Kapwing: Programmatic SEO Case Study

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.

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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). 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. 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
Kapwing area Tools pages screenshot
Tools pages on Kapwing

Data Points

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

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
Kapwing area Content template pages screenshot
Content template pages on Kapwing

Data Points

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

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
Kapwing area Template collection pages screenshot
Template collection pages on Kapwing

Data Points

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

And that is how Kapwing uses programmatic pages to generate 2.2 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.

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