Grew TurboTax organic traffic 27% year over year

Client: Intuit TurboTax · Industry: Tax software · Role: Marketing Manager, Holistic Search (contract) · Timeframe: 2022–2023

At TurboTax, small search decisions carry enormous weight. I led SEO and paid search initiatives for the online tax products, which drive more than $1 billion in revenue, working across engineering, product and content teams so search was part of every major site change.

The challenge: growth at enterprise scale

TurboTax already ranks for the biggest tax terms, so growth had to come from sharper targeting: high-growth customer segments, a large content library that had grown unevenly, and constant site changes that could put rankings at risk.

What I did

1. Targeted high-growth customer segments

I focused search strategy on the Self-Employed, Latino and Investor segments, and paired it with personalized digital experiences so visitors from search landed on content built for their situation.

2. Rebuilt content strategy around intent

I analyzed about 1,500 articles by topic cluster and search intent to find gaps, overlaps and pages worth updating, then prioritized the work for the content team.

3. Protected rankings through migrations and change

I led SEO for the WordPress migration to the Gutenberg editor, working through technical, QA and operational roadblocks. I also monitored technical SEO, ran QA on content and CMS changes, and provided SEO oversight when products were retired, so rankings and traffic carried through each change.

Results

• +27% organic search traffic year over year.
• +23% traffic from the content analysis and topic-cluster updates.
• A clean migration to Gutenberg without losing search visibility.

What this shows

At enterprise scale, SEO is as much about coordination as it is about keywords. Targeting the right segments, organizing content by intent and protecting the site through change is how a mature brand keeps growing in search.