{"id":145298,"date":"2022-08-12T01:00:00","date_gmt":"2022-08-12T06:00:00","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=145298"},"modified":"2023-02-10T11:06:58","modified_gmt":"2023-02-10T16:06:58","slug":"zapier-seo-case-study","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/zapier-seo-case-study\/","title":{"rendered":"6 Things I Love About Zapier\u2019s SEO Strategy: A Case&nbsp;Study"},"content":{"rendered":"\n<div class=\"intro-txt\">Zapier is an \u201cautomation platform.\u201d If you look at this single phrase that defines its category, there is not much search demand: 200 monthly searches in the U.S. and around 1.1K globally. It doesn\u2019t seem quite like a $144M ARR business opportunity. And judging by search demand, it\u2019s not something you\u2019ll promote with&nbsp;SEO.&nbsp;<\/div>\n\n\n\n<p>Yet, Zapier\u2019s blog alone brings 1.6M organic visits every month. That\u2019s traffic worth about $3.7M and 67.5% of its overall organic traffic.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1548\" height=\"670\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/1-zapier-seo-results.png\" alt=\"Organic traffic to Zapier's blog\" class=\"wp-image-145311\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/1-zapier-seo-results.png 1548w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/1-zapier-seo-results-680x294.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/1-zapier-seo-results-768x332.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/1-zapier-seo-results-1536x665.png 1536w\" sizes=\"auto, (max-width: 1548px) 100vw, 1548px\"><\/figure>\n\n\n\n<p>So let\u2019s see why Zapier didn\u2019t turn away from SEO and how it managed to make SEO work like a&nbsp;charm.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Looking for more case studies?<\/div><div class=\"recommendation-content\">\n\n\n\n<p>Head over to our list of <a href=\"https:\/\/ahrefs.com\/blog\/seo-case-studies\/\">SEO case studies<\/a>.<\/p>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Pitching the product through the back door\" data-section=\"pitch-product-through-back-door\">\n\n\n\n<h2 class=\"wp-block-heading\">1. Pitching the product through the back&nbsp;door&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>SEO is generally worth it if one of the following things is&nbsp;true:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Potential customers are searching for what you sell or&nbsp;do.<\/li>\n\n\n\n<li>Potential customers are searching for solutions to problems your business helps to&nbsp;solve.<\/li>\n<\/ol>\n\n\n\n<p>But there seems to be a third way. It\u2019s when potential customers are searching for solutions you can improve upon or even disrupt. Zapier seems to follow this tactic exceptionally well.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1800\" height=\"917\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/2-conventional-and-better-solution.png\" alt=\"Chart about pitching a product through the back door\" class=\"wp-image-145313\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/2-conventional-and-better-solution.png 1800w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/2-conventional-and-better-solution-680x346.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/2-conventional-and-better-solution-768x391.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/2-conventional-and-better-solution-1536x783.png 1536w\" sizes=\"auto, (max-width: 1800px) 100vw, 1800px\"><\/figure>\n\n\n\n<p>The whole concept reminds me of using a back door. Here\u2019s an example. <a href=\"https:\/\/zapier.com\/blog\/best-todo-list-apps\/\">This article <\/a>about \u201cto-do list\u201d apps can\u2019t possibly talk about Zapier directly because Zapier is not that kind of&nbsp;app.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/3-best-todo-apps.png\" alt=\"Zapier's article header: &quot;best to do list apps&quot;\" class=\"wp-image-145315\" width=\"545\" height=\"171\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/3-best-todo-apps.png 1364w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/3-best-todo-apps-680x213.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/3-best-todo-apps-768x241.png 768w\" sizes=\"auto, (max-width: 545px) 100vw, 545px\"><\/figure>\n\n\n\n<p>So instead, the article introduces the app through a series of \u201cback doors.\u201d Here\u2019s back door #1:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1313\" height=\"588\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/4-zapier-product-pitch-1.png\" alt=\"Example of &quot;back door&quot; product pitching in content\" class=\"wp-image-145317\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/4-zapier-product-pitch-1.png 1313w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/4-zapier-product-pitch-1-680x305.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/4-zapier-product-pitch-1-768x344.png 768w\" sizes=\"auto, (max-width: 1313px) 100vw, 1313px\"><\/figure>\n\n\n\n<p>And back door #2:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/5-zapier-product-pitch-2.png\" alt=\"Example of &quot;back door&quot; product pitching in content\" class=\"wp-image-145319\" width=\"538\" height=\"449\"><\/figure>\n\n\n\n<p>There are even more back doors here leading to <a href=\"https:\/\/ahrefs.com\/blog\/product-marketing\/\">product marketing<\/a> articles:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Link to another blog post with more automation ideas<\/li>\n\n\n\n<li>Links to product landing pages explaining the entire integration with a given app (<a href=\"https:\/\/zapier.com\/apps\/ticktick\/integrations\">example<\/a>)<\/li>\n\n\n\n<li>Link inside the \u201crelated reading\u201d section&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Why build these back doors? Because thanks to high-volume keywords and their long-tail\u2026&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1916\" height=\"594\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/6-high-volume-keywords.png\" alt=\"High volume organic keywords for Zapier's article\" class=\"wp-image-145321\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/6-high-volume-keywords.png 1916w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/6-high-volume-keywords-680x211.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/6-high-volume-keywords-768x238.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/6-high-volume-keywords-1536x476.png 1536w\" sizes=\"auto, (max-width: 1916px) 100vw, 1916px\"><\/figure>\n\n\n\n<p>\u2026 this one article gets 58.8K organic search visits monthly.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"373\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/7-organic-traffic-to-article.png\" alt=\"&quot;Best to do list&quot; article's total estimated organic traffic\" class=\"wp-image-145323\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/7-organic-traffic-to-article.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/7-organic-traffic-to-article-680x127.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/7-organic-traffic-to-article-768x143.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/7-organic-traffic-to-article-1536x287.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>That\u2019s a ton of traffic Zapier can channel to its money&nbsp;pages.&nbsp;<\/p>\n\n\n\n<p>Add some more articles like that, and you\u2019ve discovered the pattern behind the best-performing articles on Zapier\u2019s blog.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/8-best-performing-articles-zapier-blog.jpg\" alt=\"Best-performing articles on Zapier's blog\" class=\"wp-image-145324\" width=\"536\" height=\"362\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/8-best-performing-articles-zapier-blog.jpg 1787w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/8-best-performing-articles-zapier-blog-629x425.jpg 629w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/8-best-performing-articles-zapier-blog-768x519.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/8-best-performing-articles-zapier-blog-1536x1037.jpg 1536w\" sizes=\"auto, (max-width: 536px) 100vw, 536px\"><\/figure>\n\n\n\n<p>But not only is the organic traffic impressive here. Rankings are too. There are 2,397 keywords with the \u201cbest\u201d pattern ranking in positions #1\u20133 in the U.S.&nbsp;alone.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"877\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/9-keywords-ranking-1-3.jpg\" alt=\"Keywords with the \u201cbest\u201d pattern ranking in positions #1\u20133 in the U.S.\" class=\"wp-image-145325\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/9-keywords-ranking-1-3.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/9-keywords-ranking-1-3-680x298.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/9-keywords-ranking-1-3-768x337.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/9-keywords-ranking-1-3-1536x674.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>There\u2019s more. Some of those \u201cbest\u201d articles earned backlinks from hundreds of referring domains, including high-DR ones.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1227\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/10-dofollow-referring-domains.png\" alt=\"Backlinks from high-DR domains\" class=\"wp-image-145327\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/10-dofollow-referring-domains.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/10-dofollow-referring-domains-680x417.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/10-dofollow-referring-domains-768x471.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/10-dofollow-referring-domains-1536x943.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Takeaway<\/h3>\n\n\n\n<p>If you\u2019ll like to replicate the \u201cback door\u201d tactic, the process can look something like&nbsp;this:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Publish an article explaining a use case of your product&nbsp;<\/li>\n\n\n\n<li>Look for keywords with high search demand related to that use&nbsp;case<\/li>\n\n\n\n<li>Write an article directly targeting that high search volume keyword and insert a link to the article explaining the use case\u2014that link is the back&nbsp;door&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>This way, searchers can get what they expect from an article directly targeting the broad keyword and then some more, thanks to your use case. Keep in mind, though, that some of those broader keywords can be tough to rank&nbsp;for.&nbsp;<\/p>\n\n\n\n<p>There may be another approach to creating the back door. You can start from <a href=\"https:\/\/ahrefs.com\/seo\/keyword-research\" data-ahr=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">keyword research<\/a>:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Look for keywords with high search demand and are somehow related to your product&nbsp;<\/li>\n\n\n\n<li>See if your product can improve what people are searching for and write an article describing that use case (the back&nbsp;door)&nbsp;<\/li>\n\n\n\n<li>Write the article targeting the broad keyword and insert the back door inside the article&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>It may also be worth noting that this tactic is as good as the sign on the back door, i.e., the call to action. I mean, who wouldn\u2019t want to automate their tasks for&nbsp;free?&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/11-automate-button.png\" alt=\"Zapier's irresistible CTA button\" class=\"wp-image-145328\" width=\"446\" height=\"140\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/11-automate-button.png 892w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/11-automate-button-680x213.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/11-automate-button-768x241.png 768w\" sizes=\"auto, (max-width: 446px) 100vw, 446px\"><figcaption class=\"wp-element-caption\">Automate the&nbsp;what? Oh\u2026 then yes, please.