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/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F0a6035c60556ac39404fd521e4c515fb48e162a6-1600x800.png&w=2048&q=75 2048w, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F0a6035c60556ac39404fd521e4c515fb48e162a6-1600x800.png&w=3840&q=75 3840w" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F0a6035c60556ac39404fd521e4c515fb48e162a6-1600x800.png&w=3840&q=75"/></div><small class="hidden">2024-08-21T17:50:16.065Z</small></header><article class="p-4 pb-44 relative m-auto prose max-w-3xl text-white blog lg:prose-xl border-l border-r border-white" itemscope="" itemType="http://schema.org/Article"><h1>How MasterClass Used SEO To Build A $2.7B Empire</h1><p>If youâve spent a minute on Youtube, youâve probably seen a Masterclass ad that hooked you and made you consider taking a cooking class with Gordon Ramsey.</p><p>I know I have.</p><p>But did you know Masterclass is valued at $2.7B while dominating SEO:</p><ul><li>11.2M Monthly Visits</li><li>$4.4M In Monthly Organic Traffic Value</li><li>601K Backlinks</li><li>49.3K Referring Domains</li></ul><p>This makes search their number one source of traffic.</p><p>And they optimize this traffic by understanding search intent and linking to specific products that match the TOF problem.</p><p>Letâs run through this in 3 minutes.</p><h2 index="7" node="[object Object]" value="[object Object]">How To Understand Search Intent</h2><br/><p>Search intent is the âwhyâ behind any search query.</p><p>Every person who performs a search on Google is searching for one of four things:</p><p><strong>1. Information</strong> - Here people are searching for specific questions or want to dive into a certain topic.</p><p><strong>2. Navigation</strong> Here people are searching for a specific website.</p><p><strong>3. Transaction</strong> - Here people are searching for a specific product and already know what they're looking for.</p><p><strong>4. Comparison</strong> - Here these people need more information or convincing but are looking to buy a product.</p><p>By understanding the âwhyâ you can map out âhowâ to drive action.</p><a target="_blank" href="https://cdn.sanity.io/images/3uc1jfm7/production/92a0f93f3def7feda26a6ec4b58876dda8fc9958-1200x1503.png"><img alt=" " loading="lazy" width="1200" height="1503" decoding="async" data-nimg="1" style="color:transparent;max-width:100%;display:block;aspect-ratio:0.7984031936127745;height:auto" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F92a0f93f3def7feda26a6ec4b58876dda8fc9958-1200x1503.png%3Fw%3D800%26fit%3Dmax%26auto%3Dformat&w=1200&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F92a0f93f3def7feda26a6ec4b58876dda8fc9958-1200x1503.png%3Fw%3D800%26fit%3Dmax%26auto%3Dformat&w=3840&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F92a0f93f3def7feda26a6ec4b58876dda8fc9958-1200x1503.png%3Fw%3D800%26fit%3Dmax%26auto%3Dformat&w=3840&q=75"/></a><h2 index="16" node="[object Object]" value="[object Object]">The Keywords To Help You Understand Search Intent</h2><br/><p>Behind the âwhyâ there are specific keywords.</p><p>Use this table to understand which keywords fuel the individualâs intent:</p><p></p><a target="_blank" href="https://cdn.sanity.io/images/3uc1jfm7/production/0b665282e9000791097db03de4bcef1bd4945f89-1200x1386.png"><img alt=" " loading="lazy" width="1200" height="1386" decoding="async" data-nimg="1" style="color:transparent;max-width:100%;display:block;aspect-ratio:0.8658008658008658;height:auto" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F0b665282e9000791097db03de4bcef1bd4945f89-1200x1386.png%3Fw%3D800%26fit%3Dmax%26auto%3Dformat&w=1200&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F0b665282e9000791097db03de4bcef1bd4945f89-1200x1386.png%3Fw%3D800%26fit%3Dmax%26auto%3Dformat&w=3840&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F0b665282e9000791097db03de4bcef1bd4945f89-1200x1386.png%3Fw%3D800%26fit%3Dmax%26auto%3Dformat&w=3840&q=75"/></a><h2 