How Zendesk Captures $43.00M in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ March 19, 2025

Zendesk, a market-leading customer service platform, is dedicated to simplifying business interactions and empowering companies to create seamless, extraordinary customer experiences. Zendesk has successfully generated $43.00M 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 Zendesk'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 zendesk?”)
• 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., “zendesk vs. Competitors”)
• Transactional: When someone is ready to buy, use, or download something (e.g., “zendesk 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, Zendesk's top 1,000 organic keywords have been categorized into these intent types.

Notably, navigational keywords are displayed using examples such as "zillow", "zendesk", "tumblr", "stremio", "greenmangaming", "snapchat login", "metacritic", "duolingo", "incfile", "depop", and they account for the largest share, contributing $4.14M 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 zendesk that generate the most organic traffic through content optimized for keyword intent:

Zendesk's SEO success is rooted in a traditional content marketing strategy, where long-form guides rank for a wide range of keywords. Each of these keywords performs exceptionally well due to their specificity and informational depth.

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. zendesk ranks for 969465 organic keywords. One of the biggest contributors to zendesk’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 making improvements directly on the webpage to boost its visibility and ranking on search engine results. High traffic keywords are often supported by clear title tags, precise meta descriptions, and user-friendly URL structures—all of which work together to strengthen a site’s overall search presence.

Zendesk follows a consistent URL strategy that leverages both simple and nested structures. The simple structure (zendesk.com/[subfolder]) is used for straightforward informational and landing pages such as careers, pricing, or service hubs, which serve as entry points for broad queries. This clarity benefits both users and search engines, simplifying navigation and indexing.

In addition to these, Zendesk also employs a nested URL structure (zendesk.com/[subfolder]/[keyword]) for pages focused on specific topics or services. This deeper hierarchy not only reinforces the relevancy of the target keyword but also creates a logical site architecture that enhances user experience and crawlability. Together, these approaches support a robust technical SEO strategy by clearly signaling page content and context throughout the site.

Examples of URL Structure:

zendesk.com/[subfolder]

• https://zendesk.com/careers
• https://zendesk.com/pricing
• https://zendesk.com/service

zendesk.com/[subfolder]/[keyword]

• https://zendesk.com/sell/crm/what-is-crm
• https://zendesk.com/blog/customer-service-skills
• https://zendesk.com/service/messaging

Conclusion

This report provides an in-depth analysis of how Zendesk has achieved remarkable SEO success, capturing $43.00M in monthly traffic cost value. The strategy is built on a comprehensive understanding of search intent, as demonstrated by the detailed categorization of their top 1,000 organic keywords into informational, navigational, commercial investigational, and transactional groups. Notable is the dominant contribution of navigational keywords. In addition, Zendesk’s content optimization strategy is evident through their top-performing pages that align closely with user queries. The report also highlights Zendesk’s focus on high-quality traffic by targeting long-tail keywords related to customer service and CRM, further underlining their authority in the customer service space. Finally, the use of a uniform URL structure in their on-page SEO strategy ensures both user-friendliness and technical excellence, consolidating Zendesk’s position as a leader in digital marketing and SEO.