Spotify: Creators SEO.

How our SEO audit surfaced technical and content gaps in Artist and Podcaster blogs — and delivered a roadmap to turn dormant authority into scalable traffic and long-term value.

Client

Spotify

Role

SEO Audit, Technical SEO, Competitive Analysis, Keyword & Content Strategy

Content Marketing Playbook

Key Takeaway

Strong brand equity doesn’t guarantee visibility. Spotify’s creator blogs ranked for brand terms, but missed the long-tail, high-value searches that drive monetizable traffic. We reframed their ecosystem around search behavior, unlocking the full-funnel value of content marketing.

Context

A strong brand, a missing signal.

Spotify’s Artists and Podcasters blogs were built to support creator growth. But despite 90+ domain authority and market dominance, they owned just a sliver of the non-brand search market.

Top competitors like Ditto and AWAL were capturing more organic share — not because they were bigger, but because they were more aligned to user queries.

Spotify had the tools. It just wasn’t getting found early enough in the journey.

Approach

Uncovering blockers of long-term visibility and value.

Authority without ownership

Spotify had unmatched domain authority, but wasn’t leveraging it to rank for critical discovery and how-to terms. Much of the blog content focused on brand language — not the creator questions driving search volume.

Authority without ownership

Format gaps with high return

Search behavior revealed a clear pattern: Q&A and video formats dominated SERPs across music and podcasting keywords. These formats were underused across both blogs, despite accounting for millions in addressable traffic value.

Format gaps with high return

Content depth ≠ content coverage

While both blogs were well-structured, they lacked scale. Key categories — especially monetization, audience growth, and podcast equipment — had too few posts to compete for high-volume terms.

Content depth ≠ content coverage

While both blogs were well-structured, they lacked scale. Key categories — especially monetization, audience growth, and podcast equipment — had too few posts to compete for high-volume terms.

Content depth ≠ content coverage

While both blogs were well-structured, they lacked scale. Key categories — especially monetization, audience growth, and podcast equipment — had too few posts to compete for high-volume terms.

Solution

A behavior-based system to surface, scale, and convert.

Strategic keyword mapping

We indexed thousands of creator-related search terms across music and podcasting, then prioritized those with the highest intent, value, and competitive whitespace. This keyword map powered every downstream content recommendation.

Strategic keyword mapping

Rewrite roadmap for fast gains

We surfaced dozens of existing blog posts with high-potential keywords in striking distance of page one. A tactical roadmap laid out exactly how to rewrite and restructure each piece to unlock quick SEO wins.

Rewrite roadmap for fast gains

Net-new content clusters

We developed modular content themes — by creator type, journey stage, and platform — that filled strategic gaps and funneled searchers toward Spotify tools like Anchor, Soundtrap, and Marquee.

Net-new content clusters

We developed modular content themes — by creator type, journey stage, and platform — that filled strategic gaps and funneled searchers toward Spotify tools like Anchor, Soundtrap, and Marquee.

Net-new content clusters

We developed modular content themes — by creator type, journey stage, and platform — that filled strategic gaps and funneled searchers toward Spotify tools like Anchor, Soundtrap, and Marquee.

Search-first format strategy

SERP analysis showed that featured snippets, “People also ask,” and video results dominated creator queries. We recommended a format evolution to align content output with what Google (and creators) wanted most.