Overview
Client: VideoAsk by Typeform
Industry: SaaS – Asynchronous Video Communication
Market: Global
Challenge: Build organic presence for new product in emerging category
Industry: SaaS – Asynchronous Video Communication
Market: Global
Challenge: Build organic presence for new product in emerging category
The Challenge
VideoAsk launched as a new product from Typeform entering the asynchronous video communication space. As a new player in an emerging category, the product had zero organic presence, no rankings, and competed against established video tools for limited search volume.
The product category itself was nascent. Most potential users had not heard of “asynchronous video” or “video forms.” This meant limited search volume for exact product category terms. VideoAsk needed to capture attention from adjacent categories and educate the market on use cases.
Being a Typeform product set high expectations. Typeform had strong SEO performance. VideoAsk needed to achieve similar results quickly to justify continued investment. Pressure was on to deliver measurable traffic and lead growth fast.
Another challenge was differentiation. Video messaging, video forms, video interviews, video surveys – the overlapping use cases and competitor positioning made it difficult to carve out clear search territory. VideoAsk needed distinct positioning that resonated with target searches.
The product category itself was nascent. Most potential users had not heard of “asynchronous video” or “video forms.” This meant limited search volume for exact product category terms. VideoAsk needed to capture attention from adjacent categories and educate the market on use cases.
Being a Typeform product set high expectations. Typeform had strong SEO performance. VideoAsk needed to achieve similar results quickly to justify continued investment. Pressure was on to deliver measurable traffic and lead growth fast.
Another challenge was differentiation. Video messaging, video forms, video interviews, video surveys – the overlapping use cases and competitor positioning made it difficult to carve out clear search territory. VideoAsk needed distinct positioning that resonated with target searches.
Our Approach
We started with a comprehensive audit identifying quick wins and structural improvements needed for scale. New products often launch with technical issues limiting discoverability. Fixing these early unlocked immediate growth potential.
Content strategy focused on use case education. Since “asynchronous video” had limited search volume, we targeted use-case-specific searches: “video job applications,” “video testimonials,” “video lead capture.” We educated on benefits while positioning VideoAsk as the solution.
Keyword optimization balanced difficulty and opportunity. We avoided impossible terms dominated by YouTube and Zoom. Instead, we targeted long-tail keywords where VideoAsk’s specific features matched search intent better than generic video tools.
Technical SEO and conversion optimization happened together. More traffic without conversions is worthless. We optimized for rankings while continuously improving how organic traffic converted to trials and customers.
Content strategy focused on use case education. Since “asynchronous video” had limited search volume, we targeted use-case-specific searches: “video job applications,” “video testimonials,” “video lead capture.” We educated on benefits while positioning VideoAsk as the solution.
Keyword optimization balanced difficulty and opportunity. We avoided impossible terms dominated by YouTube and Zoom. Instead, we targeted long-tail keywords where VideoAsk’s specific features matched search intent better than generic video tools.
Technical SEO and conversion optimization happened together. More traffic without conversions is worthless. We optimized for rankings while continuously improving how organic traffic converted to trials and customers.
What We Did
Phase 1: Technical Foundation (Months 1-2)
- ✓Conducted comprehensive SEO audit identifying 35 issues
- ✓Fixed critical crawlability and indexation problems
- ✓Improved page speed by 70% through optimization
- ✓Enhanced mobile experience and responsive design
- ✓Resolved duplicate content issues across feature pages
- ✓Implemented proper URL structure and canonicalization
- ✓Built technical monitoring for ongoing health
Phase 2: Use Case Content Strategy (Months 3-4)
- ✓Identified high-potential use cases with search volume
- ✓Created comprehensive use case landing pages
- ✓Developed video recruitment and hiring content
- ✓Built customer testimonial and social proof use case content
- ✓Created lead generation and sales enablement resources
- ✓Optimized each use case page for target keywords
- ✓Enhanced internal linking between related use cases
Phase 3: Keyword Optimization (Month 5)
- ✓Conducted extensive keyword research in video communication space
- ✓Identified long-tail opportunities with winnable competition
- ✓Optimized existing pages for priority keywords
- ✓Enhanced title tags and meta descriptions
- ✓Improved heading structures for semantic relevance
- ✓Added keyword-rich alt text to images and videos
- ✓Built content targeting informational and commercial queries
Phase 4: Product Page Enhancement (Month 6)
- ✓Optimized core product pages for search visibility
- ✓Added helpful content beyond feature lists
- ✓Implemented Product schema markup
- ✓Enhanced call-to-action clarity and placement
- ✓Added customer success stories and social proof
- ✓Improved feature explanations with search-friendly language
- ✓Created FAQ content addressing common questions
Phase 5: Comparison and Alternative Content (Months 7-8)
- ✓Developed comparison content versus generic video tools
- ✓Created “alternative to” pages targeting competitor brand searches
- ✓Built decision framework content for choosing solutions
- ✓Optimized for comparison and evaluation stage keywords
- ✓Added feature comparison tables and matrices
- ✓Enhanced pricing and value proposition messaging
Phase 6: Conversion Optimization (Ongoing)
- ✓A/B tested landing page layouts for organic traffic
- ✓Optimized trial signup flow from organic visitors
- ✓Enhanced trust signals important for new products