index="21" node="[object Object]" value="[object Object]">Informational Intent Fuels Masterclassesâ Top Of Funnel Marketing</h2><br/><p>A look at their top pages on Ahrefs shows that outside of their Home Page every top page meets the informational intent of the user:</p><p></p><a target="_blank" href="https://cdn.sanity.io/images/3uc1jfm7/production/8ea87954ab040e21915dfb57340ebd111fe36dab-1200x1333.png"><img alt=" " loading="lazy" width="1200" height="1333" decoding="async" data-nimg="1" style="color:transparent;max-width:100%;display:block;aspect-ratio:0.900225056264066;height:auto" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F8ea87954ab040e21915dfb57340ebd111fe36dab-1200x1333.png%3Fw%3D800%26fit%3Dmax%26auto%3Dformat&w=1200&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F8ea87954ab040e21915dfb57340ebd111fe36dab-1200x1333.png%3Fw%3D800%26fit%3Dmax%26auto%3Dformat&w=3840&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F8ea87954ab040e21915dfb57340ebd111fe36dab-1200x1333.png%3Fw%3D800%26fit%3Dmax%26auto%3Dformat&w=3840&q=75"/></a><h2 index="25" node="[object Object]" value="[object Object]">How Masterclass Bridges Its TOF Efforts To Its Products</h2><br/><p>Masterclass bridges each article to a specific course, taught by a specific instructor, centered around the topic that relates to the information they were looking for.</p><p>Because the extension of the right information is the right product.</p><p>So, every information-dense article is linked to a scaled version of information â a Masterclass Course.</p><p><strong>Visual Example:</strong></p><p></p><a target="_blank" href="https://cdn.sanity.io/images/3uc1jfm7/production/6dcf3f26c4608cd1b4ac951c4a8260d2e281524a-1200x2632.png"><img alt=" " loading="lazy" width="1200" height="2632" decoding="async" data-nimg="1" style="color:transparent;max-width:100%;display:block;aspect-ratio:0.45592705167173253;height:auto" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F6dcf3f26c4608cd1b4ac951c4a8260d2e281524a-1200x2632.png%3Fw%3D800%26fit%3Dmax%26auto%3Dformat&w=1200&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F6dcf3f26c4608cd1b4ac951c4a8260d2e281524a-1200x2632.png%3Fw%3D800%26fit%3Dmax%26auto%3Dformat&w=3840&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F6dcf3f26c4608cd1b4ac951c4a8260d2e281524a-1200x2632.png%3Fw%3D800%26fit%3Dmax%26auto%3Dformat&w=3840&q=75"/></a><h2 index="32" node="[object Object]" value="[object Object]">What They Click, Theyâll See Again</h2><br/><p>They searched for specific information.</p><p>
1They clicked a specific course because of it.</p><p>This journey just took a consumer from problem-aware to product-aware.</p><p>But they didnât buyâ¦</p><p>And here is where Masterclass retargets each individual across Youtube, Facebook, and Instagram with specific creative related to the course they showed initial interest in.</p><p>Hereâs what it looks like:</p><ul><li>You searched âDifference Between Egg Yolks and Egg Whites?â</li><li>You clicked the Masterclass article</li><li>You clicked through to the Gordon Ramsey Cooking Course</li><li>You didnât buy</li><li>You get retargeted on Youtube, Facebook, and Instagram with different video ads specific to the Gordon Ramsey course</li></ul><a target="_blank" href="https://cdn.sanity.io/images/3uc1jfm7/production/365809e9704a8bc66c38827ca74e5d346d1268cc-1200x2029.png"><img alt=" " loading="lazy" width="1200" height="2029" decoding="async" data-nimg="1" style="color:transparent;max-width:100%;display:block;aspect-ratio:0.5914243469689502;height:auto" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F365809e9704a8bc66c38827ca74e5d346d1268cc-1200x2029.png%3Fw%3D800%26fit%3Dmax%26auto%3Dformat&w=1200&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F365809e9704a8bc66c38827ca74e5d346d1268cc-1200x2029.png%3Fw%3D800%26fit%3Dmax%26auto%3Dformat&w=3840&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F3uc1jfm7%2Fproduction%2F365809e9704a8bc66c38827ca74e5d346d1268cc-1200x2029.png%3Fw%3D800%26fit%3Dmax%26auto%3Dformat&w=3840&q=75"/></a><h2 