When a company like ServiceNow pulls in 1.6 million organic visits every month, it shapes how enterprise IT gets discovered online.
What’s even more interesting?
#1 Its country-specific pages are bringing in thousands of local searches.
#2 Its educational content ranks #1 for competitive queries like “What is IT Support?”
#3 It has 1.9 million backlinks from some of the most trusted names in tech, including Apple, Microsoft, and Amazon.
This is a clear example of how SEO authority can be scaled effectively; not just by ranking for a brand name, but by securing authority across multiple touchpoints.
Here’s what you can learn from ServiceNow’s playbook.
ServiceNow’s SEO Power at a Glance
| Organic Traffic (Monthly) | 1.6M |
| Domain Rating (DR) | 85 |
| Backlinks | 1.9M |
Where ServiceNow’s Traffic Comes From
| Traffic Source | Monthly Visits | % of Total Traffic |
|---|---|---|
| Branded Searches | 1.2M | (Users familiar with the brand) |
| Non-Branded Searches | 389.5K | (Capturing new users) |
| Informational Searches | 1.4M | (Users looking for knowledge) |
| Navigational Searches | 882.3K | (Users searching for specific pages) |
| Commercial Searches | 968.6K | (Users researching before buying) |
Key Learning: ServiceNow balances branded dominance with high-value, non-branded content, ensuring it reaches audiences at different stages of the buying journey.
You might like to read this as well: Agendrix SEO: How They Get 135K+ Organic Monthly Visits
Top Pages Driving Traffic for ServiceNow
| Page | Keyword | Position | Monthly Traffic |
| https://www.servicenow.com/ | servicenow | 1 | 407,733 |
| https://www.servicenow.com/jp/ | servicenow | 1 | 42,114 |
| https://www.servicenow.com/uk/ | servicenow | 1 | 34,120 |
| https://www.servicenow.com/products/itsm/what-is-it-support.html | it support | 1 | 28,921 |
| https://www.servicenow.com/br/ | servicenow | 1 | 28,399 |
| https://www.servicenow.com/de/ | servicenow | 1 | 27,741 |
| https://www.servicenow.com/services/training-and-certification.html | servicenow certification | 1 | 25,182 |
| https://www.servicenow.com/au/ | servicenow | 1 | 18,988 |
| https://www.servicenow.com/fr/ | servicenow | 1 | 13,758 |
| https://www.servicenow.com/what-is-servicenow.html | what is servicenow | 1 | 13,385 |
Why These Pages Win
#1 The homepage is an SEO magnet, ranking #1 for “ServiceNow” globally.
#2 Regional pages dominate local searches, boosting international reach.
#3 Educational content ranks #1 for competitive industry terms, proving that informational SEO still drives major traffic.
ServiceNow Wins with Search Intent
#1 Brand-driven queries lead the way, as “ServiceNow” itself is the top-performing keyword across multiple regions.
#2 Certification demand surges, with the “Training and Certification” page ranking for high-intent searches like “ServiceNow certification.”
#3 IT solution seekers find answers, with the “What is ServiceNow?” page attracting professionals researching enterprise IT management.
ServiceNow’s Global SEO Reach
Traffic by Location
| Country | Monthly Visits | % of Total Traffic |
| United States | 643.3K | 40.2% |
| India | 333.4K | 20.8% |
| Japan | 72.4K | 4.5% |
| United Kingdom | 63.1K | 3.9% |
| Brazil | 55K | 3.4% |
Insights
#1 The United States is the dominant traffic source, driving over 40% of all visits.
#2 Japan’s traffic saw the biggest jump, increasing by 28.2K, signaling growing interest in the region.
ServiceNow’s Backlink Profile: The Authority Advantage
| Metric | Value |
| Total backlinks | 1.9M |
| Referring Domains | 18.3K |
| High-Authority Links | Links from Apple, Microsoft, Amazon, Wikepedia, Adobe |
Insights on ServiceNow’s Backlink Profile
#1 Backlinks from Apple, Microsoft, Amazon, Wikipedia, and Adobe signal trust and authority in the tech space.
#2 Massive Link Power: With 1.9M backlinks and 18.3K referring domains, ServiceNow dominates organic visibility, making it tough for competitors to outrank.
Traffic Breakdown
| Source | Value |
| Organic Search | 1.6M |
| Paid Search | 9K |
ServiceNow’s Paid Search Focus
Ads target both brand-related queries (“servicenow global”) and certification searches (“servicenow certified system administrator”), capturing professionals looking to upskill.
What They’re Bidding On
#1 “is servicenow a cm”
#2 “servicenow certified system administrator”
#3 “tech conferences”
#4 “servicenow global”
#5 “servicnow”
#6 “suppy chain 4.0”
#7 “servicenow las vegas 2024”
What Makes This Strategy Work?
Event & Industry Trends: Keywords like “tech conferences” and “ServiceNow Las Vegas 2024” show a push toward event marketing, while “supply chain 4.0” aligns with emerging industry innovations.
5 Things to Learn from ServiceNow’s Playbook
#1 Branded Search is Their SEO Backbone
Over 1.2 million of ServiceNow’s monthly visits come from branded searches. Their homepage ranks #1 for “ServiceNow” across multiple regions, including the U.S., Japan, the U.K., and Brazil.
A strong brand name is an organic traffic driver. Invest in brand awareness, and your SEO benefits will follow.
#2 Regional SEO Expands Their Global Reach
Country-specific pages like /jp/, /uk/, and /br/ rank #1 in local searches, bringing in thousands of visitors every month.
If you serve multiple regions, don’t rely on a single website. Optimize separate pages for each location with region-specific keywords and content.
#3 Industry-Specific Content Attracts Non-Branded Traffic
Their “What is IT Support?” page ranks #1 for high-volume queries, pulling in nearly 29K visitors every month. Their “What is ServiceNow?” page does the same for professionals researching IT management solutions.
Understanding your target audience through detailed buyer personas is crucial for effective SEO and content strategies
Don’t just sell but educate. ServiceNow wins by answering industry-related questions, positioning itself as a trusted knowledge source before selling its products.
#4 Certification Pages Capture High-Intent Traffic
Their “Training and Certification” page ranks #1 for terms like “ServiceNow certification,” attracting professionals looking to upskill.
If your product has certifications, courses, or training resources, optimize those pages. These searchers are highly motivated and more likely to convert.
#5 Backlink Power Boosts Authority
ServiceNow has 1.9 million backlinks from tech giants like Apple, Microsoft, and Amazon, solidifying its credibility and search dominance.
Get backlinks from industry leaders, partners, and authoritative sites. Quality matters more than quantity, but ServiceNow proves that both together are unstoppable.
Before We Go
At Concurate, we help SaaS brands turn search leadership into sales leverage. Whether it’s ranking for competitive keywords or building authority across global markets, we craft expert-led content that earns trust and drives action—at every stage of the funnel.
Book a free strategy call and let’s architect an SEO strategy that turns visibility into qualified demand.
Disclaimer:
This article is an independent analysis based on publicly available data regarding ServiceNow’s SEO strategy. It is not endorsed by, affiliated with, or sponsored by ServiceNow Inc. All trademarks mentioned are the property of their respective owners.
