TANJI
Building a Content Platform to Increase Organic Search Traffic
Executive summary
By building a content platform and implementing SEO strategies, we drive organic traffic, improve keyword rankings, and boost resume sign-ups, enhancing user retention and engagement.
Category
Long-term Strategy
Skills
Competitor Analysis
SEO Strategy
Funnel Analysis
Feature Planning
API Spec
Team Members
Marketer
Product Designer
QA Engineer
Frontend Engineer
Backend Engineer
iOS Engineer
Android Engineer
Implement
5 Months
(2023/12-2024/5)
Deliverable
Go to the ‘Explore’ menu, browse through the carousel and list of articles, and apply for the jobs embedded in the posts.
Outcome
Two months after launch, it contributed 10% of the site’s monthly active visitors, showing that the content is engaging. Organic traffic has been steadily increasing, and core keyword rankings have improved by 4 spots, boosting brand visibility in search results. Additionally, the resume sign-up conversion rate on the platform is higher than the site average, proving the effectiveness of integrating content with job listings and successfully improving user conversion and retention.
▲ The distribution of traffic channels in different work stages.
▲ Keyword Ranking
Background
The main challenges at that time were poor SEO performance, limited content, low user return rate, and poor conversion, all of which limited organic traffic growth and affected resume sign-ups. To address these issues, we needed to improve the content strategy and focus on SEO optimization.
Target Audience
Students and part-time workers seeking jobs in Taiwan.
Business Goal
Increase user return rate, encourage post sharing, and enhance organic search traffic (SEO).
Solution
Create a content platform, manage SEO, and embed job listings within articles to improve application conversion rates.
Risks and Challenges
Consistently create high-quality content that adheres to SEO best practices; SEO results require long-term investment.
Responsibilities
Development Phase
• Collaborate with the “104 BLOG" team to discuss the migration of part-time articles to Tanji.
• Work with the marketing team to plan article content and SEO data structure.
• Research WordPress official product documentation, API integration, and display field specifications.
• Wrote PRD to define requirements, design, and technical details, ensuring smooth cross-functional team collaboration.
• Built the WBS (Work Breakdown Structure), outlined project resources and schedules, tracked progress, and assessed risks.
Performance Monitoring
Define performance tracking metrics and use Google Analytics to monitor SEO traffic and membership conversion rates.
Crystal G. 