# G2 brings in 2.3 million organic visits per month with pSEO Thenuka Karunaratne•1 Mar 2025 G2, one of the largest and most trusted B2B software review sites, turned the review industry on its head by programmatically collecting peer-to-peer software reviews and turning them into a comparison tool that enables B2B businesses to make informed software decisions. Today, [100% of Fortune 500 companies use G2](https://company.g2.com/about) to find the best software providers. The cornerstone of G2’s market penetration and growth is its use of programmatic SEO (pSEO) pages. **These pages are the foundation of G2’s reviews platform and drive over 2.3 million monthly organic visits** (per Ahrefs), representing a sizable portion (~92%) of G2’s 2.5 million total monthly organic visits. Considering around 70% of G2’s traffic comes from organic visits (per SEMRush), **it’s safe to say that pSEO is an impressive driver of G2’s overall growth and success.** ## How one pSEO page type fuels the entire G2 platform **The entirety of G2’s pSEO engine is built on product pages**. These pages follow an information-rich template to offer browsers a 360-degree view of the software provider. The template includes the following data points: 1. The software category the company falls within 2. The overall star rating for the software provider and the number of reviewers 3. A list of features offered with customer ratings for each feature 4. High-level pricing details and price tiers 5. Product reviews with details about each reviewer and the review context (e.g. company size, user role, industry, region, date of review, and how the review was collected) G2 houses over 140,000 product pages, following this URL structure: g2.com/products/[product name]. **These pages account for about 1.1 million monthly organic views (Ahrefs).** Data points from product pages are then used to create thousands of other programmatic pages including: 1. **Category pages:** these pages use details from the product pages to group products into different categories and sub-categories so browsers can view a ranked list of related products on a single page. 2. **Compare pages:** these pages use details from the product pages to provide side-by-side comparisons of different products. 3. **Best software company pages:** these pages are part of G2’s “best of” award and use a proprietary algorithm that draws from the product pages to create a list of award winners each year. 4. **Listicle articles:** these articles use information from the product pages to generate long-form articles about “top software options” based on reviews. ## Breaking down G2 product pages G2’s product pages are designed to meet the search intent of visitors looking for unbiased reviews about software providers. Since users looking for software reviews are typically considered “mid-funnel” or “bottom-funnel” searchers, these pages are optimized to convert visitors into customers. G2 uses several CTAs throughout the page to pull visitors into the software provider’s sales funnel. The G2 product pages are robust and provide an overview of the product from various angles, using data points from the software provider and reviews as the primary source. Below are some of the most notable features of the product pages: 1. **Product overview section:** The product overview offers high-level details about the software provider for an at-a-glance view of the product. 2. **Reviews section**: The reviews section is the crux of the G2 platform. Before they submit their reviews, reviewers are asked to provide high-level details about themselves including their industry, company size, role, and where they work. These details enable G2 to provide context-specific reviews to browsers of all types. 3. **Features section:** The features section provides robust details about every feature available within the software platform. Each feature also receives a user rating, enabling G2 to create an extensive database of detailed information about individual product features. ### G2’s product page design reinforces time-on-site and conversions G2 product pages are designed with user experience in mind. They are optimized to encourage longer time-on-site and multiple page views per session — factors that also help boost search engine results page (SERP) rankings. Product pages use clear headers, and stack information hierarchically based on search intent. The software provider's name and overall rating are displayed prominently at the top of the page. The visitor can then easily navigate to the precise information they are seeking about the company. ### Breaking down G2 category and sub-category pages G2 groups software providers into different categories and sub-categories so visitors can view a comprehensive list of software options for their use case. Every product page folds into a category and sub-category page. **G2's site has more than 6,100 category and sub-category pages, which account for close to 1.1 million organic monthly visits (per Ahrefs).