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đŻ How Canva wins SEO
Hint: Itâs not just backlinks
Read time: 2 minutes 56 seconds
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Todayâs edition is inspired by a simple but powerful notion:
âWhen people are looking for your product it would be crazy not to let them find it.â â Melanie Perkins, Founder / CEO of Canva
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How Canva wins SEO
Chess Move
The what: A TLDR explanation of the strategy
People looking to design something donât search for an âall-in-one design solutionâ.
They start a business, decide they need a logo, and search âLogo Makerâ.
A few sales meetings later, they search âFree Business Card Makerâ.
Canva, maker of the worldâs favourite âall-in-one design solutionâ, knows this.
đĄ Canvaâs strategy in one line: âMake stuff people search forâ
Breakdown
The how: The strategic playbook boiled down to 3x key takeaways
1: Capture high-intent traffic
Canva built hundreds of landing pages for specific design tools that prospects are actively searching for.
T-shirt design. Album cover. Name Tag.
If people design it, Canva has it.
Each landing page is an SEO goldmine, with fast-loading keyword-rich content that ranks Canva at the top of Googleâs search results page.
Unlike their front page, which is probably swamped with low-intent evaluators, these utility-focussed lead magnets capture highly convertible leads wanting to land in-product as quickly as possible.
2: Overdeliver on core Job-To-Be-Done
Instead of an aggressive sales page, Canva provides value straight out of the gate:
Free templates
Design inspiration
Simple video tutorials
Easy-to-use design tool
But - Canva isnât just a lightweight âBusiness Card Makerâ.
Itâs a powerful editor packed wth a rich featureset that other purpose-built competitors canât match.
Users landing in a business card template are quickly delighted with the unparalleled array of fonts, icons, borders, palettes, frames, and illustrations freely available.
Plus, the experience is so easy, from the second you try the tool, you already know how to use it.
3: Product-led upsells
Throughout the onboarding journey, Canva subtly introduces users to the universe of premium design possibilities available on their platform.
Following the âProduct-Led Growthâ playbook, users are invariably introduced to enticing tooltips, gated features, teamwork capabilities, and free AI credits.
All of which systematically funnel free users towards their paid offering.
Even if they donât convert in that session, users designing a business card have a high chance of returning (and re-evaluating Canva) thanks to the templates for business letterheads or branded presentations they have seen along the way.
Rabbit Hole
The where: 3x high-signal resources to learn more
Recommendations, friends, and sponsors
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