{"id":10021,"date":"2025-07-28T08:45:18","date_gmt":"2025-07-28T08:45:18","guid":{"rendered":"https:\/\/seobuddy.com\/blog\/?p=10021"},"modified":"2026-03-23T09:49:46","modified_gmt":"2026-03-23T09:49:46","slug":"my-seo-journey-kapwing","status":"publish","type":"post","link":"https:\/\/seobuddy.com\/blog\/my-seo-journey-kapwing\/","title":{"rendered":"My SEO Journey: Liam Curtis from Kapwing.com \u2013 Improving Our Authority Score from 65 to 69 with a Small Content Team"},"content":{"rendered":"\n

My SEO Journey is a series where entrepreneurs and Indie makers share their honest SEO Journey filled with failure and success, and most importantly, proven results.<\/em> Episode #168 features Liam Curtis from Kapwing<\/a><\/em><\/em>.<\/p>\n\n\n

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\"Liam<\/figure><\/div>\n\n\n

Hi, I’m Liam Curtis, Head of Content at Kapwing, an online video editor<\/a> used by millions of creators, marketers, and teams worldwide.<\/p>\n\n\n\n

Over the past 10 months, I headed the relaunch of our content strategy, building a lean team of three employees (myself included) and improving our Semrush Authority Score from 65 to 69. This growth aligned with a rise in organic traffic from 5.2 million to over 7 million views per quarter, alongside record-breaking Google Search impressions.<\/p>\n\n\n\n

SEO growth is essential to any business, but with a small team, it\u2019s a grind. How do you consistently publish new blog content, optimize landing pages, write newsletters, manage social media, and execute marketing campaigns? Without programmatically producing everything through ChatGPT, that is.<\/p>\n\n\n\n

We\u2019ve all seen Canva\u2019s remarkable 670% Search growth<\/a> over the past five years, leading to monthly views around the 1 billion mark. But with 5,000+ employees<\/a>, few of their SEO strategies are directly applicable to a scrappy content team navigating the trade-off between AI-driven scale and the time-consuming work of high-quality content creation.<\/p>\n\n\n\n

That\u2019s why I\u2019m sharing what actually worked for us at Kapwing: real-world SEO services<\/a> that meaningfully increased our traffic and authority, executed by a content team of just three.<\/p>\n\n\n

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\"SEMRush<\/figure><\/div>\n\n\n

Optimizing Metadata Tags with Intent<\/strong><\/h2>\n\n\n\n

It\u2019s safe to say that metadata tags alone won\u2019t make or break your SEO, but they\u2019re far from irrelevant. I learned this firsthand at GRV Media, where I worked across a network of 50+ high-traffic news sites.<\/p>\n\n\n\n

When your business depends on the revenue brought in by article views, every small element that goes into the SEO of those articles is under the microscope. And metatags, I learned, were often a key topical authority signal to Google, yet an underutilized element on many websites.<\/p>\n\n\n\n

At Kapwing, we tackled a similar issue by auditing and restructuring over 100 scattered tags into just 12 focused, keyword-driven categories. For example, tags like “audio editing,” “volume,” and “sound design” were grouped under a single, unified \u201caudio production\u201d tag. This not only made our site\u2019s topical structure clearer to Google, but also gave our writers a shared taxonomy that aligned with search intent.<\/p>\n\n\n\n

We didn\u2019t stop there; we also optimized each tag landing page with keyword-rich titles, custom descriptions, and curated content that reflected the articles indexed beneath them. This improved our site\u2019s topical cohesion and gave our Resources library<\/a> a stronger internal framework for future content. Ultimately, it wasn\u2019t just a technical fix; it created a content ecosystem where SEO strategy and editorial focus worked in tandem.<\/p>\n\n\n\n

Doubling Down on Landing Page Updates<\/strong><\/h2>\n\n\n\n

Unlike metatag updates, optimizing your landing pages can yield significantly greater gains in SEO performance, impacting crawlability, internal linking structure, and keyword relevance across your site.<\/p>\n\n\n\n

In 2025, we prioritized updating and optimizing existing landing pages. This shift from creating new landing pages stemmed from a clear insight: our landing pages are our #1 traffic driver, yet many had lost visibility post-Google updates.<\/p>\n\n\n\n

With 200+ pages, we built a prioritization model by evaluating all  pages with a formula that combined:<\/p>\n\n\n\n