#pSEOBreakdown

Zapier Programmatic SEO Case Study

Zapier has rolled out an impressive programmatic SEO strategy to cover various aspects of automation and integration. Their approach targets 4 key areas, pulling in a massive 7,187,000+ monthly.


Zapier is a web automation tool that connects apps and services, streamlining workflows without coding for increased productivity and efficiency.

Website Details

Link

Monthly Visitors:

7,186,838

Domain Age:

13 yrs 1 mos

Pages Indexed:

60,000+

Industry:

Technology

pSEO Status:

#snapshot

Zapier Goes All-in on Organic Growth via pSEO

The key to Zapier’s growth is its focus on organic traffic, achieved by creating 100’s of landing page style pages using programmatic SEO.

Marketing Channel Distribution

A whopping 47.54% of site visits come through organic search. They’ve effectively established a robust programmatic SEO strategic advantage with automation and integration-relevant keywords like:

  • Software integration guides
  • Connect software seamlessly

Organic Traffic Trends

Organic search brings 7,186,838 monthly visitors to the site currently. Compared to 3 years ago when traffic was 2,927,670, this marks a 145.48% increase.

The site’s organic traffic has shown fluctuation in the last 4 months, with monthly visitors fluctuating from 7,984,169 to 7,186,838.

#breakdown

Detailed Analysis of pSEO Areas

Zapier has implemented the techniques of programmatic SEO in the following areas. Let’s have a look at the case study.

#pSEOArea1

Software integration guides

The keyword structure for this are follows a consistent pattern, combining head terms with specified modifiers. The pages are generated to capture a wide range of search phrases, such as:

Not only that, the target keywords are strategically crafted to capture a wide range of user intents as well, such as:

  • How to integrate {Software 1}?
  • Steps to sync {Software 1} and {Software 2}
  • Automate {Software 1} with {Software 2}
  • {Software 1} and {Software 2} integration steps

#pSEOArea2

Connect software seamlessly

The keyword structure for this are follows a consistent pattern, combining head terms with specified modifiers. The pages are generated to capture a wide range of search phrases, such as:

Not only that, the target keywords are strategically crafted to capture a wide range of user intents as well, such as:

  • Best {Software} integration tools
  • How to integrate {Software}
  • Top {Software} integration benefits
  • {Software} integration setup guide

Competitor Traffic Review

Zapier content strategy is also a key factor in why the company is generating more search traffic competitors

Zapier

7,186,838 visitors


g2.com

3,136,682 visitors

claude.ai

87,581,937 visitors


wordstream.com

1,471,653 visitors

zoho.com

60,445,140 visitors

Programmatic SEO Insights

Lessons from Zapier successful programmatic SEO implementation.

🔍

Granular integration pages

Zapier creates dedicated pages for each software integration, demonstrating how granular content can capture specific user intents and boost organic visibility for long-tail keywords.

🛠

User-centric categorization

By organizing integrations into categories like “App Builder” and “Developer Tools”, Zapier enhances navigation and helps users quickly find relevant solutions, improving overall site usability and SEO.

🛠

Template-driven content

Zapier leverages templates to quickly generate integration pages, allowing for efficient scaling of content while maintaining consistent structure and quality across thousands of pages.

🔗

Cross-linking strategy

Zapier effectively uses internal linking to connect related integrations and categories, creating a robust site structure that aids in distributing page authority and improving crawlability for search engines.

🔘

Visual hierarchy for UX

Zapier’s clean, consistent layout across integration pages enhances user experience and scannability, potentially improving engagement metrics and indirectly benefiting search rankings through reduced bounce rates.

📱

Mobile responsiveness

Zapier’s integration pages adapt seamlessly to different screen sizes, aligning with mobile-first indexing and catering to users’ diverse browsing habits.

More Case Studies…

References and Resources

pSEO Examples List

Access a database of 150+ programmatic SEO examples to learn and get inspired from.

pSEO in WordPress

If you want to implement a similar (to Zapier) pSEO strategy for your WordPress site, please reach out.

Learn pSEO Basics

Access this 4,500+ words of detailed guide to understand the core concepts of programmatic SEO.

Watch on YouTube

Prefer to watch? Subscribe to UntalkedSEO on YouTube for useful pSEO-related videos.

  1. We pull traffic data from the SimilarWeb API in the #snapshot section, with updates like the latest one on Dec 7, 2024.
  2. Similarly, Core Web Vitals data in the #breakdown section is updated regularly from the Google PageSpeed API, with the most recent update on Dec 7, 2024.