How Allbirds Captures $639.13K in Traffic Value Monthly - A Marketing Strategy Breakdown
By Team Inblog ⋅ April 2, 2025
Allbirds is a global lifestyle brand renowned for its eco-friendly innovation, crafting comfortable shoes and apparel using sustainable, natural materials. In February 2025, Allbirds successfully generated $639.13K in traffic cost value through its SEO strategies. This impressive 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 this strategy’s success is Allbirds’s 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 allbirds?”)
- 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., “allbirds vs. Competitors”).
- Transactional: When someone is ready to buy, use, or download something (e.g., “allbirds 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, Allbirds's top 1,000 organic keywords have been categorized into these intent types.
| Intent Type | Share (%) | Top Keywords |
|---|---|---|
| Informational | 8.59% | all bird, how to wash allbirds, joe vernachio |
| Navigational | 13.33% | allbirds, allbirds shoes, zappos |
| Commercial | 22.12% | allbirds, allbirds tree runners, allbirds stock |
| Transactional | 55.96% | allbirds discount code, shoes, allbirds tree runners |
Notably, commercial keywords—which include examples such as "allbirds", "allbirds tree runners", "allbirds stock", "allbirds rerun", "allbirds sale", "allbirds discount code", "on shoes", "allbirds logo", "allbirds tree dasher", and "sneakers"—account for the largest share and contribute $63.34K in traffic cost.
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 Allbirds that generate the most organic traffic through content optimized for keyword intent:
| URL | Keyword | Position | Search Volume | Traffic | Traffic Value |
|---|---|---|---|---|---|
| https://www.allbirds.com/ | all bird | 1 | 1,701 | 648 | $265 |
| https://www.allbirds.com/pages/our-materials-trino?srsltid=AfmBOorat1L5x_BaQqVPxsyJIvKKuloHVQ5qpG-Vqv0IEkdO33aBGusm | trino | 8 | 5,304 | 267 | $4,445 |
| https://www.allbirds.com/pages/shoe-care?srsltid=AfmBOorfrWfkX1sPgEhR4yHtzSrieNsNCqlHOfWVXAoUBG9uweO-i5gq | how to clean allbirds | 1 | 720 | 134 | $104 |
| https://www.allbirds.com/pages/help?srsltid=AfmBOoo8jjTLx0FnyCN5HZGUzcJZpWDXA5oB7kd_5VMBCC9XXAmeBL7w | allbirds customer service | 1 | 590 | 134 | $14 |
| https://www.allbirds.com/collections/womens-mizzles?srsltid=AfmBOopuIM92SgQK8e39FAk0GEuQBwh6jj5VOrN0l3oTB8snrPA0P1ib | mizzle | 6 | 1,318 | 52 | $77 |
Allbirds’ SEO success is rooted in a traditional content marketing strategy, where long-form guides rank for a wide range of keywords. This structured approach to content not only boosts rankings but also ensures that searchers find exactly what they’re looking for.
Choosing the Right Keywords to Attract Quality Traffic
The more organic keywords you rank for—the words and phrases that draw people to your site from a search engine results page (SERP)—the better. Allbirds ranks for 91,010 organic keywords.
| Keyword | Position | Search Volume | Traffic |
|---|---|---|---|
| trino | 8 | 5,304 | 267 |
| mizzle | 6 | 1,318 | 52 |
| dasher | 27 | 48,511 | 57 |
| birddogs | 46 | 47,836 | 72 |
| piper | 61 | 47,201 | 34 |
On-Page SEO: Keeping a Consistent URL Structure
Allbirds leverages an intuitive and structured URL format that is both user-friendly and technically sound. By using identifiable subfolders such as products, pages, and collections, the site clearly communicates the purpose of each page.
The use of a uniform URL structure by Allbirds is a significant contributor to its overall SEO strategy. Simple URL structures like allbirds/[subfolder] and nested structures like allbirds/[subfolder]/[keyword] support streamlined navigation and enhanced indexing.
This systematic organization aids in both user engagement and technical SEO performance, ensuring that search engines can efficiently crawl and index the site.
Examples of URL Structure:
allbirds/[subfolder]
- https://allbirds/products
- https://allbirds/pages
- https://allbirds/collections
allbirds/[subfolder]/[keyword]
- https://allbirds/products/mens-tree-runners
- https://allbirds/products/mens-tree-dashers
- https://allbirds/products/mens-wool-runners
Conclusion
This report outlines how Allbirds leverages a comprehensive SEO strategy that encompasses in-depth keyword targeting, content optimization aligned with user intent, and a well-structured on-page SEO framework. By analyzing its organic keyword distribution and effective page optimization, Allbirds demonstrates robust SEO performance, ultimately capturing $639.13K in traffic cost value monthly.