How mailchimp Captures $40.66M in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ March 19, 2025

Mailchimp is a leading email marketing and automation platform that empowers millions of growing businesses worldwide with data-driven digital marketing tools and AI-powered solutions. As of February 2025, mailchimp has successfully generated $40.66M in traffic cost value through its SEO strategies. This remarkable 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 mailchimp'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 mailchimp?”)
• 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., “mailchimp vs. Competitors”).
• Transactional: When someone is ready to buy, use, or download something (e.g., “mailchimp 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, mailchimp's top 1,000 organic keywords have been categorized into these intent types.

Mailchimp's focus on aligning keywords with search intent leads to significant traffic value, including $1.97M from informational keywords and a well-distributed share among navigational, commercial investigational, and transactional queries.

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 mailchimp that generate the most organic traffic through content optimized for keyword intent:

Mailchimp'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 are carefully chosen for being non-branded and long-tailed, addressing specific user queries for comprehensive information. This structured approach to content not only boosts rankings but also ensures that searchers find exactly what they are looking for.

Choosing the Right Keywords to Attract Quality Traffic

Organic keywords are key to drawing quality traffic from search engines. Mailchimp ranks for 333,798 organic keywords, a significant indicator of its digital footprint. A major contributor to mailchimp’s organic success is its ability to rank for high-value, non-branded keywords with strong search intent.

On-Page SEO: Keeping a Consistent URL Structure

On-page SEO involves making thoughtful adjustments to a webpage’s content and structure to boost its search engine performance. This includes optimizing title tags, meta descriptions, headings, and especially URLs, which play a critical role in signaling page relevance to both users and search engines.

Mailchimp employs a clean and deliberate URL structure that leverages clear subfolders to organize content into logical categories. By using easily understandable segments after the domain, such as 'developer', 'jobs', or 'signup', the site immediately communicates each page’s focus. This straightforward setup not only streamlines navigation but also boosts the visibility of core topics through well-placed keywords.

The use of both simple and nested URL structures enhances the overall SEO strategy by creating a hierarchy that aids search engine crawlability and improves user experience. With nested structures like 'mailchimp/resources/what-is-telegram/', the additional keyword level deepens contextual relevance, while simple structures maintain clarity at the top level. This balanced approach supports technical SEO efforts and ensures that each page is properly categorized and easy to locate.

Examples of URL Structure:

mailchimp/[subfolder]

• https://mailchimp.com/developer
• https://mailchimp.com/jobs
• https://mailchimp.com/signup

mailchimp/[subfolder]/[keyword]

• https://mailchimp.com/resources/what-is-telegram
• https://mailchimp.com/resources/twitter-guide-for-beginners
• https://mailchimp.com/crm/what-is-crm

Conclusion

This report provided a comprehensive breakdown of mailchimp's successful digital marketing and SEO strategies that have driven $40.66M in monthly traffic value. It detailed the deep understanding of search intent behind their keyword strategy and how different types of search queries—informational, navigational, commercial investigational, and transactional—contribute to their traffic. The report also highlighted the importance of content optimization aligned with user intent by showcasing the top pages that draw significant organic traffic. Additionally, the strategy for targeting high-quality, non-branded keywords, particularly in the email marketing sphere, was emphasized. Finally, the use of a uniform URL structure in on-page SEO improvement was discussed, underlining how both simple and nested URLs assist in creating an effective site hierarchy and improve ranking.