Kapwing is an online video editor founded by Julia Enthoven and Eric Lu.
Two years ago it was just like every other new startup. No funding. No organic traffic. No users.
They tried cold emails, ads, posting in Facebook groups. None of it worked. Every single one of Kapwing’s first fifteen paying users came from Google.
To quote Julia, “We learned that, for our product, SEO is king.” So she and Eric set out on a mission to climb the Google rankings.
This case study focuses on one particular link building strategy they employed. I’m going to call it SEO Project Marketing. It works like this:
1. Make side projects
2. Host them on your own domain
3. Get them in front of the press
The idea is press exposure results in articles(and backlinks). And because the projects are hosted on your own domain any “link juice” flows to other pages on your website helping them rank …