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SEO Content Mapping at Edvoy

SEO was critical to our growth strategy, so I created this document to bring focus and clarity to our content creation plan. By mapping content and keywords to the user journey, we were able to create trust with users from the earliest stages.

Adam Wesolowski
Chief Growth Officer @ Edvoy

General Content Mapping

When I start working with any new company on SEO, there's always an audit/analysis phase. In Edvoy's case, I learned that the SEO team was relatively new and inexperienced; they were producing lots of articles, but they weren't always focused or reaching the right audience.

SEO was critical to our growth strategy, so I wanted to bring some focus and clarity to what types of articles they should be producing. I created this simple document to map content and keywords to specific phases of the user journey.

Understanding the user journey is always the right place to start. I had some assumptions when I first learned about the industry and company, but I worked closely with the product, UX, and marketing teams to validate and make sure I got this first step right before building out the rest of this framework.

This document enabled our relatively junior SEO team to easily understand our high-level strategy and operate autonomously. As a next step, I hired an experienced Head of SEO to take over this strategy. While we don't use this exact document anymore, the overall user journey and principles documented here have remained relatively the same.

The decision to study abroad takes a lot of time and resources — it's not something a student can just do in one day. It probably takes about 6 months and half their family is involved, so going into the platform and actually applying to a university is one of the very last steps. That's why it's so important to think about the Learn and Research stages of the user journey. There's a long period of time where Edvoy has the opportunity to build trust with users. Even though it takes a long time, these early stages are critical to our growth strategy.

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"Learn" keywords research

Once the SEO team understood the high-level strategy, they owned the keyword research and prioritization. It's always good to look into keywords that have relatively high volume and low competition, because then you can rank easier.

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"Research" Keywords research

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"Buy" keywords Research

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"Use" keywords research

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