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Amol Ghemud Published: October 16, 2025
Summary
What: Make’s programmatic SEO strategy, which drives substantial organic traffic by targeting long-tail keywords focused on app integrations. Who: Automation enthusiasts, businesses, and developers seeking seamless integration solutions. Why: This approach demonstrates how programmatic SEO can effectively attract high-intent users while showcasing the platform’s automation capabilities. How: By generating numerous integration-specific landing pages and optimizing them for search intent, Make strengthens both visibility and brand presence—evident from the balanced mix of direct and organic search traffic.
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Make’s programmatic SEO strategy creates a multitude of targeted landing pages, driving significant organic traffic and establishing the platform as a leader in automation solutions.
Overview of Make
Make is a visual development platform designed to democratize automation. Individuals, teams, and enterprises across all sectors can leverage make programmatic seo to design, build, and automate tasks, workflows, applications, and entire systems – all without requiring coding expertise.
This empowers users to streamline repetitive tasks, optimize workflows, and create custom solutions that precisely address their unique business needs.
A brief overview of Make’s programmatic SEO strategy
Make leverages programmatic SEO to generate a significant volume of landing pages focused on specific user searches. Similar to Zapier’s approach, Make targets long-tail keywords related to app integrations within their platform.
This strategy involves:
Creating numerous landing pages: Each page focuses on a specific app integration possibility on Make, like “Connecting GroupMe on Make.”
Targeting long-tail keywords: These keywords have lower search volume but are more specific, attracting users with a high intent to integrate a particular app.
Potential for high organic traffic: The example provided highlights landing pages generating significant organic traffic (e.g., 6.1K monthly visits for “Connecting GroupMe on Make”).
This approach allows Make to capture users searching for specific automation needs and showcase how their platform can address them.
Segregation of traffic numbers behind Make’s programmatic SEO strategy
Direct: 53.35% (935.4K)
Organic Search: 21.16% (371.1K)
A high percentage of both direct and organic traffic indicates a strong brand presence and effective marketing strategy for Make. Here’s why:
Strong Brand Awareness: Over half (53.35%) of Make’s traffic being direct suggests a well-established brand. People who know Make trust it enough to visit directly, indicating brand recognition and positive user experiences.
Effective SEO Strategy: A significant portion (21.16%) coming from organic search signifies a successful SEO strategy. Make likely ranks well for relevant keywords, ensuring users actively searching for automation solutions find them easily.
Overall, this traffic breakdown reflects a well-rounded strategy. Make benefits from both established brand awareness driving direct traffic and a strong SEO presence attracting new users through organic search.
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A Deep Dive into the Structure of Make Pages/Section
This section delves into the structure of Make’s webpages, particularly those focused on app integrations. We’ll explore the data points used on these pages and how Make leverages programmatic SEO techniques in this area. To gain a deeper understanding, let’s examine the provided example
Apps integration pages
Within this section, Make focuses on creating landing pages that address user queries about connecting specific applications with their platform. These pages, generated programmatically using SEO best practices, function as landing pages designed to capture relevant organic search traffic. The SEO importance for business is evident as these pages effectively attract users seeking solutions for app integrations.
To illustrate the effectiveness of this approach, let’s explore some examples of these app integration pages and analyze the organic traffic they generate each month.
Example page
Monthly organic traffic
Connecting ClickUp on Make
1.1k
Connecting Google Contacts on Make
1.6k
Connecting GroupMe on Make
6.1k
Data Point
These programmatically generated pages leverage various data elements, including…
A title of the possible integration
A description of the integration
Similar templates for inspiration
Clear looking CTAs
Different available modules for integration
Apps Make can be connected to and some popular workflows
FAQs
Build a programmatic SEO Strategy with uG
This exploration of Make’s success with programmatic SEO (pSEO) highlights its potential to drive significant organic traffic and brand awareness.
If you’re looking to replicate this success, partnering with a seasoned PSEO expert like upGrowth is a strategic move. upGrowth’s team possesses the deep knowledge and experience to craft a customized SEO plan that propels your brand’s online presence and fuels long-term growth.
Key Takeaways
Make focuses on creating landing pages for specific app integrations, targeting long-tail keywords to attract users with high intent and specific automation needs.
By optimizing for niche keywords, Make captures significant organic traffic, as evidenced by pages like “Connecting GroupMe on Make,” which generates 6.1K monthly visits.
With 53.35% of traffic coming from direct visits, Make demonstrates strong brand awareness and user trust, indicating effective brand recognition and positive user experiences.
