Case Studies to Read : Edition 1

Of all the things to read and learn on the Internet, case studies are probably one of my favourites. Not only it gives you access to ‘what worked’ for someone’s success but takeaways to implement in your strategies.

Here are 3 case studies for you to read when it comes to SEO and Content Marketing.

1. SEO Split-Testing Lessons from SearchPilot: Bringing Content Out of Tabs: Source

So, what happens to content under accordions? Or Tabs? That’s a question we keep going back to—the debate on Indexation vs UX.

In this split test of pages, Searchpilot found an increase in Organic Traffic when content was placed outside the accordions. 

More than this particular experiment, what’s has me interested in the ‘SEO split test’, and I found this gem of an article here. (Link) The diagrams are self-explanatory and are an excellent way to try out SEO experiments.

Of course, always remember when it comes to SEO Experiments, Correlation isn’t causation ?

2. The Canva Marketing Case Study: Source: Source

This Case study is a complete breakdown of the Canva marketing strategy that helped the brand grow to a $6 billion valuation, generate 20 million monthly active users, and gain customers across 190 countries—including 85% of all Fortune 500 brands.

I’ve listed a few essential pointers that I found interesting.

  • Intent-based landing pages: Create pages for intent where users want to create vs where users wish to a template design.
  • A well-thought-out and scalable Site structure: Parent-Child setup of Landing pages with internal linking to pass link-juice across pages (and back to the category page). The anchor text associated with many of these links is a variation of “Free [Child Page] Invitation Templates from Canva.” The numbers in the chart are backlinks for individual pages.
  • Invest In Personalized Backlink Outreach: Right from the start of their platform even now they are investing in Outreaches!


    And no doubt, this graph shows just that!


  • Capturing increasing demand during Covid-19: They developed a new vertical dedicated to Zoom backgrounds. The landing page for “Customizable Zoom Backgrounds” has 351 backlinks (60% “Do Follow”) from 154 domains. The first step was to stir up as much buzz as possible. They launched the feature on Product Hunt.


They created detailed blogs that talk about the topic with insertions for their tool:

  • How to use Zoom virtual backgrounds (1,790 words)
  • Funny zoom backgrounds that will have you laughing (1,051 words)

3. Adding video to your content strategy: The impact to traffic and rankings: Source

Here’s a summary of what their objective was and of course, their numbers do show an uptick in the following parameters

  • Boost the search rankings of the article in Google with ‘dwell time’ (assuming it to be a factor)
  • Jumpstart the visibility of the video on YouTube and get Referral Traffic back to the website
  • Create another chance to appear in Google search results and occupy additional Real-estate
  • Engagement and Conversions by helping users stay on the pages a little longer (and explaining them more about the product)
  • And of course, Brand Awareness

In short, even without these above benefits, Youtube is the 2nd biggest search platform after G.

Hope you liked the three case studies listed in this post. We’ll try to add a few more in the coming week.

Keep learning on DigiTortoise. 🙂

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