How Salesforce Captures $84.01M in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ March 19, 2025

Salesforce, the world’s leading cloud-based CRM platform, unifies customer data with trusted AI and automation to help businesses drive sales, service, and marketing success. Salesforce has successfully generated $84.01M 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 Salesforce'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 salesforce?”)
• 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., “salesforce vs. Competitors”)
• Transactional: When someone is ready to buy, use, or download something (e.g., “salesforce 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, Salesforce's top 1,000 organic keywords have been categorized into these intent types.

Notably, navigational keywords—displayed using examples such as "salesforce", "crm", "zillow", "salesforce login", "tableau", "salesforce careers", "heroku", "docusign", "saas", and "jotform"—account for the largest share, contributing $9.76M 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 Salesforce that generate the most organic traffic through content optimized for keyword intent:

Salesforce'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 their specificity and high traffic potential. "crm meaning" and "customer service" address informational queries with clear intent, drawing in users eager to understand complex concepts. "what is saas" caters to those exploring cloud-based models, while "loss leader" and "cold calling" capture niche audiences seeking actionable insights in marketing and sales. 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 elements within a webpage—such as title tags, meta descriptions, content, and URL structures—to enhance visibility on search engine results pages. A well-structured URL not only signals the topic and hierarchy of a page to search engines but also provides users with an immediate understanding of what to expect when they click through.

Salesforce demonstrates an effective URL strategy by maintaining a logical and uniform structure. Using simple paths like "salesforce/connections" for broad topic areas and extended nested paths like "salesforce/crm/what-is-crm" for more detailed content, the company ensures clarity and relevance in every URL. This clear segmentation into subfolders and keywords helps reinforce the thematic focus of each page, thereby boosting both user experience and search engine trust.

Such a uniform URL structure simplifies site navigation and improves crawlability, two critical factors for a robust technical SEO strategy. By aligning URLs with clearly defined topics and categories, Salesforce not only enhances its search engine rankings but also facilitates a smoother, more intuitive user journey across the site.

Examples of URL Structure:

salesforce/[subfolder]

• https://salesforce/connections
• https://salesforce/analytics
• https://salesforce/slack

salesforce/[subfolder]/[keyword]

• https://salesforce/crm/what-is-crm
• https://salesforce/mulesoft/what-is-mulesoft
• https://salesforce/commerce/what-is-ecommerce

Conclusion

Salesforce’s comprehensive marketing strategy, underpinned by a deep understanding of search intent and robust SEO practices, has enabled the company to capture $84.01M in monthly traffic cost value. Their keyword strategy effectively covers a range of search intents—from informational to navigational—ensuring that a vast majority of their organic traffic is not only high in volume but also quality. By optimizing content around carefully selected keywords and maintaining a clear, uniform URL structure, Salesforce has boosted both user experience and its search rankings. Additionally, by targeting high-intent keywords in key areas such as customer service, Salesforce continues to drive engaged traffic to its site, reinforcing its position as a leader in the cloud-based CRM market.