When you’re competing in a saturated space like web hosting, SEO can’t be an afterthought. You're up against brands with massive link equity, deep SEO expertise, and years of content momentum.
That was the challenge Hostinger faced.
Their goal? Scale content without losing quality, outrank legacy competitors, and drive measurable growth.
But with a high publishing tempo, international markets to serve, and hundreds of articles to manage, they needed a way to streamline production and keep SEO aligned across teams.
So they turned to Surfer.
“Surfer helped us scale Hostinger Tutorials drastically to over 1 million clicks per week.”
— Aurimas Gudavičius, Head of SEO at Hostinger
Besides growing their blog traffic, Hostinger has built a content engine that runs at scale. Workflows are more efficient, teams are aligned, and the results are visible across the business.
This is how they built a scalable SEO system and how Surfer made it possible.
1. Writing better briefs in less time
Previously, Hostinger’s content briefs were created manually. The team spent time researching keywords, reviewing top-ranking pages, and writing long outlines for writers. That didn’t scale.
With Surfer, the content team drastically reduced briefing time.
Brief creators can see in Surfer's Content Editor Outline tab how top-performing competitors have structured their content, common questions people ask, and a SERP-based AI generated outline.
Here’s an example of an AI generated outline on the topic of “how to choose a web host” that Hostinger can send to the writers. The outline is comprehensive and matches the informational intent of the query.
This means writers receive clear, optimized starting points without back-and-forth.
Plus, every brief is built around search intent, topical completeness, and SERP benchmarks.
“Surfer saves us hours of manual work and streamlines the process between the brief maker and the content writer.”
— Aurimas Gudavičius, Head of SEO at Hostinger
2. Optimizing content from the first draft
Hostinger writers use Surfer’s Content Editor to craft articles tailored to ranking factors.
The Content Editor guides them through real-time keyword usage, content length, heading structure, and on-page optimization.
“It’s really easy to make sure keywords are not overused, as we don’t have to measure keyword density manually.”
— Aurimas Gudavičius, Head of SEO at Hostinger
Writers can focus on clarity and value while still hitting all the right SEO signals.
Hostinger also ran internal tests on content scoring.
When articles hit a Surfer Score of 83 or higher, they were 43% more likely to rank in the top 3 compared to content below that threshold.
This way the Content Editor also reduces reliance on final SEO reviews. Writers can deliver near-final drafts with high Surfer Scores, confident that the content is properly optimized to rank.
3. Refreshing existing content to boost performance
Not all growth came from new content. Hostinger’s team also improved existing articles using our Content Audit tool.
By connecting Google Search Console, they identified underperforming but promising pages—those with decent impressions or low content scores—and focused updates where they’d matter most.
Inside the Content Audit’s Recommendations tab, you can easily spot such quick wins. These articles are just shy of ranking at the top of SERPs.
The team uses the Content Editor’s guidelines to implement a few strategic changes like reworked headlines, added entities, and better structure.
That can be easily achieved using the Auto-Optimize feature. In this example, it boosted the Content Score from 53 to 70 by updating 10 sections and adding 79 relevant entities automatically.
We can see from this chart that the traffic on their article “how to choose a web hosting plan” starts to climb after each major content update.
From rankings to real business impact
With a scalable SEO system in place, Hostinger saw measurable improvements across content performance.
Many articles now rank in the top 3 positions for competitive keywords.
Hostinger Tutorials alone generates over 1 million organic clicks every week, up from a fraction of that before Surfer was adopted.
These SEO wins weren’t just performance metrics. They drove real business results.
“The improved organic visibility and traffic have had a direct impact on our conversions, particularly for product-specific pages optimized using Surfer.”
— Aurimas Gudavičius, Head of SEO at Hostinger
Content was written with clearer intent alignment and surfaced for the right queries. This meant users landed on pages that answered their questions and nudged them toward signup or purchase.
What other teams can learn from Hostinger’s success
Hostinger didn’t win by publishing more. They won by building a repeatable, efficient SEO system, powered by Surfer.
This system helped them optimize smarter, publish faster, and scale their success.
“These results reflect our ability to compete in a saturated market while scaling our efforts efficiently.”
— Aurimas Gudavičius, Head of SEO at Hostinger
Their story shows how powerful structured SEO can be, especially when the right tools are integrated into every step of the workflow.
Want to achieve similar results? Get started with Surfer!
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