Your content isn’t broken. It’s just not doing what Postman’s does.
While most SaaS companies are stuck writing blog posts that no one reads, Postman quietly pulls in 733,000+ organic visits a month; all without flooding the internet with fluff.
This isn’t just good SEO. It’s strategic domination of the API space; built on developer trust, technical clarity, and pages that rank and convert.
They’re not chasing traffic with trendy topics.
They’re owning intent; from “what is an API” to “Postman download”; and turning it into product adoption at scale.
If you’re a founder, CMO, or head of growth in SaaS; especially in API, DevTools, or B2B software; and you’re tired of content that gets impressions but no impact, this teardown is for you.
We’ll show you:
● How to replicate their SEO strategy; even without their brand power
● The content that drives Postman’s growth
● How they win both technical trust and product visibility
Postman’s SEO Snapshot: The Numbers That Matter
| Organic Traffic (Monthly) | 733K |
| Domain Rating (DR) | 89 |
| Backlinks | 2.4M |
How Postman Captures Traffic: Breaking Down the Sources
#1 Branded searches: 661.8K visits (Users already familiar with the brand)
#2 Non-branded searches: 71.2K visits (Capturing users before they know the brand)
#3 Informational searches: 161.4K visits (Users seeking knowledge and insights)
#4 Navigational searches: 633.4K visits (Users looking for a specific website or page)
#5 Commercial searches: 60.9K visits (Users researching before making a purchase)
Traffic MVPs: Top Pages Driving Postman’s Success
| Page | Keyword | Position | Monthly Traffic |
| postman.com | postman | 1 | 452,628 |
| postman.com/downloads/ | postman download | 1 | 169,771 |
| postman.com/what-is-an-api/ | what is an api | 5 | 13,209 |
| postman.com/api-platform/api-testing/ | api testing | 3 | 12,545 |
| postman.com/api-platform/api-documentation/ | api documentation | 1 | 7,603 |
| postman.com/product/tools/ | postman api testing | 1 | 6,516 |
| postman.com/product/rest-client/ | postman download | 1 | 3,930 |
| postman.com/api-platform/api-integration/ | api integration | 1 | 3,272 |
| postman.com/api-platform/api-test-automation/ | api automation | 1 | 2,940 |
| postman.com/api-platform/api-test-automation/ | api automation testing | 1 | 2,940 |
#1 The homepage dominates, ranking #1 for “Postman” and attracting users who are already familiar with the brand.
#2 The downloads page is a powerhouse, pulling in massive traffic from users searching for “Postman download.”
#3 API education drives visibility, with the “What is an API?” page capturing top-of-funnel interest.
Postman Wins with Search Intent
#1 Developers rely on Postman for testing, with “API testing” ranking high and bringing in targeted users.
#2 Technical resources matter, as “API documentation” ranks #1, pulling in users needing structured guides.
#3 Product tools pages see strong traction, proving that feature-focused content aligns with user intent.
Scaling an API business requires a playbook. See how leading SaaS brands leverage B2B SaaS growth hacks to fuel their expansion
Postman’s Profile: How They Build Authority
| Metric | Value |
| Total backlinks | 2.4M |
| Referring Domains | 30.2K |
| High-Authority Links | Links from Apple, Microsoft, Whatsapp, Wikipedia |
Insights
#1 Postman has secured backlinks from major tech giants like Apple, Microsoft, and WhatsApp, reinforcing its credibility in the developer community.
#2 With 2.4M total backlinks and 30.2K referring domains, Postman’s authority is built on strong industry-wide recognition and trust.
Postman’s Traffic by Location
| Country | Monthly Visits | % of Total Traffic |
| India | 165.9K | 22.6% |
| United States | 119K | 16.2% |
| Brazil | 35.7K | 4.9% |
| Vietnam | 23.4K | 3.2% |
| Indonesia | 22K | 3.0% |
Insights
#1 India leads Postman’s traffic, accounting for nearly a quarter of all visits, highlighting strong developer adoption in the region.
#2 Despite ranking second in visits, the U.S. has the highest number of ranking keywords, showing strong search visibility.
