Scaling commercial SEO & competitive acquisition
Designing bottom-funnel content systems that compete in high-intent search
At a glance
Scope: Commercial SEO and competitive acquisition
Focus: Solutions pages, alternatives, evaluation-stage intent
Outcome: Scalable framework for revenue-adjacent organic discovery
Context
As Nulab matured, organic traffic increasingly needed to support product evaluation and commercial discovery, not just awareness. Competitors like Atlassian, Lucid, Microsoft, and Monday dominated high-intent searches tied directly to buying decisions.
While Nulab had strong products, it lacked a consistent framework to compete across these evaluation-driven SERPs.
The problem
Commercial SEO efforts were fragmented and difficult to scale.
High-intent SERPs were controlled by competitors
Pages were created ad hoc, with inconsistent positioning
SEO, product education, and conversion logic weren’t well integrated
Each new page required reinvention
Without a system, growth depended on one-off execution.
My role
I led the strategy and architecture for Nulab’s commercial SEO framework, owning:
Solutions and alternatives page architecture
Competitive positioning and intent mapping
SEO structure and internal linking
Alignment between commercial pages, product education, and Learn content
The goal was to design a system that could scale across products while remaining clear and user-centered.
The approach
I designed a modular solutions and comparison framework that treated commercial pages as product surfaces — not blog content.
Each page followed a consistent structure:
Clear use-case framing and audience intent
One product per page to avoid dilution
Integrated Learn resources for deeper evaluation
Structured FAQs and comparison logic
Intentional CTA hierarchy tied to decision stages
This allowed pages to be launched, iterated, and expanded systematically.
Key decisions
Several decisions enabled the framework to scale effectively:
One product per solution page to maintain clarity
Embedded Learn content into commercial pages to connect discovery with education
Standardized page components to reduce rebuild time
Prioritized intent clarity over keyword breadth, especially in competitive SERPs
These choices balanced scalability with precision.
Impact
The framework enabled Nulab to compete meaningfully in evaluation-stage search.
Established scalable commercial SEO infrastructure
Positioned Nulab directly against major competitors
Created conversion-ready organic entry points aligned to buyer intent
Rather than isolated wins, this system created a durable commercial acquisition pipeline.
Why this work still matters
As search and AI-driven discovery evolve, commercial content must do more than rank — it must support comparison, evaluation, and decision-making.
This framework continues to enable competitive visibility without chasing short-term tactics.
What this demonstrates
Commercial SEO ownership
Competitive positioning at the system level
Alignment between SEO, product education, and conversion
Scalable frameworks over one-off execution
This case study reflects my approach to commercial content: design the system first, then scale with intent.