Following the significant layoffs in 2023, I took full control of the SEO marketing channel, overseeing dozens of sites. As a creative leader rather than a marketing manager, I was initially skeptical about this assignment. Moreover, my budget was nearly eliminated, leaving no room for new content creation. With a creative-first approach, I began by revamping the user experience and modernizing the design of our top revenue-generating sites. Subsequently, I analyzed the data to identify underperforming sites in terms of traffic, revenue, and conversion rates. I then optimized our existing content, eliminated ineffective pages and sites, and redirected their traffic to more successful sites.

The result was a 200% increase in traffic and lead revenue over two months for our two top-performing sites.

This strategy proved to be a substantial success. It enhanced our SEO — effectively capitalizing on “free” leads — and significantly reduced the Cost Per Lead (CPL) across the entire business unit.