How Plumsail Captures $323.99K in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ April 2, 2025

Plumsail is a globally trusted provider of innovative tools that automate document generation, streamline web forms, and enhance Microsoft 365 and SharePoint experiences for over 8,000 organizations worldwide. As of January, 2025, Plumsail has successfully generated $323.99K in traffic cost value through its SEO strategies. 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 Plumsail'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 Plumsail?”)
• 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., “Plumsail vs. Competitors”).
• Transactional: When someone is ready to buy, use, or download something (e.g., “Plumsail 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, Plumsail's top 1,000 organic keywords have been categorized into these intent types.

Notably, commercial search queries—displayed using examples such as "merge pdf", "split pdf", "docx to pdf", "excel to pdf", "pptx to pdf", "xlsx to pdf", "hellosign", "Plumsail pricing", "powerpoint to pdf", "medical report template"—account for the largest share, contributing $14.88K 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 Plumsail that generate the most organic traffic through content optimized for keyword intent:

Plumsail's SEO success is rooted in a traditional content marketing strategy, where long-form guides and specialized templates rank for a wide range of niche keywords. The selected keywords are non-branded and long-tailed, addressing specific user needs—ranging from managing healthcare documentation and medical reporting to streamlining administrative tasks and ordering processes. Their precise targeting helps capture high-intent traffic, which ultimately boosts the site's organic reach. 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. Plumsail ranks for 8813 organic keywords. One of the biggest contributors to Plumsail’s organic success is their ability to target non-branded, high-intent queries that effectively connect users with practical solutions.

On-Page SEO: Keeping a Consistent URL Structure

On-page SEO focuses on optimizing components within a webpage to improve rankings in search engine results. An important aspect of these optimizations is the URL structure, which acts as one of the first signals for both users and search engines regarding the content of the page. A well-organized URL not only enhances user experience but also contributes to better crawlability and authority distribution across the site.

Plumsail follows a structured URL format that clearly segments content through dedicated subfolders and relevant keywords. For example, while the simple URL structure such as plumsail.com/docs suggests a broad content category, more complex pages appear in a nested format like plumsail.com/docs/merge that target a specific topic. This separation of content areas enables the site to effectively funnel traffic to well-defined topics, making it easier for search engines to index and rank pages accordingly.

This hierarchical URL strategy supports Plumsail’s technical SEO efforts by simplifying navigation and creating contextual relevance through intuitive directory naming. By clearly distinguishing between general categories and specific topics, the site not only improves its user experience but also reinforces its keyword strategy. Ultimately, this consistent and logical URL structure serves as a fundamental element in Plumsail’s comprehensive on-page optimization approach.

Examples of URL Structure:

plumsail.com/[subfolder]

• https://plumsail.com/docs
• https://plumsail.com/documents
• https://plumsail.com/forms

plumsail.com/[subfolder]/[keyword]

• https://plumsail.com/docs/merge
• https://plumsail.com/documents/split
• https://plumsail.com/forms/integrations

Conclusion

This report outlines how Plumsail leverages a comprehensive SEO strategy that encompasses deep keyword targeting based on search intent, content optimization efforts through high-performing pages, and a well-structured on-page SEO framework. Through these initiatives, Plumsail has captured $323.99K in traffic value monthly.