<\/figcaption><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Ranking for other people\u2019s keywords. Because Google and searchers demand it\" data-section=\"ranking-for-other-peoples-keywords\">\n\n\n\n<h2 class=\"wp-block-heading\">2. Ranking for other people\u2019s keywords. Because Google and searchers demand it<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Let\u2019s take a look at the next biggest source of traffic after the&nbsp;blog.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"482\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/12-zapier-site-structure.png\" alt=\"Site structure report for zapier.com\" class=\"wp-image-145330\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/12-zapier-site-structure.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/12-zapier-site-structure-680x164.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/12-zapier-site-structure-768x185.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/12-zapier-site-structure-1536x370.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>So what are \u201capps\u201d? That\u2019s a bunch of product landing pages that get their traffic from pure demand for Zapier\u2019s apps or features, right?&nbsp;<\/p>\n\n\n\n<p>Not exactly. The main driver of traffic to those pages is demand for somebody else\u2019s apps.&nbsp;<\/p>\n\n\n\n<p>Zapier doesn\u2019t simply list <em>its <\/em>apps. It lists other people\u2019s app integrations with other people\u2019s apps.&nbsp;<\/p>\n\n\n\n<p>And if I\u2019m not mistaken, we\u2019re not necessarily talking about the demand that Zapier invented. We\u2019re not talking about an out-of-the-blue invention like Metallica + Lady&nbsp;Gaga.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"624\" height=\"295\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/13-seasonal-search-demand.png\" alt=\"Unstable search demand caused by a one-off event\" class=\"wp-image-145332\"><figcaption class=\"wp-element-caption\">Don\u2019t get me wrong. This cross-over connection makes sense when you think about&nbsp;it.<\/figcaption><\/figure>\n\n\n\n<p>We\u2019re talking about things that people all over the U.S. actually plug into Google because they need things like Dropbox and Google Drive integration in their&nbsp;lives.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1424\" height=\"1136\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/14-organic-keywords-to-google-drive-integrations.png\" alt=\"Organic keywords showing Dropbox and Google Drive integration demand\" class=\"wp-image-145333\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/14-organic-keywords-to-google-drive-integrations.png 1424w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/14-organic-keywords-to-google-drive-integrations-533x425.png 533w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/14-organic-keywords-to-google-drive-integrations-768x613.png 768w\" sizes=\"auto, (max-width: 1424px) 100vw, 1424px\"><\/figure>\n\n\n\n<p>But why are we even talking about integrating Dropbox with Google Drive and not Dropbox and Zapier?&nbsp;<\/p>\n\n\n\n<p>Here\u2019s the thing. Zapier integrates with Dropbox, which can be integrated with YouTube, Gmail, Office 365, Notion, and tons of other apps. This means that Zapier integrates with the above apps too. On top of that, there are also three-way connections like Dropbox + Drive +&nbsp;Slack.&nbsp;<\/p>\n\n\n\n<p>If that\u2019s the actual functionality of the app and some of those connections have \u201cimpossible to ignore\u201d search demand, then Zapier will need to create a landing page for each of those situations.&nbsp;<\/p>\n\n\n\n<p>Guess what. That\u2019s exactly what Zapier did. And it turned out beautifully, driving 16% of the entire organic traffic. Here are some of the top-performing integrations in terms of traffic.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/15-top-performing-integrations.png\" alt=\"Zapier's top-performing app integrations landing pages (in terms of organic traffic)\" class=\"wp-image-145334\" width=\"593\" height=\"608\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/15-top-performing-integrations.png 1186w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/15-top-performing-integrations-415x425.png 415w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/15-top-performing-integrations-768x787.png 768w\" sizes=\"auto, (max-width: 593px) 100vw, 593px\"><\/figure>\n\n\n\n<p>Let\u2019s see what\u2019s inside that \u201capps folder.\u201d<\/p>\n\n\n\n<p>When you pick one of the apps, you get a landing page with a corresponding title, H1, and&nbsp;URL.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1829\" height=\"470\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/16-google-sheets-integrations-landing.png\" alt=\"Example of programmatic landing page\" class=\"wp-image-145336\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/16-google-sheets-integrations-landing.png 1829w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/16-google-sheets-integrations-landing-680x175.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/16-google-sheets-integrations-landing-768x197.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/16-google-sheets-integrations-landing-1536x395.png 1536w\" sizes=\"auto, (max-width: 1829px) 100vw, 1829px\"><\/figure>\n\n\n\n<p>Then you add another app to the mix. Again, a landing page with custom H1 and&nbsp;URL.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1834\" height=\"472\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/17-sheets-trello-integration-landing.png\" alt=\"Example of programmatic landing page\" class=\"wp-image-145337\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/17-sheets-trello-integration-landing.png 1834w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/17-sheets-trello-integration-landing-680x175.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/17-sheets-trello-integration-landing-768x198.