Decoding the SEO Success of Asana and Trello

asana and trello succes (1)

Decoding SEO Success is where we break down the SEO strategy of popular software companies, so you can deploy them yourself.

If you’re looking to understand the potential of different SEO strategies, this episode is for you.

If you ever have looked at massively successful company that is splattered all over page 1 on google and wondered ‘how the f*ck do they rank for everything?’  then this episode is for you. 

We cover:

  • The power of SEO-driven content marketing
  • The different ranking success when translating content or sticking to English
  • The advantages of programmatic SEO

Let’s dive in!

SEO Comparison of the Most Well-Known Project Management Tools

TrelloAsanaNotionmonday.com
Domain Rating (Ahrefs)91899085
Domain Authority (MOZ)91747665
Referring Domains*166,60041,00075,80019,200
All Keywords USA*337,300 113,70062,30081,600 
Non-Branded Top 10 Keywords USA*25,500 5,800 4,800 2,800
Est. Link Quality0.05%0.22%0.12%0.44%
Monthly Organic Traffic Estimate (Ahrefs)**4,600,000 visitors1,200,000 visitors563,000 visitors112,000 visitors
Monthly Organic Traffic Estimate (SEMrush)**4,700,000 visitors2,200,000 visitors1,500,000 visitors885,300 visitors

*Numbers rounded for the sake of ease.

**On the accuracy of organic traffic estimations: Let’s be honest. These estimates will be wrong.

SEO tools estimate the organic traffic based on keyword rankings, search traffic for these keywords, click data and a bunch of other things. So, they give you a general direction. But the real traffic number could easily be 2, 4 or 6 times off. 

Traffic estimations are valuable to compare websites with each other, not to understand the real traffic of one website.

Asana’s SEO Success Is Based on Content Marketing.

The facts:

Asana’s SEO success comes from a classic SEO strategy driven by content marketing.

They provide resources such as ebooks, guides and webinars that can be downloaded in exchange for an email address.

Their articles are long-form guides ranking for a variety of keywords. 

For example, their article on executive summaries is 2,100 words long, was published in January 2021, and ranks for 3,400 keyword variations. The best keyword is in position 4 for the executive summary example, which has 28,000 searches per month.

There are 144 resources indexed, and 16 of them drive more than 1% of organic traffic. The SEO success rate of the resources is 11.1%

Their blog posts are often shorter and more conversational. They also share industry insights and product updates. In May 2021, Asana had 1,092 indexed blog posts. And 23 of them drive more than 1% of organic traffic, making this an SEO success rate of 2.1%.

The long-form un-gated guides in the resource section are winning the SEO game.

Of course, many of these pages are focused on top of the funnel queries. But, Asana also covered the middle and bottom of the funnel with SEO pages.

Asana published a buying guideHow to choose project management software for your team.” However, it mainly ranks for low-traffic keywords.

More successfully, they built out competitor comparison pages for customers in the research and buying state of the funnel. They have 12 of these pages targeting their main competitors such as Trello, monday.com, Jira, Basecamp or Airtable. Most of these comparison pages rank on Page 1 for the term “Asana vs competitor.

Asana has a series of use case pages. They are relatively short in content and focus on conversion. However, they cover “what is use case?” and “Why do you need team use case software?“ queries. 

The use case pages brought them to Page 1 for keywords like: task management, task management tool, program management software, online project management software and project management tool.

Trello’s Success Secret Is Leveraging Fan Communities and Internationalization.

The facts:

Understanding Programmatic SEO

The secret to organic success is Trello’s public boards. They leverage the success of online communities that share content via the public boards. Six of their ten top-performing pages are public boards. I guess you could call this approach also programmatic SEO because it is an automated way to generate thousands of pages to index in Google.

A good example of programmatic SEO is Zapier. They have thousands of integration pages leveraging the search volume of other brands. One example is the Trello Slack integration page that ranks on Page 1 for 21 relevant keyword variations related to Trello and Slack.

Secondly, they utilize internationalization to drive global traffic. In most cases, achieving rankings outside Google USA will be easier allowing you to increase keyword rankings internationally.

They also have great visibility for their brand (red) which has always been stronger than Asana (blue). 409,000 people search for Asana every month and almost twice as much search for Trello (844,000).

Which SEO Strategy Is for You?

Learning from Asana and Trello, three SEO strategies stand out:

  • SEO-driven content marketing to meet customers in every stage of the funnel.
  • Translation to effectively expand internationally and easily win valuable rankings.
  • Programmatic page creation to grow your page count, keyword rankings and overall organic traffic by leveraging other brands and communities.
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Author: Viola Eva

Viola is passionate about digital entrepreneurship, flow, and mindful marketing. As a marketing consultant and SEO, she has worked with clients ranging from individual digital entrepreneurs to software companies to multi-national corporates and government institutions. She is a speaker, educator, and specialist on all things SEO.