How Filestack Grew Organic Traffic by 90% with Topic

Learn how Filestack optimized their content and grew their organic search traffic.

Introduction


Filestack
(previously filepicker.io) is a popular file upload and delivery service for developers used by over 100,000 applications. They realized that they would need to continue to invest in organic search in order to continue to grow and be successful. “SEO is definitely a huge part of what drives the website and business”, says Shanon Montelongo, Filestack’s VP of Marketing.

After using Topic to enhance some of their content, they grew organic search traffic on optimized pages by 90%.

The Challenge


Filestack publishes developer-focused content on its blog and features a rich homepage that drives significant search traffic.

However, Shanon and her team found themselves struggling to integrate SEO into their content creation workflow.
They found that the content that they produced was hit-or-miss even with a tedious process to choose the right keywords to target.

My old process was very manual and a ton of heavy lifting. I would do a Google search, go through the top articles, then run any keywords I found through Google Trends to check the volume, then go into Adwords keyword planner to check CPC.

The problem is that great writers that create awesome content often don’t have the highly analytical gene which allows them to think in spreadsheets and numbers. But it’s important when writing content for search.

So, Shanon began searching for a solution. She wanted to find a simple, easy way to enable her writers to create quality search-optimized content.

Our Solution


Shanon decided to try Topic to update a few of their blog posts to see if its suggestions would result in real impact. Shanon chose 10 posts that she wanted to optimize and the focus keyword for each.

Topic then identified a list of topics that the post should cover in order to rank well. It showed how other highly-performing articles were covering those topics and scored her content to give her writers a clear benchmark to hit. The writers then enhanced the posts with Topic’s suggestions.

I want to create content that our audience actually wants to read. Wonderfully beautiful stories that they want to consume and share with their friends. If our writers are obsessing about a single keyword, the content comes out flat. Topic allows us to give our writers a blend of topics to help them create a stronger article.”

The writers thought the tool was easy to use and within a week, they were using it to enhance new content that they were producing.

My team has a huge breadth of responsibility, so it makes a big difference to use a tool that gives us easy-to-understand suggestions.

The Results


After 2 weeks of optimizing their content, Filestack started to see visible improvement in search traffic. After 3 weeks, it was clear that the improvements made to these pages were leading to long-term increases. Below are the results of one such optimization:

The data also showed significant increases in high-intent keywords such as “file uploader”, “social media aggregator”, and “secure file upload”. Rankings improved by 70% in some cases, generating more traffic than competitors paying for traffic on AdWords. For the page below, the additional traffic generated was worth over $1600/mo if purchased through AdWords.


After seeing the results, Topic is now an essential part of Filestack’s content creation workflow.

"

I'm excited because I get to go to the board for the second quarter in a row and say we are increasing organic traffic.

Shanon Montelongo
VP Marketing at Filestack

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