Grammarly is simply a penning assistant. According to our data, its website gets an estimated 22.2M monthly hunt visits crossed 2,468 published pages.

If Grammarly bought this aforesaid postulation via Google Ads, it would outgo an estimated $5.1M per month.

In this post, I’ll stock 11 takeaways from my heavy dive into the company’s SEO strategy. 

Grammarly gets an estimated 7.8M monthly hunt visits from hunt queries containing the operation “grammarly.” That’s 38.6% of its full integrated traffic.

Ironically, however, it gets astatine slightest a further 590K monthly searches for keywords containing marque misspellings.

Given that it has 30M regular users (by its ain estimates), this is hardly surprising. In fact, determination are implicit 37K queries successful our U.S. keyword database containing “grammarly” with a full estimated monthly hunt measurement of 3.1M. 

Grammarly’s homepage gets an estimated 6.6M monthly hunt visits—almost a 3rd of its full traffic.

Despite the institution seemingly making immoderate effort to people the keyword “writing assistant” connected its homepage (it’s successful the page’s rubric tag), astir each of its postulation is branded. 

In fact, its homepage is liable for 84.6% of each its branded traffic.

Just 277 of Grammarly’s 2,468 pages pull the bulk of its integrated hunt traffic—20.1M monthly visits.

This postulation goes to a premix of escaped tools, blog posts, and its homepage.

Grammarly is acold from the unusual 1 retired here. You’ll spot a akin organisation for astir websites, acknowledgment to the Pareto rule (80/20 rule). 

543 of Grammarly’s 2,468 pages get nary integrated traffic.

Here’s a speedy breakdown of these pages:

• 360 blog posts
• 76 jobs pages
• 77 enactment articles
• 12 developer/API pages
• 12 PDFs
• 6 other

Blog posts aside, nary of the different pages look to person been created with attracting hunt postulation successful mind. So it’s hardly astonishing that they get none.

In fact, this is the lawsuit for immoderate of the blog posts too.

For example, determination are 48 posts with nary postulation nether the /business/ subfolder.

Most of these look to beryllium much thought leadership–type contented than search-focused pieces. 

Grammarly has 7 escaped tools that cumulatively get implicit 3M estimated monthly hunt visits.

However, astir each postulation goes to conscionable 2 of these tools: its grammar checker and plagiarism checker.

Interestingly, 77.4% of this postulation is non-branded. It comes from keywords similar “grammar checker,” “plagiarism checker,” “spell checker,” and “punctuation checker”—all of which get tens of thousands of estimated monthly searches. 

Do you privation to usage this SEO maneuver for your website?

1. Go to Keywords Explorer
2. Enter a fewer “seed” presumption related to your industry
3. Go to the Matching terms report
4. Add words and phrases similar tool, tools, calculator, checker, and generator to the “Include” filter
5. Select “Any word” connected the “Include” filter
6. Click “Apply”

For example, if you merchantability accounting software, you mightiness participate seeds similar “tax” and “salary.”

Grammarly is committed to blogging. 1,699 of its 2,468 (69%) pages are blog posts, which pull much than fractional (~11.2M) of its estimated hunt traffic.

Most of these pages (81.6%) get astatine slightest immoderate hunt traffic, truthful it’s wide that Grammarly takes a search-focused attack to blogging. 

In presumption of what the posts cover, they’re chiefly astir grammatical presumption similar verbs, nouns, etc.

Most of these presumption get tons of monthly searches, and Grammarly ranks #1 for galore of them—hence wherefore its blog gets truthful overmuch hunt traffic. 

Just 256 of Grammarly’s 1,699 blog posts get ~9.4M monthly integrated hunt visits—almost each of its blog’s full traffic.

Once again, this organisation isn’t abnormal. It’s really adjacent much utmost connected our blog, with 6.7% of our posts attracting 77.9% of our blog traffic. 

However, we get obscurity adjacent the magnitude of integrated hunt postulation Grammarly gets. 

This is partially due to the fact that the presumption Grammarly targets (and ranks for) are ace popular. 

For example, determination are an estimated 151K monthly searches for “em dash” successful the U.S. Grammarly presently ranks #6. 

Grammarly has been blogging for a while. It published its archetypal blog station connected June 22, 2012. 

If we plug that post’s URL into Ahrefs’ Content Explorer, we spot that it astir apt didn’t instrumentality overmuch effort to write, arsenic it’s lone 304 words long. Yet it inactive attracts hundreds of monthly integrated visits to this day. 

However, this is acold from 1 of Grammarly’s top-performing posts.

If we look astatine posts getting 10K monthly hunt visits oregon more, lone 24.2% of them were published successful the past 2 years (since November 2020). Most of them were published successful 2016 or 2017. 

This conscionable goes to amusement that SEO is not an overnight strategy. It tin instrumentality years to acquisition the afloat payment of a coagulated SEO strategy. 

Most of Grammarly’s top-performing posts person been updated successful the past fewer months.

For example, its station astir contractions successful penning was initially published successful June 2016. But it updated and republished the station successful August 2022. 

If we hunt for Grammarly’s blog successful Content Explorer, the “Pages implicit time” graph shows however its publishing and republishing strategy has changed over time. 

Between June 2016 and June 2017, it published 529 caller posts but didn’t republish a azygous post. Compare that with the play from June 2021 to June 2022 erstwhile it published 185 posts and republished 29 (13.5% of each posts during the period).

Many of these updates person had an unthinkable interaction connected hunt postulation too.

For example, it republished its station astir participles successful July 2022. Shortly after, integrated hunt postulation changeable up from ~1.5K to ~16K per month.

Grammarly’s enactment subdomain lone gets astir 0.7% of the company’s full integrated hunt traffic. But this is rather awesome erstwhile you see however small contented there is.

Right now, according to the Site operation report successful Site Explorer, it has 399 pages.

But the awesome portion is that it took minimal effort to get this traffic, arsenic overmuch of this contented is super short. 

For example, according to Content Explorer, the top-performing enactment leafage gets an estimated 26.8K monthly visits contempt being conscionable 77 words long. 

In fact, 76.5% of the enactment section’s integrated hunt postulation comes from conscionable 20 articles comprising 4,023 words in total. 

Pretty overmuch each this postulation comes from branded hunt (e.g., “add grammarly to word”). But that’s to beryllium expected, arsenic contented connected this subdomain answers questions astir the tool. 

Grammarly has precocious started creating abbreviated introductory guides to topics that nexus to related blog posts, different known arsenic content hubs. 

Here are the 4 “hub” pages it presently has:

• Punctuation
• Writing
• Essay writing
• Proofreading

It seems to beryllium moving good truthful far. Most of these pages are already attracting a fewer 1000 integrated hunt visits per month. 

Final thoughts

Grammarly’s hunt show has been connected an upward trajectory for years, and there’s a batch to larn from it. It volition beryllium absorbing to spot wherever its SEO squad goes from here.

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