Marketa SEO content strategy.
A marketplace with thin category pages and zero editorial presence. Twelve weeks to a content engine that ranks and converts.
Marketa Overview
Traffic that stops the month it’s paid for isn’t a strategy
Marketa acquired every visitor through ads. Category pages were 80 words of keyword stuffing, and the blog — three posts from two years ago — answered questions nobody asked.
The brief: build an editorial program around high-intent searches, so organic becomes a compounding acquisition channel instead of a rounding error.
Challenge
Search demand existed, but every obvious keyword was dominated by entrenched competitors. Winning meant finding the questions buyers ask right before they purchase — and answering them better than anyone else.
- Zero topical authority: the domain had never published in its own category.
- A two-person marketing team with no writers and no brief process.
- Leadership needed pipeline impact, not vanity traffic.
Approach
Clusters, not keywords
I mapped four topic clusters around purchase-adjacent intent, then wrote the pillar guides myself to set the quality bar. Each cluster shipped with detailed briefs so Marketa’s new writers could extend it without me.
- Four topic clusters mapped to buyer intent, from comparison to implementation.
- Twelve long-form articles written, edited, and published with internal linking.
- A reusable brief template and style sheet the in-house team still uses.
Related
NovaPay Want content that compounds?
SEO strategy pairs naturally with website copywriting and email campaigns — capture demand, then convert it on autopilot.