How TurboTax Captures $63.12M in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ March 19, 2025

TurboTax, developed by Intuit, is a leading provider of user-friendly online and desktop tax filing solutions designed to simplify the process of preparing and submitting tax returns. As of March 2025, turbotax.intuit has successfully generated $63.12M in traffic cost value through its SEO strategies. This impressive 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 turbotax.intuit'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 turbotax.intuit?”)
• 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., “turbotax.intuit vs. Competitors”).
• Transactional: When someone is ready to buy, use, or download something (e.g., “turbotax.intuit 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 turbotax.intuit's top 1,000 organic keywords have been categorized into these intent types.

Notably, the informational category—which includes examples such as "tax brackets 2024", "income tax login", "income tax", "when are taxes due 2024", "tax", "tax brackets 2023", "2024 tax brackets", "income tax calculator", "tax brackets", and "tax deadline 2024"—accounts for the largest share and contributes $4.24M 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 turbotax.intuit that generate the most organic traffic through content optimized for keyword intent:

TurboTax Intuit's SEO success is rooted in a traditional content marketing strategy. Long-form guides rank for a wide range of keywords, targeting specific user queries such as “tax brackets 2024” and “when are taxes due 2024,” which tap into current-year tax updates and deadline concerns. Tools like “income tax calculator” and content on “short term capital gains tax” or “states with no income tax” ensure that users find timely, precise, and actionable information.

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. turbotax.intuit ranks for 373043 organic keywords. One of the biggest contributors to turbotax.intuit’s organic success is their ability to rank for high-value keywords with strong search intent.

On-Page SEO: Keeping a Consistent URL Structure

On-page SEO involves optimizing every element within a webpage, including its URL structure, to boost search rankings and improve the user experience. For TurboTax Intuit, a clearly defined URL strategy plays a crucial role in signaling page relevance and guiding both users and search engine crawlers to understand the content immediately.

TurboTax Intuit employs a systematic URL architecture that distinguishes between simple and nested structures. In the simple format—turbotax.intuit.com/[subfolder]—the site organizes broad topics or categories, creating distinct landing areas that are easy to navigate. The nested format—turbotax.intuit.com/[subfolder]/[keyword]—further refines these topics by incorporating targeted keywords directly into the URL, which enhances clarity and reinforces the page’s subject matter.

This uniform and hierarchical approach to URL design not only improves navigation for users but also boosts technical SEO. By clearly differentiating general category pages from more detailed keyword-specific pages, TurboTax Intuit strengthens its content relevance and crawlability, ultimately supporting a robust SEO strategy that drives higher organic traffic.

Examples of URL Structure:

turbotax.intuit.com/[subfolder]

• https://turbotax.intuit.com/credit-karma-money
• https://turbotax.intuit.com/irs-tax-extensions
• https://turbotax.intuit.com/small-business-taxes

turbotax.intuit.com/[subfolder]/[keyword]

• https://turbotax.intuit.com/personal-taxes/online
• https://turbotax.intuit.com/personal-taxes/cd-download
• https://turbotax.intuit.com/personal-taxes/past-years-products

Conclusion

TurboTax’s robust SEO strategy has enabled it to generate $63.12M in traffic cost value monthly, driven by a deep understanding of search intent and precise keyword targeting. The company’s approach centers on optimizing content to meet user intent, ranking for a diverse range of high-value keywords, and maintaining a clear, uniform URL structure that enhances both user navigation and search engine crawlability. By leveraging informational, navigational, commercial investigational, and transactional keywords, along with strategically crafted long-tail clusters, TurboTax ensures that it attracts highly qualified, intent-driven traffic—solidifying its position as a leader in online tax filing solutions.