An innovative algorithm is developed and validated to estimate the turbidity in Zhejiang coastal area (highly turbid waters) using data from the Geostationary Ocean Color Imager (GOCI). First, satellite-ground synchronous data (n = 850) was collected from 2014 to 2015 using 11 buoys equipped with a Yellow Spring Instrument (YSI) multi-parameter sonde capable of taking hourly turbidity measurements. The GOCI data-derived Rayleigh-corrected reflectance (R(rc)) was used in place of the widely used remote sensing reflectance (R(rs)) to model turbidity. Various band characteristics, including single band, band ratio, band subtraction, and selected band combinations, were analyzed to identify correlations with turbidity. The results indicated that band 6 had the closest relationship to turbidity; however, the combined bands 3 and 6 model simulated turbidity most accurately (R(2) = 0.821, p<0.0001), while the model based on band 6 alone performed almost as well (R(2) = 0.749, p<0.0001). An independent validation data set was used to evaluate the performances of both models, and the mean relative error values of 42.5% and 51.2% were obtained for the combined model and the band 6 model, respectively. The accurate performances of the proposed models indicated that the use of R(rc) to model turbidity in highly turbid coastal waters is feasible. As an example, the developed model was applied to 8 hourly GOCI images on 30 December 2014. Three cross sections were selected to identify the spatiotemporal variation of turbidity in the study area. Turbidity generally decreased from near-shore to offshore and from morning to afternoon. Overall, the findings of this study provide a simple and practical method, based on GOCI data, to estimate turbidity in highly turbid coastal waters at high temporal resolutions.