Automation platform Zapier built an SEO empire by programmatically creating tens of thousands of pages for every app integration use-case, capturing practically every long-tail query in the workflow automation space. Zapier’s two-pronged pSEO strategy is often cited as a model for SaaS companies:
App Profile Pages:
Zapier hosts profile pages for each of the 5,000+ apps in its integration ecosystem. Each app page (e.g. Zapier’s Slack page) is a template showcasing what the app does, its logo, and all the Zaps (integrations) available for it. These pages rank for searches like “Slack Zapier” or “apps like Slack integrations”. More importantly, they funnel into Zapier’s second component:
Pairwise Integration Pages:
Pairwise Integration Pages: For every pair of apps, Zapier generated a dedicated
page (URL pattern: /apps/[App1]/integrations/[App2]) describing how to
connect those two apps. There are potentially millions of such combinations, and Zapier
has at least 50,000+ integration pages live, which together bring in 5–6 million monthly organic visits. Each page follows a consistent layout – listing popular “Zaps” (workflow templates)
involving the two apps, setup steps, FAQs, and user testimonials specific to that
integration. For example, a “Slack + Trello integration” page will show common automations
between Slack and Trello, a step-by-step guide to connect them via Zapier, and a CTA to Try
it. By providing exactly what someone searching “Slack Trello integration” needs,
Zapier ensured these pages rank at or near the top.
Quality at Scale via Partners:
Zapier cleverly outsourced content creation to its app partners to maintain quality. When a new app is added, Zapier requires the partner to supply descriptions, use cases, and integration examples. This “partner-generated content model” means the pages have accurate, rich info (written by the app’s own team) without Zapier’s team writing manually. It solved a key pSEO challenge: keeping thousands of pages up-to-date. However, as Zapier grew, even this model had limits – e.g. when Slack updates its API, hundreds of pages might need changes. Zapier ended up dedicating teams to manage updates and QA across these pages. Despite the maintenance overhead, the investment was worthwhile given the sheer traffic and signups generated.
Augmenting with International & Trending Content:
In addition to integration pages, Zapier scaled international SEO by localizing content into multiple languages (French, Spanish, Dutch, etc.), unlocking new markets and adding incremental traffic. Zapier’s content team also produces timely articles that piggyback on trends – notably, their blog post on “How to use ChatGPT” ranks for that popular query and drives ~1.1M visits alone. Such content brings in additional users and strengthens Zapier’s domain. All these efforts combined made Zapier’s SEO formidable: by 2024, it was getting 6+ million organics visits/month, and this playbook has been enhanced further with AI (Zapier is exploring using AI to keep pages updated in real-time). Ultimately, Zapier’s revenue growth and market leadership in iPaaS (integration-platform-as-a-service) are tightly linked to its pSEO dominance – they captured users at the exact moment of intent (searching for an app integration) and provided a solution, which is the hallmark of successful programmatic SEO.