I have been using Grammarly for years. One day, out of curiosity, I asked myself, ‘Why not dig into Grammarly’s SEO strategy and make it a blog.’

That’s how this happened. 

While talking about Grammarly, Quillbot also makes a cameo here. Both, undoubtedly, are great tools. 

Without further talking, let’s get into the matter.

Why does Grammarly have so much content on its tool pages?

If you’ve ever visited a Grammarly tool page, you’ve probably noticed its structure: the first section showcases the tool itself, followed by a significant amount of content. 

This isn’t just a random design choice—it’s carefully crafted with multiple goals in mind. They are:

1. Serving the tool first 

The tool section at the top of each page captures the user’s attention and allows them to achieve their purpose. Until they scroll, no one can guess there’s a chunk of sections following the tool.  

2. Targeting multiple keywords

Throughout the rest of the sections, Grammarly doesn’t spam users with outdated keyword stuffing but has handled it better. 

For example, on the page “AI detector,” Grammarly has added multiple keywords, such as,

• AI detector
• AI checker
• AI content detector
• AI 

3. Promoting other Grammarly tools

And doesn’t stop promoting its AI detector tool itself but promotes other use cases to make it appealing. The CTAs help them right to persuade the users to sign up with the platform. 

The goldmine keyword: “Plagiarism Checker”

Contrary to popular belief, Grammarly isn’t just about grammar. 

One of its highest-performing pages is the Plagiarism Checker, which outperforms even the Grammar Checker page in terms of traffic.

• The Grammar Checker page receives about 200k organic visits monthly.
• The Plagiarism Checker page, however, receives nearly 400% more traffic.

A closer look into the Grammarly content strategy

Grammarly attracts 10 million organic monthly visitors, with half of that traffic going to blog pages. 

They push out more content that the user is searching for and is more relevant to their target audience. 

Whenever the users land on any of its blog page, either from SERPs or from the site, they will encounter a pop-up with CTA button.

I believe, most of the time the user will be converted, cause ‘Grammarly is free’ and is the relevant tool for them 

Hub pages for topic organization

When you visit their blog page, you’ll find two headers, with drop-downs that help users navigate to the right place. 

They still went deeper.

Grammarly uses a hub-and-spoke model for content. 

They have dedicated pages for many hub pages. One such example is “acronyms and abbreviations,” which encompass multiple related articles. 

It’s the best way to structure the content, right? Moreover, this helps users and bots find resources effortlessly. 

Example:

• Hub Page: Acronyms and Abbreviations
• Related Blogs:
  • What’s the Meaning of “Nuance”? Definition and Examples
  • Learn the Meaning of “Ebbs and Flows”
  • What Do “AD” and “BC” Mean? Definitions and Examples
  • The 5 Types of Abbreviations

What about their backlinks? 

• 86% of backlinks are follow links.
• 63% of referring domains have a domain authority score between 0–10.
• 46% of backlinks are text-based, while 53% are image-based.

These backlinks contribute to their strong domain authority and visibility in search results.

Comparing Grammarly and Quillbot

Despite Grammarly’s dominance, Quillbot is proving to be a formidable competitor. 

Grammarly ranks for 600K keywords, whereas Quillbot ranks just only for 300k keywords. However, Quillbot often secures higher ranking positions for product-related keywords—except for the term “plagiarism checker.”

1. Unusual cross-rankings

In an intriguing twist, Grammarly ranks 13th for the term “Quillbot,” while Quillbot ranks 16th for the term “Grammarly.”

This overlap highlights the growing competition and user interest in both platforms.

2. Traffic from missing tools

One key area where Quillbot outpaces Grammarly is in its Translator tool. 

Quillbot’s Translator page ranks for 47K keywords and attracts over 550K monthly visits. Grammarly, lacking a similar feature, misses out on an estimated 569K potential visitors.