In this case study, I explain how SEO worked as a supporting channel to improve email engagement and app installs, rather than operating in isolation.
This project demonstrates an important reality:
SEO delivers stronger results when it aligns with other growth channels.
Business Challenge
The brand was active across multiple channels, but performance was siloed.
Key issues identified:
- SEO, email, and app teams worked independently
- Organic traffic was not effectively reused across channels
- Email open rates were inconsistent
- App installs relied heavily on paid campaigns
- No clear journey from search to retention
Traffic existed, but value extraction was limited.
Objectives
The objectives for this project were:
- Use organic traffic to support email and app growth
- Improve email open rates and engagement
- Reduce dependency on paid channels for installs
- Create a connected user journey across platforms
- Align SEO content with lifecycle marketing goals
The focus was integration, not channel expansion.
Cross-Channel Strategy & Execution
1. SEO Landing Page Optimization for Retention
SEO landing pages were optimized to:
- Capture email sign-ups through relevant CTAs
- Highlight app value where it made sense
- Match content with user intent and journey stage
This ensured traffic had a next step beyond reading.
2. Content Alignment with Email Campaigns
SEO content themes were aligned with email topics:
- Blogs answered questions raised in email campaigns
- Email content reused SEO learnings and keywords
- Messaging stayed consistent across channels
This improved familiarity and trust with users.
3. Organic Traffic as App Acquisition Source
High-intent organic pages were used to:
- Promote app installs contextually
- Educate users before install prompts
- Reduce friction in the install decision
App promotion was subtle and intent-driven, not intrusive.
4. Data Sharing Across Teams
Performance data was shared across channels:
- SEO insights informed email subject lines
- Search queries helped shape in-app messaging
- Engagement metrics influenced content prioritization
This helped teams optimize with shared context.
Results Achieved
After alignment across channels, the brand saw:
- 40% email open rates on optimized campaigns
- Improved engagement from organic users
- Growth in app installs supported by organic traffic
- Better retention from search-driven users
- Stronger ROI across owned channels
SEO became a growth enabler, not just a traffic source.
Key Learnings
- SEO works best when integrated, not isolated
- Organic traffic has long-term retention value
- Cross-channel alignment improves ROI efficiency
- Search data is valuable beyond rankings
Conclusion
This project highlights the role of SEO as a central growth layer across channels.
By aligning:
- Search intent
- Email messaging
- App acquisition
The brand created a more connected and efficient growth system.