How Notion Captures $14.71M in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ April 2, 2025

Notion is a dynamic connected workspace that unifies docs, wikis, projects, and AI-powered tools to help teams and individuals organize, collaborate, and bring their ideas to life. Notion has successfully generated $14.71M 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 Notion'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 notion?”)
• 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., “notion vs. Competitors”).
• Transactional: When someone is ready to buy, use, or download something (e.g., “notion 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, Notion's top 1,000 organic keywords have been categorized into these intent types.

Notably, navigational keywords are displayed using examples such as "notion", "notion download", "notion templates", "notion calendar", "notion app", "notion ai", "notions", "google calendar", "download notion", "notion login", and they account for the largest share, contributing $20.78M 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 Notion that generate the most organic traffic through content optimized for keyword intent:

Notion's SEO success is rooted in a traditional content marketing strategy, where long-form guides rank for a wide range of keywords. The keyword “notation app” captures users who are seeking an application for creating or managing notations without directly invoking the brand name, making it an attractive, long-tailed query that drives quality traffic. “Weekly schedule template” appeals to users looking for detailed planning tools, and its specific nature ensures high intent and organic interest. “Content calendar” targets content creators and marketers planning their editorial schedules, generating significant traffic owing to its clear and practical user intent. 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 optimizing individual webpages to boost their rankings in search engine results pages. This process focuses on fine-tuning elements like title tags, meta descriptions, URL paths, heading structures, and keyword placements, all while ensuring the content remains relevant and valuable to users.

Notion follows a clear and consistent URL structure by utilizing subfolders that indicate distinct sections or categories of the website. For example, a simple URL like "notion/desktop" immediately signals the page’s focus, while more detailed paths, such as "notion/product/calendar," combine a category with a specific keyword to convey refined content themes to both users and search engines.

This well-organized, hierarchical URL strategy not only enhances user navigation but also improves search engine crawlability and indexing. By clearly delineating sections and purpose through both simple and nested URL formats, Notion reinforces its technical SEO foundations, ultimately contributing to higher visibility and a better overall user experience.

Examples of URL Structure:

notion/[subfolder]

• https://www.notion.com/desktop
• https://www.notion.com/templates
• https://www.notion.com/help

notion/[subfolder]/[keyword]

• https://www.notion.com/product/calendar
• https://www.notion.com/product/ai
• https://www.notion.com/product/mail

Conclusion

This report details how Notion captures $14.71M in monthly traffic value through a multifaceted SEO and content marketing strategy. It covers Notion's keyword strategy that leverages search intent by categorizing keywords into informational, navigational, commercial investigational, and transactional, with navigational keywords playing a significant role. The report highlights the importance of content optimization matching user intent through examples of high-performing pages and explains the targeting of non-branded, long-tail keywords focused on productivity templates. Finally, it discusses Notion's on-page SEO strategy that employs a uniform URL structure to enhance technical SEO foundations.