The Challenge
When I joined FreshBooks, organic search was the third-largest revenue channel, trailing behind paid acquisition and partnerships. The content strategy was product-focused but lacked the depth needed to capture high-intent commercial queries. International markets represented untapped potential with no localized SEO infrastructure.
The Approach
- Developed a product-led content framework that aligned blog content with user jobs-to-be-done, creating natural pathways from educational content to product trials.
- Built a geo-targeting infrastructure supporting 7 international markets with hreflang implementation, local keyword research, and market-specific content optimization.
- Established cross-functional workflows between SEO, Product Marketing, and Engineering to ship technical improvements at scale.
- Implemented a data-driven prioritization model using revenue attribution to focus on highest-impact opportunities.
The Results
- Grew organic revenue from #3 to #1 channel, generating $30M ARR
- Increased organic traffic by 400% over 3 years
- Launched and optimized presence in 7 international markets with 30% conversion lift
- Built content operations producing 50+ optimized pages per month