Postman has become a traffic machine by dominating API sector.
With 733K organic visits every month, they’ve built a website that developers keep coming back to.
But here’s the real edge: they’ve secured 2.4M backlinks from giants like Apple, Microsoft, and WhatsApp.
If you’re in the API, SaaS, or developer tool space, Postman’s SEO strategy is one you can’t ignore. Let’s break it down.
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)
You might like to read this as well: TeamViewer SEO: How They Get 730K+ Organic Monthly Visits
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.
How You Can Steal Postman’s SEO Playbook
#1 Owning the Developer Search Space with Branded Queries
Postman’s branded search volume is a beast; 661K+ monthly visits. Their name is so deeply embedded in the API world that competitors barely stand a chance in branded searches.
What You Can Do: Strengthen brand recall through developer-focused content, tool integrations, and strategic partnerships.
#2 Turning the Downloads Page into a Traffic Magnet
Their downloads page is the second most visited page (169K+ monthly visits). Ranking #1 for “Postman download”, they capture developers in buying mode.
What You Can Do: Use feature-driven CTAs that lead to direct conversions.
#3 Dominating API Education & Awareness Queries
Their “What is an API?” page ranks for high-volume informational searches (13K+ visits/month); pulling in developers, students, and tech professionals before they even know they need Postman.
What You Can Do: Target fundamental industry terms that align with your solution. AI-driven solutions are shaping SaaS success. Learn how Deepseek AI’s features can give businesses a competitive edge.
#4 Building SEO Authority with 2.4M Backlinks
Postman has secured high-authority backlinks from Apple, Microsoft, and WhatsApp; validating its position as a trusted developer tool.
What You Can Do: Earn industry-relevant backlinks by contributing to developer forums, API documentation sites, and technical blogs.
#5 Expanding Beyond API Testing with Smart Paid Targeting
Postman isn’t just relying on organic traffic; they’re bidding on high-intent terms like “Postman for API testing” and “AI workflow tools” to ensure visibility.
What You Can Do: Use paid ads to dominate critical product terms where competition is tight.
Final Thoughts: Why Postman’s SEO Works
They dominate branded traffic, own high-intent queries, and turn their downloads page into a conversion machine.
Their education strategy brings in top-of-funnel users, and their backlink profile cements their authority.
Want to apply expert-driven strategies to bring organic traffic for your own business? Let’s talk.
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.
