Thumbtack | SEO Managing Editor
Increased Traffic and Production for Thumbtack’s “Cost Pages”
As SEO managing editor for Thumbtack, I managed a team of freelance writers to increase production of search-driven “cost pages”. I also edited and optimized them to increase Thumbtack’s organic search traffic.
PROJECT TYPE
SEO, Editing, Freelancer Management, Content Production
DATE
2019
RESULT
Increased content production by 2x and increased organic search traffic to Thumbtack’s “cost pages”.
BACKGROUND // CHALLENGE
Thumbtack has relied on their “cost pages”, pages that outline the cost of common services, such as “How Much Does a Swimming Pool Cost” to attract new customers from organic search. However, many of these pages were out of date, not-well optimized, and they were loosing traffic to competitors like HomeAdvisor.com.
I was brought onto the team to edit, optimize, and update old pages, and source content for new pages as identified in a content gap analysis. Below are three samples from the 180 cost pages I edited:
For an inside look at my strategy, process, and the results these pages got Thumbtack, below are two in-depth examples from this project:
1. How Much Does Mattress Cleaning Cost?
On this page, I made sure to clearly and immediately answer the most important question: how much does it cost to have my mattress professionally cleaned? Then, I incorporated other related queries and keywords, and targeted featured rich snippets by formatting our headers as questions and surfacing information in easy-to-skim formats:
The result: Thumbtack now owns the featured rich snippet for “mattress cleaning cost”
2. How Much Does a Home Inspection Cost?
For the home inspection cost page, I made sure to include any additional questions people might have, as based on related queries that came up in my organic search research. The dev team then added Schema markup to clearly identify questions and answers on the page.
Result: the page was able to gain more real estate in SERPs, since Google pulled the questions into results. We replicated this win on multiple other pages, and validated the value of schema markup across all of our cost pages:
