Scribe Achieves SEO Goals, Boosts Conversions, and Finds a Reliable Content Marketing Partner in The Blogsmith
133
keywords with Page 1 rankings
1,150%
keywords with People Also Ask features
10x
increase in organic traffic in one rewritten article
Scribe, a growing tech startup, sought an efficient process for creating high-value content that quickly builds online authority.
The Blogsmith — a holistic content marketing company — emerged as the ideal solution, offering not just content creation services but also in-depth search engine optimization (SEO) support, content audits and ideation, strategic guidance, and agility to adapt as Scribe’s content needs evolved.
Here’s how The Blogsmith’s content creation and SEO expertise helped Scribe boost its online visibility, get more clicks and conversions, and streamline its workflow for improved efficiency.
Challenges
- Lag time between content conception and publication
- Content overlap and cannibalization, hindering SEO performance
- Large number of unoptimized pages with low traffic and engagement
Strategy
- Shorten production cycle by assuming responsibility for keyword research and optimization
- Identify content overlap and cannibalization and recommend appropriate solutions
- Analyze poorly performing content and create a strategy to implement improvements
Results
- 133 keywords earned Page 1 rankings
- 22 keywords landed People Also Ask features
- The Blogsmith created a future roadmap for optimizing existing content
About Scribe
Founded in 2019, Scribe is an artificial intelligence-powered platform that simplifies and automates process documentation.
The platform enables you to record any workflow or process on your computer screen, which it then uses to create detailed and shareable step-by-step guides. You can customize these guides further — for example, by editing screenshots; removing sensitive info; or adding text, images, and other branding elements.
Lauren Funaro, then-head of content at Scribe, is in charge of developing and implementing the company’s overall content strategy. Her responsibilities included:
- Planning new content
- Ensuring its quality and consistency
- Managing a team of freelance writers
Creating Content Fast That Builds Authority and Rankings
When Lauren Funaro joined Scribe, the company was still in the early stages of building an online presence.
She says the primary focus at the time was high-velocity content production, with one simple goal — to identify the company’s target persona and the type of content that best resonated with their ideal audience. She mentions that Scribe also had a backlog of content to post.
As the company started to better understand its target audience, the content strategy shifted to quality over quantity. The new focus became creating and publishing high-value content clusters that were targeted to enhance Scribe’s rankings on Google and other search engines.
Importantly, Scribe wanted to do that at a fast pace. That required shortening the time between content ideation and publication. And to achieve this, the company needed a stable of dependable writers.
Scribe was already working with freelance writers. But Lauren realized that they needed a more integrated approach. Partnering with an agency like The Blogsmith, which offers holistic content and SEO services, seemed like the ideal solution.
On working with The Blogsmith, she says: “My incentive at the time was very much to work with a set of writers that I knew were reliable and could move quickly based off of whatever resources I provided them with,” Lauren explains. “It was about me being able to publish content that I knew was excellent that first time around.”
Finding a Partner That Works as an Extension of the Team
According to Lauren, the advantage of an agency is that it functions like “an in-house partner,” which means a closer alignment with the company’s goals compared to freelancers.
An agency like The Blogsmith comes equipped with a dedicated team of SEOs, writers, editors, designers, and project managers, along with built-in processes that enable the creation of rich, high-quality, optimized content that’s publish ready upon delivery.
For these reasons, Scribe first teamed up with The Blogsmith in spring 2022. The original goal for the engagement was to leverage the agency’s experience and expertise in content and SEO to cut down the time it took to ideate and publish high-value content that would make Scribe an authority figure in its niche. However, the relationship would later evolve.
Lauren explains, “I knew you had a specific skill set that was SEO focused that would help me create content quickly that matched the needs of the SERP.”
Although SEO was a crucial part of this partnership, the goal wasn’t just to climb the ranks in the SERPs. The Blogsmith conducted essential topic research to ensure content served searchers’ needs.
Producing Page 1 Rankings for 133 Keywords
As mentioned, Scribe already had a robust content creation operation, working with various writers. But the company wanted to make sure to create content that actually ranked and converted. The Blogsmith was an effective partner in reaching this goal.
Indeed, despite only creating about 5% of Scribe’s overall new content, The Blogsmith’s outputs have achieved remarkable results. Specifically, the 34 articles created by The Blogsmith for Scribe have produced:
- Page 1 rankings for 133 keywords, with three of these reaching the coveted number one position on Google Search
- Features on Google’s People Also Ask section for 22 keywords
- Higher rankings than top competitors for high-revenue keywords
As a further testament to The Blogsmith’s SEO prowess, some of this content has outranked industry-relevant websites — like PandaDoc, Docsumo, and Nanonets — for high-revenue keywords.
The impact also goes beyond increased search engine visibility, however. The content has also helped bring more traffic to Scribe’s website and increased conversions.
For instance, one article rewritten by The Blogsmith experienced a 10x increase in organic traffic, from just over 100 to more than 1,000 visitors within just four months.
In terms of conversions, the articles crafted by The Blogsmith have led to:
48
account signups
31
total Scribes created
27
users creating their first Scribe
16
users sharing a Scribe for the first time
14
users inviting teammate to Scribe
One of The Blogsmith’s articles (comparing Scribe and a competitor) became one of the highest-converting pieces in the company’s history. Lauren says this particular article is “one of our core pieces of content that has the most pro conversions.” It performed so well that Scribe then sanctioned additional production for this type of content.
