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reforge.com

The SEO-driven user acquisition behind Zapier's growth to $35M ARR

RYAN BERG, growth marketing consultant, shares the SEO and user acquisition strategies Zapier used to generate 7.3 million visitors per month. Key Quote “Rather than trying to pitch users on the value of integrating tools, Zapier realized early on that people were already looking for specific integrations. To capture this existing intent, Zapier decided to make the app partners in their integration ecosystem the stars of their marketing and piggyback on their success.” Our Key Takeaways Ryan highlights the key strategies that have helped Zapier generate 7.3M visits a month, including 53% from organic search. Multiple landing pages to capture maximum intent. Zapier use three tiers of landing pages to capture a broad range of search intent: a landing page for every app (e.g., Gmail); another for every app-to-app integration (e.g., Gmail to Trello); and a final page for every app-to-app workflow (e.g., add email to a Trello card). Each page has a “templated structure and layout” combined

Link · reforge.com · #growth · #seo