No startup does SEO like Canva!

They get 73M monthly traffic & have 13M backlinks 🤯

Learn everything about Canva’s kickass marketing 🧵

Structure:
1. Investigating Canva's SEO success
2. Canva's website structure & internal linking
3. Wait, but did Canva do this at scale?
4. Key takeaways

Thread continues below 👇

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1/ Investigating Canva's SEO success

A) Firstly, let's investigate Canva's top sub-folders

Sub-folders are basically sub-parts of your websites. Different pages are organised under these sub-folders.

This will tell us where Canva's majority of traffic is coming from.

(contd)

Traffic produced by sub-folders
1) /create — 3.3M
2) /templates — 1.2M
3) /colors — 1.5M
4) /graphs — 348K
5) /learn — 1.1M

But what's the strategy behind creating these specific pages?

Well, to understand that, we'll first have to learn what search intent means.

B) Search intent basically tells you the intention behind a search query.

There are 4 types of intent:

1) Informational - to gain information
2) Navigational - navigate to a page
3) Investigation - search or compare something
4) Transactional - buy an asset

(contd.)

Till 2001, local jewellers ruled the Indian jewellery industry.

Until Tanishq entered the game!

With 1 masterstroke Titans startup,

- CRUSHED the local jewellers
- went from Rs 150 Cr losses => Rs 23,268 Cr revenue!

Here's how Tanishq became the JEWEL in Tata's crown 🧵

Structure:

1. How it all started?
2. Tanishq’s BIG problems
3. The masterstroke to win over India’s gold market
4. But, how much did this cost Tanishq?
5. Trust stays forever!

1/ How it all started?

By 1990, Titan had established itself as the market leader in watches.

They had changed the consumer mindset from

“watches as commodities” → “watches as a fashion accessory”.

The time was ripe for a cultural change across the organisation.

(contd.)

The next phase of Titan's growth was marked by the introduction of multiple new brands.

Tanishq, the first product brand, was launched in 1994.

The aim of Tanishq was to bring about a change in the way gold jewellery was designed, sold, and perceived.

(contd.)

You see, Titan realised that:

1. Indian jewellery sector was largely unorganized
2. the local jewellers were the absolute experts and consumers had to rely on their word
3. there was no way to compare products or price
4. there were no established quality standards.

(contd.)