Calm Organic Growth Opportunities

Generate a vast library of text-first meditation scripts optimized for unique combinations of audience, topic, and duration. This strategy targets high-intent users looking for immediate solutions to specific problems and funnels them directly into the Calm app.

Example Keywords

• “5 minute guided meditation for nurses”
• “guided meditation script for grief”
• “morning meditation for entrepreneurs”
• “10 minute meditation for exam stress”

Rationale

Calm already ranks for broad meditation terms but misses the massive collective volume from hyper-specific, long-tail queries. People searching for these scripts are actively seeking a solution and are therefore high-intent prospects primed to download an app that solves their immediate need.

Topical Authority

The company has strong domain authority and ranks for general meditation keywords. This play extends that authority into thousands of niche topics, leveraging their rich roster of in-house instructors and celebrity partners (Daily Jay, LeBron James, etc.) to demonstrate strong Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T).

Internal Data Sources

Utilize existing course transcripts and taxonomies (topic tags, instructor expertise), user-survey personas and pain-points from product analytics, and program completion data to add powerful social proof like “X% of Calm users felt less [emotion] after this meditation.”

Estimated Number of Pages

4,000–6,000

Create thousands of pre-generated story outline pages where parents can find stories based on a specific moral theme, animal protagonist, and story length. This play captures the massive search volume for kids' bedtime stories and drives users to the Calm Kids app for the full, exclusive audio version.

Example Keywords

• “bedtime story about perseverance for 6 year olds”
• “5-minute dinosaur sleep story”
• “short kindness tale for toddlers”
• “interactive bedtime story generator”

Rationale

The long-tail market for kids' stories with specific themes is huge and currently served by low-quality, ad-heavy parenting blogs. This play provides a superior, structured, and trustworthy experience that leverages Calm's unique assets and brand safety, creating a powerful funnel for the Calm Kids subscription.

Topical Authority

Calm has a strong brand in sleep and an established Calm Kids product with exclusive voice actors and content. This play builds directly on that authority by providing a scalable entry point for parents, a key and valuable demographic, by meeting their highly specific search needs.

Internal Data Sources

Leverage internal story metadata (themes, characters, estimated read time), anonymized engagement scores from Calm Kids listens to recommend “fan favorite endings,” and the Getty Images integration to acquire thematic artwork for each story category at scale.

Estimated Number of Pages

3,000

Develop a comprehensive matrix of positive affirmations and journal prompts targeted by a user's profession, life stage, and specific emotional challenge. These highly-specific pages serve the growing self-help audience and act as a powerful lead magnet for Calm's in-app daily mood check-in features.

Example Keywords

• “affirmations for new moms”
• “journal prompts for burnout”
• “gratitude prompts for managers”
• “confidence affirmations for athletes”

Rationale

While Calm ranks for generic terms like “gratitude journal,” it misses the massive volume from verticalized long-tail searches related to specific life situations. This play captures users at their precise point of need with highly relevant content that has strong social sharing potential, creating a viral loop.

Topical Authority

The domain's existing authority in emotional wellness and mindfulness provides a strong foundation to speak on these topics. This play deepens that authority by demonstrating expertise across a wide range of life situations and professional challenges, showing a nuanced understanding of user needs.

Internal Data Sources

Use aggregated and anonymized mood-check statistics (e.g., “Top 5 emotions new moms log at 10 PM”), existing prompt libraries from the internal content team, and the Getty Images integration for persona-specific visuals to create data-driven, engaging content.

Estimated Number of Pages

2,500–3,500

Build an evidence-based encyclopedia defining lesser-known therapeutic approaches and mental health concepts not yet covered on Calm's blog. This strategy captures high-intent research traffic from users seeking help and builds significant clinical authority for the Calm Health B2B brand.

Example Keywords

• “dialectical abstinence skills”
• “somatic experiencing for PTSD”
• “internal family systems parts map”
• “paradoxical intention therapy for insomnia”

Rationale

A significant content gap exists for consumer-friendly, authoritative information on specific therapeutic modalities; current SERPs are a mix of clinical papers and low-authority blogs. This play targets users who are actively researching solutions, positioning Calm as a credible resource and funneling qualified B2B prospects to Calm Health.

Topical Authority

The domain has partial authority in psychology, and this play would significantly bolster it. Using AirOps’ human-in-the-loop feature for medical review is critical to establishing the necessary E-E-A-T to outrank competitors and provide safe, accurate information.

Internal Data Sources

Incorporate information from Calm Health’s clinical guideline PDFs, source unique quotes from their licensed therapist network to add expertise, and reference outcome data from Calm’s randomized controlled trials to substantiate claims.

Estimated Number of Pages

1,500–2,000

Create a dedicated, static landing page for every proprietary sleep and relaxation sound in Calm's extensive catalog. Each page will feature an audio embed, a description of the soundscape, and the science-backed benefits to capture high-intent users searching for specific audio environments.

Example Keywords

• “rain on a tent sleep sounds”
• “8 hour crackling fire loop”
• “Tibetan singing bowls for studying”
• “white noise for babies”

Rationale

The search volume for specific sleep sounds is immense and currently dominated by low-quality YouTube rips and ad-filled websites. Calm can easily win these SERPs by leveraging its unique, high-quality, and professionally produced audio assets combined with its strong domain authority.

Topical Authority

The domain already ranks for a few sound-related terms (“brown noise,” “432 hz”) and has immense authority in the sleep space. This play systematically expands on that core strength to capture thousands of related long-tail keywords, creating a deep moat of content around a core product feature.

Internal Data Sources

Leverage Calm’s internal sound file metadata (length, BPM, intended use-case), anonymized listening data (average duration, completion rate) to highlight popular tracks, and host audio snippets on a CDN for instant playback and engagement.

Estimated Number of Pages

1,200–1,800

Improvements Summary

Revise eight relationship-wellness blog posts to target high-volume, low-competition keywords and align titles, headers, and content structure with search intent. Expand articles, add internal links, rich media, expert quotes, and a new cornerstone hub page to improve rankings and user engagement.

Improvements Details

Update H1s and title tags to include exact match primary keywords such as 'relationship goals' and 'questions to ask a guy.' Expand each article to 2,000-3,000 words with list-style guides, FAQ sections, and a table of contents. Add internal links between cluster articles, embed expert quotes, include custom infographics, and launch a 4,000-word hub page linking all posts. Implement FAQ schema, breadcrumb schema, and optimize images for performance.

Improvements Rationale

These changes address current low rankings and zero traffic by matching content to user search language and SERP preferences. Longer, well-structured articles with strong interlinking and rich media are favored by Google for these topics. The hub page and improved internal linking will help build topical authority and drive more organic sessions.