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/17-sheets-trello-integration-landing-1536x395.png 1536w\" sizes=\"auto, (max-width: 1834px) 100vw, 1834px\"><\/figure>\n\n\n\n<p>But what if the customer wants to connect Google Sheets, Trello, AND Slack? This calls for another landing page (just one more connection before turning into a Rube Goldberg machine).&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/NJMlLPHbXBDhoMZgZekDmzDO3nbxDX04bDp7toTQbftU3N67bubc0nGjZJCQkqO-hK9A5pqydyLENK6uWVndNOej6ZIrvXkaqDiJcW8a408-1rnwJoPWxhVot-76EYUJd2H4OV-ksyetzCzMctgK1A\" alt=\"Example of programmatic landing page\"><figcaption class=\"wp-element-caption\">By the way, these app&nbsp;logos act as breadcrumbs.<\/figcaption><\/figure>\n\n\n\n<p>Perfect. However, the longer that \u201ctrain\u201d gets, the fewer keywords the consequent \u201cwagons\u201d rank for. The first page from the above gets an estimated 1.9K organic visits while ranking for 444 keywords. But the last page (Sheets-Trello-Slack) gets no organic traffic.<br><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"554\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/19-landing-page-no-traffic.png\" alt=\"Programmatic landing page with no organic traffic\" class=\"wp-image-145339\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/19-landing-page-no-traffic.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/19-landing-page-no-traffic-680x188.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/19-landing-page-no-traffic-768x213.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/19-landing-page-no-traffic-1536x426.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>The way you create tens of thousands of landing pages within one lifetime appears to be programmatic SEO and <a href=\"https:\/\/zapier.com\/platform\/partner-program\">Zapier Partner Program<\/a>.<\/p>\n\n\n\n<p>Thanks to programmatic SEO, Zapier was able to <em>generate<\/em> the pages instead of manually creating them. While the \u201chuman touch\u201d quality of inserting unique content into each of those pages was provided by allowing owners of the apps to write&nbsp;it.&nbsp;<\/p>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Recommendation<\/div><div class=\"recommendation-content\"> According to <a href=\"https:\/\/ryanberg.co\/how-zapier-reached-35m-arr-with-this-saas-seo-strategy\/\">this study by Ryan Berg<\/a>, Zapier has recently transitioned to a pure programmatic approach. I\u2019m not entirely sure this is the case, but it seems that the amount of original content on the \u201cintegrations\u201d pages has, in fact, diminished.&nbsp;\n\n\n\n<p>Before:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1434\" height=\"536\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/20-app-profile.png\" alt=\"App profile before the change\" class=\"wp-image-145341\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/20-app-profile.png 1434w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/20-app-profile-680x254.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/20-app-profile-768x287.png 768w\" sizes=\"auto, (max-width: 1434px) 100vw, 1434px\"><figcaption class=\"wp-element-caption\">More text, and it\u2019s unique.<\/figcaption><\/figure>\n\n\n\n<p>After:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1032\" height=\"600\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/21-app-profile-2.png\" alt=\"App profile after the change\" class=\"wp-image-145342\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/21-app-profile-2.png 1032w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/21-app-profile-2-680x395.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/21-app-profile-2-768x447.png 768w\" sizes=\"auto, (max-width: 1032px) 100vw, 1032px\"><figcaption class=\"wp-element-caption\">Less text, and it\u2019s pulled from another page.<\/figcaption><\/figure>\n\n\n\n<p>Check out Ryan\u2019s case study to learn more about the effects of the programmatic approach over time. (Ryan started analyzing Zapier in 2018.) And while we\u2019re at other Zapier case studies, this is also an interesting one by Jessica Greene: <a href=\"https:\/\/jessicagreene.marketing\/blog\/updating-website-content\/\">Does Updating Website Content Work? [Zapier Case Study]<\/a>.&nbsp;&nbsp;<\/p><\/div><\/div>\n\n\n\n<p>Zapier uses this kind of landing pages to leverage <a href=\"https:\/\/ahrefs.com\/blog\/branded-search\/\">branded search<\/a> too.<\/p>\n\n\n\n<p>Keyword research for \u201czapier\u201d shows over 25K results in the U.S. And that list is full of branded keywords like&nbsp;these:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1362\" height=\"222\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/22-branded-keywords-zapier.png\" alt=\"Some of Zapier's branded keywords\" class=\"wp-image-145343\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/22-branded-keywords-zapier.png 1362w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/22-branded-keywords-zapier-680x111.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/22-branded-keywords-zapier-768x125.png 768w\" sizes=\"auto, (max-width: 1362px) 100vw, 1362px\"><\/figure>\n\n\n\n<p>Most, if not all, of those keywords already have corresponding programmatically generated landing pages.&nbsp;<\/p>\n\n\n\n<p>By the way, I won\u2019t be surprised if it uses keyword research for market research. It can just see what people plug in Google to invite new partners or build new features.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Takeaway<\/h3>\n\n\n\n<p>There are probably multiple takeaways here. But the main one is <a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">search intent<\/a>, if you ask&nbsp;me.&nbsp;<\/p>\n\n\n\n<p>Zapier\u2019s app landing pages get so much traffic from other people\u2019s branded keywords because those pages align with search intent flawlessly.&nbsp;<\/p>\n\n\n\n<p>If you look at the SERP for \u201cgoogle sheet integrations,\u201d there are hardly any content types different from a product landing page. So the investment in devising a system to generate all of those app landing pages seems to work really well. Good thing Zapier didn\u2019t try to target those with how-to blog posts. Blog posts likely don\u2019t stand a chance here.