How Close Captures $1.44M in Traffic Value Monthly - A Marketing Strategy Breakdown
By Team Inblog ⋅ March 19, 2025
Close is an innovative, all-in-one CRM designed specifically for small businesses, delivering fast, automated tools that empower growing teams to build lasting customer relationships. Close has successfully generated $1.44M 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 Close'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 close?”)
- 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., “close vs. Competitors”).
- Transactional: When someone is ready to buy, use, or download something (e.g., “close 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, Close's top 1,000 organic keywords have been categorized into these intent types.
| Intent Type | Share (%) | Top Keywords |
|---|---|---|
| Informational | 51.77% | cold email examples, close, cold email template |
| Navigational | 13.37% | google forms, email generator, crm |
| Commercial | 30.97% | close crm, qos, fortune 500 |
| Transactional | 3.89% | sell the sizzle not the steak, miller heiman blue sheet, miller heiman strategic selling |
In February, 2025, Close generated a traffic cost value of $1.44M. Notably, commercial keywords are displayed using examples such as "close crm", "qos", "fortune 500", "close crm pricing", "openphone", "crm software", "cloze crm", "email generator tool", "saas sales", "okr" and they account for the largest share, contributing $150.67K 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 Close that generate the most organic traffic through content optimized for keyword intent:
| URL | Keyword | Position | Search Volume | Traffic | Traffic Value |
|---|---|---|---|---|---|
| https://www.close.com/blog/cold-email-templates | cold email examples | 1 | 566 | 2,838 | $17,255 |
| https://www.close.com/sales/glossary/always-be-closing | always be closing | 3 | 5,400 | 400 | $715 |
| https://www.close.com/blog/linkedin-summary-examples | linkedin summary examples | 5 | 2,801 | 186 | $59 |
| https://www.close.com/guides/sales-pitch-scripts | sales script examples | 1 | 210 | 178 | $1,384 |
| https://www.close.com/blog/how-to-sell | how to sell | 4 | 3,741 | 96 | $528 |
Close's SEO success is rooted in a traditional content marketing strategy, where long-form guides rank for a wide range of keywords. 'Cold email examples' is a highly specific phrase that resonates with professionals seeking proven, actionable outreach templates – a factor that drives significant user engagement and traffic. 'Always be closing' capitalizes on a well-known sales mantra, drawing in users eager for motivational sales strategies. 'Linkedin summary examples' responds to the growing need for professional branding and networking tips, while 'sales script examples' delivers precise guidance on crafting persuasive messages. Lastly, 'how to sell' offers straightforward, practical advice that addresses real-world challenges, ensuring that searchers quickly find valuable insights. 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—that is, words and phrases that draw people to your site from a search engine results page (SERP)—the better. Organic keywords are free, help improve online visibility, and attract quality traffic. Close ranks for 34407 organic keywords. One of the biggest contributors to Close’s organic success is their ability to rank for high-value queries with strong search intent.
| Keyword | Position | Search Volume | Traffic |
|---|---|---|---|
| cold email examples | 1 | 566 | 2,838 |
| always be closing | 3 | 5,400 | 400 |
| sales quotes | 3 | 5,084 | 329 |
| cold calling | 8 | 9,804 | 292 |
| sales pitch | 4 | 3,324 | 232 |
On-Page SEO: Keeping a Consistent URL Structure
On-page SEO involves a range of strategies implemented directly on a website to improve its search engine rankings and overall user experience. Critical elements like title tags, meta descriptions, headings, and, notably, URL structures help ensure that both users and search engines quickly grasp the purpose of each page.
At Close, the URL architecture is built around clarity and consistency. The website segments its content into distinct subfolders—such as “blog,” “tools,” and “guides”—that serve as broad categories. Within these, pages further specify topics using targeted keywords, as seen in nested paths like close.com/tools/cold-email-generator, which not only signals the content’s focus but also improves its search relevance.
This thoughtfully organized structure enhances technical SEO by simplifying site navigation and crawlability. A clear distinction between simple structures (close.com/[subfolder]) and nested structures (close.com/[subfolder]/[keyword]) enables Close to effectively target both general and specific search intents, ultimately supporting a comprehensive and robust SEO strategy.
Examples of URL Structure:
close.com/[subfolder]
- https://close.com/blog
- https://close.com/tools
- https://close.com/guides
close.com/[subfolder]/[keyword]
- https://close.com/tools/cold-email-generator
- https://close.com/blog/cold-email-templates
- https://close.com/guides/what-is-a-crm
Conclusion
This report details how Close captures $1.44M in monthly traffic value through their robust SEO strategies. The strategy begins with an in-depth focus on keyword targeting, with a detailed categorization of organic keywords based on search intent—Informational, Navigational, Commercial Investigational, and Transactional. The content strategy optimizes pages based on keyword intent, as evidenced by their top-performing pages. Additionally, targeting high-quality traffic through a cluster of non-branded, sales-related keywords has reinforced their authority in delivering practical sales advice. Finally, a uniform and clear on-page SEO strategy using both simple and nested URL structures has enhanced user experience and crawlability, ensuring both general and highly specific search queries are effectively addressed.