Zapier: Programmatic SEO Case Study
Psssst. Just so you know - this entire section was built using programmatic SEO and this Google Sheet.
Zapier is one of the first adopters of the programmatic SEO technique and has been driving tons of highly targeted traffic to the site ever since. They analyzed how and what their potential customers search, and then created hundreds of thousands of pages around those keywords. The programmatically generated pages are designed in a way that they are super user-friendly and are loved by search engines as well.
Zapier Overview
Zapier is a web-based automation tool that allows users to connect various applications to automate tasks and processes. For example, an automation could be set up to automatically create a new task in a to-do list app whenever an email is received with a certain subject line.
Zapier has implemented the techniques of programmatic SEO in the following area(s).
1. Apps profile pages
In this area, Zapier targets {app} integrations which is transactional in nature.
The programmatic pages generated under "apps profile 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 |
|---|---|
| Google Sheets integrations | 34k |
| Gmail integrations | 60k |
| Google Docs integrations | 42k |
Apps profile pages Data Points
A few data points that Zapier uses on these programmatically generated pages are:
- Short description talking about possibilities with the app in question
- A list of popular apps that the current app can be integrated with
- A big and clear call to action (CTA) button
- Some popular integrations possible with the app
- Supported triggers and actions of the app
2. Apps integration pages
In this area, Zapier targets how to connect {app 1} + {app 2} which is transactional in nature.
The programmatic pages generated under "apps integration 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 |
|---|---|
| How to connect Descript + Notion | 1.1k |
| How to connect Steam + Twitter | 900 |
| How to connect Google Calendar + Notion | 800 |
Apps integration pages Data Points
A few data points that Zapier uses on these programmatically generated pages are:
- A short description of the integration of the two apps
- A big and clear call to action (CTA) button
- A list of popular automation workflows of both apps
- A list of supported triggers and actions for both apps
- How-to tutorials and blog posts related to both apps
And that is how Zapier uses programmatic pages to generate 2.6 million organic traffic every single month.