How YAMM Captures $390.34K in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ March 19, 2025

YAMM, one of the most popular mail merge add-ons for Gmail and Google Sheets with over 10 million users since 2014, streamlines personalized email campaigns. YAMM has successfully generated $390.34K 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 YAMM'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 yamm?”)
• 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., “yamm vs. Competitors")
• Transactional: When someone is ready to buy, use, or download something (e.g., “yamm 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, YAMM's top 1,000 organic keywords have been categorized into these intent types.

Notably, navigational keywords are displayed using examples such as "yamm", "ai email writer", "email generator", "google mail", "google contacts", "email ai", "grammar check", "email generator ai", "ai rewriter", "ai email", and they account for the largest share, contributing $140.16K 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 YAMM that generate the most organic traffic through content optimized for keyword intent:

YAMM'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 not only long-tailed but also address specific user queries—ranging from crafting persuasive email subject lines to managing Gmail storage and privacy while sending mass emails. These pages generate high traffic because they meet well-defined search intents, ensuring that users immediately find comprehensive answers and actionable insights when they land on these pages.

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. YAMM ranks for 29029 organic keywords. One of the biggest contributors to YAMM’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 fine-tuning elements on a webpage—from title tags and meta descriptions to the very structure of the URL—to improve visibility and ranking on search engine results pages. A well-optimized page not only satisfies search engine algorithms but also provides clarity and ease of navigation for users.

YAMM employs a deliberate URL structure that reflects a clear categorization of content. The website distinguishes content types by using distinct subfolders for different sections such as pricing, blog posts, or specific tool pages. This organized hierarchy signals to search engines the thematic relevance of each page and helps users understand where they are within the site.

By maintaining a consistent structure—where a simple format (yamm/[subfolder]) is used for key landing pages and a nested format (yamm/[subfolder]/[keyword]) is utilized for detailed content—YAMM ensures that both crawlers and visiting users can quickly grasp the site’s layout. This clear organization supports better crawlability, improved user experience, and ultimately reinforces the overall technical SEO strategy.

Examples of URL Structure:

yamm/[subfolder]

• https://yamm.com/pricing
• https://yamm.com/smtp-tools
• https://yamm.com/blog

yamm/[subfolder]/[keyword]

• https://yamm.com/blog/how-to-sort-your-gmail-by-size
• https://yamm.com/gmail/how-to-bcc
• https://yamm.com/mail-merge/outlook

Conclusion

This report outlines how YAMM captures $390.34K in monthly traffic value through a comprehensive SEO strategy. The strategy includes a deep understanding of search intent—categorized into informational, navigational, commercial investigational, and transactional—bolstered by content optimization that targets user queries. YAMM leverages a mix of long-tail keywords and a well-structured URL hierarchy to ensure improved visibility, high-quality traffic, and enhanced user experience. Detailed analyses of top-performing pages and focused keyword clusters underscore YAMM’s commitment to delivering practical solutions to its audience while reinforcing its technical SEO efforts.