In 2022, HR tech platform TestGorilla was in rapid growth mode

TestGorilla is a talent discovery platform that helps employers find and hire top talent based on proven skills.

With science-backed assessments and bias-tested AI evaluation tools, they give employers a fairer, more predictive way to scale hiring and build high-performing teams.

TestGorilla needed to build authority quickly, so the content team built a large-scale SEO and thought leadership program

The goal was to establish TestGorilla as the leading authority on skills-based hiring.

To build brand awareness and secure top rankings for relevant search intent, the team needed a system to publish editorial-quality content at scale.

The pace of growth led to some speed wobbles:

• A large stable of freelancers and agencies of varying sizes and specialties

• No centralised system for content operations

• Difficulty maintaining topical depth and brand perspective at scale

TestGorilla needed a partner to maintain the content engine, contribute to strategy, and provide high-quality deliverables with minimal oversight.

lowercase stepped in and our partnership of 2+ years began.

A content engine focused on quality at scale

We began by delivering 20-30 SEO articles per month.

The strategy targeted high-value keyword opportunities, securing SERP positions and keeping TestGorilla’s content engine running without weighing down the internal team.

As TestGorilla’s marketing strategy matured, we moved to a series-based content approach.

Working closely with the Content Lead, Lucy Dewhurst, we identified relevant topic clusters with commercial intent.

Switching from creation to optimisation

With lowercase building a new library of authoritative content, we started to find topical overlap with the older content.

We shifted our approach to optimisation and consolidation.

We applied SEO fundamentals and UX best practices to align middle-funnel and boost bottom-funnel content.

We focused on:

• Answering the search intent straight away in the introduction, using TL;DR and EEAT structures

• Improving the layout and internal linking to improve the user journey and pass authority between pages

• Strategic placement of CTA’s relevant to the funnel stage

We helped TestGorilla’s team prioritise and scope the optimisations required.

By reworking each piece to incorporate new insights, combine similar topics, and improve structure, we started to see boosted rankings and conversions.

Results

Across our two-and-a-half-year partnership, we produced and optimised over 500 blogs, thought leadership pieces, and product pages.

Our efforts protected the initial investment and significantly uplifted performance – without straining the internal team.

With lowercases handling content creation and optimisation, TestGorilla’s marketing team could focus on major PR campaigns, like the State of Skills-Based Hiring Report.