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1115\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/23-google-sheets-integrations-serp.jpg\" alt=\"SERP for &quot;google sheets integrations&quot; with a clear dominating content type\" class=\"wp-image-145345\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/23-google-sheets-integrations-serp.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/23-google-sheets-integrations-serp-680x379.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/23-google-sheets-integrations-serp-768x428.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/23-google-sheets-integrations-serp-1536x857.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>By the way, I find it fascinating that its Google Sheets integrations landing page ranks at #12 for simply \u201cgoogle sheets.\u201d&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"208\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/24-how-come-zapier-ranks-for-google-sheets.png\" alt=\"Google Sheets integrations landing page ranks at #12 for \u201cgoogle sheets\u201d\" class=\"wp-image-145346\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/24-how-come-zapier-ranks-for-google-sheets.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/24-how-come-zapier-ranks-for-google-sheets-680x71.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/24-how-come-zapier-ranks-for-google-sheets-768x80.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/24-how-come-zapier-ranks-for-google-sheets-1536x160.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>I wonder if there\u2019s anything SEO-wise it can do to jump back to the top 10 like in&nbsp;2018.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"620\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/25-position-history-graph.png\" alt=\"Google Sheets integrations landing page used to rank at #8 for \u201cgoogle sheets\u201d\" class=\"wp-image-145348\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/25-position-history-graph.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/25-position-history-graph-680x211.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/25-position-history-graph-768x238.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/25-position-history-graph-1536x476.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Self-building content hubs\" data-section=\"self-building-content-hubs\">\n\n\n\n<h2 class=\"wp-block-heading\">3. Self-building content hubs<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>What I call a self-building <a href=\"https:\/\/ahrefs.com\/blog\/content-hub\/\">content hub (aka topic cluster)<\/a> is a situation where you organize your existing content into a content hub structure and link new related content (subpages) as you create it.&nbsp;<\/p>\n\n\n\n<p>Using this strategy, you can commit to creating more content only if the subpages make sense themselves. In other words, you don\u2019t need to take big risks investing in creating or expanding a content hub.<\/p>\n\n\n\n<p>Let\u2019s look at the big picture to give this more context.<\/p>\n\n\n\n<p>Some content marketers build topic clusters in a set-and-forget approach. You see an opportunity, design a topic cluster, build it, and that\u2019s it. You never or hardly ever come back to&nbsp;it.&nbsp;<\/p>\n\n\n\n<p>Nothing wrong with&nbsp;that.&nbsp;<\/p>\n\n\n\n<p>But here\u2019s the thing. If you continue to create more content on the same topic, that means that the initial cluster has been expanding all along. And a bigger topic cluster is usually a better topic cluster because it\u2019s more comprehensive. All you need to do is to make the connection like Zapier does.&nbsp;<\/p>\n\n\n\n<p>To illustrate, we\u2019ve got <a href=\"https:\/\/zapier.com\/learn\/remote-work\/\">this<\/a> guide (a topic cluster, technically speaking) on remote work. In 2017, it was a set of 14 links. It contained only content developed specially for that&nbsp;hub.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1274\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/26-web-archive-remote-work-guide.jpg\" alt=\"Remote work content hub in 2017 via Wayback Machine\" class=\"wp-image-145350\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/26-web-archive-remote-work-guide.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/26-web-archive-remote-work-guide-667x425.jpg 667w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/26-web-archive-remote-work-guide-260x166.jpg 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/26-web-archive-remote-work-guide-768x489.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/26-web-archive-remote-work-guide-1536x979.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>But Zapier hasn\u2019t stopped publishing more stuff about remote work. It\u2019s been busy with creating more guides, listicles, videos, case studies, and reports.&nbsp;<\/p>\n\n\n\n<p>So it\u2019s included links to all of that new content in the hub. And right now, some five years later, that list of 14 links has grown to over 50 links and some embedded videos. All of them organized into seven categories, plus the initial guide from&nbsp;2017.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1450\" height=\"872\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/27-remote-work-guide-now.png\" alt=\"Seven categories in Zapier's remote work content hub\" class=\"wp-image-145351\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/27-remote-work-guide-now.png 1450w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/27-remote-work-guide-now-680x409.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/27-remote-work-guide-now-768x462.png 768w\" sizes=\"auto, (max-width: 1450px) 100vw, 1450px\"><\/figure>\n\n\n\n<p>But why create a content hub in the first&nbsp;place?