We noticed the Customer Success team of one of our B2B SaaS clients was often getting asked if they had specific capabilities. And those were the exact same every single time, just asked in different ways.
So we asked ourselves: How can we save support time, as well as increase conversions, and capture new organic traffic, all at once?
The answer was Programmatic SEO.
What pSEO is and why it fit
Programmatic SEO (pSEO) means creating many pages from a shared template to rank for variations of the same query. For example, "Notion template for [use case]" or "Integrate [tool] with [tool]".
It often targets high-intent keywords, which are the best ones for driving revenue. However, most pSEO projects fail due to common mistakes, such as duplicate content, lack of originality, thin pages, and so on.
We could have written a lot of articles, but that'd have been very slow and expensive. Meanwhile, paid ads were dominated by big companies, including a unicorn, and a company with a budget hundreds of times smaller could have easily struggled.
Since the budget was limited and our challenge was multi-sided, pSEO gave us a compounding impact.
Keyword research: How we figured out what pages to create
We analyzed support conversations and competitors, which led us to discover over 60,000 monthly searches we could target by creating new landing pages.
The highest-volume keywords were the hardest to rank, and our main competitors owned them. Since time-to-firstResults was important to prove we were able to grow traffic and revenue with this new project, we skipped them and focused on terms with less difficulty to rank for.
This is the same playbook Uber Eats and Glovo used geographically: win the secondary markets the big players ignore.
We also put extra effort into researching secondary keywords because we realized our competitors were not targeting them effectively.
Additionally, we often see that traditional SEO tools don't show any search volume for high-intent keywords that actually receive hundreds of searches per month. So we mined customers' and signups' product usage analytics and created a list of zero-volume keywords that almost nobody was targeting.
Information architecture: Positioning and structure
Most SaaS products can be repackaged dozens or even hundreds of ways without changing the product at all, or with tiny integrations or tweaks. And yet, most SaaS companies we see are missing out on this low-hanging fruit or barely exploiting it.
"Agent for X" is the 2026 version of this. The same product, reframed for a buyer who searches differently.
We positioned the new content assets as feature landing pages, all placed under the most-related product page. Also, we created a multi-layer structure to increase topical authority.
website.com/product-name
→
website.com/product-name/category-feature
→
website.com/product-name/category-feature/main-feature
→
website.com/product-name/category-feature/main-feature/sub-featureThe result?
We went from position #74 to position #2 for the most important keyword in the entire industry within three months.
Alongside the landing pages, we published SEO-optimized articles on the same topics but targeting a search intent variation. This built additional topical authority for search engines, and expanded our funnel to drive traffic to the landing pages.
Content creation: Producing valuable content
Two of the biggest pSEO mistakes are duplicate and thin content. We solved both with a three-layer approach:
Master template
→
Sub-templates per category
→
Per-page customizationTo increase chances to rank but to balance the budget, we assigned different level of effort for the per-page customizations based on the revenue potential of each keyword group.
Content was roughly 80% programmatic, 20% human, with the human work concentrated on the highest-value pages.
Publishing at scale
Dropping a ton of URLs overnight is one of the fastest ways to get an entire Programmatic SEO project flagged by Google, and sometimes even the entire website penalized.
We decided to publish the landing pages in a slow pace, with a volume decision based on the amount of content typically published by the website until that point.
Conversion rate optimization: Creating high-intent landing pages
Focusing on lower-volume keywords and many zero-volume ones meant conversion rate mattered a lot more than usual.
We ended up converting 12.8% of traffic to signups. Or put in other words, about 2% of the traffic became paying users.
This was achieved using a combination of tactics.
For example, we created a deep linking strategy: When visitors clicked on a call-to-action, the signup page showed a contextual banner reminding them of the value of continuing. Then, the product experience was customized (specific page and input) based on the source LP, which got more free users to reach their aha moment and with a faster time-to-value.
On the pages, we added different types of trust and freshness signals, were transparent about the pricing while putting a focus on a free trial, and more. So that visitors had the impression this was a working and well-maintained product they could verify to solve their problem.
And since these landing pages were meant to reply to common FAQs about the product, we customized the website's menu and footer to add links to the category pages, as well as created a gallery page with a search bar.
An interesting insight is that the revenue captured thanks to influenced conversions was higher than the direct conversions we got by capturing new organic visitors.