Rebuilding Nulab’s organic growth engine
Designing a scalable content system for acquisition, activation, and long-term discoverability
At a glance
Scope: Company-wide organic content ecosystem
Focus: SEO, content architecture, activation, governance
Outcome: Durable, scalable organic growth system that continues to perform through major search and AI shifts
Context
As Nulab grew, content accumulated across blog posts, product pages, and one-off resources. While traffic was increasing, content wasn’t operating as a cohesive system — and it wasn’t clearly supporting education, product adoption, or long-term growth.
It became clear that content needed more than optimization. It needed structure, ownership, and intent.
The problem
Content existed, but it wasn’t functioning as a growth engine.
Evergreen SEO lived alongside announcements and brand updates
There was no clear lifecycle from discovery to product usage
Content ownership and governance were unclear
Growth relied on individual pages rather than a system
This made organic performance harder to scale and harder to sustain.
My role
I led the strategy and architecture for rebuilding Nulab’s organic content ecosystem.
My role spanned:
Content strategy and SEO leadership
Information architecture and taxonomy design
Cross-functional collaboration with product, design, and engineering
Establishing governance, standards, and long-term ownership
Rather than optimizing individual pages, I focused on designing a system that could compound over time.
The approach
I architected a three-layer content model, each layer with a clear purpose:
Blog → Brand, product updates, and company communication
Learn hub → Evergreen education, SEO, and product activation
Solutions & examples → Commercial and use-case-driven discovery
This structure clarified where content belonged and how users moved through it.
The Learn hub became the foundation of the system. It was designed around:
Topic clustering and clear information architecture
Intent-led, evergreen content aligned to real user questions
Strong internal linking and discoverability
Content that supported both learning and product adoption
Over time, the system evolved to prioritize durability — focusing less on short-term keyword wins and more on authority, clarity, and usefulness as search behavior changed.
Key decisions
Several decisions shaped the long-term success of the system:
Removed SEO from the blog entirely to prevent dilution and clarify governance
Refused a generic “Resources” section, opting for purpose-built hubs instead
Prioritized scalability over speed, even when it meant slower early gains
Treated content as product infrastructure, not just marketing output
These choices created a cleaner system that was easier to maintain, evolve, and trust internally.
Impact
Today, the Learn hub is the primary driver of Nulab’s non-branded organic discovery.
~56K monthly organic visits
~9.6K ranking keywords
~3.4K top-3 keyword positions
~1.6K referring domains
Domain Rating: 74
The content is also surfaced across emerging AI-driven discovery experiences, including Google AI Overviews and large language models like ChatGPT and Perplexity — reflecting its authority, structure, and reference-worthiness.
Why this work still matters
Search has changed dramatically over the past few years, especially with the introduction of AI-driven interfaces. This project reinforced a core belief I still carry:
Durable content performance comes from strong systems, not short-term tactics.
By focusing on structure, intent, and usefulness, the Learn hub has continued to perform and adapt — even as the rules keep changing.
What this demonstrates
Systems-level content strategy
SEO leadership grounded in long-term thinking
Cross-functional collaboration
Content as both acquisition and product enablement
Adaptation through major search and AI shifts
This case study represents the foundation of how I approach content strategy: build systems first, then let them compound.