Smartsheet is doing something most competitors aren’t; it’s turning templates for essential business processes into an organic search goldmine.
With 1M organic visitors per month, it’s not just riding on brand recognition. 550K of those visitors come from non-branded searches, meaning they’re capturing users who haven’t even heard of Smartsheet yet.
Their template pages dominate, ranking #1 for high-intent queries like “daily expenses Excel sheet,” “work order format,” and “sales report in Excel.”
Here’s what they’re doing right; and what you can learn .
Smartsheet’s SEO Snapshot: The Numbers That Matter
| Organic Traffic (Monthly) | 1M |
| Domain Rating (DR) | 90 |
| Backlinks | 450K |
How Smartsheet Captures Traffic: Breaking Down the Sources
#1 Branded searches: 467.2K visits (Users already familiar with the brand)
#2 Non-branded searches: 550K visits (Capturing users before they know the brand)
#3 Informational searches: 726.3K visits (Users seeking knowledge and insights)
#4 Navigational searches: 349.1K visits (Users looking for a specific website or page)
#5 Commercial searches: 398.3K visits (Users researching before making a purchase)
You might like to read this as well: Verizon Enterprise SEO: How They Get 50K+ Organic Monthly Visits
Traffic MVPs: Top Pages Driving Smartsheet’s Success
| Page | Keyword | Position | Monthly Traffic |
| https://www.smartsheet.com/ | smartsheet | 1 | 11,404 |
| https://www.smartsheet.com/content/excel-expense-report-templates | daily expenses excel sheet | 1 | 2,282 |
| https://www.smartsheet.com/free-work-order-templates | work order format | 1 | 1,865 |
| https://www.smartsheet.com/content/receipt-templates-microsoft-word | payment receipt word format | 1 | 1,781 |
| https://www.smartsheet.com/content/sales-report-form-templates | sales report in excel | 1 | 1,691 |
| https://www.smartsheet.com/content/excel-attendance-tracking-templates | attendance sheet in excel | 7 | 1,688 |
| https://www.smartsheet.com/content/excel-purchase-order-templates | purchase order format | 8 | 1,375 |
| https://www.smartsheet.com/32-free-excel-spreadsheet-templates | excel format sheet | 5 | 1,309 |
| https://www.smartsheet.com/content/daily-progress-reports | daily report format | 2 | 1,296 |
| https://www.smartsheet.com/content/swot-templates-microsoft-word | swot analysis template | 4 | 1,149 |
Smartsheet’s Winning Pages
#1 The homepage dominates, ranking #1 for “Smartsheet” and capturing users who are already familiar with the brand.
#2 Free templates drive demand, with pages like “Excel Expense Report Templates” and “Work Order Templates” pulling in users searching for ready-to-use solutions.
#3 Business tool guides attract professionals, with “Sales Report Form Templates” and “Daily Progress Reports” ranking high for those looking to streamline their workflows.
Smartsheet Wins with Search Intent
#1 Practical tools lead the way, as users searching for “attendance sheet in Excel” and “purchase order format” land on dedicated pages that provide instant solutions.
#2 Document templates secure high intent traffic, with “SWOT Templates in Microsoft Word” catering to professionals needing structured business documents.
#3 Niche queries fuel conversions, with searches like “daily expenses Excel sheet” bringing in users actively looking for financial tracking solutions.
Smartsheet’s content-led growth approach aligns with how 1Password structures its content strategy to rank for security-related queries.
Smartsheet’s Profile: How They Build Authority
| Metric | Value |
| Total backlinks | 450K |
| Referring Domains | 16.4K |
| High-Authority Links | Links from Google, Microsoft, Apple, Wikipedia, Amazon |
Insights
#1 Smartsheet earns trust from top-tier domains, with backlinks from Google, Microsoft, and Apple reinforcing its authority in the business and productivity space.
#2 A strong backlink profile of 450K links across 16.4K domains signals widespread recognition, boosting its visibility in competitive search results.
Smartsheet’s Technical Health
Core Web Vitals (Desktop):
Largest Contentful Paint (LCP): 1.3s (Good)
Cumulative Layout Shift (CLS): 0.02 (Excellent)
Interaction to Next Paint (INP): 121ms (Good)
Source: PageSpeed Insights
Insights
#1 Smartsheet’s LCP of 1.3s ensures fast loading times, providing users with a smooth experience right from the start.
#2 With an exceptional CLS of 0.02, the site maintains visual stability, reducing unexpected shifts that could disrupt navigation.
Smartsheet’s Traffic by Location
| Country | Monthly Visits | % of Total Traffic |
| United States | 612.3K | 60.2% |
| India | 90.1K | 8.9% |
| United Kingdom | 55.5K | 5.5% |
| Philippines | 47.1K | 4.6% |
| Canada | 45.1K | 4.4% |
Insights
#1 The U.S. dominates Smartsheet’s traffic, contributing over 60% of total visits, making it the brand’s primary market.
#2 India, the UK, and the Philippines collectively make up nearly 19% of traffic, highlighting strong international interest in Smartsheet’s offerings.
If you’re looking for expert guidance to replicate Smartsheet’s organic success, partnering with a B2B SaaS content marketing agency can make all the difference.
Traffic Breakdown
| Source | Value |
| Organic Search | 1M |
| Paid Search | 1.3K |
How You Can Smartsheet’s SEO Playbook
#1 Using Templates as SEO Magnets
Smartsheet isn’t just offering tools; it’s ranking for them. Their template pages for reports, receipts, and financial tracking pull in thousands of visitors monthly.
Takeaway: If you’re not creating free, high-value resources that match search demand, you’re losing traffic to Smartsheet.
#2 Dominating High-Intent Business Queries
They rank #1 for “sales report in Excel” and “work order format”, catching professionals actively looking for structured solutions.
Takeaway: High-intent searches aren’t just about volume; they’re about conversion. If Smartsheet helps them first, they’ll never look for your tool.
#3 Earning Trust from Tech Giants
Smartsheet isn’t just ranking; it’s backed by Google, Microsoft, and Apple, with 450K backlinks from 16.4K domains.
Takeaway: Authority links matter. If industry giants aren’t linking to you, Google won’t see you as a leader.
#4 Locking Down U.S. Traffic While Expanding Internationally
60% of their traffic comes from the U.S., but they’re also gaining traction in India, the UK, and the Philippines.
Takeaway: If you’re not targeting global markets, Smartsheet is capturing international demand before you do.
#5 Keeping Organic Traffic High with Minimal Paid Ads
Smartsheet gets 1M visits from organic search but spends almost nothing on paid ads (just 1.3K visits from paid search).
Takeaway: If your SEO isn’t strong enough, you’re burning money on paid ads while Smartsheet gets free traffic.
Before We Go
Smartsheet’s template strategy, strong search intent alignment, and high-authority backlinks give them a competitive edge in organic search.
If you’re in the project management or productivity space, ignoring their expert-driven approach means missing out on thousands of potential users.
Looking to boost your organic traffic? Let’s partner up to make it happen.
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.
