Zapier’s Content Empire: 8 Million Monthly Visitors

Zapier receives nearly 9 million monthly visits. Almost half comes from organic search, meaning over 4 million free visitors monthly through SEO. The strategy combines programmatic integration pages with editorial content.

Integration Page Scale

Every integration Zapier supports gets a dedicated page: zapier.com/apps/{app-name}/integrations. With thousands of supported apps, this creates thousands of landing pages automatically.

Each page ranks for its specific app’s integration keywords. “Asana integration” leads to Zapier. “Pipedrive Asana integration” lands on a page showing how to connect them. The combination possibilities create exponential page coverage.

Comparison Content

Users deciding between tools search “App A vs App B.” Zapier publishes comparison articles for popular matchups: Flodesk vs Mailchimp, Yahoo vs Gmail, and dozens more.

These comparisons capture users during decision-making moments. Even if they don’t need Zapier integration immediately, the brand association forms during high-intent research.

Best-Of Lists

“Best AI chatbot” and “best calendar app” queries attract users seeking recommendations. Zapier publishes comprehensive guides across tool categories, capturing traffic from users exploring options.

Each article naturally references Zapier’s integration capabilities where relevant. The content serves user needs while positioning the product.

How-To Tutorials

Tutorial content targets problem-solving intent: “how to use ChatGPT,” “how to change Outlook signature.” These pages attract users who may later need automation solutions.

Brand awareness compounds from helpful content. Users remember where they found solutions when automation needs emerge later.

The Flywheel

Content drives traffic. Traffic builds brand authority. Authority improves rankings. Better rankings drive more traffic. The investment in content creation produces compounding returns over time.

Tool sites without content strategies rely solely on product discovery. Content strategies create multiple entry points into the product ecosystem.