&nbsp;<\/p>\n\n\n\n<p>So let\u2019s imagine it hadn\u2019t created that cluster at all. Then it wouldn\u2019t have amassed 4.4K backlinks from 1.1K domains to date. Nor would it have reached the point of 1.1K organic traffic every month to that single page. And that\u2019s on top of the results that each of the linked subpages gets.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"577\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/28-remote-work-pillar-page-results.png\" alt=\"Overview of Zapier's remote work hub via Ahrefs' Site Explorer\" class=\"wp-image-145352\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/28-remote-work-pillar-page-results.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/28-remote-work-pillar-page-results-680x196.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/28-remote-work-pillar-page-results-768x222.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/28-remote-work-pillar-page-results-1536x443.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>And like I said, Zapier doesn\u2019t need to create more content <em>for<\/em> the hub. As it creates content, it can simply link subpages that make sense <em>to<\/em> the&nbsp;hub.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"515\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/29-remote-work-challenges-overview.png\" alt=\"SEO metrics overview from one of the cluster content pieces linked to the hub\" class=\"wp-image-145353\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/29-remote-work-challenges-overview.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/29-remote-work-challenges-overview-680x175.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/29-remote-work-challenges-overview-768x198.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/29-remote-work-challenges-overview-1536x396.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><figcaption class=\"wp-element-caption\">An example of a subpage incorporated into a content hub. Judging by organic traffic, Zapier could create it just for the sake of itself and not necessarily for the&nbsp;hub.<\/figcaption><\/figure>\n\n\n\n<p>What if it hadn\u2019t added all of those additional links to the cluster? That\u2019s a tougher question to answer. But I guess that is part of the reason why referring domains to the pillar page keep growing steadily over the years. After all, adding more helpful content should make the hub more attractive, hence link-worthy.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"739\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/30-referring-domains-graph.png\" alt=\"Referring domains graph for Zapier's remote work hub\" class=\"wp-image-145355\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/30-referring-domains-graph.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/30-referring-domains-graph-680x251.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/30-referring-domains-graph-768x284.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/30-referring-domains-graph-1536x568.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Let\u2019s not forget those links are, in fact, <a href=\"https:\/\/ahrefs.com\/blog\/internal-links-for-seo\/\">internal links<\/a> that distribute link equity <em>from <\/em>the pillar page <em>to <\/em>the linked pages.&nbsp;<\/p>\n\n\n\n<p>All in all, the whole structure of this topic cluster reinforces itself. More content makes the topic cluster more helpful and link-worthy. And when the pillar page gets backlinks, it \u201cgives back\u201d to the linked content by distributing link equity.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Takeaway<\/h3>\n\n\n\n<p>Simply put, consider creating a content hub utilizing your existing content. You can then expand it with new subpages only if they make sense themselves.&nbsp;<\/p>\n\n\n\n<p>Have a content hub already? See if there is any additional content you can link to on the pillar page.&nbsp;<\/p>\n\n\n\n<p>Of course, creating a content hub from scratch is still a good idea. That\u2019s what Zapier initially did and then expanded. As we can see from its results, it creates a new \u201centity\u201d able to generate backlinks and traffic on its&nbsp;own.&nbsp;<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/content-hub\/\">Content Hubs for SEO: How to Get More Traffic and Links With Topic Clusters<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/topic-clusters\/\">How to Build a Topic Cluster in 10 Minutes<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/pillar-page-examples\/\">8 Pillar Page Examples to Get Inspired By<\/a>&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Link baiting at the rate of 1.5 domains per word\" data-section=\"link-baiting\">\n\n\n\n<h2 class=\"wp-block-heading\">4. Link baiting at the rate of 1.5 domains per&nbsp;word&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Original research makes great <a href=\"https:\/\/ahrefs.com\/blog\/link-bait\/\">link bait<\/a>.&nbsp;<\/p>\n\n\n\n<p>But what makes original research good enough to make people link?<\/p>\n\n\n\n<p>This <a href=\"https:\/\/zapier.com\/blog\/side-hustle-report\/\">Zapier research<\/a> shows that it\u2019s not necessarily about the length of the&nbsp;study.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/31-zapier-bite-sized-study.png\" alt=\"Header of original research by Zapier\" class=\"wp-image-145357\" width=\"551\" height=\"199\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/31-zapier-bite-sized-study.png 1574w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/31-zapier-bite-sized-study-680x245.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/31-zapier-bite-sized-study-768x276.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/31-zapier-bite-sized-study-1536x552.png 1536w\" sizes=\"auto, (max-width: 551px) 100vw, 551px\"><\/figure>\n\n\n\n<p>Excuse me while I use a completely made-up metric. But just to show how \u201cefficient\u201d that link bait is, there are 1.5 domains linking to that page per every word used to describe it. That\u2019s including the title and the methodology note.&nbsp;<\/p>\n\n\n\n<p>But are the linking domains any&nbsp;good?