How Miro captures demand with templates

Miro's strategy to rank over 8,000 keywords in the Top 10 searches on Google (3 min read)

Welcome to Product Spotlight 🥇. In this section, we shine the Spotlight on products that are taking things up a notch - be it reducing friction, designing killer onboardings, using novel acquisition methods...the list is endless 😄.

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Miro gets over 2M monthly organic search traffic to their website. It also counts almost all of the Fortune 100 as its customers. It’s a brilliant case study on how to capture demand for all the different use cases your product caters to 🤓.

Miro is an online whiteboarding software, but a lot of its target audience doesn't even know what whiteboarding is. What the audience does know is their use case (I want to create a product roadmap, or I want to create a mind map), which they google for a solution.

Miro pops up very high on Google for a number of such templates

Miro captures this opportunity by creating templates (product roadmap template, mind map template, etc), which are distributed as search engine-optimized landing pages. If you search “product roadmap template” on google, the second organic result after all the ads is Miro’s template page.

To double down on capturing demand from all these use cases, Miro’s team has created 300+ templates 📕 across Product, Design, Research and Strategy use cases.

Miro has also templatized the structure of these landing pages. Each landing page has similar sections such as an about section, things to consider, FAQs, etc.

This serves 3 purposes:

1. Makes it easy for the Miro team to replicate this design across hundreds of landing pages

2. Provides search engines with keyword-rich content

3. Provides users with context on how to get started using these templates (no matter how keyword-rich your content is, Google is smart enough to not promote it if it doesn't help users 😎)

The Miroverse 👩‍👩‍👦‍👦 takes this one step further. Now, the Miro user base can generate their own templates and open them up to the broader community. In April’22, the community added 1,000 new templates to the Miroverse.

Miro ranks in the Top 10 of Google for 8k+ keywords related to templates

Again, Miro distributes these new templates via SEO. The Miroverse is a great example of user-generated, company-distributed (via SEO) content. According to Ahrefs, they rank over 8,000 such keywords in the Top 10 positions on google 🤯.

Miro’s phenomenal growth led to a $400M Series C at a $17.5B valuation. With the rise of remote work, looks like they still have lots of room to grow 🚀.

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