SEO and Email Marketing Campaign
Project Overview
I worked with a team at Coalition as a digital strategist auditor to address several challenges for Roku’s websites. These included improving website security, crawling and indexing, and page load speed.
Roku Originals, previously aired on other platforms, weren’t attributed to Roku on many high-traffic third-party websites. The Roku Channel, a free streaming app, wasn’t included in the “Where to Stream” options on these sites. Our goal was to improve Roku’s search ranking and visibility to direct potential viewers to their content.
Challenge
Our team addressed Roku’s website concerns by verifying and monitoring SSL certificates, reviewing for malware and potential security risks. We also monitored website uptime and resolved server and DNS issues. To enhance user experience, we created custom art, banners, and infographics for Roku’s pages. We identified and recommended the removal of duplicate URLs that were negatively impacting search ranking positions.
We implemented SEO improvements across Roku’s websites, including schema markup for Roku Community pages to improve search engine understanding of the website structure. Missing pages on the Community and Support sites were identified, and redirects were suggested to improve user experience and search engine crawling.
Results
The project yielded positive results for Roku’s websites. Roku Support saw a 25.47% increase in users and a 27.15% increase in sessions. Additionally, new users increased by 8.81% and bounce rate improved by 3.58%. The Roku Channel also experienced growth, with a 24.34% increase in users, a 21.06% increase in sessions, and a 28.82% increase in goal completions.
While Roku Community user growth was modest at 4.81%, there was a significant improvement in user efficiency. The number of sessions per user and average session duration decreased, indicating users were finding answers more quickly.