How Microsoft Captures $631.45M in Traffic Value Monthly - A Marketing Strategy Breakdown
By Team Inblog ⋅ March 19, 2025
Microsoft, a pioneering global technology leader, empowers businesses and individuals worldwide with its innovative cloud, productivity, and computing solutions. Microsoft has successfully generated $631.45M 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 Microsoft’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 microsoft?”)
- 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., “microsoft vs. Competitors”).
- Transactional: When someone is ready to buy, use, or download something (e.g., “microsoft 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, Microsoft’s top 1,000 organic keywords have been categorized into these intent types.
| Intent Type | Share (%) | Top Keywords |
|---|---|---|
| Informational | 19.08% | onedrive, teams, word |
| Navigational | 51.42% | whatsapp web, outlook, hotmail |
| Commercial | 19.82% | copilot, microsoft word, xbox |
| Transactional | 9.69% | microsoft copilot, windows 11, microsoft office |
Notably, navigational keywords—displayed using examples such as "whatsapp web", "outlook", "hotmail", "bing ai", "youtube", "microsoft", "outlook login", "discord", "bing", and "office 365"—account for the largest share, contributing $51.68M 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 Microsoft that generate the most organic traffic through content optimized for keyword intent:
| URL | Keyword | Position | Search Volume | Traffic | Traffic Value |
|---|---|---|---|---|---|
| https://support.microsoft.com/en-us/windows/use-snipping-tool-to-capture-screenshots-00246869-1843-655f-f220-97299b865f6b | how to screenshot on windows | 1 | 311,085 | 144,240 | $7,212 |
| https://create.microsoft.com/en-us/templates/cover-letters | cover letter template | 1 | 127,233 | 80,356 | $314,995 |
| https://apps.microsoft.com/detail/9ntm2qc6qws7?hl=en-US&gl=US | lively wallpaper | 1 | 31,601 | 66,431 | $35,872 |
| https://answers.microsoft.com/en-us/windows/forum/all/i-have-a-black-screen-of-death-and-i-am-starting/8a525fc7-f760-4980-b1ea-e838d21b5777 | black screen | 4 | 535,790 | 53,275 | $36,759 |
| https://create.microsoft.com/en-us/powerpoint-templates | powerpoint templates | 1 | 44,751 | 46,492 | $146,449 |
Microsoft’s SEO success is rooted in a traditional content marketing strategy, where long-form guides rank for a wide range of keywords. The selection above highlights diverse topics that attract significant traffic through precise, long-tailed queries. For example, the “how to screenshot on windows” page offers a step-by-step guide addressing a common technical need, while “cover letter template” and “powerpoint templates” provide valuable resources for job seekers and professionals. Similarly, content addressing issues like a “black screen” caters to users seeking troubleshooting advice, and “lively wallpaper” appeals to those looking for customizable visual enhancements. 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. Microsoft ranks for 9,674,577 organic keywords. One of the biggest contributors to Microsoft’s organic success is their ability to rank for high-value keywords with strong search intent.
| Keyword | Position | Search Volume | Traffic |
|---|---|---|---|
| how to screenshot on windows | 1 | 311,085 | 144,240 |
| how to get help in windows 11 | 1 | 1,900 | 133,891 |
| windows 10 | 1 | 103,962 | 121,016 |
| how to get help in windows | 1 | 1,600 | 69,001 |
| how to screen record on windows | 1 | 43,637 | 30,354 |
On-Page SEO: Keeping a Consistent URL Structure
On-page SEO focuses on optimizing individual web pages, and one of its key elements is a clear, concise URL structure. This aspect not only helps search engines understand the content of a page instantly but also enhances user experience by making navigation more intuitive. Effective URL structuring acts as both a navigational aid and an intrinsic ranking signal for search engines.
Microsoft employs a well-organized URL framework that distinctly separates content through the use of subfolders and keywords. The simple URL structure follows the format microsoft/[subfolder], which is ideal for straightforward categories or landing pages like features, apps, and support. In contrast, the nested structure, microsoft/[subfolder]/[keyword], allows for a deeper dive into specific topics, ensuring that users and search engines alike can quickly identify the focus of each page.
This deliberate approach to URL structuring not only reinforces Microsoft’s technical SEO strategy but also streamlines content hierarchy and boosts overall discoverability. By clearly labeling categories and incorporating targeted keywords, Microsoft ensures that both users and search engines can efficiently navigate its digital ecosystem, ultimately supporting better indexing, improved rankings, and a more cohesive brand presence.
Examples of URL Structure:
microsoft/[subfolder]
- https://microsoft/features
- https://microsoft/apps
- https://microsoft/support
microsoft/[subfolder]/[keyword]
- https://microsoft/outlook/email
- https://microsoft/teams/chat
- https://microsoft/edge/browsing
Conclusion
This report details Microsoft’s comprehensive SEO strategy that has enabled the company to capture $631.45M in traffic value monthly as of February, 2025. Microsoft’s approach is multifaceted—centering on a deep understanding of search intent, superior content optimization, precise keyword targeting, and effective on-page SEO practices. The strategy is backed by targeted keyword clusters, a well-organized URL structure, and a robust content marketing effort. Additionally, Microsoft’s breakdown of their top organic keywords by intent, along with examples of top-performing pages and high-quality keyword clusters, illustrates the company’s ability to connect with users’ needs effectively. Overall, Microsoft’s digital marketing strategy leverages technical expertise and robust content creation to drive significant online visibility and engagement.