<\/p>\n\n\n\n<p>Here are some of the +90 DR domains linking to this 637-word research, along with their traffic:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/32-referring-domains-linking-to-a-study.png\" alt=\"Some of the +90 DR domains linking to Zapier's research\" class=\"wp-image-145359\" width=\"520\" height=\"600\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/32-referring-domains-linking-to-a-study.png 1735w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/32-referring-domains-linking-to-a-study-369x425.png 369w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/32-referring-domains-linking-to-a-study-768x885.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/32-referring-domains-linking-to-a-study-1333x1536.png 1333w\" sizes=\"auto, (max-width: 520px) 100vw, 520px\"><\/figure>\n\n\n\n<p>I think this bite-sized research is so powerful because:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It answers a really well-posed question: How many Americans had a side hustle?&nbsp;<\/li>\n\n\n\n<li>Side hustles are a sign of the&nbsp;times.&nbsp;<\/li>\n\n\n\n<li>The research gets right to the point. It starts with the most important thing (the answer).<\/li>\n\n\n\n<li>There are graphics that tell the story, just waiting to be shared by linkers.<\/li>\n\n\n\n<li>After all of that goodness, I don\u2019t think anybody has any problems with the study content including a soft PR pitch of Zapier and a few relevant links to its content. Naturally, those links help to distribute link equity.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Takeaway<\/h3>\n\n\n\n<p>Original research can get you hundreds or even thousands of links. But doing that is no small&nbsp;feat.&nbsp;<\/p>\n\n\n\n<p>However, Zapier shows that this kind of content doesn\u2019t have to be long to get a ton of links. You don\u2019t even need to do it yourself (Zapier outsourced its&nbsp;own).&nbsp;<\/p>\n\n\n\n<p>Just make your research timely, important to your target audience and\/or the audience you want to pitch to, and get right to the&nbsp;point.&nbsp;<\/p>\n\n\n\n<p>Some \u201cauto promotion\u201d here and there likely won\u2019t be frowned upon. But first, give people what they came&nbsp;for.&nbsp;<\/p>\n\n\n\n<p>Oh, and don\u2019t worry if your report won\u2019t take off on social media.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Parents are twice as likely to start a side hustle than those without children. <a href=\"https:\/\/t.co\/WI4p2LVZzr\">https:\/\/t.co\/WI4p2LVZzr<\/a><\/p>\u2014 Zapier (@zapier) <a href=\"https:\/\/twitter.com\/zapier\/status\/1355957793560403971?ref_src=twsrc%5Etfw\">January 31,&nbsp;2021<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>Remember that one of the reasons people use social media is entertainment. Even LinkedIn.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/33-social-media-is-entertainment.jpg\" alt=\"Man celebrating Friday by sipping wine from a wine glass while sitting in a bathtub \" class=\"wp-image-145360\" width=\"542\" height=\"683\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/33-social-media-is-entertainment.jpg 1084w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/33-social-media-is-entertainment-337x425.jpg 337w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/33-social-media-is-entertainment-768x968.jpg 768w\" sizes=\"auto, (max-width: 542px) 100vw, 542px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"5. In Zapier\u2019s world, everything is connected. Or at least interlinked\" data-section=\"zapiers-world-everything-connected-and-interlinked\">\n\n\n\n<h2 class=\"wp-block-heading\">5. In Zapier\u2019s world, everything is connected. Or at least interlinked&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>What struck me about Zapier\u2019s SEO is how everything is densely interlinked.&nbsp;<\/p>\n\n\n\n<p>We\u2019ve got:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Links inside the blog posts to other content and product features.&nbsp;<\/li>\n\n\n\n<li>Links inside content hubs.<\/li>\n\n\n\n<li>Links from original reports.&nbsp;<\/li>\n\n\n\n<li>Links as breadcrumbs in the app directory.&nbsp;<\/li>\n\n\n\n<li>Links to selected content on the homepage.&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"778\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/34-zapier-footer.jpg\" alt=\"Zapier's homepage footer with dense interlinking\" class=\"wp-image-145362\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/34-zapier-footer.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/34-zapier-footer-680x265.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/34-zapier-footer-768x299.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/34-zapier-footer-1536x598.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><figcaption class=\"wp-element-caption\">The homepage\u2019s footer, or should I say a carefully woven net of strategic internal links.<\/figcaption><\/figure>\n\n\n\n<p>And it matters because internal links help pages rank higher. Google utilizes internal links&nbsp;to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Discover new&nbsp;pages.<\/li>\n\n\n\n<li>Pass link equity between pages.<\/li>\n\n\n\n<li>Understand what a page is&nbsp;about.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Takeaway&nbsp;<\/h3>\n\n\n\n<p>Use pages with a lot of backlinks to boost other pages. You can boost your \u201cboring\u201d money pages with link equity from pages with a lot of backlinks. This is called <a href=\"https:\/\/ahrefs.com\/blog\/orchard-seo-strategy\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-strategy\/\">the middleman method<\/a>.&nbsp;<\/p>\n\n\n\n<p>But keep in mind these two caveats to using internal links:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Theoretically, the more links you have on the page, the more they will compete with each other for clicks and \u201cdilute\u201d the authority transferred to other pages. So just watch out for \u201cspamming\u201d your pages with internal links.