15 programmatic SEO examples & case studies to inspire your own strategy

15 programmatic SEO examples & case studies to inspire your own strategy

daydream team•1 Mar 2025

If you’re in the digital marketing world, chances are you’ve heard of programmatic SEO (pSEO)—a strategy that blends data-driven insights with automation to supercharge content production. By leveraging templates and structured data, pSEO allows businesses to create thousands of optimized pages targeting long-tail search queries with minimal manual effort.

Far from being just another buzzword, programmatic SEO is a proven methodology for scaling organic traffic and boosting brand visibility. Below, we’ll explore 15 real-world examples of pSEO in action. From SaaS to finance to design, these case studies showcase how a variety of companies have harnessed pSEO to dominate search rankings and grow their organic traffic.

Airtable

Airtable, a versatile low-code platform used to build databases, relies on pSEO to attract users across all kinds of industries and grow organic traffic by more than 13,000 monthly visitors. Its strategy involves creating preset templates that highlight different applications of its platform and cater to a wide range of user needs. For example, its templates library includes templates designed for project management, marketing, sales, and even supply chain management.

In addition to its preset templates, Airtable also showcases user-created templates in Airtable Universe, where people can upload their creations or duplicate existing ones for their own projects. Leveraging its community to create these pages, Airtable exemplifies how user-generated content (UGC) can be used to fuel pSEO.

Apollo

Apollo is an end-to-end sales intelligence platform that helps companies close more deals using its comprehensive B2B database. pSEO has been instrumental to its growth—attracting approximately 430,000 monthly organic visits.

Two page templates make up Apollo’s programmatically generated directory: people and company pages.

Designed for sales professionals looking for more prospect data, both templates use a standardized format that exemplifies how pSEO can scale content quickly and efficiently.

Canva

The leading design software Canva boosted its organic traffic using what we like to call the “template strategy” in pSEO. Like Airtable, it’s created a vast array of templates, all generated automatically and following a standardized page format. These templates cater to specific design needs, from brunch invitations to school posters to business presentations. Take a look below to see Canva’s resume templates page as an example.

By leveraging structured data and automation, Canva efficiently produces content that resonates with a wide range of audiences. Think job seekers looking for resume design help, marketers preparing event materials, and creators in need of social media graphics—these are just a few of the personas who find value in Canva’s programmatic content.

Coinbase

Coinbase’s robust pSEO engine is responsible for approximately 75% of its organic visits. The cryptocurrency exchange uses several programmatic templates to attract users, including:

Since there are thousands of different cryptocurrencies, the long-tail content opportunities for Coinbase’s pSEO strategy are virtually endless. For that reason, it should be no surprise that Coinbase ranks for more than 320,000 keywords according to Ahrefs, including phrases like “shibu inu coin” and “solana price.”

G2

Thanks to pSEO, the B2B software review platform G2 generates approximately 2.3 million organic visits each month. The foundation of G2's pSEO success lies in its proprietary data, which includes a vast collection of user-generated reviews and software information.

This database acts as the basis for its programmatic pages, which include:

With more than 140,000 product pages, much of G2’s organic traffic is driven by its programmatic content. Designed to help visitors looking for unbiased reviews about software providers, these comprehensive pages position the site as the ultimate resource for software evaluation.

Investing.com

The financial news and data platform Investing.com successfully scaled its organic traffic to over 200 million monthly visitors. It achieved such a feat by pursuing pSEO—specifically, by creating more than 1 million pages tailored to financial instruments, markets, and news topics.

Such comprehensive coverage of various financial assets has positioned Investing.com as an authority in the investing and trading space—but going a step further, it’s also applied localization to its content strategy. In other words, Investing.com creates regionalized content, like Turkish and Greek pages, to reach more audiences around the world.

Monday.com

The project management software Monday.com brings in more than 14,000 organic visits per month with the help of pSEO. Its strategy involves generating two types of pages:

Both types of pages emphasize the platform's value to readers with the intent of converting them into customers. For example, the template pages demonstrate how Monday.com can be used to customize templates for users’ specific needs. Meanwhile, the integration pages show that Monday.com is compatible with other tools in users’ existing tech stack.

