Since its debut in 2018, JMP’s Statistics Knowledge Portal (SKP) has become one of the most widely used resources for learning foundational statistics. With clear explanations, illustrative examples, and engaging visuals, SKP has helped millions of visitors build a solid foundation in statistical methods or strengthen their understanding of key statistical concepts.
It has also become one of JMP’s most powerful top-of-funnel assets. In the past three years, more than six million prospective customers searching for help on specific statistical concepts have landed on SKP pages, making it an important driver of brand awareness and new-visitor traffic to jmp.com.
A vision for growth
For its first several years, SKP focused on high-volume search terms such as correlation, linear regression, and ANOVA. By early 2025, the library had grown to nearly 50 pages covering the most searched statistical topics.
That changed when JMP CEO Jon Weisz challenged the JMP Education and Global Marketing teams to dramatically expand the portal’s scope – both to combat declining numbers due to AI overviews and to tackle more advanced topics. With an ambitious vision of turning SKP into the “Wikipedia of Statistics,” the production team has more than doubled the library of topics, publishing 46 new pages in just six months.
Building high-quality learning content
The JMP Education team leads content development, supported by contributors across the company. JMP’s recently formed Learning Content Advisory Board (LCAB) – with members from Product Management, Sales, Global Enablement, Documentation, and R&D – provides strategic guidance and global perspective.
“We prioritize topics by considering SEO for popular statistical terms, but the team considers many factors before creating a new SKP page,” said Ruth Hummel, senior manager of JMP Education. In addition to search volume, the team uses JMP telemetry, LearnBot queries, and questions from the JMP User Community to identify future pages.
This approach has produced content that is both easily discoverable in search engines and increasingly influential, with many pages being cited by LLMs. Since June 2025, new pages have been added in design of experiments (16 pages), quality and reliability methods (15), inferential statistics (9), predictive modeling (6), and more. Many pages now incorporate recently created how-to videos, adding interactivity and reinforcing key concepts covered on the page.
Driving brand awareness and engagement
When it comes to building brand awareness for JMP, few resources are as effective as SKP. In 2025 alone, the portal generated more than 1.9 million pageviews – more than 5,400 per day. Most of this traffic came from Google searches, and a significant portion from first-time visitors. In fact, 28% of all visitors to jmp.com come via SKP pages, and roughly 40% of all first-time visitors arrive through SKP, making it JMP’s single largest source of new traffic by far. In addition, nearly 90% of visits from people who didn’t include the word “JMP” (searching for “quality control” rather than “quality control in JMP,” for example) arrived through SKP pages. Without SKP, our website would be nearly invisible in search outside of JMP-specific topics.
The team has also navigated new challenges, particularly the rise of AI Overviews in search results. While overall SKP visits have declined – down about 46% year-over-year – engagement has increased. SKP visitors now view 5% more pages per session, suggesting deeper interest and higher-quality traffic.
Even more encouraging is SKP’s growing presence within LLM-generated results. “By adjusting page structure and terminology and adding how-to videos, we’ve steadily increased our presence in AI Overviews,” Hummel said. As of January 25, SKP pages appeared in AI Overviews for more than 4,800 relevant keywords.
Though LLMs and AI Overviews have reduced click-throughs, being cited in those answers still builds significant brand authority by putting JMP in front of searchers at the exact moment they’re learning.
A global resource continuing to expand
SKP’s reach extends well beyond English-speaking audiences. With more than 300 translated pages across eight languages – and a plan to translate every new page shortly after publication – the portal supports JMP’s global growth and helps generate leads worldwide.
SKP expansion will continue in 2026, with the production team planning to add more content across a wide range of statistical topics. In February, a new dashboard to monitor SKP performance will debut in JMP Live. The group will regularly review global key performance indicators and traffic, search, AI Overviews, and LLM metrics.
As the library grows, so does its impact – educating millions, strengthening JMP’s global brand, and positioning JMP as a leader in easily accessible, high-quality statistical learning.
