How Calendly Captures $13.00M in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ March 19, 2025

Calendly is a powerful scheduling automation platform trusted by top organizations worldwide that streamlines meeting coordination by syncing calendars and eliminating back-and-forth emails. calendly has successfully generated $13.00M in traffic cost value through its SEO strategies as of February, 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 this strategy’s success is calendly'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 calendly?”).
• 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., “calendly vs. Competitors”).
• Transactional: When someone is ready to buy, use, or download something (e.g., “calendly 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, Calendly's top 1,000 organic keywords have been categorized into these intent types.

Notably, Informational keywords are displayed using examples such as "calendly", "zoom", "scheduler", "appointments", "schedule", "book appointment", "what is calendly", "doodle", "how to share google calendar", "schedule appointment", and they account for the largest share, contributing $8.00M 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 calendly that generate the most organic traffic through content optimized for keyword intent:

calendly’s SEO success is rooted in a traditional content marketing strategy, where long-form guides rank for a wide range of keywords. The keyword “how to qualify leads” caters to sales professionals seeking advice on lead assessment and enjoys top ranking due to its highly specific intent. “Welcome to the team” uses a warm, informative tone to address onboarding needs, attracting a solid audience. “How to share google calendar” breaks down a common productivity hurdle into easy steps, thereby drawing significant traffic. Although “when to meet” ranks slightly lower, its clear and concise query still resonates with users looking for scheduling tips, and “shortlisted” targets decision-makers refining candidate or option lists.

Choosing the Right Keywords to Attract Quality Traffic

The more organic keywords you rank for—that is, words and phrases that draw people to your site from a search engine results page (SERP)—the better. calendly ranks for 83138 organic keywords. One of the biggest contributors to calendly’s organic success is their ability to rank for high-value keywords with strong search intent.

On-Page SEO: Keeping a Consistent URL Structure

Calendly follows a clear and structured URL format that organizes content into logical subfolders and categories. By using straightforward paths like calendly.com/blog or calendly.com/login, the site communicates the purpose of each page instantly. Moreover, when more specific content is needed, the URL further nests keywords under a primary category—for example, calendly.com/blog/google-calendar-tips—providing both clarity for users and signals to search engines regarding the page’s content and hierarchy.

This uniform URL structure not only simplifies navigation but also supports technical SEO by making it easier for search engines to crawl and index the site. The clear separation between general information and more targeted content assists in distributing keyword relevance and strengthens Calendly's overall SEO strategy.

On-page SEO involves optimizations within a webpage to improve its rankings on search engine results pages. It requires careful attention to title tags, meta descriptions, URLs, headings, subheadings, and keyword placement while ensuring that the content remains high-quality and relevant to the user's needs.

Examples of URL Structure:

calendly/[subfolder]

• https://calendly.com/blog
• https://calendly.com/login
• https://calendly.com/pricing

calendly/[subfolder]/[keyword]

• https://calendly.com/blog/google-calendar-tips
• https://calendly.com/blog/calendly-versus-youcanbookme
• https://calendly.com/integration/zoom

Conclusion

This report outlines how Calendly 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, Calendly demonstrates strong topical authority, ultimately capturing $13.00M in traffic value monthly.