G2: Programmatic SEO Case Study
Psssst. Just so you know - this entire section was built using programmatic SEO and this Google Sheet.
If you're searching for a software or doing a research on software, it's impossible to not come across G2. They have programmatically created hundreds of thousands of pages that drive millions of organic traffic every month.
G2 Overview
G2 is a website that provides user reviews and ratings for various software products and services, with a focus on business and enterprise software. It allows users to compare products and read real-world reviews from other users to help make informed decisions about which products to use.
G2 has implemented the techniques of programmatic SEO in the following area(s).
1. Software comparisons
In this area, G2 targets compare {software 1} and {software 2} which is commercial in nature.
The programmatic pages generated under "software comparisons" 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 |
|---|---|
| Compare Asana and monday.com | 2.2k |
| Compare Elead and VinSolutions Connect CRM | 962 |
| Compare Freckle and i-Ready Learning | 567 |
Software comparisons Data Points
A few data points that G2 uses on these programmatically generated pages are:
- A title containing name of both software being compared
- A quick answer and a short description of the comparison
- Logos of both the software
- Feature and pricing comparison as tables of both software
- Links to the individual software review pages
2. Best software/service
In this area, G2 targets best {business area} software or service which is commercial in nature.
The programmatic pages generated under "best software/service" 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 |
|---|---|
| Best recruitment agencies | 28k |
| Best CRM software | 20k |
| Best ERP systems | 21k |
Best software/service Data Points
A few data points that G2 uses on these programmatically generated pages are:
- A long description of the category
- A list of software in the categories that can be filtered
- A name and logo of each software in the list
- A short description of each software
- Information about users, industries, and marekt segment about each software
And that is how G2 uses programmatic pages to generate 6.6 million organic traffic every single month.