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Airtable: Programmatic SEO Case Study

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.

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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). Let's take a look at the case study.

Psssst. Just so you know - this entire section was built using programmatic SEO and this Google Sheet.

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
Airtable area Document templates screenshot
Document templates on Airtable

Data Points

A few data points that Airtable uses on these programmatically generated pages are:

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 area Airtable universe screenshot
Airtable universe on Airtable

Data Points

A few data points that Airtable uses on these programmatically generated pages are:

And that is how Airtable uses programmatic pages to generate 500k organic traffic every single month.

Take a look at the other examples to see how other companies use programmatic pages to generate organic traffic.

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