Leading the organic channel for a national media site

Challenge

The organic channel was the publisher's main traffic source and needed clear ownership, C-level reporting and steady experimentation to keep growing.

Approach

• Managed the P&L of the organic channel with C-level reporting and stakeholder management.
• Ran on-page and off-page SEO experiments together with Product and the tech team.
• Built the content marketing strategy and editorial plan, and campaigns for traffic, backlinks and engagement.
• Analyzed content traffic and SEO metrics against clear KPIs to improve content ROI.
• Worked with PR, Brand and Content teams to widen brand exposure.

Result

Organic search brought 2.54M users and 7.24M pageviews with a 33.64% bounce rate in the reported period.