![]() ![]() You can do a quick Google search of more than 41K different keywords that include the word “template,” and there’ll be one from Airtable tailor-made for you.Īnother thing Airtable does right is creating niche landing pages.Ī niche landing page addresses the needs of a specific customer segment. You can picture a handful of keyword variations that can be used by people looking for solutions related to UX or other types of templates when you think about it from this lens:Īirtable’s template landing page has a transactional intent that attracts users looking to discover and use any of Airtable’s templates. Transactional: Looking for an asset to buy, use, or download (e.g., “Airtable Pricing”).Navigational: Looking to get somewhere specific (e.g., “Personal CRM Template”).Commercial investigational: Trying to compare assets (e.g., “Airtable vs.Informational: Looking to learn more information (e.g., “What is Airtable?”).It is the reason why people type queries into search engines. Search intent plays a significant role in generating search traffic. What makes this strategy so successful is Airtable’s understanding of search intent. For instance, a UX researcher, designer, or product manager can use Airtable at each stage of the product life cycle: The landing page showcases a variety of use cases that show what different industries can achieve with the software. The most impressive part of this strategy is the value Airtable’s template library offers. That means that if any brand wants to get similar results right now, the brand should have a marketing budget of at least $42,400. Ranking for over 16.4K organic keywords, the template landing page attracts over 9500 visitors from organic search every month, with an organic traffic value of $42.4K. One of the major attraction spots on Airtable’s website is the templates landing page:Īirtable recognized that templates are highly valued, especially in the B2B world, so they used all kinds of templates in their marketing strategy. How Airtable Uses Search Intent to Dominate SERPsĮvery month, an estimated 243K people visit via organic search. Want to Steal Airtable’s SEO Strategy? Download this checklist!īy downloading this resource, you’ll also start receiving a few emails per week on B2B growth and content marketing We will explore how Airtable used search, outreach, and content to build a $5.77 billion B2B empire. Beyond building a great product, Airtable’s content marketing strategy has played a significant role in establishing the brand’s success-a step-by-step process any brand can apply. This article is a deep dive into Airtable’s marketing strategy playbook. Instead, it took a series of deliberate, consistent small steps that eventually caused an industry-wide explosion. 200K organizations as customers, including industry giants like Netflix, Forbes, IBM, HBO, Expedia, and MediumĪirtable achieved all this in less than ten years! Of course, the company didn’t achieve success overnight.A $5.77B valuation, with a fresh $270 million in Series E funding.Over the years, the cloud software company has become an industry heavyweight: This powerful solution empowers non-techies to build simple and intuitive apps faster, helping to boost team productivity and company growth. Obsessed with the idea, Liu quit his job after a year and launched Airtable with two partners, Andrew Ofstad and Emmett Nicholas. While working at Salesforce as a product manager, Liu saw an opportunity to redefine spreadsheets beyond numerical analysis. ![]() In less than a year, Salesforce acquired Etacts to integrate the promising technology into its own applications. In February 2010, Liu founded a CRM software company called Etacts that raised $700,000 in angel funding from a range of investors, including actor Ashton Kutcher. Howie Liu, co-founder, and CEO of the cloud software company Airtable has a knack for disruptive innovation. How Airtable Uses Search Intent to Dominate SERPs. ![]()
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