SEO strategy case study: Instacart [Case Study]
Kevin Indig has published an ‘SEO strategy case study: Instacart’. It highlights Instacart’s strategic SEO choices and how it could unlock new growth.
He says, “Picking the right SEO strategy is not a one-time decision. Growth is a series of S-curves, and every time a local maximum is reached a new strategic SEO decision needs to be made to unlock incremental growth. One great example of a company that made several smart SEO strategy decisions is Instacart.
Instacart’s aggregator growth
Instacart is a marketplace aggregator with an inventory of stores and products. The SEO growth levers are very different compared to a company that has to create the content itself (more about that in a lean minute). The capability to target more keywords scales with Instacart’s offering.
In January 2020, Instacart widened its user acquisition funnel by letting Google index its /products subdirectory, which quickly drove most of instacart.com’s organic traffic. Even though plagued by core algorithm updates, you can see the strong organic growth in early 2020 (chart below) that stretches deep into the first half of 2022, meaning organic visibility is not just driven by the pandemic boost.”
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