How This Zapier SEO Strategy Boosted Their Site Visits to 6.3 Million

Zapier, one of the biggest tools in automating tasks between various online applications, has successfully executed a miracle. Their SEO strategy catapulted traffic from 1.2 million to an astounding 6.3 million monthly visits. This substantial growth can be attributed to a few specific, clever actions on Zapier’s part.

Let’s see what we can learn from the latest Zapier SEO strategy and how businesses can boost their own SEO through automated means as well.

Jacqueline Foster
Demand Generation Marketing, Lever.co

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Strategic Expansion Through International SEO

Zapier’s strategic decision to expand its SEO internationally has played a pivotal role in this growth. In its efforts to create localized pages in multiple languages, such as French, Spanish and Dutch, Zapier has tapped into new markets and significantly widened its user base.

International SEO charts with global domain names - used by Zapier SEO strategy

This approach not only enhances visibility across different regions but also caters to a broader audience by providing content in their native language, thus improving user experience. Zapier is not only doing international SEO, they’re doing it at scale.

Key benefits of international SEO:

  • Wider audience reach: Targeting various linguistic groups expands the potential user base.
  • Enhanced user engagement: Content in native languages increases relevancy and user interaction from different countries and regions
  • Improved local visibility: Localized content ranks better in region-specific search results.

Leveraging Programmatic SEO

In addition to international SEO, Zapier used programmatic SEO to scale its content creation.

Programmatic SEO (also known as pSEO) is the process of using automation, keyword targeting and data analysis to create and optimize a large number of high-ranking landing pages at scale to boost search engine rankings.

In automating the generation of pages, particularly those focused on the multitude of “Zaps” (automated workflows between apps), Zapier ensures that it covers a broad array of user needs. This method allows for the rapid deployment of large volumes of SEO-friendly content that targets specific and often niche user queries.

Programmatic content can cover a fairly wide range of topics and formats, especially for a platform like Zapier, which connects literally thousands of applications together.

Examples of programmatic content through Zapier:

  • AI templates: Pages offering ready-to-use AI-driven workflows.
  • Integration guides: Detailed articles on how to integrate popular apps like Mailchimp with WordPress using Zapier:
Zapier SEO strategy includes how to integrate popular apps like Mailchimp with WordPress using Zapier
  • Comparison pages: Pages that compare the functionalities and benefits of using different integrations. For example, a page might compare the benefits of integrating Slack with Trello versus Slack with Asana, focusing on productivity enhancements specific to each pairing.
  • Use case libraries: Extensive collections of use-case scenarios where specific integrations solve common business problems. An example could be using Zapier to connect Shopify and QuickBooks to automate the accounting process for e-commerce sales.
  • API integration documentation: For more technically inclined users, providing detailed documentation on how to use Zapier’s API to create custom integrations can be highly valuable. This could include step-by-step coding examples, best practices or security guidelines. The options are almost endless here.

However, it’s crucial to balance quantity with quality when it comes to programmatic SEO.

Excessive creation of low-quality pages may boost traffic momentarily, but often fails to sustain user interest or convert visits into tangible business outcomes like sales. Even if the pages manage to be created well, you still have to maintain and update those pages, otherwise you run the risk of the majority of content on your site dragging down the overall quality of your domain in search engines. You definitely don’t want that.

Check out our playbook: Our pSEO Playbook: How to Get Started with Programmatic SEO

High-Performance Keywords and Content Optimization

One of the standout successes in Zapier’s SEO strategy has been capitalizing on high-performance keywords such as “how to use ChatGPT,” which alone drives approximately 1.1 million visits per month. By aligning their content with trending topics and frequently searched queries, Zapier attracts significant traffic.

Effective SEO practices for keyword optimization:

  • Keyword research: Identifying high-traffic potential keywords relevant to the business.
  • Content relevancy: Creating content that thoroughly addresses the user’s intent.
  • On-page SEO: Optimizing individual elements of the web page, like meta tags and headers, to rank higher in search engines.
  • Content clustering: Creating a cluster of content around a main topic helps establish authority and relevance in a specific domain. It’s basically the notion behind curating pillar content, which involves developing a main “pillar” page that provides an overview of a topic and multiple “cluster” pages that delve into related subtopics:

Tree graphic showing how pillar pages and clusters work

The Conversion Challenge

Despite the impressive traffic numbers, converting visitors into paying customers remains a challenge.

For instance, while Zapier’s pages on ChatGPT-related queries generate substantial traffic, the conversion rate — turning visitors into revenue — may not be as high. This scenario underscores the importance of not just driving traffic, but attracting the right kind of traffic; visitors who are likely to engage deeply with the product and convert into customers.

Strategies to improve conversion rates:

  • Targeted content creation: Focusing on creating content that appeals to users who are likely to need Zapier’s services.
  • User experience optimization: Enhancing site navigation and usability to encourage engagement and conversions.
  • Conversion rate optimization (CRO): Implementing strategies aimed at converting visitors into customers, such as clear call-to-actions and simplified sign-up processes.

Future Directions and Innovations with the Zapier SEO Strategy

Looking ahead, Zapier can continue to refine its SEO strategy by focusing on emerging technologies and evolving user preferences. Staying ahead of the curve with SEO trends and techniques and adapting to changes in search engine algorithms will be key to maintaining and building on their current success.

Zapier’s journey offers valuable lessons in SEO that many businesses can adapt and implement:

  • International SEO is crucial for global reach and should not be overlooked even by primarily English-speaking platforms.
  • Programmatic SEO can efficiently scale content creation but should be carefully managed to maintain content quality.
  • Keyword optimization needs to be continually refined to align with changing user behaviors and trends.

In the end, this Zapier SEO strategy serves as a compelling blueprint for other companies aiming to increase their digital presence and achieve substantial traffic growth. If you focus on comprehensive, smart SEO practices, you too can enhance the visibility of your own brand. At the same time,  you can also significantly improve user engagement and conversion rates at a global scale.

If you’re ready to level up your SEO strategy, Single Grain’s programmatic SEO experts can help!👇

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For more insights and lessons about marketing, check out our Marketing School podcast on YouTube.

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