How Wordstream Uses SEO and Free Tools to Fuel Their Sales Funnel

Wordstream is an internet marketing company that provides software and services to help businesses improve their online marketing efforts. The company was founded in 2007 by Larry Kim, with headquarters in Boston, MA., and is often featured in the Inc.5000 - Inc's list of the fastest growing companies in America.

Wordstream has grown to become one of the most popular PPC tools available. In part, this is due to the company’s focus on providing a great user experience. Wordstream’s software is designed to be easy to use, even for those who are not experts in PPC.

Not only does the software help clients optimize their ad buys and maximize lead potential, but it also grades the performance of current campaigns to identify areas for improvement.

Let's have a look at their website to see how they attract millions of visitors per month to fuel their sales funnel.

How Wordstream Gets Its Traffic

According to Ahrefs, Wordstream is attracting over 2.6 million organic views per month.

In addition to search traffic, Wordstream is also getting nearly a fifth of its traffic directly, meaning that people are typing the Wordstream URL into their browser.

The company also gets 1.18% of its traffic via social media, with over 40% of that coming from YouTube, where they have a library of useful webinars.

What Types of Keywords Does Wordstream Target?

Wordstream ranks for over 326,000 keywords, holding the number one spot for over 10,000 of those. Some of their highest value keywords include:

• social media marketing
• business name ideas
• company names
• keyword finder

Keyword research is a critical part of any SEO campaign, and Wordstream provides some of the best tools available for finding profitable keywords. The company’s useful free keyword suggestion tool allows users to find high-value keywords they can target in their campaigns.

By ranking high for "keyword finder" they're able to target searchers who are looking for a solution to their keyword research needs.

These are the types of keywords that are likely to result in downloads of their free tools. And by ranking for these types of terms, Wordstream can funnel traffic from SEO into their sales funnel.

This is a great way to introduce readers to their ecosystem of products.

The page for the keyword tool accounts for 8.7% of their traffic and is one of their most popular pages.

How Their Pages Look

Their library of 2,625 articles is beautifully produced. They include useful infographics and graphs to break up the text and make complex topics more digestible.

Take a look at one of their most popular articles, “The complete guide to landing pages”. The article is well structured, with clear sections and subheadings, as well as gorgeous graphics.

The website is well designed, with a clean and modern layout. The use of negative space makes it easy to navigate and find the information you need.

They have built a large and loyal following by creating helpful content and targeting high-value keywords.

What's Their Link Profile Like?

Inevitably, Wordstream has attracted over 2,290,000 links from over 61,000 sites, including high authority links from Buffer, Search Engine Journal, and Neil Patel.

The company’s link profile is very diverse, with links coming from a wide range of sources. This is indicative of a healthy and sustainable link building strategy.

Achieving this level of link popularity is no easy feat, and it’s a testament to the quality of their content.

What Does The Site Do Well?

Wordstream offers eight free tools for businesses, including:

• Google Ads Performance Grader
• Website Grader
• Free Keyword Tool

All of which are designed to help businesses improve their online presence and performance.

This is a clever introduction to showcase their strong focus on providing a great user experience. The software is easy to use, and the content is well-written and informative.

How Does Wordstream Make Its Money?

Wordstream is a website that offers articles and tools related to search engine optimization and pay-per-click advertising. The site also has a line of software products that help businesses grow their online presence.

The main source of revenue for Wordstream is its business growth software. The website articles and free tools are all part of the funnel into these paid products. To keep the lights on and the servers running, Wordstream needs people to buy their software.

That's why they offer a variety of free resources, like blog posts, e-books, and webinars. They hope that by providing valuable content, they'll be able to lure people into their sales funnel. And it seems to be working! 

What Can We Learn From Wordstream Website?

There are many things that we can learn from Wordstream’s success.

1. They offer a variety of free resources, like blog posts, e-books, useful analysis tools, and webinars.
2. They have built a large and loyal following by creating helpful content, targeting high-value keywords.
3. They have a well-designed website with a clean and modern layout.
4. They have a diverse link profile, with links coming from a wide range of sources.

These are all things that we can emulate in our businesses. If we want to be successful, we should take a page out of Wordstream’s book!