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Beyond branded search
How Hemingway turned non-branded search into new signups.
A trusted brand whose organic traffic was almost entirely people already looking for it. Four landing pages opened the categories it was not known for, and the signups that come with them.
The clientWriting software with a decade of trust.
Hemingway is a writing and editing platform that highlights complex sentences, unnecessary adverbs and passive voice, helping writers communicate with impact.
It is trusted by students, content creators, marketers and professionals, and has built a reputation as a pioneer in the writing-assistance space by pairing an elegant experience with powerful editing features.
The challengeFamous, and therefore stuck.
Years of brand recognition had produced an organic profile weighted heavily toward branded search. Most conversions came from users who already knew the product, which caps growth at the size of existing awareness.
There was limited presence in the competitive, conversion-focused categories adjacent to the product, no dedicated landing pages for non-branded problem-aware terms, and little content depth around the intents that sit closest to a signup.
The solutionContent pillars, then pages built to convert.
An SEO and content strategy focused on capturing high-intent bottom-funnel traffic that converts, built around five initiatives.
Initiative 01
Content pillars on the valuable BOFU themes
Four pillars, each a category where searchers are already looking for a tool: readability, punctuation, paraphrasing and proofreading.
Readability covered scoring and sentence structure, punctuation targeted real-time correction, paraphrasing addressed AI-driven rewriting, and proofreading covered tools, use cases and comparison queries.
Initiative 02
Targeted landing pages for conversion terms
Dedicated pages built for the core conversion-oriented terms: grammar checker, paraphrasing tool, AI proofreader and readability checker.
Initiative 03
Content depth and interlinking
Depth built across each pillar and interlinked, strengthening topical authority so Google associates the brand with a broader range of writing-related intents rather than one narrow use case.
Initiative 04
Optimising conversion pathways
Every page had to do two jobs: rank for a competitive keyword, and move the reader toward signup and product engagement rather than ending at the article.
Initiative 05
Balancing editorial value and search intent
Content stayed useful, human-centred and aligned with the brand identity while targeting bottom-of-funnel keywords, because a trusted brand cannot afford thin SEO pages.
The resultsNew categories, net-new users.
Three measures decide whether a program is working: traffic to the pages that matter, ranking presence, and the demand that follows.
Monthly Organic Sessions By Landing Page
8k+ additional monthly organic sessions across the four core bottom-funnel landing pages, all of it non-branded traffic the brand was not previously capturing.
Position 1-3 Rankings By Landing Page
1,785 keywords in positions 1-3 across the four pages. The readability page alone holds 729 of them, which is what topical depth buys you in a competitive category.
Together these pages captured new organic segments, strengthened the search footprint across writing-assistance categories, and turned existing awareness into net-new user growth.
Next step
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