How Buzzsprout Has Grown to 100,000 Monthly Organic Visitors

(a break down of their tactics)

In this Growth Through Content case study, I’ll be looking at Buzzsprout.

  • You'll see first-hand how the power of helping your customer can unleash higher traffic.
  • I'll tell you about a cool user-generated content angle that anyone can exploit (I might even do this myself).
  • And yet further evidence that the 'Light Bulb Method' is a hugely powerful way of generating content that your audience loves.


Let’s do this.


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What is Buzzsprout?

Buzzsprout is a podcast hosting service that offers both free and paid options to launch and grow your podcast. Co-founded in 2008 by Kevin Finn, the platform is believed to generate 7 figures in revenue.

And as we can see using Exploding Topics Pro, interest in the platform is sky-high.

But What About Their Traffic Levels?

As always with these breakdowns, I use Ahrefs to see what’s going on behind the scenes.

Buzzsprout has a huge UR of 83 and a DR of 90, with over 9 million backlinks from 57,000 domains.

They rank for over 264,000 keywords which drives around 116,000 visitors to the site per month, which would be worth an estimated $41,400 in equivalent PPC spend.

But the question you want to know the answer to is, how are they doing this?

How Buzzsprout Helps Their Customer

The first thing you’ll notice is that Buzzsprout uses what I refer to as ‘logic chain’ marketing.

This refers to the logical chain of events that a customer has to go through to achieve their goal.

In this case, the goal of the customer is to launch a podcast.

And to achieve this, the first tangible thing people need to find is a host.

If you don’t have a hosting service for your podcast, it’s unlikely you’ll succeed.

Buzzsprout attacks this in two ways.

The first is the PPC phrase ‘Podcast hosting’ (and variations).

This is front and centre in their marketing; they want to acquire people searching for podcast hosting as, after all, it’s what they offer.

They then target the organic rankings with their homepage by targeting FREE podcast hosting.

This is a logical marketing approach. They cover the PPC side and the organic side.

Targeting anything that is free is a great way to bring in new users.

Just take a look at the keywords using the terms ‘free template’. 

Adding a free level of service is a great model to fuel growth and something we saw in our breakdown of Veed.

Veed targeted free versions of its product by breaking itself down into single features, such as ‘free gif maker’ and so on.

Buzzsprout are also targeting a wide range of keywords using the term ‘free’.

But this is only part of their approach.

They are actually helping their customer at every step of their journey.

Why Helping Your Customer Matters

If you follow me on LinkedIn and read my content, you’ll know I am a huge believer in the process of making a website for users.

It’s not a case of ‘if you build it, they will come’.

It’s a case of ‘if you build it for them, they’ll come and they’ll stay’.

This is the approach of Buzzsprout.

If we focus on the customer logic chain, they have it all covered in their content.

They cover almost every aspect of running a podcast.

From audacity tutorials.

To the best headphones for podcasting.

They have almost covered every subject that a person needs to start, grow and run a podcast.

It still staggers me today that so many businesses don’t do this.

But if you would like to follow this approach, it is really simple.

Answer the questions your customers have.

Ahrefs has a great tool that displays the questions related to any keyword.

The superb part of this approach is that it works, even without SEO.

If you are fuelling the discovery of your business through brand PPC, the consumer will come to a site that answers all of their questions.

But it doesn’t just stop there.

Buzzsprout has a built-in way to generate traffic.

User Generated Traffic: The Next Wave of SEO

If I was a SaaS tool right now, I’d find a way to have my customers place user-generated content on my site.

If you dive deep enough, you start to see that Buzzsprout ranks for keywords it’s not targeting.

Such as this page.

This is a typical example that is ranking for two keywords.

This isn’t a big deal.

Just two keywords that are generating a handful of traffic.

While these aren’t going to generate much traffic, these are the podcasts that are hosted on the platform.

And while Buzzsprout does a great job hosting them, their branded URL is of course visible to all.

This is subtle.

But for anyone who listens to podcasts that ends up coming to a hosted page on Buzzsprout, they’ll soon see who is hosting the show.

Personally, if I was Buzzsprout I’d add a discrete footer link to their homepage to make it easier for people to find them.

But there is so much potential for user-generated content.

Do you run a home gym equipment company? Perhaps let every PT or gym have a free page on your site, allowing people to have a web presence for free.

Run a pet food site? Let people create a web page for their dog walking business.

The potential for this is quite staggering.

But Buzzsprout also uses a technique I have talked about before.

The Light Bulb Method.

How Ideas Are Fuel For Growth

People love ideas, inspiration, tips and tactics.

I’ve never seen this approach fail. And it forms the basis of the Light Bulb Method.

To explain, the Light Bulb Method works by focusing on keywords that inspire the user to think:

"I want to…


...have that" that" like that"


For example, with ‘best headphones for podcasting’ you would encourage a desire to buy new headphones.


The good thing about this type of post is that people thinking about starting a podcast will no doubt look for the best podcast headphones.


And Buzzsprout is there, waiting to help them to launch their new podcast.


You can learn more about the Light Bulb Method here.



Final Thoughts

This case study is really an example of serving your customer.

Buzzsprout focuses on doing just that and the results are clear, they are creating content that ranks for the very things that their customers will want to read.

This isn’t vanity traffic.

It’s focused on the user. 

I call this User-Focused SEO (UFS). 

To make a start with this approach, consider this. 

What would you do for your customers if you ignored the metrics?

I’m sure you’d focus on creating helpful content for them.

And that’s where SEO truly needs to go.

The avoidance of vanity SEO and a focus on users.

Thanks for reading. 



Click the button below and sign up to the Growth Through Content Newsletter.

Each Thursday I'll send you a new content marketing or SEO case study directly to your inbox.

posted November 11, 2021

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