How Crosswalk Captures $7.39M in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ April 2, 2025

Crosswalk.com is a faith-driven digital platform and a proud member of the Salem Web Network that delivers daily devotionals and inspirational resources to nurture your spiritual journey. Crosswalk has successfully generated $7.39M 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 this strategy’s success is Crosswalk'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 crosswalk?”)
• 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., “crosswalk vs. Competitors”)
• Transactional: When someone is ready to buy, use, or download something (e.g., “crosswalk 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, Crosswalk's top 1,000 organic keywords have been categorized into these intent types.

Crosswalk's targeted keyword strategy, underpinned by a deep understanding of search intent, has resulted in significant traffic value, with informational keywords contributing the largest share and driving impressive organic traffic.

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.

Here are the top five pages on Crosswalk that generate the most organic traffic through content optimized for keyword intent:

Crosswalk's approach centers on traditional content marketing, targeting specific audience needs through detailed content that drives organic traffic and improves rankings.

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.

On-Page SEO: Keeping a Consistent URL Structure

On-page SEO involves optimizing individual webpages to improve rankings and attract relevant traffic from search engines. It requires detailed attention to title tags, meta descriptions, structured headings, and URLs, with the latter playing a critical role in making sites more user- and search engine-friendly. A well-organized URL not only communicates the page’s topic but also improves the overall navigational experience across the site.

Crosswalk follows a clear, hierarchical URL structure that reflects its content organization. By splitting its content into logical subfolders—often representing themes like faith, headlines, or special coverage—each URL immediately informs both users and search engines of the page’s focus. This approach enhances the discoverability of high-traffic content and reinforces the website’s topical authority.

The uniform structure, whether simple as crosswalk/[subfolder] for broader category pages or nested as crosswalk/[subfolder]/[keyword] for in-depth content, aids in site crawlability and keyword targeting. This strategic URL construction supports a seamless user experience, while making it easier for search engines to index and rank pages, ultimately contributing to a robust and technically sound on-page SEO strategy.

Examples of URL Structure:

crosswalk/[subfolder]

• https://www.crosswalk.com/faith
• https://www.crosswalk.com/headlines
• https://www.crosswalk.com/special-coverage

crosswalk/[subfolder]/[keyword]

• https://www.crosswalk.com/faith/spiritual-life/what-does-shalom-mean.html
• https://www.crosswalk.com/headlines/contributors/dr-james-emery-white/the-top-google-trends-that-captured-2024s-cultural-moment.html
• https://www.crosswalk.com/faith/prayer/the-lords-prayer-be-encouraged-and-strengthened.html

Conclusion

This report outlines Crosswalk's successful digital marketing strategy that has enabled the platform to capture $7.39M in monthly traffic value. The key elements include a deep understanding of search intent through a detailed keyword strategy, content optimization that aligns with user queries, and a robust on-page SEO approach featuring a uniform URL structure. Crosswalk effectively leverages both high-volume generic keywords and targeted long-tail variations—particularly within the 'Prayer' cluster—to attract quality traffic. By addressing diverse audience needs with well-organized content and a clear navigational structure, Crosswalk has reinforced its authority in the faith-based community while consistently driving organic traffic.