GitLab Search Marketing team, 16 Dec 2020

Previous Meeting

Next Meeting

⏯

youtube image

►

From YouTube: Integrate product pages in the stages-devops-lifecycle section

Description

Hanif Smith-Watson shares some ideas on how we can improve /stages-devops-lifecycle/ and fully integrate our product pages with their respective stages.

A

Hello: everyone, it's hanif here from the search marketing team, I'm here with niall and shane, and I'm going to run through um some ideas. I had around the soft stages of development lifecycle pages and how we can maximize these pages. Let me share my screen.

A

I can, can you guys see my uh screen? Okay,.

B

A

Okay, so um I was I've been analyzing these pages and just to see what we can do to uh um improve the traffic to these pages.

A

um One of the things that I notice um is these pages are about the um different stages of the the life cycle, but when you click into it, it doesn't give you a lot of information about the stage and how gitlab's uh what gitlab offers but he's uh for the different stage, and it doesn't link to the devbox comparison, gitlab versus other competitors.

A

So my thinking was um if we could improve the individual pages, um explaining what the stage is, what features our gitlab has for that stage and followed by links to the different devops tools that we've that we have on our devops comparison pages.

A

Any questions so far.

B

Yeah uh hannah, when you go back to that uh the manage page, for example, categories and subgroups audit events, where do those learn, learn more links. Point to.

A

uh Yeah, these learn more links. They point to docs.gitlab.com um when you visit, there's no link pointing back to your original um back to the about gitlab.com page. So it would be a great thing if we can include um a call to action or a link back to about.gitlab.com.

A

um This will help in terms of user experience and also increase the amount of quality inbound links go into about.

B

And hannah looking at that page too, I know one of the things um that I think you mentioned to me as we, as you kind of laid this out, is that um when you, when you look at that manage page um there's, no real kind of um like sim, like really straightforward approach of explaining, like here's, what's in the stage from a product perspective, like you know um man, it's issue boards right, like here's, here's about get live issues.

B

You know how you can use issue boards, those kind of things um you know- um and it looks like this- is you know even more about management of like users and things like that. So um you know I know we have some product related pages. Do you feel like it makes sense to maybe move those and associate them more with each stage and then have them, maybe as a subpage.

A

Yes, uh for example, the ci cd page, um we could move that um is it on the solutions. um Sorry, it's on the stages, devops livestock, slash, cicd,.

B

Yeah, it's actually continuous integration, continuous dash integration, but yeah.

A

Yeah we can move, we can create a new uh clone structure, so we will have uh verify forward, slash, ci, cd to um and move that page under this folder.

A

The verify page will be all about the stage, a briefly a summary of gitlab, um offering with a link pointing to the full product page with all the information.

B

A

And so I think.

B

When we talked about it, one of the the ways you kind of talked about the strategy for this- and I know um this is something you've thought a lot about too, is that you know we want to have topics pages that uh are kind of what? What stage would you say topic spaces would be. I know.

C

uh Topics pages would be kind of awareness top of the funnel so like, ideally, we're trying to capture organic traffic from that element, uh make them aware of the products the brand and then push them towards as well solution pages, which promotes the different elements of the product and solutions we have for their pain.

B

Points, I'm sorry good.

C

I know that's that's pretty much it like. I was just saying the blogs then for would be pre-awareness that'll, be the system set up like pre-awareness awareness to solutions which would be uh consideration or just give an overview of products and solutions themselves.

B

Right and so um topics really would be unbranded search right, people that are looking for continuous integration, as a kind of you know that that first level turn uh and then and then we see um these pages. uh Do we see these pages like sitting with the the solutions in the use case pages? Or do you see that, as like um you know, maybe a step between topics and solutions.

A

Yeah I'll see as a step between topics and solutions, we could target these pages for search terms related to devops planning tools. For example, um we just need to do a little bit of research on the um potential search traffic we might get for those kind of searches, but when um looking at um devops tools in google a lot of the images they all have the full life cycle and around the life cycle, they list all the different products.

A

So um we could do something similar with our pages, where we talk about the all the planning tools and what we uh promote, get labs features.

B

A

B

So, like you know, if I I'm just thinking through like what I would google to get to these pages right, if I'm just a visitor, um so you know that first step is continuous integration. You know there's a lot of saturation for that term. I think a lot of people are familiar with that term, but there's still lots of people out there that are learning about it for the first time.

B

So you know we want that topic page to serve that need um and then I'm on the topic page and I go away and a week later, I'm thinking like you know what I'm ready for you know: gitlab ci, don't go google that do we see these stages of the devops lifecycle pages. Answering that query or do we see that being more of.

A

B

The ideas that you presented, because I think it really kind of gets to some of the the questions I've had around like how do we talk about our product in a meaningful way? While you know it's not about the topics, it's not about the specific use case, but it's about, like the site, just wants to know what gitlab ci does right, like not the use case, not just the benefits, but you know, like here's, a just a literal description of the features that are in gitlab ci for you from a marketing perspective right.

B

So I think there's a ton of potential in this kind of format we're thinking about here, so I'm excited about the work you've done. um uh Is there any other thoughts? Anything else you want to capture before I start recording.

A

No there's nothing else. I can think of.

B

Very great um miley anything else to add.

C

uh No, that's pretty straightforward. I think in terms of the the targeting the keywords at different stages is something I think from an intent perspective of something we've started to look at before um and something we're probably going to look at more in the new year with the product team, because they said they have listings of specific terms and terminology for the products that they've identified by buyer journey stage. So that's something we can use along with this, to try and kind of map out a more targeted journey for the users.

C

Awesome all right, great.

B

All right, thanks all we're gonna start recording again.