Payscale: Programmatic SEO Case Study

PayScale website feels much like G2 where they beautifully show a lot of data in a meaningful format by using programmatic SEO.

The website receiving more than 2.9 million monthly traffic and there's a lot to learn from the site.

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Payscale Overview

Payscale is a compensation software and data company that empowers people and employers with the strategic power of compensation by delivering data, services, and software to get pay right. The company's advanced compensation management platform provides comprehensive solutions, services, and products that set the standard for competitive compensation practices. The platform also allows businesses to utilize multiple compensation data sources and perform robust compensation analytics.

Payscale 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. Employer hourly rate

In this area, Payscale targets average hourly rate for {employer} employees which is informational in nature. The programmatic pages generated under "employer hourly rate" 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
Average Hourly Rate for Target Corporation Employees 20.3k
Average Hourly Rate for Walmart.com Employees 16.6k
Average Hourly Rate for McDonald's Corporation Employees 16.5k
Payscale area Employer hourly rate screenshot
Employer hourly rate on Payscale

Data Points

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

2. Average salary

In this area, Payscale targets average marine biologist salary which is informational in nature. The programmatic pages generated under "average salary" 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
Average Marine Biologist Salary 9.1k
Average Graphic Designer Salary 8.7k
Average Software Engineer Salary 7.7k
Payscale area Average salary screenshot
Average salary on Payscale

Data Points

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

3. Degree jobs by salary

In this area, Payscale targets {degree} jobs by salary which is informational in nature. The programmatic pages generated under "degree jobs by salary" 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
Bachelor's Degree, Computer Science (CS) Jobs by Salary 3.6k
Doctor of Physical Therapy (DPT) Jobs by Salary 1.5k
Bachelor of Science (BS / BSc), Kinesiology Jobs by Salary 950
Payscale area Degree jobs by salary screenshot
Degree jobs by salary on Payscale

Data Points

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

And that is how Payscale uses programmatic pages to generate 2.9 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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