The canva platform was founded in 2012 with the aim of allowing anyone to access thousands of templates for different purposes, so that they can create their own quality designs. Since its creation, this company has had an exponential growth that was mainly due to the SEO strategy, which allowed it to enter different countries and gain thousands of users in the world. But then, what was this strategy?
First of all, it is important to highlight the importance of the applicability and the different functionalities that the platform offers, filling a large gap in the market. It is a product with a diversified demand, from students to marketing professionals. The platform effectively allows the creation of good designs, which largely facilitated its international expansion.
But regarding the structure of the site and SEO strategy, what can we learn from this platform?
- The importance of using Keywords – canva used similar keywords for different pages of the site, but which differed through user intent. For example, if the user searches “create resume”, they will be directed to the create area of the site. However, if they search “free resume”, they are probably looking for a template they can use and will be directed to pages within that genre. Pages should be created based on the user’s intentions. If you have two keywords for the same page, which represent different intentions, it makes sense to create two pages that directly meet the visitor’s need.
- Internal linking – all landing pages on the canva site, with different designs, categories and options, are linked to relevant pages for easy access. So if you are looking for a business card, you may find several categories within this section. These categories collect examples of business cards which may be of interest to you. All of these categories link to different pages which have the potential to generate traffic on the site.
- Creating scalable landing pages – It’s important that landing pages are easy to recreate for different themes allowing the user to get the information closest to what they are looking for. By being replicable, they make the whole optimization process simpler.
- Link building – is a search engine optimisation technique. It is what will allow the search engine to determine the relevance of your site. In this way, it is important that there are several links that give access to the site, showing the quality of the content.
The creation of links is extremely useful for the creation of algorithms by the search engine, in order to determine the relevance of a particular page. In other words, the existence of several links that allow access to a site indicates the quality of the content available.
Source:
https://pt.semrush.com/blog/expansao-internacional-a-estrategia-de-sucesso-do-canva/
https://www.producthunt.com/discussions/the-seo-strategy-that-led-canva-to-a-40-billion-valuation