From AI Voices To 170K Keywords: ElevenLabs’ Programmatic SEO At Scale Playbook

In the Poland of the 90s, two kids grew up watching American films dubbed into Polish. However, their movie experience was not smooth. Every character sounded the same. Flat, emotionless, and most times, the same voice was used for multiple characters. 

That frustration stuck with them. Years later, it became the seed of an idea: what if technology could bring voices to life, capturing emotion, nuance, and character in any language?

Fast forward to 2022. Those two kids, Piotr Dąbkowski (ex-Google machine learning engineer) and Mati Staniszewski (ex-Palantir strategist), founded ElevenLabs. What started as an attempt to fix bad dubbing turned into one of the fastest-growing voice AI companies in the world. 

In just three years, they hit a $3.3B valuation, crossed a million users, and built partnerships with some of the biggest names in tech.

The Tech Is Great, But Here’s What Caught Our Attention

We’ve all tried the tool for fun and experimentation. However, during one of our internal activities, our founder noticed something unusual.

ElevenLabs ranks for more than 170,000 keywords. For such a young company, that’s astonishing. And it wasn’t by chance. Curious, we divided the research among ourselves, each of us analyzing a different aspect of their marketing strategy.

Source – Ahrefs

We noticed that ElevenLabs wasn’t just relying on great technology or buzz. They were systematically ranking in top SERP positions, gaining AI visibility, and building brand recall value.

I was digging deep to find out how they were doing it. I observed a significant amount of multilingual SEO at work with localized pages available in Bengali, Hindi, French, and more for features like text-to-speech, audio-to-text, dubbing, voice isolator, etc.

Source – ElevenLabs

They’ve localized their content into multiple languages and used hreflang tags to ensure visibility across geographies. That’s smart, and it definitely adds to their reach. 

But that alone couldn’t explain the scale. A deeper look at their top 2,500 pages on Ahrefs revealed the real lever: ElevenLabs was extensively using programmatic SEO at scale.

How ElevenLabs Is Leveraging Programmatic SEO

While analyzing ElevenLabs’ top-ranking pages, three distinct content clusters emerged: accent variations, voice libraries, and sound effects.

Now, these weren’t manually written, one-off pages. They followed a systematic pattern, each built around structured data. That’s the hallmark of programmatic SEO.

By spinning out pages in this way, ElevenLabs was doing more than just localizing content. They’re capturing local variations, niche search queries, and long-tail demand at scale. It’s a strategy that helps them dominate SERPs across multiple use cases while building strong brand visibility.

Now, let’s unpack each cluster to show exactly how the strategy works in practice.

Accent Variations: Capturing Regional Intent at Scale

When we looked deeper into ElevenLabs’ site structure, one cluster stood out almost immediately: 150+ accent-specific pages.

From Indian Accent to Irish Accent, Australian Accent, and even hyper-local variations like New York, Texas, or Cockney, each page had been deliberately created to target a specific search intent.

And these weren’t copy-paste templates. Each accent page came with its own headline promise, nuanced descriptions, sample voices, and contextual applications. 

For instance, the Irish accent page highlighted storytelling and narration, while the Australian one leaned into marketing and branding. That tailoring is critical because it makes the pages feel authentic, not robotic.

Source – Elevenlabs (Australian accent)

The result was each accent page lined up neatly with the top keyword queries for that accent, allowing ElevenLabs to rank for dozens of variations like “Irish accent text to speech,” “Australian voice generator,” “Indian accent AI voice” and more.

Here is a quick snapshot showcasing the top pages and the keywords they are currently ranking on, based on data from ahrefs:

This cluster alone drives visibility across regional markets, cultural identities, and industry use cases. It is a stellar example of how programmatic SEO can move beyond sheer scale to deliver high-intent, high-conversion traffic.

Related Read: Learn how Storylane leveraged Programmatic SEO to market their interactive demo software.

Voice Library: Niching Down Into Every Imaginable Use Case

If accent variations let ElevenLabs capture regional search demand, their Voice Library takes it a step further. This cluster is massive, hundreds of pages, each dedicated to a very specific voice style or persona. 

From Robotic and Horror to Movie Trailer, Epic Voices, and even playful categories like Cartoon Villain or Wicked Witch, the breadth is staggering. 

And again, these aren’t lazy copy-paste templates. Each page is carefully written with its own framing and narrative.

• The Robotic Voice page leans into precision, futuristic applications, and AI assistants — the kind of pitch that appeals to developers and sci-fi creators.
• The Horror Voice page, on the other hand, is drenched in atmosphere. It sells suspense, dark narration, and chilling immersion for horror podcasts or games.

The structure remains the same (headline, sample voices, use cases, FAQs), but the storytelling shifts to match searcher’s intent. That’s what makes the cluster feel authentic rather than mechanical.

Even more importantly, these pages rank for highly specific, high-intent queries. It does not stop there. They have also built multilingual versions of some of these pages. For instance, here is the swedish version of the cartoon character page, expanding their reach even further. 