A substantial portion of traffic (21.16%) from organic search signifies Make’s successful SEO efforts, ensuring that users actively searching for automation solutions can easily find their platform.
Make (Integromat) pSEO Architecture
Driving 280K+ Traffic via Connector and Scenario Pages
Focus: Specific app names (e.g., Make + Google Sheets, Make + Slack). These pages serve as the foundation, attracting broad, high-intent traffic for basic integration needs.
2
Long-Tail Scenario Pages (The Core)
Focus: Actionable queries (e.g., “Automatically create Trello card from new Slack message”). Programmatically generated every possible two-app connection, capturing niche long-tail traffic.
3
Templatization and Quick Start
Each programmatic page features a pre-built template or scenario solution, allowing the user to start the workflow with a single click and driving product adoption.
4
Supporting Documentation (E-A-T)
Backed up every programmatic page with comprehensive documentation and step-by-step tutorials to address complex user queries, establishing authority and maximizing on-page time.
The Key Insight
Programmatic success requires building out the content architecture layer-by-layer, moving from broad connector pages to highly specific, long-tail scenario pages that provide immediate value.
FAQs
1. What types of keywords does Make target in its SEO efforts?
Make targets long-tail keywords related to app integrations, automation, and workflow optimization. They capture high-intent traffic by focusing on specific application connections and detailed user queries. This strategy helps them attract users who are actively looking for solutions that Make provides.
2. How does Make’s SEO strategy contribute to its overall traffic?
Make’s SEO strategy significantly boosts overall traffic by generating numerous landing pages tailored to app integrations and automation tasks. These pages attract organic search traffic from users seeking specific solutions, increasing visibility and engagement. This approach ensures a steady flow of high-quality, relevant site visitors.
3.What demonstrates the effectiveness of Make’s programmatic SEO efforts?
Its substantial organic traffic demonstrates the effectiveness of Make’s programmatic SEO efforts. Creating targeted landing pages for specific app integrations attracts high-intent users, resulting in a significant share of their overall traffic coming from organic searches. This success highlights the importance of strategic keyword targeting and content optimization.
4. How does Make balance direct and organic traffic sources?
Balance direct and organic traffic sources by maintaining a strong brand presence while optimizing for search engines. Their SEO strategy attracts new users through organic searches, while their established brand reputation and direct marketing efforts ensure a consistent flow of direct traffic. This balanced approach enhances overall visibility and user engagement.
5. What specific examples of successful SEO pages does Make have, and what traffic do they generate?
Specific examples of successful SEO pages on Make include those focused on integrating popular apps like Slack, Google Sheets, and Trello. These pages are optimized for high-intent search queries and generate substantial monthly organic traffic. These pages effectively attract and convert visitors seeking specific app integration solutions by addressing detailed user needs.
Programmatic SEO for a platform like Make involves automatically generating a vast number of unique landing pages based on a structured data set, such as app integrations. This strategy excels in the automation niche because it directly matches the highly specific, solution-oriented queries of potential users who already know what they want to connect.
Instead of creating content manually, Make uses templates that are programmatically populated with data about different app combinations. This approach allows them to achieve massive scale, with over 175K+ pages indexed on Google. The core value is targeting the long-tail of search, capturing users with high commercial intent. For example, a user searching for "Connect ClickUp to Google Contacts" is not just researching; they are ready to act. This method efficiently addresses countless specific needs, establishing Make as the go-to solution for any integration a user can imagine. The full report details how their page structure supports this massive scale.
Make's significant direct traffic indicates strong brand recognition and user trust, which creates a powerful symbiotic relationship with its SEO strategy. The 53.35% direct traffic figure suggests that many users already know and prefer Make, providing a stable foundation of engaged visitors that is not dependent on search engine algorithms.
This brand equity acts as a force multiplier for their organic efforts. Strong brands often receive preferential treatment from search engines, as signals like direct visits and brand name searches indicate authority and trustworthiness, which can boost rankings for their programmatic pages. This creates a virtuous cycle:
Strong brand awareness drives direct traffic and reinforces domain authority.
High authority helps the 175K+ programmatic pages rank better in organic search.
Successful organic search encounters introduce new users to the brand, who may later become direct visitors.
This balanced approach shows Make is not just an algorithm-driven content farm but a respected market leader. Discover more about how they cultivated this dual-pronged strategy in the complete analysis.
While both Make and Zapier use programmatic SEO to target integration-based keywords, their differentiation likely lies in the nuance of their target audience and the complexity of the solutions offered on their landing pages. Zapier often targets simpler, direct A-to-B integrations, whereas Make's visual platform is built for more complex, multi-step workflows.
