A Conversation with Hotjar: How They Scaled Organic Traffic Into Millions
SEOA Conversation with Hotjar: How They Scaled Organic Traffic Into Millions
User empathy is at the heart of everything we do at Hotjar, and that extends into our content strategy.
It is how we grew non-branded organic search traffic by 734% in just 3 years (2022 versus 2019). More importantly, it is also how we were able to turn this traffic into 1,398% growth in new paying customers during the same time period.
Our annual non-branded new visitor numbers are now in the multi-millions, and the heights we've hit in the last two years in particular are a testament to the user-centric approach we've applied.
So how did we do it?
We've been able to achieve the growth we have by painstakingly balancing the needs of existing and potential Hotjar users with the demands of search engines.
We're relentless in our commitment to satisfying our readers, but we're not naive to playing the search engine game. To succeed at a high level there is a great deal of nuance that goes into getting this right. For us, that breaks down across a number of areas but there are a handful of core fundamentals that stand out:
Embracing product-led content
Clustering content around the user journey
Powering keyword research with customer insights
Leveraging qualitative and quantitative data
Nurturing your historical library
Before we go deeper though, I would be remiss not to cover the very fabric that holds all this together: without deep...
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