How Zoom Captures $13.18M in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ April 2, 2025

Zoom is a leading global communications platform that connects people and organizations with secure, real-time video conferencing and innovative collaboration solutions. Zoom has successfully generated $13.18M in traffic cost value through its SEO strategies as of January, 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 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, navigational keywords are displayed using examples such as "zoom", "zoom login", "zoom download", "zoom meeting", "download zoom", "zoom join meeting", "zoom meeting join", "zoom test", "zoom app", "zoom sign in", and they account for the largest share, contributing $3.60M 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 strong organic presence is driven by a diverse set of content that targets both broadly searched terms and very specific, long-tailed user queries. “Marketplace” ranks exceptionally well because the digital hub attracts users looking for integrations and apps, generating extremely high traffic. “Thalamus” and “ggc d2l” serve niche segments within the Zoom ecosystem, appealing to specialized audiences through dedicated features and integrations. “Heads up” leverages a common, yet specific phrase that captures users interested in timely notifications and updates, while “out of office message” is a detailed query that meets the needs of professionals seeking guidance on setting auto-replies—demonstrating the effectiveness of long-tail content optimization.

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 230193 organic keywords. One of the biggest contributors to Zoom’s organic success is their ability to target high-value queries with strong search intent.

On-Page SEO: Keeping a Consistent URL Structure

On-page SEO involves making deliberate improvements within a webpage to enhance its relevance and ranking on search engine results. A key component of this strategy is the URL structure, which when well-organized, helps search engines and users understand a site’s navigational hierarchy and content focus. This clarity supports indexing and can contribute to improved organic visibility.

Zoom follows a streamlined URL format that emphasizes both simplicity and clarity. By using identifiable subfolders such as “signin,” “download,” and “pricing,” the URL immediately communicates the purpose of each page. This approach serves as an important technical signal to search engines, ensuring that each section of the site is easily accessible and contextually segmented.

The use of nested URL structures further refines this strategy – for instance, pages under the “pricing” subfolder that delve into specific products like Zoom Phone or events demonstrate an even clearer content taxonomy. This hierarchical structure not only enhances user experience by simplifying navigation, but also reinforces the site’s topical relevance to search engines, thereby boosting its overall SEO performance.

Examples of URL Structure:

zoom/[subfolder]

• https://zoom.us/signin
• https://zoom.us/download
• https://zoom.us/pricing

zoom/[subfolder]/[keyword]

• https://zoom.us/pricing/zoom-phone
• https://zoom.us/pricing/events
• https://zoom.us/es/download

Conclusion

This report has detailed Zoom’s multifaceted SEO strategy leading to the generation of $13.18M in monthly traffic value. Zoom’s approach includes a deep understanding of search intent with keyword categorization into informational, navigational, commercial investigational, and transactional types. The focus on content optimization for meeting user search intent is exemplified by its top-performing pages, which attract significant organic traffic. In addition, the targeted strategy of ranking for high-quality, non-branded marketplace app keywords further amplifies its referral traffic. Finally, a uniform and hierarchical URL structure reinforces the site’s technical SEO, enhancing overall user experience and search engine indexing.