Grammarly (B2B Writing Assistant)

Grammarly has become an SEO powerhouse by programmatically generating tens of thousands of micro-guides on grammar and usage. Using one master template powered by its language engine, Grammarly publishes short articles on queries like “affect vs effect” or “into vs in to”, each with embedded product CTAs. This approach targets millions of high-volume, low-competition keywords (e.g. Grammarly even ranks #1 for “Happy birthday wishes”). A freemium Chrome extension complements this content by inserting Grammarly prompts into relevant pages, capturing users at the point of need.

Strategy

Low-difficulty keyword hijacking. Grammarly identifies high-traffic, low-KD search terms (even tangential ones) and creates content for them, using internal linking and calls-to-action to guide users to the product. This “pain point SEO” approach addresses immediate writing questions and seamlessly integrates Grammarly.

Execution

Template-driven SEO content. Each grammar guide is auto-generated from a single rule-based template pulling real examples. The Chrome extension embeds sign-up CTAs in these guides, converting casual readers into users. Educational blog clusters and persona-tailored landing pages further amplify topical authority.

Results

Massive organic reach. According to Ahrefs data, Grammarly ranks for ~1 million keywords and attracts 27+ million organic visits per month (around 99% of its traffic). These guides alone drive over 30% of Grammarly’s free (self-serve) sign-ups, validating the strategy.

Impact

Brand recall and user acquisition. By dominating answer-rich queries, Grammarly boosts brand awareness at scale. First-time visitors trust the high-quality content, associate it with Grammarly’s expertise, and then adopt the tool. This programmatic SEO engine has been a key driver of Grammarly’s growth, funneling millions of users into their freemium funne