Failory: Programmatic SEO Case Study
Psssst. Just so you know - this entire section was built using programmatic SEO and this Google Sheet.
Despite being an extremely new business, Failory implemented the techniques of programmatic SEO so well that it now receives more than 100k organic traffic every single month. They also explained how they implemented the strategy on their website, from which you can learn a lot from.
Failory Overview
Failory is a company that provides resources and information for entrepreneurs and startups. They offer a variety of content, including interviews with failed startup founders, case studies on failed businesses, and articles on common startup mistakes and how to avoid them. They also provide a startup failure database, which allows users to search for failed startups by industry, location, and other criteria.
Failory has implemented the techniques of programmatic SEO in the following area(s).
1. Startup cemetery
In this area, Failory targets what happened to {startup} which is informational in nature.
The programmatic pages generated under "startup cemetery" would be considered blog post 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 |
|---|---|
| What happened to Toys R Us | 6.5k |
| What happened to Vine | 2.7k |
| What happened to Justin.tv | 1.4k |
Startup cemetery Data Points
A few data points that Failory uses on these programmatically generated pages are:
- The name and a short description of the startup
- Some general information about the startup
- Some details about founders and employees
- Detailed information about what the app is and how it shut down
- Some more startpus that got closed
2. Startups directory
In this area, Failory targets startups in {category} which is informational in nature.
The programmatic pages generated under "startups directory" would be considered blog post 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 |
|---|---|
| Food and beverage startups | 295 |
| Software startups | 175 |
| Sports startups | 135 |
Startups directory Data Points
A few data points that Failory uses on these programmatically generated pages are:
- A descriptive title of the topic
- A list of all the startups in the category
- A short description of all startups
- A screenshots of all their websites
- Some general details about all startups
And that is how Failory uses programmatic pages to generate 113k organic traffic every single month.