SEO has been a core piece of Grammarly’s marketing strategy. It might be one of the most important channels to get a predictable number of organic leads. Grammarly has been able to consistently rank high with common grammar and spelling queries like “their or there”, “whether or weather”, or “bear or bare”…

But in addition to the high organic ranking, they’re bidding on queries like “nowadays or now a days”, “who or whom”, “no one or no one”, or “how to use a comma”.

The tactic “feel cool” and might be a smart way to increase acquisition and brand awareness. But are they getting a positive ROI from those low-intent queries? Do you think that Grammarly can convert those users into paying customers?