OpenArt

After creating more than 600 pages through its pSEO strategy, the AI-powered art platform OpenArt grew its organic traffic by more than 1 million monthly visits within eight months. Supported by daydream, this success represents a sixfold return on investment.

One of the most successful page templates used by OpenArt was its “AI [Theme] Generator” pages, which catered to users looking for a specific image aesthetic, e.g., “AI 3D cartoon generator.”

These pages bring in users who might not already be familiar with OpenArt in the highly competitive AI image generation space, introducing it as a powerful art tool for their creative needs.

Payscale

Payscale, a leading provider of compensation data, attracts over 530,000 organic visits each month with its salary insights. The company's pSEO approach involves creating a handful of programmatic pages tailored to specific job titles, industries, and locations:

Payscale’s content could not exist without its extensive database of salary information, collected rigorously through its own surveys as well as partnerships with other publishers. The success of its pSEO strategy speaks to the importance of having a thorough and comprehensive database.

Pinterest

Pinterest's pSEO strategy has been instrumental in driving over 300 million monthly visits to its platform. Like Airtable, it’s the perfect case study of how user-generated content can be used for mass content creation.

Specifically, users create:

These two types of UGC are the foundation of Pinterest’s pSEO strategy. Both pin and board pages follow standardized templates and URL structures and are optimized for search engines. Since they cater to all kinds of niche interests—think anything from kitchen remodels to mocktails to self-care routines—these programmatic pages attract an incredibly broad user base.

Sunset

Sunset, a platform that helps founders navigate startup shutdowns, partnered with daydream to implement a pSEO strategy focused on startup closures and layoffs. Targeting keywords like “Peloton layoffs,” it created more than 1,450 pages that helped establish Sunset’s topical authority within the startup closure space.

This approach led to a remarkable increase in Sunset's organic traffic, growing from zero to over 27,000 monthly visitors within just four months. Having started from scratch, Sunset’s success underscores pSEO’s effectiveness in enhancing online visibility by targeting specialized subject areas with high user interest.

Twingate

With daydream’s support, Twingate, a provider of technical security solutions, used pSEO to increase its site traffic by over 40,000 monthly visitors. Its strategy focused on creating content about specific technical security topics like cybersecurity vulnerabilities and corporate data breaches.

Such topics, Twingate observed, tended to be presented in an overly complex and hard-to-read way. By making the same information more easily digestible, it could deliver a better user experience and also position Twingate as an expert in the technical security domain.

Wise

Thanks to pSEO, the global fintech company Wise has attracted approximately 49 million monthly organic visitors worldwide. By creating thousands of localized pages tailored to specific currency pairs and countries, Wise makes it easy for users searching for precise exchange rates or transfer services to find relevant and targeted content.

Its strategy includes at least five pSEO templates:

Wise’s extensive network of pages makes it the one-stop shop for all things related to currency exchange and international money transfers. And by providing localized information in more than a dozen languages, Wise captures an even broader global audience than if it were to only focus on one.

Zapier

The workflow automation platform Zapier is a well-known master class in pSEO, having used the strategy to grow its traffic by more than 280,000 monthly visitors. The company uses a variety of pSEO templates that systematically address diverse user queries related to app integrations—including one template we refer to as the “NxN” strategy.

Specifically, these are Zapier’s app x app integration pages, which describe how Zapier can connect two complementary platforms. For example, here is its Google Sheets x Notion page.

Generating thousands of pages tailored to specific app integration searches helps Zapier capture high-intent users who are actively seeking solutions that Zapier provides. In this way, Zapier’s pSEO efforts not only bring in large volumes of traffic—they also drive customer acquisition.

Zillow

How Zillow disrupted the real estate space can be in part attributed to its pSEO strategy, which made property information more widely accessible than it had been traditionally. A majority of the platform’s 5+ million pages are programmatically created and can be divided into three high-level templates:

Zillow’s real estate listing template can be broken down even further, with additional templates that organize listings according to location, property type, and property feature. This level of granularity allows Zillow to target highly specific real estate search queries like “duplex for sale atlanta” and “townhomes in charlotte nc.”

As a testament to pSEO’s effectiveness, Zillow’s programmatic content has helped it achieve more traffic and brand recognition than even older rivals like Realtor.com.