Cameron Adams: belief

Transcript context

…Keep pulling him back. Yeah, keep pulling him back. We originally found him, he came from a startup that was going under here in Sydney. We had thought about SEO. We knew it was this thing that you could use, and I think in a couple of our pitch decks, we had SEO as a whole growth channel that we were going to execute upon in order for investors to make a ton of money, but we pretty much knew nothing about it. And it was sitting away in our backlog of things to do in the first couple of years of Canva. And we came across Andre and he just really crystallized what SEO was and how it would actually help us grow. So we brought him on, he rolled out his strategy and it was fantastically effective. It was also incredibly cheap, and it was super easy for us to do ourselves. He set up a whole team of people who looked at people's motivations and the top jobs to be done that Canva could service. He then mapped that through the entire experience of going into Google, typing a search query, getting that search query, seeing that it was a great result, firstly getting to the top result, but then also the experience after they landed on Canva. So if they searched for want to make a Halloween poster, the top Google result would be Canva. They'd click on it, they'd land on the Halloween poster landing page. It would tell them how they were going to do, it show you how the product was going to do that, have a button there that immediately took them into a Halloween poster template, went through a fantastic onboarding of customizing that poster really simply, and then they would hit done, download the image, and they had a fantastic experience and he thought through that whole end-to-end flow from first landing on Google and typing into the search box through to that magic moment where they're like, "Canva just helped me do something amazing and I want to do it again." Amazing. Okay. So a few things I'm hearing there. One is figure out the jobs to be done of potential users, figuring out where their search volume, figure out ones you can actually solve for them, like say a Halloween poster, and then think about that experience end to end from search to landing. And obviously, you have to deliver on that promise. You have to actually show them a really cool Halloween poster that they can create, right?…

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