Revamp the SEO Learning Hub
- Inbal Kochmeister
- Feb 28, 2023
- 4 min read
The Wix SEO Learning Hub was published in 2022 as a branding asset in order to help Wix to position itself as an authority and thought leader in the field of SEO. This asset aims to help Wix users and non-users to expand their knowledge and do better SEO and discover Wix product offerings and capabilities.
In this post, I will elaborate on the SEO Learning Hub development, what challenges we had, and how we revamped it to make it better. I will cover:
The SEO Learning Hub on 2022
I had the great privilege of leading the project of creating the hub launching it and promoting it. This asset is a one-stop shop for all SEO education content from blog posts, and webinars to a video library and a unique podcast. All were created by the best people in the industry for anyone who wants to learn more and improve their knowledge about SEO.
After we launched the Hub I did a launch campaign to increase its awareness and to start to drive traffic to it. We also worked hard on expanding the team of contributors to the Hub, increasing the publishing cadence, conducting a monthly webinar, and establishing the SERP's Up podcast. The results started to show growth in organic traffic but also in traffic in general, unique visitors, returning and new visitors, page views, duration on site, and the number of subscribers. At the end of 2022, we had around 40K unique visitors each month with almost 5,000 subscribers.
Why did we decide to revamp it?
The SEO Learning Hub grew but it still missing fundamental elements and it doesn't have the best UX we want to provide. We wanted to help our users to understand what is the Hub’s offering, help them easily navigate, explore resources, and find what they are looking for.
We had some challenges we needed to address:
It is hard to understand from above the fold what is the Hub's offering- The users need to scroll down a lot in order to explore there is more besides blog posts. The challenge is to show the hub's offering from the first fold and to show the richness of content we have.
It is hard to navigate on the Hub or to find a specific thing- There is no search bubble on the Hub, main blog page with all categories, and in some places, it is less intuitive to understand where you are.
There is no unified design language among the different parts- The Hub contains many types of assets such as blog posts, podcast, webinars, and more. Each one of them was made separately, at a different time by different designers, which makes it look inconsistent. The challenge is to create coherence between the different parts of the Hub so it will be more professional too. You can review the different designs right below this paragraph.
There is a high dependency between design and a higher cadence- There are so many designs for each section and the process of creating new designs takes time. The challenge is to create designed templates for each section to simplify this process and enable us to publish more content.
The industry design language is cartoonish- This is an opportunity to create differentiation from competitors with a unique and professional design language.
Goals of the revamp
After I mapped all challenges I set the goals for the revamp-
To change its structure to support the hub’s offering and show the richness
To make it easier to find resources and navigate
To fit the hub to its evolving needs and add new sections as well as pages
To make coherence and professional (but approachable and inviting) design language
At the end of the day, I wanted to make the hub better for the users but also better for search engines.
What did we change?
What are the main changes we have made?
New menu- Created a new menu to show more of the content and resources we have today (podcast, webinars, blog, etc.) Also added navigation buttons at the top of the page for easier navigation between the pages.
Search bubble- Added a search on the site to help users to find what they want they are looking for.
Content update- Updated all the content on the main page and on blog category pages to better rank for certain keywords such as "Learn SEO".
Updated structure for the homepage- Changed the structure of the main page to show the most updated content at the top and to better show the richness of content.
Editor's pick- Added a new section of editor's pick to give a special spotlight to strategic or trendy pieces of content.
New UI- Created a new and more professional design language with coherence between the different sections.
More blog categories- Added 2 new categories to the blog (Local SEO and Advanced SEO).
You can see more in-depth the new SEO Learning Hub site on this link.
We went live with the new Hub at the end of February 2023, we sharpened our goals, refreshed our KPIs and we keep learning all the time how to improve this wonderful asset.
Developing the Hub is an ongoing project and we are already working on the next improvements and additions.
It was a real pleasure to lead this project and it couldn't happen without the right preparations, planning, and strong collaboration between the different teams in the organization, as well as my incredible team members.
