Excalidraw’s Content Strategy for 277K+ Organic Visits

The demand for digital whiteboarding has grown beyond simple sketching tools. Excalidraw through its content strategy ensures that users searching for real-time collaboration solutions find them.

Remote teams, designers, and educators need a platform that allows for real-time collaboration without limitations. Users are not just searching for a whiteboard. They want an intuitive, flexible, and accessible solution that integrates seamlessly into their workflow.

Excalidraw has positioned itself as a leader in this space as their content strategy is built around attracting high-intent users. Those actively searching for whiteboarding solutions, templates, and collaborative tools. 

Instead of relying on broad educational content, Excalidraw focuses on search-driven content that aligns with user needs.

The result is 277K monthly organic visits, with three key content categories driving this success.

1. Capturing High-Intent Branded Search Traffic

Users searching for “Excalidraw” already recognize the brand. These are high-intent visitors who are either returning users or new prospects looking for a reliable digital whiteboard. 

The homepage ranks at the top for multiple country-specific searches, reinforcing Excalidraw’s dominance in the space.

Source: Excalidraw

Key reasons this works:

• Brand recall leads to direct search dominance: Excalidraw has built strong recognition, which translates into users searching for it by name instead of generic terms like “best online whiteboard.” This prevents competitors from capturing those clicks.
  
• Localized rankings drive global traffic: The site ranks in multiple regions, ensuring users from different countries find the official platform rather than third-party listings or alternative tools.
  
• SERP control reduces dependency on external sites: A strong presence in branded search means fewer users rely on software directories or comparison sites to reach Excalidraw.
  

Branded search success is a key component of Winning Gen Z: Hootsuite’s New SaaS Sales Playbook, where a strong digital presence and high-intent traffic drive sustained growth.

2. Resource-Driven Pages That Pull in Niche Audiences

Beyond brand-related queries, Excalidraw attracts users looking for ready-to-use resources and interactive tools. These visitors might not know about Excalidraw but are actively searching for solutions that the platform provides.

A great example is libraries, which ranks for terms related to whiteboard assets, template libraries, and design elements. This page does not just bring in traffic but it also introduces new users to the platform.

Another high-performing page is How to Start With Excalidraw, which offers structured onboarding guidance.

Users who search for setup instructions or beginner-friendly resources find this page useful, allowing Excalidraw to capture visitors at a critical point in their journey.

Source: Excalidraw

Key reasons this works:

• Solution-based content targets problem-aware users: These pages answer specific queries, ensuring users find exactly what they need, whether it is a template, tool, or setup guide.
  
• Interactive elements boost engagement: Instead of static blog posts, these pages provide tools and templates that encourage users to interact with the product.
  
• Entry-point content introduces users to the Excalidraw ecosystem: A visitor looking for a template might not have been searching for Excalidraw itself, but once they land on a relevant page, they are likely to explore more features.
  

A similar utility-driven content strategy is evident in Build SEO Success Without Relying on Agencies, where high-intent content acts as an entry point to guide users toward long-term engagement.

3. Product-Focused Content That Converts Evaluation-Stage Users

Users searching for “whiteboard drawing tool” or similar queries are actively comparing solutions. They are past the awareness stage and are evaluating their options before making a decision.

Excalidraw ensures through its content strategy that it captures these decision-stage searches instead of losing potential users to competitors.

A key page driving this is Excalidraw Plus, which highlights premium features. It ranks for keywords related to collaborative whiteboarding upgrades, attracting users looking for more advanced functionality.

Another critical search pattern involves direct product comparisons like Excalidraw VS Miro. Optimizing content around these searches allows Excalidraw to position itself as the best choice without relying on third-party review sites.

Source: Excalidraw

Key reasons this works:

• Product-led content reduces friction in the buying journey: Users do not need to leave the site to compare features or evaluate benefits.
  
• Decision-stage search terms signal buying intent: These keywords attract users who are close to choosing a solution.
  
• Optimized landing pages ensure retention within the Excalidraw ecosystem: Instead of leading users to external software comparisons, Excalidraw provides the necessary information upfront.

This product-led content approach mirrors what we explored in Loom’s Secret to Growth Without Traditional Marketing, where decision-stage content helped users move directly from research to product adoption.

Why Excalidraw’s Content Strategy Delivers Results

The success of Excalidraw lies in how well it aligns its content strategy with user intent. Every piece of content serves a clear purpose in attracting, educating, or converting visitors.

• Branded search dominance ensures trust and direct traffic. Excalidraw’s homepage ranks at the top for global searches, reinforcing its authority in the market.
  
• Resource-driven content introduces new users to the platform. High-value pages offering templates and onboarding guides bring in problem-aware users and familiarize them with Excalidraw’s capabilities.
  
• Product-led content captures decision-stage users. Feature pages and comparison content help retain potential customers within the Excalidraw ecosystem instead of leading them to third-party review sites.

A content strategy that prioritizes high-intent search traffic leads to sustainable organic growth. Excalidraw’s ability to attract, engage, and convert users at every stage is what sets it apart.

Want a Content Strategy That Converts High-Intent Visitors?

Excalidraw’s approach proves that successful content strategies are built on search intent, utility, and conversion-focused execution.

Every page serves a strategic purpose. Whether it is attracting high-intent visitors, helping new users onboard, or guiding decision-stage prospects toward the product.

At Concurate, we specialize in crafting SEO-driven, product-led content strategies that go beyond rankings. We help SaaS brands build content that attracts the right audience, engages them effectively, and drives measurable business impact.

If your content is not bringing in engaged users and driving conversions, it is time for a strategy that delivers results. Let’s talk.