Kapwing: Programmatic SEO Case Study
Psssst. Just so you know - this entire section was built using programmatic SEO and this Google Sheet.
Kapwing has smartly created separated pages for templates (meme, video, collage, etc.) that people often search on Google. One of the most trending templates is the "Red Shirt Belly Dancing Guy Greenscreen Video Meme" and it's generating 1000s of organic traffic every month. Kapwing mostly targets creators and gamers, and they are doing a great job with that.
Kapwing Overview
Kapwing is a web-based tool that allows users to edit video, create GIFs, and design images and graphics. It offers a range of features including video trimming, adding text and captions, and the ability to resize and crop videos.
Kapwing has implemented the techniques of programmatic SEO in the following area(s).
1. Tools pages
In this area, Kapwing targets {utility tool name} which is transactional in nature.
The programmatic pages generated under "tools pages" 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 |
|---|---|
| Convert Video | 24.9k |
| GIF Maker | 14.7k |
| PNG Maker | 7.8k |
Tools pages Data Points
A few data points that Kapwing uses on these programmatically generated pages are:
- Tool name with a short description
- A prominent call to action (CTA) button
- An screenshot showing how to use the tool
- Quick steps showing how to best use the tool
- User testimonials and links to other related tools
2. Content template pages
In this area, Kapwing targets {visual content template} template which is transactional in nature.
The programmatic pages generated under "content template pages" 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 |
|---|---|
| Spotify Wrapped Meme Template | 9.1k |
| Meme Template with White Impact Text on Top and Bottom | 8.8k |
| Parental Advisory Sticker Template Album Maker | 6.7k |
Content template pages Data Points
A few data points that Kapwing uses on these programmatically generated pages are:
- A keyword-optimized title
- A long description of the template
- A prominent call to action (CTA) button
- An image describing the template
- Navigation links to go to other templates
3. Template collection pages
In this area, Kapwing targets {visual content collection} template which is transactional in nature.
The programmatic pages generated under "template collection pages" would be considered landing page type.
Finally, lets dive into the example pages in this area, to see how much traffic they get for this section:
| Example page | Monthly organic traffic |
|---|---|
| Meme Templates | 18.7k |
| Discord Templates | 718 |
| Tiktok Video Templates | 406 |
Template collection pages Data Points
A few data points that Kapwing uses on these programmatically generated pages are:
- Title of the template collection page
- A short description of the template collection
- A call to action button
- List of all templates in the collection
- A quick guide to use the listed templates
And that is how Kapwing uses programmatic pages to generate 2.2 million organic traffic every single month.