How Zoom Captures $13.60M in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ March 19, 2025

Zoom, a globally recognized leader in unified communications, is redefining virtual collaboration with its AI-first platform that seamlessly integrates video meetings, team chat, and productivity tools to empower human connection. In March 2025, Zoom generated a traffic cost value of $13.60M through its comprehensive SEO strategies. This remarkable achievement is driven by a combination of keyword targeting, content optimization, on-page SEO improvements, and a uniform URL structure.

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 Zoom'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 zoom?”)
• 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., “zoom vs. Competitors”)
• Transactional: When someone is ready to buy, use, or download something (e.g., “zoom 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, Zoom's top 1,000 organic keywords have been categorized into these intent types.

Notably, informational keywords—displayed using examples such as "zoom", "outlook", "zoom backgrounds", "zoom.us", "zoom logo", "calendar", "zoom background", "how to raise hand in zoom", "zoom backgrounds free", "remove background"—account for the largest share, contributing $2.34M 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 Zoom that generate the most organic traffic through content optimized for keyword intent:

Zoom'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 showcase diverse user intents beyond direct brand searches. For example, “outlook” attracts significant traffic as many users seek integration or compatibility guidance with their calendar and email tools. “Thumbs up emoji” is a detailed query reflecting growing interest in meeting interactivity, while “w-9” caters to users looking for tax-related documentation support. “Screen share” resonates with those needing clear instructions on sharing content during virtual meetings, and “scheduler” appeals to users looking for efficient appointment management solutions. 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. Zoom ranks for 724616 organic keywords. One of the biggest contributors to Zoom’s organic success is their ability to rank for high-value, instructional keywords that clearly show strong search intent, guiding users through the many functionalities of their meeting platform.

On-Page SEO: Keeping a Consistent URL Structure

On-page SEO involves optimizing elements within a webpage, such as title tags, meta descriptions, URLs, headings, and keyword placement. These enhancements help improve search engine rankings and drive more organic traffic by signaling quality and relevance to both users and search engines.

Zoom adopts a clear and organized URL structure that leverages subfolders to categorize content effectively. By placing primary keywords within the URL—whether in a simple format like zoom/[subfolder] or a nested format like zoom/[subfolder]/[keyword]—the site instantly communicates the page’s focus. This method is especially beneficial for high-traffic keywords, as it creates a logical navigation system that users and search engines can easily interpret.

This hierarchical URL structure not only clarifies content organization but also supports technical SEO by enhancing crawlability and indexing speed. The strategic use of both simple and nested URL patterns reinforces relevance, aids in content discovery, and ultimately contributes to Zoom’s robust online presence.

Examples of URL Structure:

zoom/[subfolder]

• https://zoom.com/features
• https://zoom.com/apps
• https://zoom.com/help

zoom/[subfolder]/[keyword]

• https://zoom.com/features/productivity
• https://zoom.com/apps/capcut
• https://zoom.com/help/integrations

Conclusion

This report details how Zoom has strategically leveraged its SEO efforts to capture $13.60M in monthly traffic value. Key components of this strategy include an in-depth understanding of search intent, resulting in targeted keyword segmentation across informational, navigational, commercial investigational, and transactional queries. Zoom’s focus on content optimization is exemplified by the top-performing pages that address diverse user needs, as well as targeted long-tail queries in its "Zoom Meeting How-To" cluster. Additionally, a clear and structured on-page SEO strategy, utilizing both simple and nested URL formats, further enhances the site’s crawlability and relevance. Overall, each component of Zoom’s digital marketing efforts is designed to drive high-quality, organic traffic that meets user intent effectively.