#pSEOBreakdown
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 8,660,000+ monthly.
Zapier is a web automation tool that connects apps and services, streamlining workflows without coding for increased productivity and efficiency.
#snapshot
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.
A whopping 50.38% of site visits come through organic search. They’ve effectively established a robust programmatic SEO strategic advantage with automation and integration-relevant keywords like:
Organic search brings 8,659,838 monthly visitors to the site currently. Compared to 3 years ago when traffic was 2,927,670, this marks a 195.79% increase.
The site’s organic traffic has shown fluctuation in the last 4 months, with monthly visitors fluctuating from 8,383,190 to 8,659,838.
#breakdown
Zapier has implemented the techniques of programmatic SEO in the following areas. Let’s have a look at the case study.
#pSEOArea1
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:
This area targets users looking to automate app workflows, capturing intent to connect software applications for efficiency.
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Landing Page-style pages
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Informational search intent
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Top of the Funnel
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Product/service page type
#pSEOArea2
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:
This area targets users seeking seamless connections between software tools to boost productivity, focusing on automation and efficiency.
✓
Landing Page-style pages
✓
Informational search intent
✓
Bottom of the Funnel
✓
Product/service page type
Zapier content strategy is also a key factor in why the company is generating more search traffic competitors
Zapier
8,659,838 visitors
g2.com
3,401,698 visitors
trello.com
87,777,048 visitors
zoho.com
64,699,864 visitors
todoist.com
16,116,855 visitors
Lessons from Zapier successful programmatic SEO implementation.
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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.
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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.
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Zapier leverages templates to quickly generate integration pages, allowing for efficient scaling of content while maintaining consistent structure and quality across thousands of pages.
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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.
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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.
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Zapier’s integration pages adapt seamlessly to different screen sizes, aligning with mobile-first indexing and catering to users’ diverse browsing habits.
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