the marketing team (using SEMrush and Googe Adwords) we identified keywords that would allow us to best target our target users.

We eliminated many categories of page that were not directly increasing our domain authority from the google index (pulling > 100,000 content pages)

Daily website visitors: ∆ 40,000 per day.

Internationalization

We implemented canonicalization + full scale internationalization to allow google to properly index all language versions of every page separately.

Indexed pages 250% increase.

Google Sites

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