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(1) We did some research on @zapier’s insane SEO + content strategy the other day
- 5m+ unique viewers/month (over half coming from search)
- over *25,000* landing pages Some of our analysis on how they’re doing it
- 5m+ unique viewers/month (over half coming from search)
- over *25,000* landing pages Some of our analysis on how they’re doing it
(2) mid-funnel customers are generally searching for things like “connect gmail to slack” (this was 6th result)
This is then the first step in the crazy landing-page web >
This is then the first step in the crazy landing-page web >
(3) You immediately hit a dedicated landing page for connecting Gmail to Slack. Embedded here is also:
> Landing page just for Gmail
> Landing page just for Slack
> Landing page(s) for each individual “zap” connection
> Landing page just for Gmail
> Landing page just for Slack
> Landing page(s) for each individual “zap” connection
(4) Each zap creates an additional 35 landing pages:
(5) Once you choose your connection you head off to a specific integration page vs a “general” sign-up page (meaning Zapier must have thousands of these sign-up pages)
Within a few clicks you can connect the tools via a zap and are essentially onboarded as a @zapier customer
Within a few clicks you can connect the tools via a zap and are essentially onboarded as a @zapier customer
(6) According to multiple reports there’s 25000+ landing pages across this flow
although they’ll be less zaps between less familiar tools, with over 2000 app integrations, 25K pages now seems a low guess
But how can you create so many landing-pages quickly + efficiently? >
although they’ll be less zaps between less familiar tools, with over 2000 app integrations, 25K pages now seems a low guess
But how can you create so many landing-pages quickly + efficiently? >
(7) They don’t even write this content themselves! Every new @zapier partner writes their own copy following editorial guidelines - massively increasing both the efficiency for Zapier + increasing the quality of the copy/content. From @airtable >
(8) so that’s step 1 for customers that already know which tools to connect. @zapier then targets top-of-funnel/discovery customers searching for the tools/apps themselves - things like “best meeting scheduler tool” ranking as the SERP:
(9) According to the @TheCoolestCool list - @zapier rank highly/featured on an insane amount of these discovery searches:
(10) Instead of leading to a landing page - this routes to a blog breakdown of each tool with specific zaps (that lead back to the individual onboarding pages seen earlier) or to a separate featured blog with the top 4 zaps for X app:
(11) If you head to the featured blogs on best zaps for each tool - the landing-page web just gets deeper with every app you use:
(12) @zapier are now expanding this approach past discovery of tools you’d imagine their customers connect with - and moving into more distanced topics like remote work + starting a side hustle (this was the 2nd non-ad result)
(13) According to @semrush this strategy is part of a machine that generates 5.5m+ unique website views a month 
