BrowserStack is one of the RARE unicorn startups that’s profitable!
They have a kickass SEO strategy, which gets them 500K+ monthly traffic 🤯
So today, we’ll uncover BrowserStack’s SEO & marketing SECRETS 🧵
They have a kickass SEO strategy, which gets them 500K+ monthly traffic 🤯
So today, we’ll uncover BrowserStack’s SEO & marketing SECRETS 🧵
1/ What is BrowserStack?
BrowserStack's success story is a tale of persistence.
It started with two IIT Bombay students with a dream to buildd their own startup one day!
They dappled with 2 ideas for 3+ years. But, failed to raise a single penny from investors.
(contd.)
BrowserStack's success story is a tale of persistence.
It started with two IIT Bombay students with a dream to buildd their own startup one day!
They dappled with 2 ideas for 3+ years. But, failed to raise a single penny from investors.
(contd.)
But, they didn't give up!
While building their 3rd startup the duo came across a problem.
Both absolutely hated testing the software. So, they got into an argument over who'd be testing that day.
Out of nowhere, from the argument came a billion-dollar idea!
(contd.)
While building their 3rd startup the duo came across a problem.
Both absolutely hated testing the software. So, they got into an argument over who'd be testing that day.
Out of nowhere, from the argument came a billion-dollar idea!
(contd.)
The duo thought maybe other devs also hate testing like them.
They found some 100 devs complaining to Microsoft about how difficult it is to test their website on Internet Explorer.
This served as validation for BrowserStack - a cross-browser software testing platform.
(contd)
They found some 100 devs complaining to Microsoft about how difficult it is to test their website on Internet Explorer.
This served as validation for BrowserStack - a cross-browser software testing platform.
(contd)
The founder duo built the 1st version of BrowserStack in just 4 months.
In 7 years, they bootstrapped this startup to:
- $50M revenue
- $40M profits
And then raised $200M at a $4B valuation!
💡 Lesson ➝ Your startup doesn't need to fail fast. It can succeed slow.
In 7 years, they bootstrapped this startup to:
- $50M revenue
- $40M profits
And then raised $200M at a $4B valuation!
💡 Lesson ➝ Your startup doesn't need to fail fast. It can succeed slow.
2/ How are they doing SEO-wise?
Approximately, 60% of BrowserStack's total users come from "Search".
SEO numbers:
- Traffic - 528K
- Keywords - 192K
- Backlinks - 945K
Their most popular subfolder is
➝ browserstack .com/guide
Let's learn more about it!
Approximately, 60% of BrowserStack's total users come from "Search".
SEO numbers:
- Traffic - 528K
- Keywords - 192K
- Backlinks - 945K
Their most popular subfolder is
➝ browserstack .com/guide
Let's learn more about it!
3/ BrowserStack's SEO strategy
The most direct way users can discover BrowserStack is:
i) Searching for BrowserStack's page
ii) Searching for browser testing tools
But, only a few people directly search for them. So, there should be some other way to get these users.
(contd.)
The most direct way users can discover BrowserStack is:
i) Searching for BrowserStack's page
ii) Searching for browser testing tools
But, only a few people directly search for them. So, there should be some other way to get these users.
(contd.)
Well, to figure this out, the key is to:
- accurately understand who your users are
- what these users want
For BrowserStack,
1) Their target audience is primarily developers. They are highly technical and appreciate in-depth tech content.
(contd.)
- accurately understand who your users are
- what these users want
For BrowserStack,
1) Their target audience is primarily developers. They are highly technical and appreciate in-depth tech content.
(contd.)
2) Secondly, testing is frustrating. So, these devs would not go research multiple sources to find the best way to do anything in testing.
Given these 2 points, BrowserStack took a leap to create guides for its audience that are:
- highly technical
- in-depth
(contd.)
Given these 2 points, BrowserStack took a leap to create guides for its audience that are:
- highly technical
- in-depth
(contd.)
Now, creating guides is no easy task.
It takes a lot of time & effort and may seem counter-intuitive when the main aim is to drive traffic.
But, ultimately BrowserStack wants to convert this traffic into paying customers.
(contd.)
It takes a lot of time & effort and may seem counter-intuitive when the main aim is to drive traffic.
But, ultimately BrowserStack wants to convert this traffic into paying customers.
(contd.)
By creating these in-depth guides, they want to appeal to these users and wow them!
With a more engaged user base, they will in turn get higher conversions.
💡 Lesson ➝ You don’t need millions of traffic, but only thousands of visitors converting to paying users.
(contd.)
With a more engaged user base, they will in turn get higher conversions.
💡 Lesson ➝ You don’t need millions of traffic, but only thousands of visitors converting to paying users.
(contd.)
BrowserStack's SEO strategy:
1) Find relevant queries related to software testing and specifically their product
2) Create a detailed guide to wow tech folks, so they rave about the content and share it.
3) Optimize for SEO & hope Google ranks them.
(contd.)
1) Find relevant queries related to software testing and specifically their product
2) Create a detailed guide to wow tech folks, so they rave about the content and share it.
3) Optimize for SEO & hope Google ranks them.
(contd.)
Sounds simple, but it's the execution that's intensive.
But, their efforts have paid off!
All of these guide pages come under the "browserstack .com/guide" subfolder, which brings in 304K traffic to the website per month.
That's ~58% of its total traffic!
(contd.)
But, their efforts have paid off!
All of these guide pages come under the "browserstack .com/guide" subfolder, which brings in 304K traffic to the website per month.
That's ~58% of its total traffic!
(contd.)
Moreover, the keywords these pages rank for have extremely high intent & hence high conversion rates!
Over time, writing these in-depth guides has helped them win on all fronts:
a) SEO traffic
b) Getting backlinks
c) Ranking for high-intent keywords with high-difficulty
Over time, writing these in-depth guides has helped them win on all fronts:
a) SEO traffic
b) Getting backlinks
c) Ranking for high-intent keywords with high-difficulty
4/ Key Takeaways
There are a few hidden lessons we can learn from this strategy.
1) SEO is not just about getting traffic. You should also plan for conversions and for building brand & authority.
(contd.)
There are a few hidden lessons we can learn from this strategy.
1) SEO is not just about getting traffic. You should also plan for conversions and for building brand & authority.
(contd.)
2) Writing in-depth guides in your industry is a tedious process — takes a lot of time & effort.
It will also take time to see results.
But it’s the best way to establish long-term authority in your field and be able to rank for high difficulty, high intent keywords
(contd.)
It will also take time to see results.
But it’s the best way to establish long-term authority in your field and be able to rank for high difficulty, high intent keywords
(contd.)
A great SEO strategy would be to have a mix of these initiatives —
a) Targeting low-difficulty keywords to drive traffic & see medium-term results
b) Targeting high intent keywords & writing in-depth content to establish long-term authority
a) Targeting low-difficulty keywords to drive traffic & see medium-term results
b) Targeting high intent keywords & writing in-depth content to establish long-term authority
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