&nbsp;<\/li>\n\n\n\n<li>Too many internal links, especially inside the content of an article, can lead to poorer UX.&nbsp;<\/li>\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/internal-links-for-seo\/\">Internal Links for SEO: An Actionable Guide<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/prioritize-internal-linking\/\">Here\u2019s Why You Should Prioritize Internal Linking in 2022<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"6. Zapier blogs about substituting coffee with hot water???\" data-section=\"zapier-blogs-about-substituting-coffee-with-hot-water\">\n\n\n\n<h2 class=\"wp-block-heading\">6. Zapier blogs about substituting coffee with hot&nbsp;water???<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>If Zapier is so good at SEO, why does it create content that gets little-to-no search traffic? Sometimes, those articles don\u2019t even have any kind of search demand.&nbsp;<\/p>\n\n\n\n<p>And why are they so\u2026 unrelated? Examples:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Don\u2019t work more when you work from&nbsp;home.<\/li>\n\n\n\n<li>\u200b\u200bHow to be a good co-worker to your&nbsp;pets.<\/li>\n\n\n\n<li>Why I replaced my morning coffee with a cup of warm&nbsp;water.<\/li>\n\n\n\n<li>What a giant pile of laundry taught me about productivity.<\/li>\n\n\n\n<li>How a mid-day walk changed my energy levels\u2014at work and at&nbsp;home.<\/li>\n<\/ul>\n\n\n\n<p>Clearly, these articles haven\u2019t been created for SEO reasons\u2026<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/35-irrelevant-keywords.png\" alt=\"One of Zapier's articles ranking for irrelevant keywords\" class=\"wp-image-145364\" width=\"593\" height=\"477\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/35-irrelevant-keywords.png 1697w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/35-irrelevant-keywords-530x425.png 530w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/35-irrelevant-keywords-768x616.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/35-irrelevant-keywords-1536x1233.png 1536w\" sizes=\"auto, (max-width: 593px) 100vw, 593px\"><\/figure>\n\n\n\n<p>By no means is this an attempt to troll Zapier. I get it. All of the above titles are certainly an interesting read for people concerned about productivity and well-being.&nbsp;<\/p>\n\n\n\n<p>My point is that while Zapier is great in SEO, it doesn\u2019t make its <a href=\"https:\/\/ahrefs.com\/blog\/content-marketing\/\">content marketing<\/a> only about ranking for keywords with traffic potential.<\/p>\n\n\n\n<p>When you tie only SEO goals to your content marketing, you risk creating an operations-centric approach instead of a customer-centric approach.<\/p>\n\n\n\n<p>A customer-centric approach is when you know certain topics interest your audience, so you pursue them. Even if they have 0 search volume and you won\u2019t rank in a million years. But hey, your audience will still appreciate your effort.&nbsp;<\/p>\n\n\n\n<p>One condition, though: You need to have a way to communicate with your audience directly, such as a newsletter.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1206\" height=\"386\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/36-zapier-newsletter-signup.png\" alt=\"Zapier's newsletter sign-up form\" class=\"wp-image-145366\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/36-zapier-newsletter-signup.png 1206w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/36-zapier-newsletter-signup-680x218.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/08\/36-zapier-newsletter-signup-768x246.png 768w\" sizes=\"auto, (max-width: 1206px) 100vw, 1206px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Takeaway<\/h3>\n\n\n\n<p>When you\u2019re great at SEO content, there is a temptation to focus only on SEO content that \u201cconverts.\u201d It\u2019s good to know where to draw the&nbsp;line.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re trying to nurture an audience, develop a relationship with them, make them read every newsletter you send them, and make them trust and recommend your blog, then maybe it\u2019s a good idea to take a step back and think outside of keyword research.&nbsp;<\/p>\n\n\n\n<p>So if you have an opportunity to publish an interesting article that won\u2019t necessarily bring you organic traffic, it still may be worth it if you can promote it via your direct <a href=\"https:\/\/ahrefs.com\/blog\/marketing-channels\/\">marketing channels<\/a>.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts&nbsp;<\/h2>\n\n\n\n<p>I\u2019ve heard a couple of times from different marketers that they don\u2019t pursue SEO because they are in \u201ca new niche with no search demand yet.\u201d I think Zapier\u2019s case shows that if you dig a little deeper, you may hit a motherload of SEO opportunities. But you may need to enter through the \u201cback&nbsp;door.\u201d&nbsp;<\/p>\n\n\n\n<p>After all, theoretically, there must be <em>some kind <\/em>of market demand that you\u2019re building your product on. And if there\u2019s market demand, you will likely find search demand.&nbsp;<\/p>\n\n\n\n<p>Got questions or comments? Ping me <a href=\"https:\/\/twitter.com\/m_makosiewicz\">on Twitter<\/a>.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Yet, Zapier\u2019s blog alone brings 1.6M organic visits every month. That\u2019s traffic worth about $3.7M and 67.5% of its overall organic traffic.&nbsp; So let\u2019s see why Zapier didn\u2019t turn away from SEO and how it managed to make SEO work<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":159,"featured_media":145369,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[414],"tags":[],"coauthors":[412],"class_list":["post-145298","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-studies","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>6 Things I Love About Zapier&#039;s SEO Strategy: A Case Study<\/title>\n<meta name=\"description\" content=\"I bet not everybody would pursue SEO in Zapier&#039;s situation. 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