In the world of marketing, reaching your target audience and getting a return on investment from advertising can be both challenging and costly. However, there’s a solution that can make a significant impact, search engine optimisation (SEO).

SEO involves optimising your website’s content and structure to improve its visibility on search engines like Google and Bing. By implementing effective SEO strategies, you can increase the chances of potential customers discovering your business when they search for relevant products or services.

When combined with your paid advertising efforts, SEO can drive more traffic and conversions.

Zapier Organic Traffice graph
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Zapier, a leading web automation platform that connects various apps, is a prime example of a company that has leveraged SEO to achieve remarkable business growth. With a stunning 2.5 million monthly unique visitors to its website, Zapier’s success story highlights the power of an effective SEO strategy.

In this article, we delve into Zapier’s SEO approach, exploring how it has helped them attract new customers and expand their business.


Why Zapier Adopted an SEO Approach

According to Zapier’s Director of SEO, David Hoos, the company’s SEO approach was born out of necessity. When Zapier was first launched in 2011, the team had a limited budget for advertising.

They knew they needed to find a way to get their brand in front of potential customers without spending a lot of money.

That’s when they turned to SEO. By optimising their website for search engines, they could attract potential customers who were actively searching for solutions that Zapier offered. And the best part? It didn’t cost them anything to show up in search results.


How Zapier's SEO Strategy Works

Zapier’s SEO strategy is focused on creating high-quality content that answers the questions and solves the problems of their target audience. They use a combination of keyword research, on-page optimisation, and content marketing to achieve their SEO goals.


Keyword Research

Zapier’s content creation process begins with thorough keyword research to understand the interests and queries of their target audience. Using tools like Ahrefs and Google Keyword Planner, they identify the most relevant and high-volume keywords in their industry.

Armed with their list of target keywords, Zapier’s team strategically incorporates them into their website’s pages and content.

This optimisation covers various elements such as page titles, meta descriptions, headers, and body content, ensuring that the keywords are placed strategically throughout the website.


Creating High-Quality Content

Zapier creates a wealth of high-quality content that attracts potential customers, enhances the user experience and improves the website’s SEO.

The correlation between blogging and website success is clear to see: businesses that actively blog experience an astounding 97% more in inbound links to their website, while companies that engage in blogging see 55% more website visitors compared to those that do not.

Zapier’s blog, for example, is full of informative and engaging articles that provide valuable insights to its audience. The company has also invested in creating several comprehensive guides and eBooks on various topics that are relevant to its target audience.


Relation Building

Zapier has placed great emphasis on cultivating connections with fellow businesses in its industry, yielding notable benefits for its SEO activities. Through strategic partnerships with other companies and influencers, Zapier has successfully acquired valuable backlinks to its website.

Backlinks serve as a fundamental element of any effective SEO strategy, as they indicate to search engines that your content is deemed valuable and pertinent by other websites. By securing high-quality backlinks from reputable sources, Zapier has bolstered its website’s authority and achieved higher rankings in search results.

In addition, Zapier has effectively harnessed its affiliations with other businesses to generate buzz on social media platforms and reach fresh audiences. Collaborative efforts with industry peers have enabled Zapier to tap into their respective followings, exposing its brand to a wider pool of potential customers.


The Results of Zapier's SEO Strategy

How has Zapier’s SEO strategy helped them grow as a business? According to David Hoos, Zapier’s Director of SEO, SEO has become the biggest driver of traffic to the Zapier website, achieving a massive 2.5 million monthly unique visitors to its website.

But it’s not just about traffic. Zapier’s SEO strategy has also helped them generate leads and acquire new customers.

By creating high-quality content that targets their ideal customers, Zapier is able to attract people who are actively looking for solutions like theirs. As their content is valuable and helpful, it positions Zapier as a thought leader in their industry.



Zapier’s innovative SEO approach has revolutionised their business growth. Faced with budget constraints, they turned to SEO as a cost-effective way to reach their target audience.

By optimising their website and creating great content that caters to their audience’s needs, Zapier attracted potential customers actively searching for solutions.

Strategic partnerships and valuable backlinks boosted Zapier’s website authority, securing higher search rankings.

The results speak volumes: Zapier witnessed a substantial surge in monthly unique visitors, generated leads, and acquired new customers.

Harnessing the power of SEO, Zapier emerged as an industry thought leader, achieving unparalleled growth.



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