Descript SEO Case Study

Descript created 50+ tools & tapped into a TikTok trend to increase organic traffic by 100k in 6 months 🤯

• By leveraging the power of tools and product pages
• Significantly scaling its content production
• And optimizing its site structure

What you will learn

In this case study, we will examine the key tactics and best practices that Descript used to achieve these impressive results. 

• We’ll explore how they created over 50+ tools that contributed 30k monthly organic traffic
• Posted over 130+ blogs in just six months
• And they have optimized their site structure through the use of pillar pages and streamlined categories. 

Through this case study, we can learn valuable insights into how SEO can help businesses to achieve significant growth and success in today’s digital landscape.

✅ How to do a top-notch content strategy that generates traffic and revenue effectively.

✅ How to scale up content production and deliver results in 6 months.

✅ How Descript leverages the power of tools and product pages.

✅ Evaluating if SEO is suitable for your business and utilizing your content assets to improve your search visibility.

How-To Guide

These are the things you might want to include in your SEO Strategies

Scale up content production – Scaling content production requires a strategic approach that involves identifying your goals, creating a plan, and implementing systems to streamline your content creation process.

This image shows the content velocity of Descript for the past years.

Here are some steps you can take to scale content production:

1. Define your goals: Start by identifying your overall business objectives. What do you want to achieve as a business with your content? Do you want to increase traffic, generate leads, improve brand awareness, or drive sales? Having a clear goal in mind will help you focus your efforts and track your progress.
2. Identify your target audience: Who are you creating content for? Identify your target audience and understand their needs, pain points, and interests. This will help you create content that resonates with them and drives engagement.
   • Create an Ideal Customer Profile (ICP) start by identifying your current customers and conducting research to understand the characteristics of your target audience. Based on this research, create detailed buyer personas that describe the goals, challenges, and communication preferences of your ideal customer.
3. Conduct Keyword Research: Good content requires research to ensure accuracy and relevance. Conduct keyword research to understand what your audience is searching for. Use tools like Google Trends, Ahrefs, and SEMRush to identify popular keywords and topics.
   1. Consider these things when searching for the best keywords:
      • Search intent – often tied to the buyer journey and can be simplified into three stages
        1. Top-of-funnel – where searchers are seeking information on a problem
        2. Middle-of-funnel – where they are looking for solutions to the problem
        3. Bottom-of-funnel – where they are almost ready to purchase a solution
      • level of competition
      • monthly search volume
4. Create a content strategy: also known as content SEO, focuses on the creation and organization of various types of content on your website that is indexed and has the potential to rank, including blog content, feature pages, glossaries, and other relevant pages. Creating a content strategy will help you align your content with your business objectives and ensure consistency across all your content.
5. Build a team: Scaling content production requires a team of writers, editors, designers, and content marketers.
6. Use content templates: To speed up content creation, you can use templates for blog posts, case studies, whitepapers, and other types of content. This will save time and ensure consistency across all your content.
7. Measure the result of your content strategy: To ensure that your content is resonating with your audience, you need to measure your results. Use analytics tools like Google Analytics or HubSpot to track your website traffic, engagement, and conversions. Use the data to refine your content strategy and improve your content.

Secret Sauce of Descript on how they leverage the power of tools and product pages:

1. They utilized action-oriented modifiers such as “generator”, “maker”, “converter”, “edit,” “transcribe,” and “cut” to target users who are looking for specific actions related to audio and transcription. They made sure to include these modifiers in their title, description, and content to make it clear to their audience that their tools are designed to help them achieve their desired actions.

Sample Action-oriented modifiers for tools:

• text to speech generator
• sound wave generator
• text to speech maker
• sound wave maker
• sound to text converter
• audio to text converter

By using these keyword modifiers, the Descript team was able to create targeted tools that addressed the specific needs of their audience, resulting in increased traffic, higher engagement, and more conversions for the business.

2. Descript is consistently using content templates for the tool pages – Content templates provide several benefits for content production. They help maintain consistency in the structure and format of content, which ensures a consistent brand voice and tone. Using content templates can save time and resources by providing a framework for content creation and can improve quality by providing guidance on what content elements to include.

Managing a B2B SaaS SEO strategy can be overwhelming, but you don’t have to do it alone. At Growthturn, we specialize in creating effective SEO strategies for businesses like yours. If you need help or want to discuss how we can assist you, please feel free to reach out to us.