G2: Programmatic SEO Case Study

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.

Looking to learn programmatic SEO from scratch?

Check out the full course, that teaches you everything you need to get started building programmatic SEO projects - with code, no-code, or AI content.

View the course →

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). 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. 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
G2 area Software comparisons screenshot
Software comparisons on G2

Data Points

A few data points that G2 uses on these programmatically generated pages are:

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
G2 area Best software/service screenshot
Best software/service on G2

Data Points

A few data points that G2 uses on these programmatically generated pages are:

And that is how G2 uses programmatic pages to generate 6.6 million organic traffic every single month.

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

More pSEO examples

Zapier Canva moveBuddha Retool Payscale Wise Enhancv DelightChat Nomadlist VEED Tripadvisor Make MentorCruise Kapwing in2013dollars Failory Product Hunt G2 Airtable Calendly