Airtable: Programmatic SEO Case Study
Psssst. Just so you know - this entire section was built using programmatic SEO and this Google Sheet.
Airtable hasn't innovated something very new, but they used the techniques of programmatic SEO to create separate pages targeting keywords that their potential users were searching for. The best thing? The individual pages they created for templates are of really high-quality.
Airtable Overview
Airtable is a company that offers a flexible and powerful online database platform. It allows users to easily organize, track, and share information in a variety of formats, such as spreadsheets, calendars, and Kanban boards. Airtable's unique visual interface allows users to customize their database to their specific needs, and the platform can be integrated with a wide range of external tools and services.
Airtable has implemented the techniques of programmatic SEO in the following area(s).
1. Document templates
In this area, Airtable targets {document type} templates which is transactional in nature.
The programmatic pages generated under "document templates" would be considered landing page type.
Let's take a look at some example pages in this area, and how much organic traffic they generate every month:
| Example page | Monthly organic traffic |
|---|---|
| Project management templates | 890 |
| Event planning templates | 570 |
| Sales CRM templates | 640 |
Document templates Data Points
A few data points that Airtable uses on these programmatically generated pages are:
- The name of the template
- A big CTA button
- A linked sample template
- Detailed description of the template
- Other related templates in the same/similar category
2. Airtable universe
In this area, Airtable targets {category} universe which is transactional in nature.
The programmatic pages generated under "airtable universe" would be considered landing page type.
Now we can check out some example pages in this area, and how much organic traffic they get every month:
| Example page | Monthly organic traffic |
|---|---|
| Education universe | 30 |
| Product design and UX universe | 30 |
| Community mobilization universe | 10 |
Airtable universe Data Points
A few data points that Airtable uses on these programmatically generated pages are:
- A list of shared resources
- Names of makers of each resource
- Image of each listed resource
- A short description of each resource
- A list of all available categories
And that is how Airtable uses programmatic pages to generate 500k organic traffic every single month.