** **Category pages** are simple in design and house the sub-category pages. In some cases, the category pages also include long-form descriptions about the category. **Sub-category pages** are more robust and are designed to enable visitors to quickly and comprehensively compare software providers within a particular sub-category — for example, “CRM tools.” ### 1. Sub-category overview section The overview section offers high-level details about the sub-category including: 1. An eyebrow with links to the category page the sub-category nests within to improve interlinking on the site. 2. A long-form description of the sub-category to capture keywords related to the sub-category. 3. An overview of average ratings for different attributes of software providers within the subcategory. ### 2. Ranked list of software providers within the sub-category All software providers for a particular sub-category are listed on the page. The providers are default-ranked based on their “G2 score,” a unique algorithm that accounts for reviews, social listening cues, and other data aggregated online. Users also have the option to filter reviews by segment, rating, language, pricing, features, and other features/attributes or rank them by different criteria such as popularity or overall user satisfaction. ### 3. The G2 Grid® G2 offers its own ranking system that maps to its proprietary grid, allowing users to easily see top-right software providers considered leaders in their market with high user satisfaction scores. ### 4. Longform details about the sub-category At the bottom of the sub-category page is a long-form section offering visitors a beginner’s guide to capture traffic for relevant keywords and search terms such as “what is [software category]” and “why use [software category].” ## Breaking down G2 compare pages G2 allows users to view products side-by-side comparison with its compare pages. There are more than 37,000 compare pages on the G2 website which account for about 50,000 monthly organic views (Ahrefs). The compare pages pull forward data from the product pages and display them in a condensed, easy-to-read format that allows users to quickly understand how two or more software providers compare across various attributes and functionalities. ## Breaking down G2 “best software company” pages G2 created a proprietary award called the “Best of” award which uses an algorithm that factors in G2 reviews and publicly available market data to rank the top 100 software companies across various categories. G2 programmatically created around **55 “best of” pages using its proprietary algorithm. These pages account for around 8,000 monthly organic visits (Ahrefs).** ## G2’s listicle articles G2 uses data points from its product pages to produce long-form articles as well. These listicle-style articles follow a similar format for a series of “[#] Best [Software]” articles. There are about 100 programmatic listicle articles on the G2 site that bring in close to 79,000 monthly organic visits (Ahrefs). The listicles use a simple template and pull elements from the product pages to generate the bulk of the article text. The template generally follows this structure: 1. Article introduction 2. An overview of ranking criteria 3. A ranked list of software providers ## pSEO pages power G2’s backlinking engine According to Ahrefs, G2 has more than 30 million backlinks. G2’s product, category, “best of,” comparison, and listicle pages account for close to 45,600 (about 80%) of G2’s referring domains (per Ahrefs). G2 has firmly established itself as a reliable and trusted third-party reviews platform. About 24,000 referring domains link to G2 product pages. G2 also uses tactics like [badges](https://documentation.g2.com/docs/g2-badges) to encourage backlinks to the G2 product pages. ## How G2 uses AI to improve its pSEO pages The G2 product and R&D teams often experiment with AI to better understand user reviews and enhance pSEO pages. Below are a few ways the G2 team is using AI to enhance its product and sub-category pages: 1. AI scans user reviews to identify features with positive and negative sentiments. 2. AI scans reviews to identify key themes and overall sentiment about the software provider. ## Creating G2’s Massive Data Set: Resource and Time Requirements G2’s entire site architecture and platform rely on a massive data set of peer reviews and programmatically created pages. Building this infrastructure involves a tightly coordinated team of experts: - Product teams who research customer journeys - SEO strategists who match customer needs with search intent - Content specialists and UX strategists to determine the optimal hierarchy of information and page layouts - Engineers to build the backend infrastructure - Web designers to build high-performance pages - Data analysts who collect information about page performance ## Build a pSEO engine without expending your engineering resources Building a high-performing pSEO engine like G2’s is not an easy task. The daydream platform enables businesses to build pSEO programs while minimizing internal resource spend.