Solo

After being a long-time affiliate partner of Solo, driving hundreds of signups to the platform through my rideshare-related website Ridester, the company's marketing team reached out and asked to pick my brain about SEO.

We had a few meetings in which openly helped them understand SEO, which eventually turned into a consulting agreement that aimed to improve their website's traffic.

After conducting a comprehensive website audit, I realized that there was a lot of unrealized potential for the company to gain search traffic through the pay insights that they were collecting.

I designed a programmatic SEO campaign that showcased their Pay Insights data, with the goal of capturing those interested in gig work who were searching for those terms.

The idea was to build a resource that shed light into the earnings of gig-related platforms like Uber, Lyft, Spark, and more.

Based on my research, I knew that people were looking for that data. The site was also ranking for related terms, so the search engines saw them as a trusted resource for them.

So, theoretically, all we need to do was build out a "hub" that presented that data in a hierarchy that was easy to navigate, sort, and understand.

Based on a rough conceptual design that I wireframed out, the team's designer got to work building what the team now calls "Pay Insights".

The hub uses a basic hierarchy to present the data. It allows users to select a city, and then presents them with interesting data like average hourly pay, base pay and tips per hour, and more.

They can easily scan the various platforms to understand how much they can expect to earn in a city, based on data pulled directly from the financials of other real-world gig workers in those regions.

We took that to another level by adding platform-specific pages for each city that provide an even deeper level of detail for each one.

Each of these pages presents interesting data that readers will find incredibly helpful and useful.

However, after realizing that these pages could also be used for lead generation, I suggested that we gate some of the data to only be available to users.

This double-pronged approach means that not only are the hub and spoke pages ranking for hyper-specific income-related terms, but they're also driving new leads for the platform.

The beta test nearly tripled Solo's website traffic, and is putting the site on track to see huge gains in the future as all of the programmatic pages are indexed and rank.

In addition, Solo is offering data that reporters love, yet struggle to find because there is not a lot of it out there.

So, by taking the approach that we did, we've made it easy to source and quote - which the media has consistently done since the launch of this campaign.