The Programmatic SEO Strategy That Built Startups Like Airbnb And Zapier

Most startups publish blog posts and pray. But the ones quietly dominating organic traffic are using structured data and AI to scale SEO like engineers.

Apr 08, 2025

Startup snippets

Plaid just got sliced 📉 [Read]
Plaid raised $575M but at a 54% lower valuation than its 2021 peak. Down rounds now make up nearly 15% of all US VC deals.
AI vs Designers🧑‍🎨 [Watch]
With GPT-4o’s latest image gen updates, creatives are split, some see a new canvas, others see a pink slip. Either way, visual storytelling just leveled up.
Build a SaaS from scratch 🛠️ [Watch]
Marc Lou’s new guide breaks down how to launch a full startup. From HTML to payments in under 3 hours. AI does the heavy lifting, you just follow the map.

Startup Mental Model 🧠

You’re not being watched as closely as you think.

Founders delay launches over button copy and pixel tweaks. But the Spotlight Effect says no one’s paying that much attention. While you’re overthinking, your competitors are already shipping.

This week’s big idea 📈

Programmatic SEO is the growth engine most startups are sleeping on in 2025

Most startups publish blog posts and pray.

Meanwhile, someone else just spun up 5,000 landing pages and went to lunch.

I’ve seen this work firsthand.

I worked on directory sites where ultra specific pages turned out to be the hidden winners. Niche listings no one bothered to optimize ended up driving most of the traffic. Back then, scaling that kind of content took serious manual effort. You needed developers, content teams, and a lot of patience.

Today, it’s a completely different game.

AI tools and automation agents now make programmatic SEO accessible to small startup teams. What used to take months can now be done in a weekend.

That’s why it’s one of the biggest levers on my radar this year.

In this post, you’ll learn:

✅ How Zapier and Airbnb scaled SEO without writing thousands of posts
✅ The simple 3-part system behind programmatic SEO
✅ Why structured data and AI now beat full content teams

So what exactly is Programmatic SEO?

Most SEO is handcrafted.

Programmatic SEO is built like software.

Here’s how it works:

Build a template
Feed in structured data
Generate hundreds or thousands of pages

Each page answers a specific search like:

“Best CRM for real estate agents in San Fran”
“Affordable running shoes for flat feet size 14”
“How to connect Stripe to Gmail”

No essays. Just targeted answers at scale.

Why it matters

The biggest challenge with programmatic SEO used to be execution. You needed writers, editors, and hours of manual input to make each page unique enough to matter. Even with partial automation, it was still resource-heavy and slow.

That’s what’s changed.

AI agents now slot directly into the workflow, writing, editing, and formatting content at scale. What once took a team and a budget can now be done by one operator with a spreadsheet and a weekend.

Who’s doing this right now?

Basically everyone who’s quietly dominating organic search.

Zapier has 50,000+ integration pages like “Connect Slack to Google Sheets”
TripAdvisor has pages for every zip code, city, and goat trail on the planet
Yelp owns “[Service] in [City]” pages by the millions
Canva built an empire on “Birthday card templates” and its 4,000 variations

You don’t need marketing teams with huge content budgets. Just structured data + a good CMS.

Why it works

Because Google loves specificity.

And most startups don’t have the time or budget to target every keyword variation manually. So they write a few blogs. Hope they rank. Cross their fingers.

Programmatic SEO flips that.

You find a pattern.
You map the long-tail keywords.
You build a page for every single one.

It’s not about more content. It’s about more coverage.

And no, Google doesn’t hate this

Bad programmatic SEO is just spam.

Good programmatic SEO answers the question better than anyone else. With clean structure, useful data, and relevance baked in.

If each page:

Has real value
Matches the intent
Pulls from fresh data
...then Google loves it.

TripAdvisor didn’t hit 200 million monthly visits by pumping out garbage. They earned it with structure, relevance, and scale.

