How SEO Helped Supermetrics Grow to $50m ARR

Nov 9, 2022 7 min read
Supermetrics SEO journey

Supermetrics just hit $50m ARR.

That's more than 5x since Edward Ford joined the team three years ago.

And, you know what's cool?

Supermetrics earned their first $5m in revenue without a single salesperson.

With clever demand generation playbooks and a healthy focus on what actually works, they lead growth from the front.

Now they have over 120 salespeople and 30 marketers and continue to grow quickly.

In this episode, we deep dive into their remarkable growth journey.

You'll hear:

  • What channels make up their (organic) growth engine
  • Why they never gated a piece of content
  • Why marketplace optimization drove significant inbound growth
  • The role of organic acquisition and how they captured intent
  • Product-led SEO content, what is it and why does it work?
“A lot of our content was high-intent, long-tail, relatively low search volume content which could bring the product naturally without selling in any way.”

Listen to the episode here.

New here? Check out our fast-growing library of SEO case studies.

How Supermetrics Drives Revenue With SEO

Supermetrics' entire SEO strategy is built around product-led content. This type of content weaves your product into the narrative to solve a problem.

It's created in a helpful, high-converting sweet spot. Right in the middle of your target customer's needs and your product value.

JBTD framework for product-led content

In this interview (How SEO helped Supermetrics grow to $50m ARR), Edward Ford noted how important product-led content was:

“If someone was searching for 'How to get Facebook ad data into a spreadsheet'. They’re not indicating any intent to buy Supermetrics. But our product could actually solve their problem easily, and, in turn, the content could generate demand for us.”

For this week's How the F*ck Premium article, I've pulled out the step-by-step guide for creating product-led content.

I'll use Supermetrics' best practices—and a teardown of a real piece of content of theirs.

In this article:

  1. Identifying common customer challenges
  2. Conducting keyword research to find product-led search terms
  3. How to actually write the article without putting off the reader
  4. Why writing from experience is so important
  5. How to choose the right freelancers for you
  6. Final top tips
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