How Gong Captures $775.17K in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ April 2, 2025

Gong is the leading revenue AI platform that harnesses cutting‐edge artificial intelligence to help sales teams boost win rates, increase deal sizes, and drive overall revenue growth. As of January 2025, Gong has successfully generated $775.17K in traffic cost value through its SEO strategies. 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 Gong'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 gong?”).
• 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., “gong vs. Competitors”).
• Transactional: When someone is ready to buy, use, or download something (e.g., “gong 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, Gong's top 1,000 organic keywords have been categorized into these intent types.

Notably, commercial keywords—displayed using examples such as "gong ai", "conference call recording", "gong pricing", "icp sales", "pitchbook", "gong api", "sandler pain funnel", "gong sales", "gong.io pricing", "icp business"—account for the largest share, contributing $91.87K 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 Gong that generate the most organic traffic through content optimized for keyword intent:

Gong's SEO success is rooted in a traditional content marketing strategy, where long-form guides rank for a wide range of keywords. The keyword “microsoft teams meeting” attracts a significant volume of traffic due to its high search volume and relevance for professionals setting up virtual meetings. “What does icp mean in business” is a long-tailed, question-based query that helps clarify a crucial sales concept for decision-makers. “Cold email template” supports sales teams by providing actionable resources, leading to steady organic visits. “Sandler sales methodology” appeals to sales professionals seeking structured techniques, contributing consistent traffic despite a moderate search volume. Finally, “what is the average churn rate for a saas company” is a highly specific query targeting SaaS leaders looking for industry benchmarks, ensuring that Gong reaches a dedicated audience.

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. Gong ranks for 20,810 organic keywords. One of the biggest contributors to Gong’s organic success is their ability to rank for high-value keywords with strong search intent.

On-Page SEO: Keeping a Consistent URL Structure

On-page SEO involves making precise optimizations directly on each webpage to improve its visibility in search engine results. This process includes refining title tags, meta descriptions, headings, and particularly URLs to clearly communicate the content and hierarchy of the page, thereby enhancing its overall quality and relevance.

Gong follows a consistent and logical URL structure that uses distinct subfolders to segment different types of content. By placing key pages under subfolders—such as “win-with-gong,” “careers,” or “pricing”—the website immediately communicates the theme of each section. In instances where further granularity is needed, as seen with pages like those in the blog, a secondary keyword is appended to create a nested structure, which clearly outlines the specific topic of the content.

This uniform URL format not only improves user navigation by clearly delineating content categories, but it also aids search engines in efficiently crawling and indexing the site’s pages. With its clean and hierarchical structure, Gong bolsters its technical SEO efforts by ensuring that every URL contributes to an organized, user-friendly, and easily navigable web ecosystem.

Examples of URL Structure:

gong/[subfolder]

• https://gong.io/win-with-gong
• https://gong.io/careers
• https://gong.io/pricing

gong/[subfolder]/[keyword]

• https://gong.io/blog/icp-sales
• https://gong.io/blog/sandler-pain-funnel
• https://gong.io/blog/sandler-selling-method

Conclusion

This report provides a detailed breakdown of how Gong currently captures a monthly traffic cost value of $775.17K through its comprehensive SEO strategy. By understanding search intent and categorizing keywords into informational, navigational, commercial investigational, and transactional segments, Gong successfully targets high-quality traffic. Content optimization is meticulously executed through targeted landing pages that rank well for specific queries, as shown by the top five pages generating significant organic traffic. Additionally, Gong strategically ranks for over 20,810 organic keywords, with a focused cluster on outbound sales strategies aimed at drawing prospects interested in actionable sales insights. Finally, Gong’s on-page SEO strategy, characterized by a uniform and logical URL structure, supports both user navigation and search engine indexing.