How Indeed Captures $944.77M in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ March 19, 2025

Indeed, a leading online job search platform, connects millions of job seekers with opportunities, powerful career tools, and insightful employer reviews to help them take the next step in their career. Indeed has successfully generated $944.77M 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 Indeed'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 indeed?”)
• 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., “indeed vs. Competitors”)
• Transactional: When someone is ready to buy, use, or download something (e.g., “indeed 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, Indeed's top 1,000 organic keywords have been categorized into these intent types.

Notably, navigational keywords are displayed using examples such as "indeed", "xvideo", "indeed jobs", "jobs", "jobs near me", "indeed login", "glassdoor", "indeed.com", "microsoft careers", "job search", and they account for the largest share, contributing $13.21M 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 Indeed that generate the most organic traffic through content optimized for keyword intent:

Indeed'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 focus on practical, career-related queries that job seekers frequently search for. This tailored approach not only addresses specific user needs but also drives significant traffic by resonating with a targeted 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. Organic keywords are free, help improve online visibility, and attract quality traffic.

On-Page SEO: Keeping a Consistent URL Structure

On-page SEO (also known as on-site SEO) refers to all the optimizations that can be made within a webpage itself to improve its rankings on search engine results pages (SERPs). This process involves careful attention to elements like title tags, meta descriptions, headings, and, importantly, URL structures.

Indeed follows a clear and structured URL format that leverages distinct subfolders to signal each page’s purpose, ensuring that both users and search engines can immediately interpret the content. By organizing content into primary segments and, when necessary, nested pages that highlight specific keywords, the website effectively communicates its categorization while boosting relevancy and page authority.

The hierarchical URL structure improves overall navigation and user experience, as visitors can swiftly identify the content category and specific topic covered by each page. Moreover, this clarity in structure aids search engine crawlers, resulting in better indexing and ranking of the pages. With a simple format for broad categories and a nested format for focused content, Indeed’s URL strategy serves as a robust element of its comprehensive SEO strategy.

Examples of URL Structure:

indeed/[subfolder]

• https://indeed.com/careers
• https://indeed.com/l-new-york,-ny-jobs.html
• https://indeed.com/q-near-me-jobs.html

indeed/[subfolder]/[keyword]

• https://indeed.com/career-advice/resume-samples
• https://indeed.com/career-advice/cover-letter-samples
• https://indeed.com/cmp/Glassdoor

Conclusion

This report details how Indeed successfully captures $944.77M in monthly traffic value through robust SEO strategies focusing on keyword targeting, content optimization, and on-page SEO practices. By deepening its understanding of search intent and deploying a diverse keyword strategy, Indeed has positioned itself as a trusted source for career advice.