The Blogsmith’s content had a significant impact on Scribe’s blog performance, even though it represented only a small portion of the total content produced. Of The Blogsmith’s 34 articles published to the Scribe blog between September 2023 and March 2024:
- One article ranked in the top 20 for average engagement time.
- Two articles ranked in the top 20 for the highest number of conversions.
- Two articles ranked in the top 20 for highest revenue.
- One article had the 11th-highest click-through rate (CTR).
- One article ranked sixth for the highest impressions and 18th for total clicks.
- One article achieved the 19th-highest average position.
Overall, Lauren says The Blogsmith has positively impacted conversions by creating excellent content that ranks and converts. She adds that the agency has helped Scribe “align the types of content we want to create for the different audiences we’re writing to.”
Besides these tangible outcomes, Lauren highlights several other benefits that the partnership has yielded.
For example, she says that The Blogsmith’s keyword research and content ideation have been instrumental in determining Scribe’s content direction. She emphasized the impact of this work, stating that it “helped me shape the different types of content that I should prioritize.”
She also praises the impact of the cannibalization and SEO audits, which she says her team wouldn’t have been able to take on due to limited resources and the company’s constantly changing strategic direction.
Without The Blogsmith’s help, she says, “I am not convinced that those pages would be updated yet … because of you, we have had the capacity to improve our content holistically.”
“The audits helped us narrow down our content to focus on core topics, eliminating those tangential pages that had lower value and weren’t performing well because they targeted overly niche aspects of the subject,” she explains.
Lauren says Scribe’s “entire blog is much more powerful” as a result.
“Having The Blogsmith as a content and strategy partner has also saved Scribe “a significant amount of time in both creating content as well as strategizing.”
Lauren Funaro
Former Head of Content, Scribe
In fact, Lauren estimates that the work the agency does for Scribe has saved her and her team dozens of hours per month.
Going Above and Beyond to Achieve Content Objectives
In the beginning, The Blogsmith primarily helped Scribe create new content based on company-provided briefs.
Scribe would share a content brief with The Blogsmith, whose team would create an outline. Lauren and her team would then review the outline and give the green light for The Blogsmith to start working on the draft.
This working structure changed as Lauren discovered that The Blogsmith could take even more off her plate, including content briefs. “I evolved from creating briefs for you to then leaning on you to just create the content based on the keyword that I assigned. And then it evolved even further to where you were supporting us with the keyword research end of things,” she explains.
Lauren realized she could rely on The Blogsmith to deliver well-researched, informative, and ranking content with minimal guidance.
This new workflow brought additional benefits. For example, Lauren highlights how The Blogsmith’s “heavily researched outlines” helped her “understand what to put on the content briefs for other writers.” She says, “After working with you guys for a few months, my content briefs started to get much more robust.”
In fact, she thinks her overall content game is now much better because of The Blogsmith. “You guys have helped me upskill, partnering with me as I navigate my own understanding of content and strategize and create stuff for the future.”
Throughout the partnership, Lauren has found The Blogsmith team to be reliable and adaptable. Whenever Scribe’s content objectives shifted or other needs came up, she could depend on the agency to deliver.
In fact, beyond content creation, Scribe had various strategy needs that it asked The Blogsmith to help with.
This included:
- Content Ideation: Based on a thorough review of Scribe’s website and existing content, The Blogsmith’s SEO experts researched and proposed new topic ideas that had strong SEO potential and could help Scribe further establish itself as an authority figure in its field.
- Cannibalization Audit: The Blogsmith audited Scribe’s website to identify overlapping content. It then provided appropriate remedies — such as rewrites, consolidation, or deletion — to help ensure each piece of content on Scribe’s website served a unique and valuable purpose. This helped streamline Scribe’s content, eliminating redundancy and improving overall site authority.
- In-Depth SEO Audit: The Blogsmith team also performed a comprehensive audit of Scribe’s existing content. This content auditing process included identifying underperforming pages, determining why they’re not ranking, and suggesting targeted strategies to enhance their rankings. It also involved checking for high-potential pages that could achieve even more traffic with minor optimizations and performing an editorial audit to compare content structure, copy, and calls-to-action (CTAs).
On The Blogsmith’s flexibility and adaptability, Lauren says:
"I cannot commend you enough for your willingness to continue to collaborate and evolve as we've evolved. We've pivoted so many times in the timespan that I've worked with you all, and you've always taken it in stride, and you've always come to it very thoughtfully and helped me."
Final Thoughts
Partnering with The Blogsmith has empowered Scribe to continuously evolve its content strategy approach. More specifically, the content agency has helped Scribe focus on creating and publishing high-impact content that not only ranks well but also drives significant organic traffic and, most importantly, conversions.
When asked if she would recommend The Blogsmith, Lauren gave an emphatic yes.
“The Blogsmith is an excellent, all-encompassing agency that supports any end of the content function and is incredibly flexible and adept at not just creating content but also strategizing and partnering with your content team.”
If you’d like to learn more about how our holistic SEO services can take your content marketing strategy to the next level, contact The Blogsmith today.
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