index="41" node="[object Object]" value="[object Object]">Putting It All Together</h2><br/><p>Here's a quick recap:</p><ul><li>Search intent is the "why" behind every search</li><li>Each search satisfies one of four search intents</li><li>MasterClass creates thousands of articles centered around informational intent</li><li>These informational articles act as the bridge to the right product</li><li>This click-through is retargeted on other platforms with specific creative</li></ul><p>If anything, the intent is everything.</p></article><div class="max-w-3xl m-auto text-white text-center border-l border-r border-white"><h3 class="underline-thick-custom text-3xl">You Can Share With Friends</h3><div class="flex mt-4 items-center gap-4"><div class="border-white flex-grow border-[0.5px]"></div><button aria-label="facebook" style="background-color:transparent;border:none;padding:0;font:inherit;color:inherit;cursor:pointer;outline:none"><svg viewBox="0 0 64 64" width="56" height="56"><circle cx="32" cy="32" r="31" fill="#3b5998"></circle><path d="M34.1,47V33.3h4.6l0.7-5.3h-5.3v-3.4c0-1.5,0.4-2.6,2.6-2.6l2.8,0v-4.8c-0.5-0.1-2.2-0.2-4.1-0.2 c-4.1,0-6.9,2.5-6.9,7V28H24v5.3h4.6V47H34.1z" fill="white"></path></svg></button><button aria-label="linkedin" style="background-color:transparent;border:none;padding:0;font:inherit;color:inherit;cursor:pointer;outline:none"><svg viewBox="0 0 64 64" width="56" height="56"><circle cx="32" cy="32" r="31" fill="#007fb1"></circle><path d="M20.4,44h5.4V26.6h-5.4V44z M23.1,18c-1.7,0-3.1,1.4-3.1,3.1c0,1.7,1.4,3.1,3.1,3.1 c1.7,0,3.1-1.4,3.1-3.1C26.2,19.4,24.8,18,23.1,18z M39.5,26.2c-2.6,0-4.4,1.4-5.1,2.8h-0.1v-2.4h-5.2V44h5.4v-8.6 c0-2.3,0.4-4.5,3.2-4.5c2.8,0,2.8,2.6,2.8,4.6V44H46v-9.5C46,29.8,45,26.2,39.5,26.2z" fill="white"></path></svg></button><button aria-label="twitter" style="background-color:transparent;border:none;padding:0;font:inherit;color:inherit;cursor:pointer;outline:none"><svg viewBox="0 0 64 64" width="56" height="56"><circle cx="32" cy="32" r="31" fill="#00aced"></circle><path d="M48,22.1c-1.2,0.5-2.4,0.9-3.8,1c1.4-0.8,2.4-2.1,2.9-3.6c-1.3,0.8-2.7,1.3-4.2,1.6 C41.7,19.8,40,19,38.2,19c-3.6,0-6.6,2.9-6.6,6.6c0,0.5,0.1,1,0.2,1.5c-5.5-0.3-10.3-2.9-13.5-6.9c-0.6,1-0.9,2.1-0.9,3.3 c0,2.3,1.2,4.3,2.9,5.5c-1.1,0-2.1-0.3-3-0.8c0,0,0,0.1,0,0.1c0,3.2,2.3,5.8,5.3,6.4c-0.6,0.1-1.1,0.2-1.7,0.2c-0.4,0-0.8,0-1.2-0.1 c0.8,2.6,3.3,4.5,6.1,4.6c-2.2,1.8-5.1,2.8-8.2,2.8c-0.5,0-1.1,0-1.6-0.1c2.9,1.9,6.4,2.9,10.1,2.9c12.1,0,18.7-10,18.7-18.7 c0-0.3,0-0.6,0-0.8C46,24.5,47.1,23.4,48,22.1z" fill="white"></path></svg></button><div class="border-[0.5px] border-white flex-grow"></div></div></div><div class="p-4 max-w-3xl pt-14 m-auto text-white border-l border-r border-white"><div class="max-w-[929px] flex flex-col gap-4 p-2"><h2 class="text-3xl my-6 font-bold text-center">Want Me To Send <br/><span class="text-primary">These Directly To You?</span></h2><p>
1Hey! Iâm Alex, the Founder of Marketing Examined. I send these case studies to over 200k founders, marketers, and creators every week, straight to their inboxes. And if you want, Iâll send it your way too :)</p><p>But, I want to let you in on what Iâm building here:</p><p><span class="font-bold text-primary">Vision:</span> To create a world where the best growth marketing content is at your fingertips.</p><p><span class="font-bold text-primary">Mission:</span> To help 5M people build successful businesses or elevate their careers through marketing.</p><p><span class="font-bold text-primary">My Promise:</span> To send you case studies full of all-action playbooks to build your business or elevate your career.