Helping an enterprise social platform connect with its developer communityFacebook for Developers

enterprise tech case study
Facebook needed SEO expertise as it re-imagined its new Facebook for Developers site before its annual F8 Conference.

The team turned to Kelly for SEO consulting to bring its vision to life.


Kelly’s work addressed three critical challenges for Facebook:

• Generic results in SERPs:
For developers looking to leverage a myriad of offerings in AI, VR, AR, business tools, gaming, publishing and social integrations, organic search results were not as helpful as they could have been—because page titles were auto-generated and meta descriptions were not unique per page.

• Translation in multiple languages:
All SEO needed to consider that content would be translated into fifteen languages across the globe. This was a significant undertaking and required expert help to oversee the project and avoid unnecessary errors and delays.

• Navigation required numerous clicks:
The best websites allow users to find precise content within a minimal number of clicks. Navigation needed to be simple and intuitive. For Facebook for Developers, however, clicks from initial search to intended content were unnecessarily numerous. Kelly needed to help them provide a better user experience from query to intended content.


Kelly performed in-depth keyword research, dissection, and competitive analysis for the primary pages of Facebook for Developers’ new site.

To ensure consistency and comprehensive optimization across the site, she provided on-page SEO for primary pages. This included writing page titles, meta descriptions, and headings, among other on-page SEO elements. Kelly ensured that all changes were within Google’s latest character-limit parameters to ensure alignment with goals.

Working with a contracted agency, Kelly reviewed information architecture (IA) from both SEO and user experience perspectives, and made recommendations accordingly.


The Facebook for Developers site was successfully re-launched on time just prior to F8 in early May 2018. To date, branded key phrase results are more helpful to the developer community within the search engine results pages (SERPs). More developers are discovering content for non-branded search terms—resulting in a higher volume of qualified traffic to the site. Visit

Kelly brought invaluable insights and a unique third party perspective to our website’s UX, SEO, email segmentation strategies, and our use of prospecting tools that will have an immediate, positive impact on our new business methodologies. She is a pleasure to work with because she is very approachable yet unafraid to speak her mind and stand behind her recommendations. Kelly brings credibility to these recommendations because she’s utilized them in successfully building her own digital marketing business. She brings state-of-the-art digital prowess to the practical demands of modern digital business and marketing communications.

Michael Decker
Michael Decker
VP, Marketing & Business Development, Retail Marketing Agency
Kelly Campbell Case Studies
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