The SEO audit identified several issues on the website that were negatively affecting its organic rankings, particularly in the English-to-Spanish translation previously carried out by the start-up.

To ensure a solid, error-free foundation, optimisations were implemented at three levels:

1. Keyword Cannibalisation Correction:
   Multiple pages were found to be competing for the same keywords. Additionally, some less relevant URLs were ranking above key transactional pages, requiring strategic adjustments.




2. On-Page SEO Optimisation:
   Broken links were fixed, click-through rates (CTR) were improved, and meta titles and descriptions were optimised to ensure every detail contributed to stronger rankings.




3. Content Translation and Structure Improvements:
   Texts were reorganised to prevent the mixing of English and Spanish, and links within the Spanish version were corrected to avoid redirecting users to English-language pages

With a solid SEO foundation in place, the next step was to implement an inbound content funnel to target all search intents throughout the customer journey (TOFU, MOFU, BOFU).

While content quality was essential, optimising the user experience on Typeform’s website was equally crucial to boost conversions and provide a better UX.

To achieve this, a Conversion Rate Optimisation (CRO) strategy was implemented with the goal of enhancing both usability and user interaction simultaneously. Key functionalities introduced as part of this process included:

• Intrapage side navigation using jumplinks, allowing quick and seamless access to different sections of the URL.
• Strategically placed buttons and calls to action, designed to naturally encourage conversions.
• Segmented content blocks at the top of the page, aimed at guiding users from the outset and precisely addressing their search intent.

Even a website with Typeform’s level of authority requires time to solidify its presence in organic search results.

After three months of producing valuable content for users interested in online surveys, several pages began ranking with ease. However, the category page still struggled to secure a stable spot in Google’s top three results.

To strengthen its positioning, a content cluster in the form of a guide was developed. This method involves grouping the highest-volume keywords into a pillar piece that addresses all related search intents.

The result was highly useful content for users, providing comprehensive answers to their queries in one place.

Additionally, through an interlinking strategy, the category page acted as a central hub, directing readers to other blog articles with complementary information.

This optimisation enabled Google to recognise the URL’s relevance and rank it within the top three.

As an added benefit, all pages linked from this section also experienced a boost in search rankings, increasing overall visibility.

Typeform, al ser una marca nueva en el mercado hispanohablante, necesitaba ganar notoriedad y reforzar su presencia.

Para lograrlo, se implementó una estrategia de linkbuilding de calidad, centrada en potenciar todas las páginas de los clusters para dominar el sector y en especial, sus páginas transaccionales más relevantes.

Esta estrategia permitió obtener enlaces en sitios web de alta autoridad, lo que no solo aumentó el tráfico de Typeform, sino que también impulsó su branding y el posicionamiento de sus landing pages en los motores de búsqueda.