Empowering teams to work smarter with the tools they use every day
Kolekti is a company that specialises in work management practice. They build market-leading apps that help users get more from the tools they already use, such as Trello, Confluence and Monday.com.
Before 2023, these apps were delivered under the Adaptavist name, but the teams decided to launch a separate brand: Kolekti.
Although the move made sense strategically, it did mean building a new brand from scratch, with a new website and no previous activity to benchmark against.
Brew Digital, a peer brand to the newly launched Kolekti, was asked to support the new brand launch by providing SEO support for organic visibility at each stage of the funnel.
Before the website launch, a redirect strategy was implemented from the Adaptavist website to leverage initial performance with referrals from an established high authority domain. This provided Kolekti with authority and a positive web presence from day one. This preparatory work gave the Kolekti brand a solid SEO foundation which we could then build upon. Working with both Kolekti and our web development team, we implemented several strategies to establish and entrench their online presence.
Our industry knowledge meant we were able to provide detailed recommendations for on-page and technical optimisation. This includes URL optimisation, page titles, headings, and word count; frequently overlooked aspects of SEO. They may be small changes, but they play an important role in the overall performance of your website’s organic growth, so we always work closely with developer teams to ensure it’s implemented optimally.
We also gave content recommendations based on insights gathered from keyword research. We assessed generic keywords with high search demand in relation to the content topic clusters needed to support SEO performance. This was then provided to Kolekti to integrate into their content plan, ensuring that what they published was aligned with current search trends. At the same time, we also provided a detailed plan of structured data recommendations that would help Kolekti reach 'position 0' on search result pages – considered the most desirable spot in search.
Finally, working with the Brew Digital development team, we provided ongoing support post-launch to monitor user behaviour and experience – two key SEO metrics. Based on that monitoring, we have made continued improvements to the site’s speed, which has further improved bounce rates and user engagement times.
Our work with Kolekti has already generated exceptional results for their search performance and brand awareness, and the trend continues to climb.
In the first six months from launch, Kolekti went from zero search rankings to achieving 45 top-3 positions for generic focus search queries, and over 2000 organic search quality visits. This shows the effectiveness of our SEO strategy, especially around keyword research and content recommendations.
Similarly, Kolekti saw great returns from our structured data recommendations. Again, starting from scratch, we secured ‘position 0’ – the highest organic ranking position on Google – for 63 generic keywords. This means that Kolekti is prominently featured in the ‘People Also Ask’ box at the top of search results. This is a highly coveted strategic position, providing strong organic traffic results, and for a user, it also demonstrates exceptional domain expertise. The brand is even competitive for high-demand terms such as ‘confluence macros’, securing a top-3 position.
Supported by paid search activity, SEO now dominates traffic acquisition to kolekti.com and remains on an upward trend. Organic search owns the main share of traffic, trending upwards month after month. To have such strong organic results after such a short space of time is testimony to the efficacy of our strategy, and frees up marketing spend for Kolekti to focus on other methods of acquisition.
Our work with the Brew Digital web development team has produced substantial improvements to the user experience. The average page speed score increased from 44/100 to 83/100, a significant increase that contributes to positive user behaviour metrics, which in turn elevates the website’s SEO.
This has been achieved by continued image scaling whilst maintaining full visual quality, plus code component loading efficiency best practices through core web vitals.
We thoroughly enjoy working with ShinRoo and Saufi at Brew Digital; their dedication and collaborative spirit have been key to reaching our digital marketing targets.
Eleni Miliou,
Head of Marketing
Kolekti builds brilliant software, but their LinkedIn channel simply was not reflecting their potential. Most B2B technology brands default to dry, corporate broadcasting. To build trust and win authentic relationships, Kolekti had to break that cycle. We needed to transform their page from a quiet broadcast channel into a high-engagement community hub, earning real visibility among Confluence admins, power users, and managers without resorting to typical sales pitches.
Key challenges identified included:
Low brand visibility: Establishing Kolekti as a trusted, top-of-mind authority in a competitive technical niche.
The corporate barrier: Moving away from passive, one-way messaging to spark real, valuable conversations.
Meaningful product showcase: Demonstrating the visual power of Mosaic for Confluence without sounding overly promotional.
We built a targeted content strategy around the people who live and breathe Confluence every day. This meant focusing directly on admins, team managers, and knowledge workers. Instead of sharing generic software updates, we spoke to their everyday frustrations with formatting, structuring, and organising content. Our main focus was Mosaic for Confluence, showing exactly how the tool transforms messy documentation into highly functional pages.
We swapped stiff, corporate jargon for human, conversational, and highly practical advice. To ensure every post delivered genuine value to the target audience, we structured the channel around six focused content pillars:
Relatable realities: Showcasing the shared daily pain points of managing digital workspaces to build immediate empathy with users.
Page moves: Providing practical, step-by-step Confluence tips and tutorials that users could implement immediately.
Page glow-ups: Highlighting visual before-and-after content to prove the design impact of Mosaic.
Fan favourites: Sharing authentic customer testimonials and case studies as powerful, peer-to-peer proof points.
TAG amplify: Reshaping broader insights from The Adaptavist Group (TAG) into Kolekti's distinct brand voice.
Kolekti IRL: Sharing team moments and company events, supported by highly active community management to keep conversations natural.
Over a seven-month period, our conversational approach completely transformed Kolekti's LinkedIn presence. We shifted the focus from static, one-way corporate updates to a disciplined, value-first publishing schedule. This tactical change transformed the channel's performance, driving immediate, active participation and measurable click-throughs from their target audience.
The performance metrics tell a clear story. By establishing a more consistent and focused presence, we turned passive scrolling into active, valuable interaction.
Key successes included:
A massive engagement surge: Post engagement rate rose by 112% (reaching 16.13%) and page engagement rate grew by 190% (hitting 16.95%).
Greater market consistency: We boosted posting frequency by 146% compared to the previous period, ensuring Kolekti remained highly visible to key prospects.
High-value community growth: We welcomed over 100 new, highly targeted followers, specifically the key Confluence admins and decision-makers essential to Kolekti's ecosystem, while growing total post clicks by 7.7%.
Dive into more of our work and choose from some of our favourites below.
