How Jotform Gets 2.7M Google Clicks a Month (SEO Breakdown)

We are looking at Jotform's SEO. Jotform has been dominating in search engine optimization for years and despite some normal volatility, they've been relatively stable with their organic traffic, with their [music] rankings, with their traffic, with their clicks from Google, they have been relatively stable. And so, the goal of this episode is to show a company that is crushing with SEO, that has been crushing with SEO for years and give you ideas and inspiration on how to improve and how to grow. Now, if you're not familiar with Jotform, Jotform is an online builder that lets people create forms, collect submissions, and automate workflows without coding. But, it's really just for forms and submissions and surveys and templates. Let's get into their SEO stats. Jotform has a 92 out of 100 domain authority. They have 21.2 million backlinks. And it's inspiring because Jotform has been around for a while and this shows what is possible when you stick with something for years. That's why they've gotten so many links. They're playing the long game. They've stuck with it for years and now they have a backlink profile that allows them to do almost anything with SEO and they really take advantage of that. And they are they are crushing and have been crushing. So, stick with it. If you take a long-term perspective like Jotform, you will win. 92 out of 100 domain authority, 21.2 million backlinks. They are ranking for 108,000 keywords, 35,000 of which are in positions 1 through 3 on Google. They're getting lots of citations in Google's AI and in ChatGPT and they're getting a whopping, get ready for this, 2.7 million clicks a month from Google. And a lot of that is non-branded searches, people who aren't specifically looking for Jotform, but for an answer or a product. And then, Jotform is winning the search. They have 2.1 million clicks a month for non-branded searches. And they're also doing very well with branded searches because they are a known brand. They've played the long game. They've invested in marketing, so they have people marketing and product. So, they have lots of people who are literally just going to Google searching branded keywords, keywords that have Jotform in it. Jotform's biggest growth lever, this is the biggest takeaway right now, is that they have turned their product pages into SEO assets. These are pages that are built for real problems that are ranking for high-intent searches like contract template or job application form or AI quiz generator. And each template page is a lightweight product in itself. It's designed to solve the searcher's query. High-intent searches, more examples, paystub template, contract template. These attract users who are looking for ready-made fillable documents. Let's look at their paystub template page as an example. This is in the subfolder pdf-templates. The URL is jotform.com/pdf-templates/pay-stub-template. This page has nearly 11,000 clicks per month. It has 66 backlinks from 17 referring domains. The template is right there. You get what you want above the fold right away. Before you even have to start scrolling, you get your template right there. Free paystub PDF template is in the page title and in the H1. And the page is very short. There's very, very little text on the page because just straight up not a lot is needed. People are not looking to read a page about a free paystub PDF template. They're looking to get it. And that is what this page gives just right there. All of these templates, they are linkable assets within this PDF-templates subfolder. They are linkable assets as in these earn backlinks themselves, which improves Jotform's authority, and then Jotform can also funnel this to more pages. When you have a page just getting links, you internal link that to other pages on the site, that makes those pages do better, too. These are template-driven pages instead of fluffy blog posts. A lot of a lot of newer SEOs might want to go after keywords like pay stub template or job application form or contract template. They might want to go after those with blog posts. That's not the way to do it. That's not what people are looking for. They want a product. Turn your products and services into SEO assets. By the way, my SEO course compact keywords, it's the thing on my shirt, it shows how to do this with conversion-based SEO landing pages and not blog posts. Very simple template anybody can use to turn whatever it is that you sell or offer into SEO assets, where you are giving people what they want to right away. Typically, they get what they want with a big call to action button right there above the fold, and that takes them to the product or service just right there. That's at compactkeywords.com. Jotform has a lot of product pages as SEO assets. They don't just have the sub folder PDF-templates, they have form-templates, as well, and {forward-slash} surveys, that's another sub folder. They have so much more. They have a new AI sub folder that is taking off. This new AI sub folder is ranking for 2.9 thousand non-branded keywords. The AI sub folder is skyrocketing up in organic traffic. It's a product, so it's it's a chat box to tell Jotform what form you want to make and how you want it to look. It's pretty cool. jotform.com/ai. Here's an example. They have jotform.com/ai/quiz-generator, targeting the keyword AI quiz generator and targeting quiz generator, and this page gets 11,000 clicks per month and is ranking for 263 keywords. Again, please turn your products and services into SEO assets. That's probably the biggest takeaway from this episode. Other things that Jotform is doing well, they're targeting with organic and running paid ads on their top branded keywords to make sure their competitors don't steal their traffic. So, these are keywords like Jotform or Jotform login or Jotform pricing. And they have pages for these and they're running ads on these keywords. Again, because if they don't, their competitors will. In fact, just searching Jotform pricing, I see a page from Zyte, z y t e, that is literally called Jotform pricing breakdown, plans, costs, and limits, 2026. I don't even need to click into this page to know that it is a competitor. You see it, checkthat.ai, that also has a page, Jotform pricing 2026. So, if Jotform doesn't target its own branded keywords because they are so big, competitors will do it for them and it will not be good for