Traffic Breakdown
| Source | Value |
| Organic Search | 733K |
| Paid Search | 73K |
Paid Ad Keywords That Drive Conversion
Keywords like “how to use Postman to test API” and “Postman methods” indicate a focus on attracting users searching for learning resources.
Top Keywords Postman Is Bidding On:
#1 “how to use postman to test api”
#2 “postman tool”
#3 “ai workflow tools”
#4 “api documentation generator”
#5 “postman for api testing”
#6 “postman methods”
#7 “postman tool for testing”
Insights
#1 Bidding on “Postman tool” and “Postman for API testing” ensures visibility for users already familiar with the brand.
#2 Targeting “AI workflow tools” suggests a push beyond API testing, positioning Postman within automation and AI-driven development.
Postman’s SEO Works. Yours Can Too; If You Copy This.
#1 SEO Content That Wins the Technical SERPs
Postman owns API education on Google with “API testing” (ranks #2, 20K volume, 14.7K traffic) and “What is an API” (ranks #7, 39K volume, 3.8K traffic).
These aren’t top-of-funnel fluff pieces. They’re high-value educational hubs built for developers, QA engineers, and technical decision-makers; all Googling in moments of exploration or implementation.
What Postman Did Right:
● Targeted broad technical explainer terms developers search when building, integrating, or debugging APIs
● Structured content with clear definitions, types of API tests, use cases, and comparisons (e.g., unit vs integration testing)
● Earned backlinks by becoming the canonical answer in the space; combining authority (DR 89) and clarity (3,000+ words)
● Captured both learners and buyers; linking from education straight into the Postman platform (API platform > API testing)
SaaS Playbook: How to Apply This
● Identify “what is” or “how to test” queries tied to your product’s core function
● Build comprehensive guides that go from definition → benefits → implementation → tool → CTA
● Don’t just teach: connect the dots back to your platform with in-content nudges
● Support the piece with visuals (flowcharts, test scenarios, screenshots) to increase scroll depth and reduce bounce
Takeaway:
If your product solves technical pain, your content should mirror that clarity. Own the definitions. Teach the process.
Then make it obvious why your tool fits right in.
Because in developer SEO, trust = teaching well.
#2 Teach First, Convert Later: Postman’s Blueprint for Top-Funnel Dev Traffic
Postman owns API education with top SERP spots for:
“api integration” (#2, 3.6K volume, 1K traffic)
“api automation” (#1, 1.3K volume, 1.7K traffic)
What Postman Did Right:
● Nailed foundational API topics that developers search when starting a build, not just debugging.
● Framed content around real-world benefits, challenges, and examples; beyond just definitions.
● Used simple language with developer-first formatting (code blocks, steps, diagrams).
● Reinforced trust by connecting content across the API lifecycle; from integration to testing to automation.
SaaS Playbook: How to Apply This
● Audit your product’s lifecycle and map “intro” level questions your users ask before adoption.
● Create rich, example-driven content for each phase; especially integration and automation.
● Write like you’re teaching a junior dev how to ship something real, not just pass a quiz.
● Link educational pieces together to build topical authority and keep users moving down the funnel.
Takeaway:
If you win the keywords where developers start their journey (integration, automation), you control the narrative.
Teach them well, and they’ll keep coming back; to your docs, your tools, and eventually, your product.
Don’t Just Rank; Become The Go-To Like Postman Did
Postman didn’t just write about APIs; they became the source of truth for anything developers Google when they’re building, testing, or automating APIs.
They made themselves indispensable by teaching developers before selling to them.
At Concurate, we help dev-first SaaS companies build SEO machines that:
● Win “how-to” and “what is” queries with technical clarity, not marketing fluff
● Turn docs, guides, and product pages into authority assets; not just traffic traps
● Map SEO strategy to your product’s lifecycle; from integration to automation to adoption
If you’ve got a product that solves real developer pain, your content should be doing more than filling a blog calendar.
Let us tear down your current SEO game and show you:
- One content angle you’re missing right now
- One high-intent keyword you’re not targeting
- One fix to make your top page convert better
Free. No decks. No pitches. Just pure SEO clarity.
Disclaimer:
This article is an independent analysis based on publicly available data regarding Postman’s SEO strategy. It is not endorsed by, affiliated with, or sponsored by Postman Inc. All trademarks mentioned are the property of their respective owners.