- ✓Improved messaging clarity around product benefits
- ✓Added exit intent campaigns capturing leaving visitors
- ✓Tested CTAs for trial conversion improvement
Phase 7: Link Building and Authority (Months 9-12)
- ✓Created linkable assets like video communication guides
- ✓Earned features in SaaS and marketing publications
- ✓Built relationships with complementary tool providers
- ✓Leveraged Typeform brand for initial authority transfer
- ✓Developed thought leadership content in video category
- ✓Participated in industry conversations and communities
The Results
Rapid optimization and strategic content drove explosive non-brand growth:
Traffic Explosion
Traffic Explosion
- ✓787% increase in non-branded organic traffic over 12 months
- ✓Moved from virtually no rankings to page one for dozens of terms
- ✓Established organic channel as primary user acquisition source
- ✓Sustained month-over-month growth throughout engagement
Rankings Performance
- ✓28% increase in top three keyword rankings
- ✓Page one visibility for priority use case searches
- ✓Featured snippets for asynchronous video queries
- ✓Ranking alongside established players for generic video terms
Lead Generation Impact
- ✓Organic became largest source of qualified trials
- ✓Higher trial-to-paid conversion from organic users
- ✓Better product fit from use-case-targeted traffic
- ✓Reduced customer acquisition cost versus paid channels
Product Positioning
- ✓Established VideoAsk as category leader for asynchronous video
- ✓Differentiated from generic video conferencing tools
- ✓Built thought leadership in video communication space
- ✓Strong brand association with key use cases
What Made This Work
Quick technical wins unlocked immediate growth. New products often launch with SEO issues that limit discoverability. Fixing these early removed barriers letting quality content rank. We did not wait – we audited and fixed aggressively in first months.
Use case focus overcame limited category search volume. Rather than fighting for “asynchronous video” with minimal searches, we targeted specific applications with real search volume: hiring, testimonials, lead capture. This practical approach captured actual demand.
Long-tail keyword strategy enabled competition against larger players. We avoided impossible terms where YouTube or Zoom dominated. Instead, we found specific queries where VideoAsk’s features matched intent better than generic tools.
Conversion optimization ensured traffic translated to trials. Growing visitors without trial growth would not justify continued investment. We obsessively tested and improved conversion at every step from landing to signup.
Leveraging Typeform association accelerated authority building. As a Typeform product, VideoAsk inherited some brand recognition and could leverage parent company relationships for partnerships and features.
Use case focus overcame limited category search volume. Rather than fighting for “asynchronous video” with minimal searches, we targeted specific applications with real search volume: hiring, testimonials, lead capture. This practical approach captured actual demand.
Long-tail keyword strategy enabled competition against larger players. We avoided impossible terms where YouTube or Zoom dominated. Instead, we found specific queries where VideoAsk’s features matched intent better than generic tools.
Conversion optimization ensured traffic translated to trials. Growing visitors without trial growth would not justify continued investment. We obsessively tested and improved conversion at every step from landing to signup.
Leveraging Typeform association accelerated authority building. As a Typeform product, VideoAsk inherited some brand recognition and could leverage parent company relationships for partnerships and features.
Lessons for New SaaS Products
Move fast on technical SEO. New products often launch with issues limiting discoverability. Audit immediately. Fix aggressively. Remove barriers before investing heavily in content.
Target use cases, not just product categories. Emerging categories have limited search volume. Target specific use case searches where your product solves problems. Meet potential users where they are searching.
Win long-tail before head terms. Competing with established players on popular terms is hard. Target long-tail keywords where you can realistically rank. Build authority through long-tail success first.
Optimize conversions from day one. Traffic without trials is vanity metric. Optimize landing pages, signup flows, and messaging for conversion simultaneously with ranking improvements.
Differentiate clearly in competitive spaces. Generic positioning gets lost. Identify specific use cases or features where you excel. Own those niches before expanding.
Leverage parent brand when available. If you are part of larger company, use brand association strategically. Borrow authority while building your own distinct positioning.
Target use cases, not just product categories. Emerging categories have limited search volume. Target specific use case searches where your product solves problems. Meet potential users where they are searching.
Win long-tail before head terms. Competing with established players on popular terms is hard. Target long-tail keywords where you can realistically rank. Build authority through long-tail success first.
Optimize conversions from day one. Traffic without trials is vanity metric. Optimize landing pages, signup flows, and messaging for conversion simultaneously with ranking improvements.
Differentiate clearly in competitive spaces. Generic positioning gets lost. Identify specific use cases or features where you excel. Own those niches before expanding.
Leverage parent brand when available. If you are part of larger company, use brand association strategically. Borrow authority while building your own distinct positioning.
Services Delivered
- ✓Comprehensive Technical SEO Audit
- ✓Critical Issue Remediation
- ✓Use Case Content Strategy and Development
- ✓Keyword Research and Optimization
- ✓Product Page Enhancement
- ✓Comparison and Alternative Content
- ✓Conversion Rate Optimization
- ✓Link Building and Authority Development
- ✓Performance Monitoring and Reporting
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