The 3-part programmatic SEO formula

Pattern → 📊 Data → 📄 Template → ⚡ Pages → 📈 Rankings

If you want to do this well, here’s what you need:

🧠 A clear pattern

Example: “Best [Service] in [City]” or “Top tools for [Use Case]”

📊 A structured dataset

Products, locations, features, attributes, etc

📄 A flexible template

With smart defaults, internal links, and space for dynamic content

From there, it's just: plug → generate → rank.

Case study time

How Zapier & Airbnb do this at scale.

Zapier

Zapier mapped every possible app pairing:
Slack to Notion, Stripe to Gmail, HubSpot to Airtable.

Because people literally search for that.

They built a landing page for each integration showing what it does, how to set it up, and how to automate it.

Each page includes use cases, prebuilt workflows, and CTAs.

Result:

50,000+ pages
16M+ organic visits/month
They own the long-tail for tool-to-tool automation.

Read the full Zapier Programmatic SEO case study.

Airbnb did this too.

Instead of writing a few SEO blog posts, they built a system.

One template. Thousands of location-based pages.

Each one ranked for searches like:

“Vacation rentals in Serbia”
“Beachfront house in Florida”
“Mansions in Lake Tahoe”

They didn’t stop there.

They layered in templates for unique stays (treehouses, castles, ski-in chalets), added smart internal links between nearby cities and related categories, and personalized each page with local data and imagery.

That programmatic SEO engine now drives over 18 million monthly organic visitors without writing 1.1 million pages by hand.

They did SEO like engineers with scale, structure, and long-term compounding in mind.

I’d highly recommend reading the full Airbnb Programmatic SEO case study. It’s packed with useful insights.

What this could look like for you

Say you're running an eCommerce store.

Instead of just building pages for “Men’s Shoes,” you go long-tail:

“Men’s waterproof size 10 trail running shoes under $100”
“Women’s black leather ankle boots under $150”

Use your filters as variables.

Auto-generate a few hundred pages from your product feed. Each one serves niche intent no one else is targeting.

Let’s say each page brings in 100–300 visits a month. That’s 25,000 extra visits without writing a single blog.

This is a missed opportunity waiting to be built.

How to find your angle

If you’ve got:

Locations
Product categories
Use cases
Integrations
Filters
Feature comparisons

You can go programmatic.

Look for repeatable patterns where the user intent is clear. Then create the page that actually answers it.

Most startups could be doing this. Almost none are.

What to watch out for

Don’t publish garbage.

❌ Generic filler:

“Welcome to [City Name], home of great businesses!”

No listings or data. Just template spam.

✅ Useful content:

TripAdvisor’s city pages show real attractions, reviews, and photos. Dynamic content that answers the query.

Don’t generate empty pages.

❌ Pages with zero products or services just to “cover keywords.”

✅ Only publish when you have enough relevant data to be useful. Like Yelp showing real businesses with ratings.

Don’t fake uniqueness.

❌ Same copy across 300 pages with only the city name swapped.

✅ Use real data points such as reviews, listings, and stats to make each page genuinely distinct.

If there’s no value on the page, don’t hit publish.

Google doesn’t punish scale → it punishes laziness.

You can’t just slap [City Name] into a template and call it content. Google’s not stupid, and neither are your users.

Recommended by Martin 🎁

🛠 Tool of the Week:

Whalesync: Instantly sync Airtable or Google Sheets to your site. Ideal for programmatic SEO. Build dynamic pages fast, no code needed.

📚 Book of the Week:

The Minimalist Entrepreneur by Sahil Lavingia
A sharp read on building lean, focused startups. Perfect if you're thinking in systems, not headcount.

🎧 Track of the Week:

Harder, Better, Faster, Stronger by Daft Punk. This is exactly how your SEO stack should work.

Final thoughts

If you’re early-stage and fighting for traffic, programmatic SEO is your unfair advantage.

You don’t need to spend six months writing. You need to spend six hours designing a smart system. One well-designed template can outperform ten full-time writers. One good dataset can outrank companies 10x your size.

So before you rewrite your About page again...

Ask yourself a better question:

What specific pages can I create at scale to add value to my target customers?

Stop praying for traffic. Start engineering it.

Until next week—keep building, no fairytales required.

Martin, Chief Ranter at Uncharted

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