If you want to succeed with SEO as a strategy to boost organic growth, you need to take a data-driven approach to boost your online visibility.
DesignRush had the opportunity to speak to AdLift CEO Prashant Puri about how his agency helped Shopify and Airbnb skyrocket their growth.
He revealed all the best strategies that you can apply to your website right away to lead more visitors to your website.
Who Is Prashant Puri?
Prashant is a digital marketing expert with over 20 years of experience working closely with Fortune 500 and Unicorn companies, including PayPal, Airbnb, Shopify, Walmart, Peloton, and Goldman Sachs. Previously, he was the Head of Global Search Marketing at eBay, where he established the company’s footprint across the globe. He also worked with Yahoo! driving synergies between search marketing and display advertising and making AT&T Interactive the second-largest local search player by leading their foray into digital marketing.
We asked what exactly AdLift did to assist Shopify's growth from one to six million users between 2016 and 2019.
This is Prashant's answer:
"We started by identifying the most valuable keywords that would drive real business growth. Then, we conducted a deep dive into their website's technical health and content, pinpointing areas for improvement based on SEO best practices.
This analysis allowed us to create a roadmap.
We mapped keywords to specific URLs on their site, ensuring search engines understood exactly what each page was about. We also crafted compelling meta descriptions, titles, and headings that incorporated those keywords naturally.
But it wasn't just about optimizing existing content.
We analyzed competitor trends and identified gaps in Shopify's content strategy. Based on these insights, we recommended creating new content that targeted valuable keywords and provided a more comprehensive shopping experience.
We focused on strengthening Shopify's internal linking structure, using relevant anchor text to connect related pages and improve user navigation. This helps visitors find what they're looking for and signals importance to search engines."
However, AdLift didn't neglect existing content, Prashant continues.
"We revisited high-traffic pages and refreshed them to keep them engaging and optimized. We implemented schema code to help surface rich search results for Shopify, making their offerings stand out in search engine results pages.
SEO is a marathon, not a sprint.
That's why we provided ongoing support with monthly monitoring of Google Search Console. This allowed us to identify and address any technical issues hindering Shopify's ranking potential. By staying on top of search engine trends, we were able to improve Shopify's visibility and organic traffic significantly."
The biggest successes that came as a result of these strategies include:
- Shopify’s organic traffic surged from one million in 2016 to six million in 2019
- High-quality websites linked to Shopify through content marketing
- Shopify owned SERPs for high search volume keywords
Boosting Airbnb Bookings Was Next
Prashant knew that content marketing was the key to unlocking Airbnb's full potential, as travelers craved unique experiences. AdLift needed to craft a content strategy to supercharge Airbnb's bookings.
Prashant tells us how they did it:
"First, we went deep into the traveler's mind.
We identified precisely what people were searching for – not just general travel terms, but specific keywords that pinpointed their ideal Airbnb stay. This laser focus ensured Airbnb listings were popping up at the top of searches that mattered most.
But it wasn't just about stuffing keywords into content.
We built a content powerhouse around those keywords. We created blog posts and destination guides that showcased the magic of using Airbnb, highlighting unique experiences you wouldn't find anywhere else."
Adlift also focused on storytelling, Prashant explains.
"Airbnb is about living like a local, and we helped them create content that told captivating stories about the hosts and neighborhoods. This gave potential guests a taste of the authentic experiences they could have.
Of course, compelling content needs to be discoverable.
We optimized everything with strategic titles, meta descriptions, and headings. We also knew that trust is critical. Partnering with travel influencers allowed us to showcase incredible Airbnb stays and experiences through a trusted lens, reaching a wider audience and driving bookings.
But SEO is more than keywords and content.
We conducted a full technical SEO audit to ensure Airbnb's website spoke search engine language. This included analyzing URL structure, page speed, and mobile friendliness to provide a seamless user experience for visitors and search engine crawlers."
Following E-E-A-T Is the Key
Google wants users to trust the information they find online, Prashant argues, citing steps his agency goes through when assessing whether their content matches Google's best practices.
Here are four SEO strategies used by AdLift the most:
- Forget about thin content – Go deep with original research, analysis, and reporting that users can sink their teeth into. It's all about providing real value.
- Expertise is key – The content needs to come from folks who truly understand the topic. Cite sources clearly and provide background on the author and the website.
- Accuracy is non-negotiable – Fact-check like crazy and avoid any misleading headlines or hype. Create content you'd bookmark, share, or reference like a trusted resource.
- Presentation counts – Polish your content to a shine so it's free of typos, stylistic errors, and anything that looks rushed or outsourced. It should render perfectly on mobile devices because that's how most people search in 2024.
If you lead an SMB that finds it challenging to apply these strategies in-house, consider partnering with an SEO agency to do it for you and deliver the results you're looking for.
Commenting on expectations clients have when starting an SEO project, Prashant tells us the "boring" answer: It depends.
"We’ve seen great organic results in 3-6 months as well as 4-5 years. The long-term approach does lead to sustainable results. SEO is the foundation of any digital marketing strategy, so laying this foundation earlier in the game is going to give sustained growth vs. PPC which gives quicker results."
If you're just starting to work on your SEO strategy, be sure to check DesignRush's listing of top SEO agencies and partner with the best fit to ensure success.
The Hard Part – Measuring SEO Results
AdLift uses a multi-layered approach to track their campaigns, Prashant notes.
These are the three indicators his agency focuses on first:
- Website traffic and visibility
"More organic traffic means our SEO efforts are working and attracting qualified visitors. We monitor keyword rankings, especially those high-intent, long-tail ones. Climbing the ranking ladder shows we're moving in the right direction. Brand mentions, and searches for our client's name are like gold. They show organic visibility is growing, and that's a win."
- User engagement and lead generation
"How long do people stay on the website? Are they bouncing right off, or are they digging into the content? This tells us if we're attracting the right audience and if they're finding value. Lead generation is crucial. If leads are coming in through organic traffic, that's a clear sign our SEO efforts are working. Engagement metrics like social media shares or video views from organic traffic can be important, too."
- Business impact and ROI
"Tracking conversions related to our goals is crucial. These could include eBook downloads, quote requests, or more significant conversions like demos or purchases. We also analyze Customer Acquisition Cost (CAC) to see how SEO compares to other channels in bringing in new customers. We want to show that SEO is a wise investment that delivers results."
Google's March 2024 Core Update – A Positive Step Overall
Google's March 2024 core update is all about improving things, Prashant says.
"They're cracking down on low-quality content and giving high-quality stuff a major boost in search results. This is great news for creators who put in the effort – in-depth research, insightful analysis, and user-friendly content.
Websites with genuine expertise will shine.
Google wants to see creators establish themselves as authorities in their niche, so showcasing your knowledge and experience is critical. With low-quality sites getting pushed out, there'll be less competition for those top rankings.
However, there are some adjustments we'll need to make.
Understanding what users are searching for – the "why" behind their queries – will be even more critical. Content needs to be laser-focused on answering those specific questions."
Our team agrees with Prashant when it comes to the quality of Google's latest update.
SEE MORE: If you loved this interview, be sure to check the latest episode of the DesignRush Podcast with emerging SEO superstar Alex Birkett. We delve into the most effective SEO tips that transform content marketing in 2024.
In conclusion, we can confirm that content marketers and SEOs must forget to copy what everyone else is doing.
Originality is king – unique angles, fresh perspectives, and original research that enable your content to stand out. Data is your friend – use analytics to understand what resonates with your target audience.
It will often be the same content that Google likes the most.
