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How Zapier Reached $35M ARR With This SaaS SEO Strategy

🔒 ryanberg.co

I like a lot of what Zapier is doing, and this analysis of their search strategy is superb.

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.

I’ve found these landing pages many times from various searches. It’s impressive how well they thought the process through beyond discovery, all the way to initial value!

After creating login credentials, Zapier doesn’t waste that user intent by dropping new users into a central dashboard or control panel. Instead, users are dropped right into the integration set-up flow where they can get the integration from the CTA up and running.

Very impressive and good results. Plus the strategy gets stronger with more connectors!

Posted on November 18, 2018








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