Marketing Teardowns
3 min read - July 18, 2023
Zapier, the software platform that automates tasks between web applications, has redefined how businesses operate by streamlining work processes. However, it's not just the product that has pushed Zapier to a staggering $35 million annual recurring revenue (ARR). A significant part of their success is their unique SEO strategy, which has propelled the company to the top of search engine results and driven unprecedented growth.
Their ambitious journey involves scaling to a whopping 70,000 search-optimized landing pages. This feat was accomplished through a combination of diligent effort, innovative system thinking, and a deep understanding of SaaS SEO.
They did this by creating three tiers of landing pages for every app in their ecosystem:
A landing page for the app itself.
A separate landing page for every app to app integration e.g. a page all about connecting Gmail with Trello.
Separate landing pages for every single app to app triggered workflow or “zap” that exists between each app.
#1 Making Your USP Stand Out
The first step in Zapier's SEO strategy was understanding their USP and how it fits into the market. Their key differentiator is their vast number of integrations — with over 2,000 apps, Zapier offers more connections than any competitor. This vast network is not just a product feature; it's a central pillar of their SEO strategy.
#2 Keyword Rich 'App Landing Pages'
Zapier has developed an 'App Page' for each of its integrations. These pages provide detailed information about how each app integrates with others. By doing this, Zapier has created thousands of high-value, keyword-rich pages that cover a broad range of search terms.
But the interesting part is they didn’t make these pages themselves, they cleverly outsourced it to their new app partners as part of the onboarding process. After all, who better understands each app's use cases than the creators?
This approach not only saved time but also generated highly relevant content, an essential factor for SEO success. App Pages now bring in 44.69% of Zapier’s total organic traffic, driving a significant proportion of their $35 million ARR.
#3 Long-Tail Keywords: Capitalizing on the Power of Specificity
In addition to the more generic search terms covered by the App Pages, Zapier also capitalizes on long-tail keywords — more specific search phrases with lower individual search volumes but higher conversion rates.
Zapier's long-tail keyword strategy revolves around creating 'Task Pages'. Each Task Page targets a highly specific long-tail keyword, providing detailed information about how to automate specific tasks between apps.
These Task Pages account for a staggering 36.43% of Zapier's organic traffic, further demonstrating the power of targeted, valuable content.
#4 Harnessing the Power of User-Generated Content
User-generated content plays a crucial role in Zapier's SEO strategy. They have a public Zapbook that allows users to share custom 'Zaps' (automations) they've created. Each shared Zap creates a new, unique page filled with relevant keywords.
The user-generated content doesn't just boost Zapier's search rankings; it also helps build a community around the product, enhancing user engagement and promoting customer loyalty.
#5 Driving Authority with Content Marketing
Zapier also focuses on producing high-quality content. Their blog is a treasure trove of tips, guides, and insights, all aimed at helping users get the most out of Zapier and its integrations.
By sharing valuable content, Zapier increases their domain authority, improves their search rankings, and positions themselves as thought leaders in their industry.
The Result: A Thriving Business
Zapier's intelligent and comprehensive SEO strategy has been instrumental in driving their success. By focusing on high-value keywords, creating vast amounts of valuable content, and engaging their user base, they have managed to secure a substantial portion of their $35 million ARR through organic search traffic.
While the exact strategies may not work for every business, the principles underlying Zapier's SEO strategy — understanding your USP, targeting high-value keywords, leveraging user-generated content, and investing in content marketing — can benefit companies of all sizes and industries. The Zapier story is a shining example of how a well-executed SEO strategy can drive business growth and secure a competitive edge in the digital marketplace.
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