G2 – User-Generated Reviews and Comparison Pages Dominating Search

G2, a B2B software review platform, achieved massive scale (over 2.3 million organic visits/month) through programmatic SEO built on its trove of user-generated content. G2’s strategy revolves around standardized pages for every software product and category in its database.

It hosts over 140,000 product pages (each software listed with reviews) and countless comparison pages (e.g. “X vs Y” software) and category rankings (“Best [category] software”). All these pages are generated from G2’s structured data and follow templated layouts.

This approach ensures that for nearly any software-related query – whether someone searches “XYZ software review,” “alternative to ABC software,” or “[category] tools comparison” – a G2 page is likely to appear high in results. The depth of content (robust reviews, ratings) further signals relevance to search engines.

Programmatic SEO tactics

Auto-generated product pages for every app (populated with descriptions and reviews), comparison pages (dynamically listing two or more products’ features side by side), and category leaderboards (“Top 10 in [sector]”).

Each page type uses a template to ensure consistency and SEO optimization at scale. G2’s proprietary user review database is the backbone – fresh UGC continually enriches these pages, improving SEO.

Complementary strategies

G2 bolstered its SEO growth with community engagement and incentives – encouraging users to leave reviews (via campaigns, rewards) to expand content. They also leverage PR and content marketing by publishing reports like G2 Grid rankings and industry trends, which gain press coverage and backlinks.

Furthermore, G2 has built partnerships (embeddable review widgets on company sites) which increase its domain authority. All these efforts reinforce G2’s SEO dominance, making it a go-to resource that in turn drives significant referral traffic to software vendors (and revenue for G2’s lead-gen and advertising model).