Jotform. Jotform is also running ads on non-branded keywords that they want to continue to dominate like just survey or job application template or contract template. And we got to talk about their blog. Their blog is actually seeing pages get de-indexed while simultaneously their blog gets more traffic. And this is a good example of why it's not always bad to have pages de-indexed. You see a lot of people who are newer with SEO or marketing freaking out, "Oh my gosh, uh this page isn't indexed or this page got de-indexed." It's not always a bad thing. This could be because Jotform itself pruned low-value pages that weren't ranking anyway or that were outside of their topical authority or just Google did it for them. And simultaneously, they are getting more clicks a month. Their blog is getting more clicks a month. Some things that I like about their blog, they have summarize with AI buttons at the top of posts and that's uh you see a lot of successful blogs doing this. They use lots of media throughout their blog posts, lots of images and videos. They have a variety of authors. They have author profiles with a lot of info and you can contact the authors using Jotform's own forms. There are some risks that I want to get into with their blog. These are things that are working now, but it could land them in trouble. However, Jotform does have a good history because they haven't had a catastrophic amount of volatility. But, they are going really hard with self-promotional listicles. If you search on Google site:jotform.com space and then in quotations best, you can see this for yourself. Jotform is putting a lot of self-promotional listicles up where these are lists of the best X for Y and Jotform is number one. It's not egregious content. Egregious content is what ClickUp was doing and I made an episode about this 1038 of this podcast from 1.19 million to 28,000 ClickUp's SEO collapse and what it teaches us. Really, really interesting episode. ClickUp would put up these best X for Y listicles, would spam them with tons of AI, but also like most of the listicle was just an advertisement for ClickUp and it was and it was very unbalanced. Jotform's posts are not like that. They are more balanced. They are not patently disgustingly AI with huge block paragraphs. They're easily readable. They seem fair even though Jotform is number one and they're working. They're working really well. So, for example, if you just ask ChatGPT best affiliate programs for beginners without a website, Jotform is in this list because they literally have a self-promotional listicle targeting best affiliate website. Self-promotional listicles are going viral in the SEO and geo-generative engine optimization communities, and companies can't seem to help themselves. They work really well for getting covered in AI. Both Google's AI products, ChatGPT, Perplexity, Claude, and what we have seen is companies that have spammed them without putting much thought into it. This has led to major increases for these companies and then rapid decreases that the companies have trouble recovering from. Now, it's hard to say if it's worth it. I would say do a handful of them. That's not going to hurt. And to Jotform's credit, they have so much content on their site that they might be able to get away with it. It's The spam does not seem as bad as other companies that have gotten hit. But, it is somewhat of a risky tactic right now. And it's best to do it in subfolders that don't have other really important SEO assets. Because we've also seen big companies that have engaged in this have their entire subfolders de-indexed. With that said, Jotform is doing it in their blog. So, you know, we'll see how it works out. Right now, it is working out. And again, credit to them because it is not egregiously awful content. It is not hard to read. It is not overly self-promotional, disgustingly self-promotional. It's more balanced. They actually have a TLDR at the top. They do this with all of their self-promotional listicles. TLDRs are great. Users love them. Searchers love them. They give the answer right away. The last thing that I want to call out with Jotform is that their informational searches are way up, way, way, way up. They are spiking. This is all over their site that their clicks for informational keywords are just just so far dramatically up. I'll give an example of a page they have /blog/rsvp-meaning. They are going after very informational keywords like what does RSVP stand for? That's the H1 for this page, meaning examples, templates, and tips. This is pretty related to Jotform because people might want some forms having to do with RSVPs, but I could also see it getting out of hand where they are going after just very marginally related keywords to their brand, and that's where it could get risky. That's what happened with HubSpot. HubSpot went after things like informational quotes, even though HubSpot is a CRM, and HubSpot stretched its topical authority too much, and then it broke. HubSpot went after keywords that were not really related to them at all. And so seeing this spike in informational clicks makes me wonder if that could happen with Jotform. That's another risk. But Jotform is crushing with SEO. They have been crushing with SEO, and there's so much to learn here, and I hope you will have some awesome takeaways for your business. Again, if you want to learn how to make those product pages or services pages using conversion-based SEO landing pages, that is at compactkeywords.com. I also show how to find very high-intent keywords, how to do link building, how to structure your site for these conversion-based SEO landing pages, how to do a technical audit. The course is about getting results with SEO, getting customers with SEO, getting users with SEO, getting warm leads with SEO, and it's getting amazing reviews. I would love for you to check out those reviews at compactkeywords.com. That's everything that I got for you on this episode of the show. This is episode 1,066 of the Edward Show. 1,066 days in a row doing this podcast. If you watched this on YouTube, thank you so much for watching. If you listened on Spotify or Apple Podcasts, thank you so much for listening. Let's all do some awesome SEO, make some awesome products, deliver some awesome services. We're all going to crush it. I'm excited I'm excited look I'm excited for [music] you. I'm excited to see what you do. And I will talk to you again tomorrow. Bye now.