Airtable, a low-code database platform, leveraged template-based content to attract diverse users via search. The company created an extensive templates library covering use cases from project management to marketing, each on standardized landing pages.
This allowed Airtable to rank for many long-tail queries (e.g. “project plan template”) and reportedly added over 13,000 monthly organic visitors from SEO. Airtable further scaled content through Airtable Universe, a community hub of user-generated templates.
By enabling users to publish bases and templates, Airtable tapped UGC to fuel programmatic SEO, exponentially increasing the number of landing pages.
Programmatic SEO tactics
Preset template pages (for multiple industries) and community-contributed template pages, all using a uniform structure for SEO. These pages captured search traffic from countless niche queries without manual content creation for each.
Complementary growth strategies
Airtable’s growth was also supported by community engagement (encouraging users to share their bases), a strong freemium model (product-led growth by letting users start for free), and traditional content marketing (blog posts and guides on productivity). This multi-pronged approach ensured that once SEO brought users in via templates, the product’s ease of use and community resources helped convert them to active customers.