How Zoho Captures $73.30M in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ March 19, 2025

Zoho is a leading global innovator that empowers businesses with an integrated suite of secure, cloud-based solutions for accounting, CRM, and comprehensive business management. Zoho has successfully generated $73.30M 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 Zoho'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 zoho?”)
• 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., “zoho vs. Competitors”)
• Transactional: When someone is ready to buy, use, or download something (e.g., “zoho 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.

This Business Productivity Tools cluster focuses on non-branded yet highly relevant queries that drive significant organic traffic. The keywords in this cluster represent essential productivity tools that many businesses seek out, and they deliver a balanced mix of high search volumes and strong ranking positions—from software reporting at position 2 to calendar at position 11. Together, they attract an engaged audience looking for robust, practical business solutions, showcasing Zoho’s visibility in multiple key service areas.

Notably, commercial keywords—displayed through examples such as "zoho crm", "zoho books", "zoho invoice", "sheet", "zoho people", "sheets", "zoho projects", "zoho social", "zoho inventory", "zoho cliq"—account for the largest share, contributing $9.17M 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 Zoho that generate the most organic traffic through content optimized for keyword intent:

Zoho's SEO success is rooted in a traditional content marketing strategy, where long-form guides rank for a wide range of keywords. For instance, the page for "crm meaning" offers clear explanations of the CRM concept, attracting users who need to understand customer relationship management and its benefits. "Software reporting" provides insights into analytical tools and reporting functionalities for businesses seeking effective performance metrics. The "semi monthly" content addresses the nuances in payroll scheduling, appealing to HR professionals and business owners. "What is an invoice" serves as an informative resource on invoicing, while "how to write an email" targets the popular how-to search intent, offering a structured guide for effective communication. This structured approach to content not only boosts rankings but also ensures that searchers find exactly what they need.

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. Zoho ranks for 451167 organic keywords. One of the biggest contributors to Zoho’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 elements on a webpage—such as title tags, meta descriptions, headings, content, and importantly, URL structure—to boost its rankings on search engine results pages. A carefully structured URL not only reflects the page’s purpose at a glance but also improves the way search engines index and rank the content.

Zoho demonstrates a well-organized URL strategy by using a simple and consistent format across its website. The use of clear subfolders (e.g., mail, crm, calendar) immediately informs users about the section of the site they are visiting, while nested URLs such as zoho/crm/what-is-crm.html incorporate focused keywords that underline the page’s subject matter. This clarity magnifies both usability and discoverability, ensuring that each page’s intent is unmistakable.

Employing a uniform URL structure like this enhances technical SEO by simplifying site navigation and reinforcing theme relevance throughout the website. It allows search engine bots to efficiently crawl and understand the site hierarchy and content relationships, which in turn can improve rankings and user engagement. Ultimately, Zoho’s strategic approach to URL design supports a seamless user experience while reinforcing its overall SEO performance.

Examples of URL Structure:

zoho/[subfolder]

• https://www.zoho.com/mail
• https://www.zoho.com/crm
• https://www.zoho.com/calendar

zoho/[subfolder]/[keyword]

• https://www.zoho.com/crm/what-is-crm.html
• https://www.zoho.com/mail/login.html
• https://www.zoho.com/invoice/free-invoice-generator.html

Conclusion

This report outlines how Zoho captures $73.30M in monthly traffic value through effective SEO strategies. The analysis covers a comprehensive keyword strategy that leverages search intent, detailed content optimization for matching user queries, and robust targeting of high-quality keywords. Additionally, Zoho’s consistent and clear URL structure enhances both technical SEO and user experience. Collectively, these strategies contribute to Zoho's impressive organic traffic and overall online visibility.