Atlassian – Use-Case Landing Pages for High-Intent Keywords

Atlassian, maker of Jira and Confluence, implemented a hybrid programmatic-content strategy by creating dedicated landing pages for specific use cases of their products. Research showed users frequently search for queries like “Jira for [use case]” – for example, agile project management, requirements tracking, incident management, etc. Atlassian addressed this by deploying pre-designed pages targeting each of these queries. Each page follows a template outlining how the tool addresses that use case, benefits, and FAQs, providing valuable content to the searcher. This systematic coverage of long-tail keywords has helped Atlassian consistently rank at the top for many Jira-related searches, driving high-intent traffic (evaluators likely to convert to users).

Programmatic SEO tactics

Template-based pages like “Jira for X” or “Confluence for Y,” each optimized around a specific problem/solution. While the content is crafted, the approach is scalable – ensuring all relevant use cases have a page. These pages are essentially automated in concept (following a formula) and can be rolled out for new keywords as needs arise.

Complementary growth strategies

Atlassian’s product-led growth benefitted from this SEO, but they reinforced it with extensive documentation and community Q&A (their Community and knowledge base rank well for technical queries). They also invest in content marketing like the Agile Coach microsite (educational articles on agile, which funnel readers to Jira) and developer evangelism for their ecosystem.

Additionally, word-of-mouth and virality (teams inviting other teams) play a big role – the SEO strategy simply ensures that anyone researching project management solutions will encounter Atlassian’s offerings early in their journey.