Zapier

Lenny's Podcast · Sep 19

Rethinking SEO in the age of AI | Eli Schwartz (SEO advisor, author)

Zapier built programmatic pages for each app pair, such as Gmail to Salesforce, that led straight into the product and made people wonder what else their tools could connect. Results took a couple of years because nobody was searching for it at first.

Tips

• Build SEO as a product that feeds directly into your product▶ 23:30Zapier pages for app pairs lead into making zaps, and Tinder city pages lead into downloading the app.
• Create pages for every combination people already search for, as Zapier did▶ 27:00It took Zapier a couple of years to see results because nobody was looking for it at first.
• Use programmatic SEO only when there is scale and a real use case▶ 1:17:27SurveyMonkey had a fat head of about 100 templates but not a long tail of 10,000.

Lenny's Podcast · Feb 8

Inside OpenAI | Logan Kilpatrick (head of developer relations)

The most useful GPT integration for non-coders, opening roughly 5,000 possible connections.

Lenny's Podcast · Oct 12

How to get press for your product | Jason Feifer (editor in chief of Entrepreneur magazine)

Sends Feifer a yearly top 10 list of fastest-growing business apps built from its own usage data. He says he occasionally bites on such pitches.

Tips

• Create the context a story is about so you become part of it▶ 1:18:26Barbara Corcoran's Corcoran Report on Manhattan real estate got reported as authoritative. Zapier's yearly fastest growing apps list from its own data runs every year. Fred Ruckel of Ripple Rug lost his cat toy pitch but became the main character in a 3,000 to 4,000 word story on Amazon to eBay arbitrage scams.

Lenny's Podcast · Jan 29

Lessons from Airtable’s unconventional growth strategy | Zoelle Egner

Gets a ton of traffic because it built templates as a programmatic SEO play with real investment. A live Zapier build is also Zoelle's best test for customer-facing hires.

Tips

• Do not expect templates to drive top-of-funnel without an SEO engine▶ 59:20Airtable's templates were not a meaningful traffic source, while Zapier gets a ton of traffic from its programmatic SEO.