A year or two ago, we decided that we wanted to invest more in SEO, and I was the one tasked with doing this. I started by looking at what we already had at Webflow in terms of content creation and other properties that we could leverage for SEO. To start with, we had our marketing site and our marketplace, and within those, we had the various different properties that are listed on the row below. At a high level, the skill set needed to manage and grow those two motions is pretty different because the inputs are so different.


This is a simplified version of a big organic strategy doc that we put together. Since it clearly showed the inputs to growth, this made it pretty easy for us to get buy-in from leadership on our approach here. Ultimately, the only difference between this and what we ended up doing is that we only hired one SEO lead on the marketing side, since we were confident that the person we found would be able to dictate the strategy and build the infrastructure we needed across all the areas on that side of the house.


On the marketing side, we needed someone who had a background in B2B content and SEO motions, someone with a lot of experience managing writers and scaling content on blogs. HubSpot, Investopedia, and Canva would all be good examples of companies who have done this well.

On the marketplace side, the inputs are more engineering-based, so it’s more like a user-generated content motion. That meant we needed someone with experience managing a large marketplace, so the right fit was probably going to be someone with a background as an SEO product manager, someone who’d worked at a place like Amazon, Zillow, or Etsy, for example.


In terms of getting the resources and prioritization that we needed to make this strategy successful, I think it mostly comes down to planning and preparation, and doing the proper opportunity sizing. The earlier that you can show leadership and your cross-functional partners why you’re doing something and get everyone aligned on the value it will bring and how it fits into the roadmap, the more likely you are to get the proper resourcing you need to start shipping projects and proving impact, which will put you in an even better position to get support from other orgs.


Bruno Estrella

As Webflow was expanding its approach to SEO, I put together this simplified version of our proposed strategy which allowed me to quickly and clearly communicate our plans to leadership.

Organic-Search Resourcing Proposal at Webflow

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