Roku Inc., The Roku Channel, Roku Originals, Roku Support, and Roku Community

Roku Support was recently replatformed and after its migration, the division saw decreases in organic traffic and slow page load speed. The client sought improvements in key Roku Support metrics. Roku Support’s campaigns should decrease the click through rate (CTR) for the Contact us and Support Buttons, increase the website’s organic traffic, and improve keyword rankings and website impressions. With Roku Support being a self-service platform, the client wanted its users to find the content easily, rather than clicking the Support Button at first.

Website Improvements

Roku’s team had some clear goals for their websites. Among them were improved website security, website crawling and indexing, and page load speed. User experience (especially mobile experience for the web version of The Roku Channel) needed to be improved. Our team verified and monitored the SSL certificate’s installation, its validity, and reviewed all of Roku’s websites for possible malware, domain blacklisting, and virus attacks. We monitored the websites’ host status and resolved all their server and DNS resolution issues.

Our design team created custom art, promotional banners, and other infographics which were added to many of Roku’s pages. Audits of Roku’s websites showed multiple duplicate URL links. These were negatively impacting the divisions’ search engine ranking positions. To enhance user experience, we recommended removing the duplicate URLs from the divisions’ websites, in order to eliminate the possibility of split page ranking or split inbound links.

We prepared and provided the client with several sitewide SEO improvement strategies. One of these was the breadcrumbs schema for Roku Community pages. Once these codes are dynamically generated across the Roku Community website, search engines will be able to understand the website’s structure, which could lead to improved click-through rate. Our team found several missing pages on the Community and Support websites, and some that were missing from the websites’ XML sitemap. We provided redirect suggestions to the brand’s development team who successfully deployed the URL redirects.

SEO Improvements

After installing security improvements on The Roku Channel’s website, we submitted the websites’ pages to search engines for indexing. All pages were optimized to comply with search engines’ content standards and most recent algorithm updates. We fixed website issues including crawl issues, content bloats, redirects, and cache issues. Images, videos, and source codes were also optimized. Title tags, meta descriptions, and alt image attributes were added across the pages. We also provided SEO improvement recommendations to the client for Roku Support and Roku Community websites.

Throughout our partnership, we ensured that Roku’s content is visible to search engines and shoppers regardless of cookies and the support for Javascript. Revised schema codes for Roku Support were shared with the client that can further improve traffic and the brand’s search prominence.

Our team assessed the user behavior metrics for each of Roku’s websites pages, and made suggestions to optimize the websites’ content. A/B testing was conducted on Roku’s landing and checkout pages. To further increase traffic to The Roku Channel, we provided the client with optimized content. Optimized metadata signals to search engines what visitors can expect to see when they visit any given page. We provided title tags and meta descriptions for all the content we supplied. Schema codes for Roku Originals series and their relevant titles were provided to the client.

Email Marketing

Coalition created several email templates for Roku’s national promotional campaigns. We developed new copy-writing guidelines, revamped the brand’s designs and content and launched email campaigns that communicated the brand’s voice. Several email designs and templates for their automations, evergreen campaign series, tentpole, and holiday campaigns were crafted to build customer base and loyalty, launch new products and increase sales revenue.

The brand wanted to showcase the capabilities and affordability of Roku’s devices, as well as the wealth of resources available on its platforms. The email templates for email campaigns and automations for Roku contained readable texts, and images targeting their desired audiences. Email automations were launched to target prospective users and to win back users who have not used their Roku services over an extended period as well as abandoned cart users.