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Zapier: Programmatic SEO Case Study

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.

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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). 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. 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
Zapier area Apps profile pages screenshot
Apps profile pages on Zapier

Data Points

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

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
Zapier area Apps integration pages screenshot
Apps integration pages on Zapier

Data Points

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

And that is how Zapier uses programmatic pages to generate 2.6 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.

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