Content Marketing Breakdown: How Zerodha is Driving 220k+ Organic Traffic Every Month

Zerodha is currently the biggest stockbroker in India.

With a great product, they also have a solid content strategy that gets:

• 220k+ search traffic/ month
• 72k+ backlinks from 1.41k domains

Breaking down the content strategy of Zerodha 👇

1/ Content organization →

Zerodha has strategically structured the URLs to organize 11 pillar pages and 760+ blog posts on different topics.

This helps the users and the crawlers to understand the structure and purpose of important pages.

2. Content in Regional language →

Not only in English, but Zerodha has also focused on creating content in Hindi.

The benefits?

• Less competition
• Lack of Hindi content on financial education from credible sources
• Long-tail-keywords
• Comparatively easy to rank higher

3. Building pillar pages →

The goal of pillar page & the topic cluster is to build topical authority & rank higher on competitive, broad keywords.

But the thing is: Not all pillar pages have to be long-form content.

In fact, pillar pages of Zerodha Varsity are the opposite.

Instead of creating a giant page on a specific topic, they have added a short description of each topic cluster.

We call this resource pillar page.

For example, the pillar page on ‘Introduction to stock markets’ gets 3.9k visits/ month & backlinks from 44 different domains.

Here's what a typical pillar page looks like:

4. Internal linking →

Internal linking is one of the most underrated ways to boost website performance.

And Zerodha Varsity has done a great job.

For example, breadcrumbs help to add internal links between the pillar page and topic clusters.

This way, the link juice will transfer the high authority pages to the low authority ones.

To take it to the next level, every content cluster is connected with each other.

Here’s how:

If we try to visualize the internal linking structure of Varsity, we’ll see that every content cluster page and the respective pillar page are linked with each other.

The internal linking strategy of Zerodha Varsity looks like this:

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Key Takeaways →

• 1/ For a content-heavy website, organizing content and web pages by using subfolders is good for users and SEO as well.

• 2/ Instead of randomly publishing blog posts, try to categorize your blog content into broad topics or modules.

• 3/ Topic clusters & pillar page concepts are a great place to start with.

To get better results, focus on strategic internal linking for each pillar page.

• 4/ You don’t always have to compete on English language-based content.

Look for opportunities in regional content as well.

That's all, folks.

Thanks for reading this much.

I've created an in-depth guide on 6 more content marketing examples and breakdown their best strategies.

Hope you'll find some value.