</p><div class="mt-8 w-full md:max-w-[75%] m-auto"><form id="form-blog" name="subscribe"><div class="flex w-full border border-white py-4 px-6 pr-1 rounded-2xl bg-gradient-dark"><label class="flex w-full"><input class="w-full text-white flex-1 p-2 px-4 rounded-2xl rounded-r-none outline-none bg-light" type="email" name="EMAIL" required="" id="email-blog" placeholder="Your Email = Growth"/><div class="rounded-r-2xl rounded-l-none relative right-5 bg-light"><button id="submit-blog" type="submit" class="flex whitespace-nowrap min-h-[56px] min-w-[128px] items-center p-2 font-bold bg-white rounded-l-none pl-6 text-black rounded-r-2xl">Grow Here</button></div></label></div></form></div><div class="flex flex-col items-center justify-center"><div class="relative m-auto h-[150px] aspect-square"><img alt="Alex Garcia" loading="lazy" decoding="async" data-nimg="fill" class="object-cover rounded-full" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent;margin:0%" sizes="100vw" srcSet="/_next/image?url=%2Fimages%2Falexg.jpeg&w=640&q=75 640w, /_next/image?url=%2Fimages%2Falexg.jpeg&w=750&q=75 750w, /_next/image?url=%2Fimages%2Falexg.jpeg&w=828&q=75 828w, /_next/image?url=%2Fimages%2Falexg.jpeg&w=1080&q=75 1080w, /_next/image?url=%2Fimages%2Falexg.jpeg&w=1200&q=75 1200w, /_next/image?url=%2Fimages%2Falexg.jpeg&w=1920&q=75 1920w, /_next/image?url=%2Fimages%2Falexg.jpeg&w=2048&q=75 2048w, /_next/image?url=%2Fimages%2Falexg.jpeg&w=3840&q=75 3840w" src="/_next/image?url=%2Fimages%2Falexg.jpeg&w=3840&q=75"/></div><img alt="Alex Garcia Signature" loading="lazy" width="500" height="150" decoding="async" data-nimg="1" class="object-cover" style="color:transparent" srcSet="/_next/image?url=%2Fimages%2Fsig.png&w=640&q=75 1x, /_next/image?url=%2Fimages%2Fsig.png&w=1080&q=75 2x" src="/_next/image?url=%2Fimages%2Fsig.png&w=1080&q=75"/></div></div></div><div class="p-8"></div></div><footer class="bg-dark"><div class="mx-auto w-full max-w-screen-xl p-4 py-6 lg:py-8"><div class="md:flex md:justify-between"><div class="mb-6 md:mb-0"><a href="https://www.marketingexamined.com" class="flex items-center"><img alt="Marketing Examined Logo" loading="lazy" width="100" height="60" decoding="async" data-nimg="1" class="object-contain" style="color:transparent;max-width:100%;height:auto" srcSet="/_next/image?url=%2Flogo.png&w=128&q=75 1x, /_next/image?url=%2Flogo.png&w=256&q=75 2x" src="/_next/image?url=%2Flogo.png&w=256&q=75"/></a></div><div class="grid grid-cols-2 gap-8 sm:gap-6 sm:grid-cols-2"><div><h2 class="mb-6 text-sm font-semibold uppercase text-white">Resources</h2><ul class=" text-gray-400 font-medium"><li class="mb-4"><a class="hover:underline" href="https://marketingexamined.com/all-content">All Content</a></li><li class="mb-4"><a href="/grow">Advertise with us</a></li><li class="mb-4"><a href="/rabbit-hole">Dive into a rabbit hole</a></li><li class="mb-4"><a class="flex gap-1" href="/content-cafe">Content Community</a></li><li class="mb-4"><a class="hover:underline" target="_blank" rel="noopener noreferrer" href="https://marketingexamined.notion.site/Join-Marketing-Examined-23eaf739e22b806d8f9cebb4003dcf8a?source=copy_link">Careers</a></li></ul></div><div><h2 class="mb-6 text-sm font-semibold uppercase text-white">Legal</h2><ul class="text-gray-400 font-medium"><li class="mb-4"><a href="/privacy">Terms & Privacy</a></li></ul></div></div></div><hr class="my-6 sm:mx-auto border-gray-700 lg:my-8"/><div class="sm:flex sm:items-center sm:justify-between"><span class="text-sm sm:text-center text-gray-400">© <!-- -->2026<!-- --> <a href="https://www.marketingexamined.com/" class="hover:underline">Marketing Examinedâ¢</a>. All Rights Reserved.</span></div></div></footer><div data-tagid="p8JTp9GQSyX9v4q2STFd"></div><div class="Toastify"></div></div>
