Meltem Kuran Berkowitz

Head of Growth

Deel

📈 Growth & Metrics (1)🎯 Product Strategy (1)⚡ Execution (1)

Key Takeaways

1.Prioritize building a functional website and SEO foundation before spending on paid ads.
2.Use the 'Traffic Light System' to prioritize SEO keywords based on user intent rather than just search volume.
3.In early B2B growth, leverage 'cheap channels' like Reddit and Quora by answering questions helpfully, not just pitching.
4.Avoid brand awareness campaigns early in B2B; focus on bottom-of-funnel conversion first.
5.Hire for 'Little Hands'—people willing to do the nitty-gritty work regardless of seniority.
6.Content strategy should focus on 'Ending the Search'—providing such a complete answer the user stops looking.

Methodologies(3)

The Traffic Light SEO System

by Meltem Kuran Berkowitz

📈 Growth & Metrics

A systematic approach to content prioritization that ranks keywords based on user purchase intent rather than just search volume. It ensures the content team focuses on topics likely to drive revenue.

Core Principles

1.Keyword Collection: Gather up to 700 related keywords and rank by volume.
2.Intent Classification: Tag keywords as Green (High Intent/Ready to Buy), Yellow (Maybe), or Red (Student/Academic interest).
3.Execution Priority: Write content for Green keywords first (High Vol to Low Vol), then Yellow. Ignore Red.
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"The first question I would ask is... is the Google search over? If someone reads your content... are they going back to Google to continue reading more?"

#traffic#light#growth

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The 'Skeleton Before Makeup' Hierarchy

by Meltem Kuran Berkowitz

🎯 Product Strategy

A sequential framework for allocating growth resources. It mandates fixing the technical and organic foundation before layering on paid spend or brand awareness.

Core Principles

1.Step 1: Technical Foundation - Ensure the website exists, is fast (load time <4s), and is indexed.
2.Step 2: Discoverability - Create content so users can find you organically (SEO/Communities).
3.Step 3: Paid Performance - Only invest in paid ads once the organic funnel works.
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"Build the skeleton before you put on the makeup."

#'skeleton#before#makeup'

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Community Question Mining

by Meltem Kuran Berkowitz

⚡ Execution

A tactic involving monitoring communities (Reddit, Quora, Twitter) for specific user problems and providing genuine help, treating early channels as support rather than sales.

Core Principles

1.Identify the Watering Holes: Find where your users ask questions (e.g., specific Subreddits, Quora).
2.Monitor Keywords: Set up alerts for problem-specific phrases (e.g., 'hiring internationally').
3.Add Value First: Answer the question thoroughly as a peer/expert. Do not pitch immediately.
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"Be someone people actually want to talk to... answer their question first, and then let them decide if they want to come with you."

#community#question#mining

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