How matomo Captures $567.60K in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ March 8, 2025

Matomo, a leading free and open-source web analytics platform trusted by over 1 million websites worldwide, empowers users with complete control over their data through its comprehensive suite of analytics and conversion optimization features. matomo has successfully generated $567.60K 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 matomo'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 matomo?”)
• 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., “matomo vs. Competitors”).
• Transactional: When someone is ready to buy, use, or download something (e.g., “matomo 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.

You can picture a handful of keyword variations that can be used by people looking for solutions related to UX or other types of templates when you think about it from this lens:

Notably, navigational keywords are displayed using examples such as "matomo", "google analytics", "analytics", "wordpress login", "google analytics login", "wp web", "piwik", "hotjar", "utm builder", "website traffic checker", and they account for the largest share, contributing $94.13K 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 matomo that generate the most organic traffic through content optimized for keyword intent:

matomo'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 capture specific, user-driven queries that drive targeted traffic. This structured approach to content not only boosts rankings but also ensures that searchers find exactly what they're looking for.

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 making strategic optimizations directly within a webpage to boost its rankings on search engine results. A key factor in these optimizations is the URL structure, which helps both search engines and users quickly grasp the page’s purpose. By maintaining a logical and consistent URL format, websites can communicate topical relevance and hierarchy more effectively.

Matomo, derived from the domain matomo.org, demonstrates a clear approach to URL structuring with both simple and nested formats. The simple structure (matomo/[subfolder]) is used for standalone pages such as login, cloud solutions, and pricing. These URLs are straightforward, making it simple for users to understand the content or function of a page at a glance. In contrast, the nested structure (matomo/[subfolder]/[keyword]) is employed for pages that represent more specific topics or detailed guides, such as the tag manager guide and campaign tracking tools.

This consistent and intuitive URL hierarchy not only aids in user navigation by clearly delineating content sections but also supports technical SEO efforts. A well-organized URL architecture allows search engines to better crawl and index the site, ensuring that both high-level and detailed content receives appropriate emphasis in search results. Overall, Matomo’s approach to URL design is a fundamental component of its on-page SEO strategy, driving both clarity and discoverability.

Examples of URL Structure:

matomo/[subfolder]

• https://matomo.org/login
• https://matomo.org/matomo-cloud
• https://matomo.org/pricing

matomo/[subfolder]/[keyword]

• https://matomo.org/guide/tag-manager
• https://matomo.org/faq/tracking-campaigns-url-builder
• https://matomo.org/faq/how-to

Conclusion

matomo’s SEO strategy is multifaceted and highly effective. By leveraging a deep understanding of search intent, the company has segmented its organic keywords into informational, navigational, commercial investigational, and transactional categories, with navigational keywords making the largest contribution. Content optimization plays a vital role, as evidenced by the top-performing pages that cater to specific queries such as examples of pii, audience segmentation, and customer segments. Additionally, targeting high-value, long-tail keywords within the analytics and data privacy niche further bolsters organic success. Finally, matomo’s clear and consistent URL structure underpins its on-page SEO efforts, ensuring both user-friendliness and robust search engine visibility.