As with almost any digital marketing campaign, generating eyeballs and web traffic is the lifeblood of online businesses. For Be Uniic, it's our first phase in all marketing campaigns -- immediate eyes. Many companies tend to invest heavily in content marketing, producing blogs, articles, and other written materials to attract visitors. But, what if there was a company that manages to drive 300,000 visitors to their website without writing a single blog post? Meet Zapier, the undisputed champion of app integration, and the mastermind behind an ingenious strategy that has revolutionized the way we think about web traffic.
Zapier, a leading player in the realm of automation and integration, has two primary sources of website traffic. The first is their blog, which, like many successful companies, produces high-quality content that attracts readers and, in turn, potential customers. However, the star of this case study is Zapier's 'app' page, which hosts an incredible collection of over 6,000 Zapier integrations. This page is the gateway to a world of possibilities, and it doesn't involve a single blog post.
The 'app' page follows a simple URL structure: zapier.com/apps/app-name/integrations, where 'app-name' can be any one of the 6,000+ apps available for integration. This is a brilliant strategy for a multitude of reasons.
Let's take Google Sheets, for example. Their Google Sheets integration page is structured like this: zapier.com/apps/google-sheets/integrations. As you can imagine, Google Sheets can be integrated with hundreds of other apps using Zapier. This means there are hundreds of Google Sheet integration pages on Zapier's site, each targeting specific keyword combinations and niches.
This strategy leads to a win-win situation. First and foremost, it's a treasure trove for users looking for information about integrating their preferred app with Zapier. It simplifies the process and allows users to find exactly what they need. No more endless scrolling or search queries; it's all organized beautifully on Zapier's 'app' page.
From an SEO perspective, this strategy is pure gold. Each integration page is dedicated to a specific app and its combination with various other tools. For instance, you can find pages like 'HubSpot Google Sheets integration' and 'MailChimp Google Sheets integration.' These pages target specific, long-tail keywords related to these integrations. With their vast library of integration pages, Zapier has a web presence for a wide array of niche keywords. This not only improves their search engine ranking but also helps them cater to a broad audience of potential users.
Furthermore, Google loves this kind of content. It's highly targeted, relevant, and updated regularly as new integrations are added. This ensures that Zapier's 'app' pages rank well in search engine results. When users search for specific integrations, Zapier's pages often pop up, delivering a valuable resource for their needs. This is how they drive massive organic traffic.
The genius behind Zapier's strategy lies in its simplicity. By building a comprehensive repository of integration pages for each app, they've achieved multiple goals simultaneously. They've provided users with a convenient way to find integration information, catered to long-tail keywords, and conquered the world of SEO with targeted, high-quality content.
Zapier's 'app' page strategy is a testament to the power of clever content organization and SEO tactics. While most companies chase after the elusive organic traffic through blogs and articles, Zapier has shown that there's another way. They've cracked the code to driving a staggering 300,000 visitors to their website without writing a single blog post. It's a case study worth studying and emulating for anyone looking to boost their online presence and SEO rankings.