What we cover in Episode 19
Atlassian is a growth machine, valued at over $10 billion with near 132k customers; their path is one all software companies would like to follow.
Like any high growth company, Atlassian has leaned into Google generating over 2 million organic visits each month (source: Ahrefs).
In this episode, we talk to Kevin Indig, head of technical SEO for Atlassian on what they’ve done to make Google a principal source of growth.
A lot of challenges you find in scale-ups across different teams are often caused by having the wrong goals, or goals that don’t create the right behaviors from people on the team.
Goals create focus, so not setting the right goals results in a focus on the wrong things.
For example, focusing on just SEO traffic isn’t a good goal. You could easily increase traffic without having any real impact on the business. Instead, setting a goal on the number of conversions or amount of revenue you expect to generate is a better goal more aligned with the company goals.
Another essential part of setting the correct goals for an SEO team is their goals often cross multiple teams, and those teams need to collaborate on SEO to be successful.
So, how does Atlassian manage this?
Atlassian is a multi-product company where each product manager has their own goals around new user acquisition. How do Kevin and his team manage their wants, along with the overarching SEO goals like getting more traffic and signups?
Kevin also looks at how big of a task is it and what resources they need from other teams to be successful, for example, a technical fix may require very little concerning resources, but other tasks may need developers, writers, and designers.
At the end of this process, Kevin and his team have a stack rank of the critical projects they’re going to work on for other stakeholders (reactive) but also leaves a suitable buffer for projects they want to initiate (proactive). The projects they launch are all focused on their north star metric, which is conversions from organic traffic.
A crucial part of Kevin and his team’s role is the education of those stakeholders on SEO, so the quality of the requests they receive get better over time:
Researching the user intent of keywords plays a vital role in understanding which ones are the right ones for you to target.
There are four groupings that most keyword intent can be grouped by:
If I’m researching a keyword and search for it on Google, I can see what Google thinks the intent for that keyword is by the what kind of content it returns, informational, transactional, etc.
The problem is how you do this at scale? If you’re trying to research thousands of keywords:
The podcast provides a more in-depth look at these topics, so if you enjoyed reading the above, please do give it a listen.
And until next time,
>> Google Play