209K organic visitors every month. That’s what Xero is pulling in.
Want those numbers? Don’t worry you don’t need their budget to do so; all you need is their SEO strategy.
With 666K backlinks, 32.6K referring domains, and authority links from Google, Apple, and Amazon, they’ve built an SEO machine that keeps growing.
If you’re competing in the accounting software space, this breakdown is your shortcut to Xero-level SEO.
Xero’s SEO Snapshot: The Numbers That Matter
| Organic Traffic (Monthly) | 209K |
| Domain Rating (DR) | 89 |
| Backlinks | 666K |
How Xero Captures Traffic: Breaking Down the Sources
#1 Branded searches: 125.6K visits (Users already familiar with the brand)
#2 Non-branded searches: 83.1K visits (Capturing users before they know the brand)
#3 Informational searches: 173.4K visits (Users seeking knowledge and insights)
#4 Navigational searches: 95.9K visits (Users looking for a specific website or page)
#5 Commercial searches: 149.7K visits (Users researching before making a purchase)
You might like to read this as well: GoTo SEO: How They Get 160k+ Organic Monthly Visits
Traffic MVPs: Top Pages Driving Xero’s Success
| Page | Keyword | Position | Monthly Traffic |
| Homepage | xero accounting | 1 | 80,419 |
| Accounting Software | accounting software | 6 | 20,222 |
| Login Page | xero login | 1 | 9,848 |
| Pricing Plans | xero pricing | 1 | 8,721 |
| Marginal Cost Glossary | marginal cost definition economics | 7 | 4,840 |
| Get Certified | xero bookkeeping course | 1 | 4,658 |
| Gross Profit Margin Guide | gross margin formula | 1 | 4,154 |
| Fiscal Year Glossary | fiscal year 2024 | 2 | 3,172 |
| Margin Calculator | gross margin calculation | 2 | 3,099 |
| TTM Glossary | ttm meaning | 1 | 2,110 |
How Xero Captures Traffic
#1 The homepage dominates, ranking #1 for “Xero accounting” and attracting users already familiar with the brand.
#2 The “Accounting Software” page pulls in high-intent visitors, ranking for “business accounting software” as users explore their options.
#3 The pricing page drives action, securing the top spot for “Xero pricing” as potential customers weigh their plans.
A well-planned content strategy can do more than just attract traffic; it can turn visitors into leads and signups.
Xero Wins with Search Intent
#1 Educational content works, with the “Gross Profit Margin” guide ranking #1 for “gross margin formula” and bringing in knowledge-seeking users.
#2 Transactional searches convert, as the “Get Certified” page captures users looking for a “Xero bookkeeping course.”
#3 Utility-driven searches add value, with the “Margin Calculator” page ranking for “gross margin calculation” and attracting finance professionals.
Xero’s Profile: How They Build Authority
| Metric | Value |
| Total backlinks | 666K |
| Referring Domains | 32.6K |
| High-Authority Links | Links from Google, Apple, Amazon, Microsoft |
Insights
#1 With 666K backlinks from 32.6K domains, Xero has a strong link profile reinforcing its authority.
#2 High-authority links from Google, Apple, Amazon, and Microsoft signal trust and credibility to search engines.
Xero’s Traffic by Location
| Country | Monthly Visits | % of Total Traffic |
| Australia | 1M | 33.6% |
| United Kingdom | 960.9K | 31.6% |
| New Zealand | 226.9K | 7.5% |
| United States | 208.5K | 6.9% |
| South Africa | 116.5K | 3.8% |
Insights
#1 Australia and the UK dominate Xero’s traffic, accounting for over 65% of total visits.
#2 The U.S. shows growth with a 43.9K increase, indicating a rising market opportunity.
Xero’s Technical Health
Core Web Vitals (Desktop):
Largest Contentful Paint (LCP): 0.8s (Excellent)
Cumulative Layout Shift (CLS): 0.08 (Good)
Interaction to Next Paint (INP): 133ms (Moderate)
Source: PageSpeed Insights
Insights
#1 Xero’s LCP of 0.8s ensures fast load times, providing a smooth user experience.
#2 INP at 133ms indicates room for improvement in interactivity, which could enhance responsiveness.
Traffic Breakdown
| Source | Value |
| Organic Search | 208K |
| Paid Search | 21.5K |
Paid Ad Keywords That Drive Conversion
High-intent searches like “best accounting software for small business” and “free business accounting software” position Xero in front of decision-makers.
Top Keywords Xero Is Bidding On:
#1 “xero”
#2 “best accounting software for small business
#3 “xero price”
#4 “quickbooks competitors”
#5 “free business accounting software”
#6 “zero accounting software”
#7 “quickbooka”
Insights
#1 Xero secures its brand visibility by bidding on “Xero” and “Xero price,” ensuring users searching for the brand land on its site.
#2 Competing with QuickBooks, Xero targets “QuickBooks competitors” to capture users considering alternatives.
How You Can Xero’s SEO Playbook
#1 Branded Search: Own Your Name
Xero pulls 125.6K visits from branded searches, with its homepage, pricing, and login pages dominating SERPs. This ensures users looking for Xero land on their site; not a competitor’s.
Your move? Optimize key pages to capture every branded search for your business.
#2 Transactional Pages That Convert
Xero’s pricing and certification pages rank #1 for high-intent keywords, driving ready-to-buy traffic. These pages don’t just inform; they guide users straight to conversion.
Make sure your product, pricing, and certification pages are optimized for purchase-driven searches.
#3 Educational Content That Ranks
Xero’s guides rank for finance and accounting terms, like “gross margin formula,” pulling in thousands of visits.
They attract top-of-funnel users who eventually convert into customers. Create expert-level educational content to establish authority and capture organic traffic.
#4 Backlinks from Industry Giants
With 666K backlinks from 32.6K domains, Xero’s link profile boosts its rankings. High-authority links from Google, Apple, and Amazon give them extra credibility.
To compete, earn backlinks from trusted industry sites through guest posts, partnerships, and PR.
#5 Competitor Targeting Done Right
Xero bids on QuickBooks-related keywords and ranks for “best accounting software for small business.” This ensures they intercept potential customers before they choose a rival.
Use paid and organic search to capture competitor-driven traffic and grow your market share.
Before We Go
They are dominating branded search, creating transactional content, leveraging educational pages, building backlinks, and strategically targeting competitors.
The best part? You can replicate these strategies.
Whether you’re an emerging SaaS brand or an established competitor, Xero’s playbook offers a clear path to more traffic, leads, and conversions.
Want to craft an expert-driven SEO playbook specific to your brand? Collaborate with us today.
Disclaimer:
The data and insights presented in this report are based on third-party platforms and tools. The information may not reflect the most up-to-date metrics or precise figures. Use this as a reference and verify with primary sources where necessary.
