How 16personalities Captures $7.02M in Traffic Value Monthly - A Marketing Strategy Breakdown
By Team Inblog ⋅ April 2, 2025
16personalities, developed by NERIS Analytics Limited, has become a popular online platform offering free and insightful personality tests that explore your traits and provide guidance on relationships, career, and personal growth. The platform has successfully generated $7.02M in traffic cost value through its SEO strategies as of January 2025. This growth is driven by a combination of keyword targeting, content optimization, and on-page SEO improvements.
In this article, we’ll dive into the key marketing strategies that contributed to their success.
Keyword Strategies
A well-planned keyword strategy helps connect your content with the right audience by aligning it with their searches.
Boost SERP Rankings by Understanding Search Intent
The key to 16personalities' SEO success is its deep understanding of search intent. Search intent isn’t just a buzzword—it’s the reason people type queries into search engines and a major driver of search traffic.
There are four main types of search intent:
- Informational: When someone is looking to learn more (e.g., “What is 16personalities?”)
- Navigational: When someone is trying to find a specific page or site (e.g., “Personal CRM Template”).
- Commercial: When someone is comparing options (e.g., “16personalities vs. Competitors”).
- Transactional: When someone is ready to buy, use, or download something (e.g., “16personalities Pricing”).
As search intent moves from Informational to Navigational, Commercial, and Transactional, users become more specific and action-driven. Initially, users seek general information, but as they move down the funnel, they get closer to making a decision or purchase.
Considering various keyword variations that users might search for in areas like UX or template solutions, 16personalities' top 1,000 organic keywords have been categorized into these intent types.
| Intent Type | Share (%) | Top Keywords |
|---|---|---|
| Informational | 83.75% | personality test, infj, infp |
| Navigational | 6.34% | mbti, mbti test, mbti personality test |
| Commercial | 7.44% | myers briggs test, test de personalidad, intp-t |
| Transactional | 2.48% | isfp-a, esfp-t, defender mbti |
By aligning keyword strategy with user intent, 16personalities has effectively harnessed its organic visibility, demonstrating strong performance across all intent categories.
Optimizing Content for Search Intent
To rank well on Google, it's important to create content that aligns with what users are actually searching for. Google aims to provide answers by using advanced algorithms to understand the intent behind each query. Understanding search intent helps ensure your content meets users’ needs.
Below are the top five pages on 16personalities that generate the most organic traffic through content optimized for keyword intent:
| URL | Keyword | Position | Search Volume | Traffic | Traffic Value |
|---|---|---|---|---|---|
| https://www.16personalities.com/free-personality-test | personality test | 1 | 287,867 | 78,144 | $32,820 |
| https://www.16personalities.com/isfp-strengths-and-weaknesses | isfp strengths and weaknesses | 2 | 49,500 | 8,135 | $1,871 |
| https://www.16personalities.com/intj-strengths-and-weaknesses | intj personality type | 1 | 48,009 | 5,185 | $1,503 |
| https://www.16personalities.com/infj-strengths-and-weaknesses | infj personality | 3 | 85,400 | 3,119 | $842 |
| https://www.16personalities.com/enfj-strengths-and-weaknesses | enfj personality type | 1 | 31,974 | 3,106 | $590 |
16personalities's traditional content marketing strategy, built on long-form guides, has helped rank a wide range of keywords by addressing both niche and broadly searched topics. Detailed content on topics such as “intj personality type,” “enfj personality type,” “isfp strengths and weaknesses,” and “infj personality” shows a balanced approach to fulfilling diverse user search intent while consistently attracting high traffic through “personality test.”
Choosing the Right Keywords to Attract Quality Traffic
The more organic keywords a site ranks for, the better its online visibility becomes. 16personalities ranks for 81,389 organic keywords, and one of the significant contributors to its success is its ability to rank for high-value keywords with strong search intent.
| Keyword | Position | Search Volume | Traffic |
|---|---|---|---|
| personality test | 1 | 287,867 | 78,144 |
| infj | 1 | 162,985 | 48,124 |
| infp | 1 | 134,605 | 42,156 |
| intj | 1 | 110,000 | 39,228 |
| intp | 1 | 73,487 | 31,807 |
On-Page SEO: Keeping a Consistent URL Structure
On-page SEO involves optimizations within a webpage to improve its visibility on search engine results pages. This includes careful adjustments to title tags, meta descriptions, URLs, headings, and strategic keyword placements, ensuring that high-quality content is front and center for both users and search engines.
16personalities employs a clear and structured URL format that segments its content effectively. Pages that serve as primary entry points—such as the free personality test or individual personality profiles—adopt a simple structure where the subfolder directly reflects the purpose of the page. This method not only clarifies content organization but also reinforces the site’s thematic focus, aiding search engines in understanding the context of each page.
For more in-depth content, 16personalities makes use of nested URL structures. By placing detailed topics under additional subfolders, such as those found in the articles or country profiles sections, the site creates a logical hierarchy. This nested structure simplifies navigation, improves crawl efficiency, and ultimately supports a robust technical SEO strategy that benefits both user engagement and overall search performance.
Examples of URL Structure:
16personalities/[subfolder]
- https://16personalities.com/free-personality-test
- https://16personalities.com/infj-personality
- https://16personalities.com/personality-types
16personalities/[subfolder]/[keyword]
- https://16personalities.com/articles/assertive-architect-intj-a-vs-turbulent-architect-intj-t
- https://16personalities.com/country-profiles/republic-of-korea
- https://16personalities.com/specialized-tests/career
Conclusion
This report details how 16personalities leverages a robust digital marketing strategy to capture $7.02M in traffic value monthly. By deeply understanding search intent and combining effective content optimization with a uniform on-page SEO structure, 16personalities solidifies its position as an authoritative online resource in personality assessments.