How Typeform Built SEO into a $3M Annual Lifetime Revenue Channel

Jan 18, 2023 10 min read
Typeform SEO case study
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About the guest: Jake Stainer is the Co-Founder of the SaaS SEO Agency, Skale. He was Typeform's Head of Growth throughout their scaling journey 2015-2019 and has advised companies like Hotjar on their growth.

Jake joined Typeform in June 2015 as employee #29.

In his first couple of weeks, they celebrated hitting $1M in annual revenue from 5,000 customers.

By the time he left just 3.5 years later?

Typeform had:

  • 10x the employees
  • Grown to $13M in ARR
  • Grown their SEO channel to $3M in yearly lifetime value revenue

In this week's SEO case study, we hear how a growth marketer scales SEO with:

  • Product-led SEO techniques
  • Retention-driven topic choices
  • Growth modeling for search
  • Processes designed to win

It's a good'n peeps.

Expect to learn:

⚡How Typeform selected and prioritized keywords to drive the most revenue growth (an example of product-led SEO in action)

⚡How Typeform built out their template library, ranking for 1,000s of bottom-of-funnel keywords.

⚡Typeforms unique backlink building technique that scaled them to 2.3M backlinks (and 93 domain rating)

⚡How to build an SEO growth model that makes sure your strategy prioritizes revenue (with template)

Listen here. Or find all our SEO podcast episodes here.

Typeform’s SEO Strategy: Building a $3M Annual Lifetime Revenue Channel

Typeform’s product was innovative.

They invented the one-question-at-a-time approach to surveying, and it quickly took off.

When Jake joined Typeform back in 2015, he was a performance marketer and Typeform had yet to implement SEO. His budget in his first month was €5K to make something happen.

Just 3.5 years later, he’d built Typeform’s SEO into a $3M a year channel and executed one of the most successful examples of product-led SEO I’ve ever seen.

His monthly budget? ÂŁ500K.

“Traffic? I have no recollection, to be honest. We weren’t looking at traffic at all. We were super obsessed with sign-ups and customers. Some keywords drove more sign-ups, others more customers.”—Jake Stainer, Ex-Typeform Head of Growth, Founder @ Skale

Results:

  • 30,000 non-branded organic signups (all signups from non-feature, pricing, and product pages)
  • $3M a year in LTV (new customers x lifetime value)
  • 50,000 paying customers

Let's dive in 👇

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