By spinning out hundreds of narrowly-focused landing pages, ElevenLabs dominates long-tail keyword space while making every page feel tailored to the audience searching for it.

Sound Effects: Owning the Long-Tail at Unmatched Scale

If accents and voice personas showed us the finesse of ElevenLabs’ programmatic SEO, the Sound Effects cluster revealed the brute scale.

For this feature alone, they’ve built nearly 3,000 pages, each created to target a highly specific sound query. Right from everyday noises like dog barking, school bell, or typing sound to niche, playful ones like fart noise generator, ghost laugh, or even a screaming goat.

The genius lies in how these pages map directly to long-tail, high-volume search queries:

• The gunshot page ranks for “gun sound” (2.4K searches/month).
• The school bell page ranks for “school bell sound” (1.7K searches/month).
• The ghost page ranks for “ghost sound” (7.1K searches/month).
• The dog bark page ranks for “dog barking sound download” (1.2K searches/month).

By automating demand into thousands of hyper-specific entry points, ElevenLabs ensured they capture intent wherever it arises.  Now that could be whether someone needs a sound effect for a YouTube edit, a game build, or a classroom project.

This cluster is the clearest showcase of programmatic SEO at scale. Instead of betting on a handful of broad terms, ElevenLabs floods the SERPs with niche pages, stacking up keyword coverage that competitors can’t easily replicate. 

At the end of the day, ElevenLabs’ growth story is as much about its content engine as much as about their AI technology. By combining finesse (accent and persona pages that feel authentic) with brute scale (thousands of sound effect pages), they’ve created a moat that competitors can’t easily replicate.

But here’s the nuance: programmatic SEO isn’t just about churning out thousands of pages. 

If done poorly, it can lead to thin content and SEO penalties. ElevenLabs avoided that trap by layering storytelling, use cases, and context into each page. 

What SaaS Companies Can Learn From ElevenLabs’ Programmatic SEO Playbook

ElevenLabs’ search success isn’t just a story of scale. It’s how they combined nuance, storytelling, and global reach with programmatic execution. 

Here are the 5 lessons SaaS companies can draw from their playbook:

1. Add Nuance, Don’t Go Thin

Instead of spinning out cookie-cutter pages with swapped names, ElevenLabs tailored each page with its own narrative, context, and applications. This avoids the trap of thin content and built authenticity in the eyes of both users and search engines.

2. Target Regional Long-Tail Queries

The accent variation cluster shows how powerful long-tail regional queries can be. By building pages like “Irish accent text to speech” or “Indian accent AI voice,” they captured regional demand that broader keywords often miss. 

For SaaS businesses with multi-country or multi-market reach, this is an opportunity to dominate localized intent.

3. Niche Into Every Use Case

The Voice Library proves that depth wins. ElevenLabs didn’t stop at broad categories. They built pages for every imaginable persona and scenario, from robotic assistants to horror narrators. 

The takeaway: map out your use cases, no matter how small, and give each its own dedicated landing page to capture long-tail search demand.

4. Execution Matters as Much as Scale

Programmatic SEO can easily backfire if it produces thin, repetitive, or spammy pages. ElevenLabs avoided this by weaving in storytelling, FAQs, and specific examples, making each page feel genuinely useful. 

Scale works only when paired with thoughtful execution.

5. Layer Multilingual SEO for Global Authority

Beyond programmatic pages, ElevenLabs also localized content into multiple languages – Bengali, Hindi, French, Portuguese, Spanish, and more. This multilingual layer helps them earn visibility across geographies and reinforces their authority worldwide.

In short, ElevenLabs’ growth story is about more than AI innovation. It’s about a content engine built on both finesse and brute force, nuanced enough to feel authentic, and scaled enough to dominate the long-tail. 

That blend is what turns programmatic SEO from a risky tactic into a sustainable moat for SaaS growth. But blending finesse with scale isn’t easy. It requires structured execution, editorial nuance, and technical SEO precision. 

At Concurate, that’s the craft we bring to SaaS brands looking to build durable growth moats.

Why Concurate Is The Right Partner For Programmatic SEO At Scale

At Concurate, we’re not just another B2B content marketing agency. We specialize in building content engines that deliver compounding growth across multiple fronts: Generative Engine Optimization, LinkedIn ghostwriting, Digital PR, top-publication ghostwriting, and programmatic SEO at scale.

We’ve consistently driven measurable results for clients across diverse domains. But when it comes to programmatic SEO, we’ve seen the impact firsthand. For example, when working with an edtech client offering training of a major OEM, we didn’t just launch programmatic pages, we executed them with precision.

We created 70+ geo-targeted pages and unlocked visibility across 60+ markets. Within months, the strategy delivered a qualified lead from a company with 6,000+ employees. It is proof that the right execution brings enterprise-level results. You can read more about our approach and the results here.

At Concurate, we know how to make programmatic SEO work, whether that means scaling to hundreds of pages or tailoring a smaller, focused set. Every strategy is customized to your industry, your goals, and your growth stage.

If you want to see how programmatic SEO can work for your SaaS or enterprise brand, book a consultation with us today. Let’s turn scale into your competitive moat.