How Docusign Captures $12.13M in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ March 19, 2025

Docusign, trusted by over a billion users worldwide, revolutionizes the way organizations sign, manage, and automate agreements with its cutting-edge electronic signature and intelligent agreement management solutions. Docusign has successfully generated $12.13M in traffic cost value through its SEO strategies as of March, 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 Docusign'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 docusign?”)
• 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., “docusign vs. Competitors”)
• Transactional: When someone is ready to buy, use, or download something (e.g., “docusign 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, Docusign's top 1,000 organic keywords have been categorized into these intent types.

Notably, navigational keywords are displayed using examples such as “docusign”, “docusign login”, “docusign sign in”, “docusign.com login”, “docusign careers”, “docusign free”, “docusign login page”, “schwab login”, “free docusign”, “is docusign free”, and they account for the largest share, contributing $2.51M 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.

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

Docusign's SEO success is rooted in a traditional content marketing strategy, where long-form guides rank for a wide range of keywords. The selected keywords target specific, detailed queries that users are actively searching for. For instance, “what is a wet signature” and “how to electronically sign a pdf” cater to users seeking clear guidance on digital versus traditional signing methods, while “credit card processing integration” reflects a niche technical query within digital payment ecosystems. Additionally, “what is a 1099” addresses precise tax-related information and “purchase agreement” provides valuable insights into drafting legal documents. This focused approach ensures that content addresses distinct user intents, boosting both rankings and highly targeted organic traffic.

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. Docusign ranks for 171937 organic keywords, capturing high-quality traffic by targeting high-value queries with strong search intent.

On-Page SEO: Keeping a Consistent URL Structure

On-page SEO involves making strategic optimizations directly on a webpage to improve its ranking on search engine results. Critical elements such as title tags, meta descriptions, headers, and, notably, URL structures play a vital role in making content both accessible and relevant to users and search engines.

Docusign employs a well-defined URL structure that segments its website into clear subfolders. This method, evident in pages like those under the “products” or “blog” subfolders, ensures that users instantly grasp the page’s purpose while search engines easily parse and categorize the content. Whether for product descriptions or informational posts, the structured paths provide immediate context and aid in delivering focused content.

The use of both simple and nested URL structures bolsters technical SEO by improving site navigation and crawlability. A uniform hierarchy not only simplifies user experience but also reinforces keyword relevancy and site authority in the eyes of search engines, making it a central component of Docusign’s overall SEO strategy.

Examples of URL Structure:

docusign/[subfolder]

• https://docusign.com/products
• https://docusign.com/company
• https://docusign.com/integrations

docusign/[subfolder]/[keyword]

• https://docusign.com/products/electronic-signature
• https://docusign.com/blog/what-is-an-affidavit
• https://docusign.com/trial/free

Conclusion

This report outlines Docusign’s robust marketing strategy that has enabled the company to capture $12.13M in traffic cost value monthly as of March, 2025. Leveraging a deep understanding of search intent, Docusign segments its keyword strategy into informational, navigational, commercial investigational, and transactional queries— with navigational keywords providing the largest share. Their content optimization strategy focuses on clear, long-form guides addressing specific user queries, while their targeting of high-quality, long-tail keywords reinforces their authority in the electronic signature domain. Finally, a uniform URL structure supports on-page SEO efforts by improving site navigation and search engine crawlability.