Driving a 194% surge in organic traffic at Wooclap
Wooclap is a real-time interactive platform for education and business, trusted by over 50 million users worldwide. The strategic challenge was to scale top-of-funnel growth by moving beyond branded search terms and capturing a wider audience of users who were problem-aware but not yet solution-aware.
Introduction
During my six-month internship as an SEO & Growth Marketing Officer at Wooclap, an EdTech industry leader, I was tasked with accelerating top-of-funnel growth. By leading a strategic shift towards user-centric, product-led SEO, my initiatives increased daily non-branded organic daily traffic from 8.5K to 24.8K : a +194% surge in just five months.
My Role & Mission
As the SEO & Growth Marketing Officer, reporting to Head of Growth Jim Hartung, my mission was to drive the organic acquisition roadmap.
My core responsibilities included:
- Leading the SEO & CRO strategy.
- Designing and launching free tools as acquisition levers.
- Optimizing key feature pages to increase conversions.
The Strategy: Two Key Projects Driving Growth
The +194% surge in non-branded traffic was the result of a holistic strategy. Two key projects I led exemplify this approach: one focused on optimizing an existing asset, and the other on creating a new growth engine from scratch.Web Design
1. Optimizing an Existing Asset — The "Ruleta" Experience
Problem & Insight
Our Spanish « Spin the Wheel » tool, « Ruleta, » had a fragmented SEO strategy spread across five competing pages. A deep dive into user session recordings with Hotjar revealed a critical insight: 95% of users were manually deleting default entries to create a universal randomizer, creating unnecessary friction. This signaled a clear mismatch between our page structure and the user’s core intent.
Solution & Action
I led the initiative to consolidate all five pages into a single, powerful landing page optimized for the primary user intent: Ruleta Aleatoria (Random Wheel). The plan involved placing the interactive tool front and center for immediate utility, rewriting the content with a Hispanic market expert for cultural relevance, and executing a meticulous 301 redirect plan to preserve all SEO authority.
Quantified Impact
The results after the migration were immediate and explosive:
- +449% increase in monthly clicks on the tool (from 61k to 240k).1
- +292% lift in the sign-up conversion rate in the first full month.
- SERP position jumped from 8th to 3rd for the main keyword
2. Building a New Growth Engine — The "Random Group Generator"
Opportunity & Insight
With Jim, we start with the Keyword research using Semrush to identified a clear need among educators for a tool to create random student groups, a common classroom pain point. This was a perfect opportunity to build a high-intent acquisition channel that provided genuine utility to our core audience.
My Full-Stack approach
I owned this project from concept to launch:
- 1. Research & Design: I defined the core features and designed the user flow and mockups, focusing on a simple, two-step process.
- 2. Development: To accelerate the launch, I built the tool using the no-code platform Lovable, taking it from an idea to a functional product.
- 3. Launch & SEO: I wrote all the SEO-optimized copy and managed the launch on a dedicated subdomain, turning the tool into a live acquisition asset.
Overall Impact & Key Learnings
These two projects, along with other sitewide optimizations, were the primary drivers behind the +194% growth in non-branded organic traffic. This experience solidified three core principles in my approach to growth:
1. User Experience is the Ultimate SEO Lever. Solving user friction sends powerful positive signals to Google, directly impacting rankings and traffic.
2. Utility Outperforms Traditional Content. A free, functional tool creates a more durable competitive advantage than a standard blog post.
3. Data-Driven empathy is key. The best growth strategies emerge from combining quantitative data (the « what ») with qualitative insights (the « why »).
Competence
SEMRush
Google Search Console
Hotjar
Mixpanel
Lovable
Canva
Metabase