1<script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"blog":{"vertical":"CONTENT_EXAMINED","author":{"name":"alexgarcia_atx"},"body":[{"_type":"block","style":"normal","_key":"420d9648e1a2","markDefs":[],"children":[{"text":"If youâve spent a minute on Youtube, youâve probably seen a Masterclass ad that hooked you and made you consider taking a cooking class with Gordon Ramsey.","_key":"25af92b517f2","_type":"span","marks":[]}]},{"children":[{"_type":"span","marks":[],"text":"I know I have.","_key":"3650acf5d6480"}],"_type":"block","style":"normal","_key":"8545a4d9343e","markDefs":[]},{"children":[{"marks":[],"text":"But did you know Masterclass is valued at $2.7B while dominating SEO:","_key":"121eb5c13c5a0","_type":"span"}],"_type":"block","style":"normal","_key":"51677b25844b","markDefs":[]},{"level":1,"_type":"block","style":"normal","_key":"a6256653b1ec","listItem":"bullet","markDefs":[],"children":[{"_type":"span","marks":[],"text":"11.2M Monthly Visits","_key":"0e5f5bd14a970"}]},{"level":1,"_type":"block","style":"normal","_key":"1e43b1749f05","listItem":"bullet","markDefs":[],"children":[{"text":"$4.4M In Monthly Organic Traffic Value","_key":"59b42627296a0","_type":"span","marks":[]}]},{"listItem":"bullet","markDefs":[],"children":[{"text":"601K Backlinks","_key":"2fc6148f51730","_type":"span","marks":[]}],"level":1,"_type":"block","style":"normal","_key":"8688f466eaea"},{"_key":"64e0045cbbcf","listItem":"bullet","markDefs":[],"children":[{"_key":"dad4acee88590","_type":"span","marks":[],"text":"49.3K Referring Domains"}],"level":1,"_type":"block","style":"normal"},{"style":"normal","_key":"9d03ac3573a4","markDefs":[],"children":[{"text":"This makes search their number one source of traffic.","_key":"e56d2547d9a50","_type":"span","marks":[]}],"_type":"block"},{"_key":"7a1f83412bc9","markDefs":[],"children":[{"_type":"span","marks":[],"text":"And they optimize this traffic by understanding search intent and linking to specific products that match the TOF problem.","_key":"3bc18a25363a0"}],"_type":"block","style":"normal"},{"markDefs":[],"children":[{"_key":"c86aea2ca06e0","_type":"span","marks":[],"text":"Letâs run through this in 3 minutes."}],"_type":"block","style":"normal","_key":"d4f58973fefb"},{"_key":"705ce5dae443","markDefs":[],"children":[{"_type":"span","marks":[],"text":"How To Understand Search Intent","_key":"2016f6e512f4"}],"_type":"block","style":"h2"},{"markDefs":[],"children":[{"text":"Search intent is the âwhyâ behind any search query.","_key":"c165acf5fbad","_type":"span","marks":[]}],"_type":"block","style":"normal","_key":"a8dc5c4814ea"},{"_type":"block","style":"normal","_key":"ec31eb3a3c8a","markDefs":[],"children":[{"_type":"span","marks":[],"text":"Every person who performs a search on Google is searching for one of four things:","_key":"b8b207fdd9ba0"}]},{"style":"normal","_key":"bd8dc5aee9e1","markDefs":[],"children":[{"text":"1. Information","_key":"4cb4ac64b2f40","_type":"span","marks":["strong"]},{"_type":"span","marks":[],"text":" - Here people are searching for specific questions or want to dive into a certain topic.","_key":"4cb4ac64b2f41"}],"_type":"block"},{"children":[{"text":"2. Navigation","_key":"83b04d95b66b0","_type":"span","marks":["strong"]},{"_type":"span","marks":[],"text":" Here people are searching for a specific website.","_key":"83b04d95b66b1"}],"_type":"block","style":"normal","_key":"888efbe9dc47","markDefs":[]},{"style":"normal","_key":"b87c91ce4afa","markDefs":[],"children":[{"_type":"span","marks":["strong"],"text":"3. Transaction","_key":"8946d6b253ff0"},{"_key":"8946d6b253ff1","_type":"span","marks":[],"text":" - Here people are searching for a specific product and already know what they're looking for."}],"_type":"block"},{"markDefs":[],"children":[{"_key":"739ef673cf6d0","_type":"span","marks":["strong"],"text":"4. Comparison"},{"marks":[],"text":" - Here these people need more information or convincing but are looking to buy a product.","_key":"739ef673cf6d1","_type":"span"}],"_type":"block","style":"normal","_key":"815f2a5ee721"},{"children":[{"marks":[],"text":"By understanding the âwhyâ you can map out âhowâ to drive action.","_key":"0847e9b1b1cc0","_type":"span"}
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