This difference can be reflected in their content strategy. Zapier might focus on high-volume, straightforward keywords like "Connect App A to App B," appealing to users seeking quick fixes. In contrast, Make could target more complex queries that imply a multi-step process, such as "Automate invoicing from ClickUp to Google Sheets." Their programmatic pages might showcase more advanced logic, branching paths, and data manipulation capabilities, attracting users with more sophisticated automation needs. This allows them to capture a different, potentially more technical user segment without directly competing on the same core keywords. The full breakdown reveals more on how these subtle content differences define a market position.
This example perfectly illustrates how a targeted long-tail keyword strategy captures users with immediate, specific problems. Instead of competing on broad terms like "automation tools," Make intercepts users who have already decided on the tools they want to connect, placing them much further down the conversion funnel.
The success of the "Connecting GroupMe on Make" page, which attracts 6.1K monthly visits, is built on a few core principles:
Specificity drives intent: A user searching for this exact phrase has a clear goal. They are not browsing; they are looking for a direct solution, making them a high-quality lead.
Reduced competition: While search volume is lower than for a head term, competition is also significantly less fierce, allowing Make to rank highly with a targeted, templated page.
Scalability: This single query is a template for thousands of others. By programmatically creating pages for every possible integration, Make builds a massive net to capture niche search traffic.
This approach shows that accumulating traffic from thousands of specific queries can be more valuable than ranking for a few broad ones. Explore the full analysis to learn more about how they structure these pages.
Managing content quality across 175K+ pages requires a sophisticated system of structured data and intelligent templating. Make avoids creating thin or duplicate content by ensuring each programmatically generated page offers unique, specific value derived from its underlying integration data.
Their approach likely involves a master template for integration pages that dynamically populates key information such as app icons, descriptions of triggers and actions, and potential use cases. The key is to make each page functionally useful, not just a keyword-stuffed placeholder. This includes elements like clear calls-to-action, user reviews or ratings for the integration, and links to relevant documentation. The sheer volume of indexed pages serves as a powerful signal to both users and Google about the breadth of Make’s platform. It implies that the company has a vast library of real, functional integrations, reinforcing its positioning as a comprehensive automation solution. For a deeper look at their page structure, examine the full article.
This highly specific keyword pattern is exceptionally effective because it captures users who have moved beyond general problem awareness and are actively seeking a direct, actionable solution. This query is not about learning what automation is; it is about implementing a precise workflow, indicating a user who is ready to build and likely convert.
The specificity is crucial for several reasons. Firstly, it filters out low-intent, top-of-funnel traffic, leading to higher conversion rates from organic visitors. Secondly, it allows Make to demonstrate immediate value by presenting a landing page that directly mirrors the user's mental model of their problem. A page titled "Translate Discord messages with Google Translate" instantly confirms to the user they are in the right place. This solution-first approach builds trust and reduces friction, guiding the user straight into the workflow creation process. Capturing this combined organic search traffic of 371.1K monthly visits relies on thousands of such precise queries. The full analysis explores other keyword patterns they use to dominate these niches.
To build a similar programmatic SEO engine, a SaaS company must start with a strong data foundation and a clear understanding of user intent. The goal is not just to create pages, but to create pages that solve a specific problem for a specific user, just as Make does.
Here is a foundational plan to get started:
Identify Your Programmatic Data Set: For Make, it's app integrations. For your business, it could be locations, job titles, product categories, or features. This data must be structured and comprehensive.
Research Keyword Patterns: Analyze how users search for solutions related to your data set. Make uses patterns like "Connecting {app} on Make" and "{task} with {app}." Find the equivalent for your niche.
Design a Scalable Page Template: Create a master page layout that can be populated with your data. It must include unique titles, descriptions, and value-added content to avoid being flagged as thin content by Google.
Develop and Launch in Batches: Start with a small subset of your most valuable pages. Measure traffic, rankings, and conversions before scaling up to all 175K+ potential combinations.
The critical factor is ensuring each page provides real, unique value. Dive into the complete post to see how Make structures its page templates for success.
As the programmatic SEO landscape becomes more crowded, simply generating landing pages for every integration will no longer be enough. The strategy will evolve from quantity to quality, forcing platforms like Make to deepen the value offered on each programmatically generated page to maintain their edge.
Future differentiation will depend on enriching these pages with more dynamic and user-generated content. To stay ahead, Make should focus on enhancing the user experience beyond basic information. This could include adding pre-built workflow templates users can install with one click, video tutorials demonstrating the integration in action, and showcasing real-world case studies or user reviews for that specific connection. Integrating performance data, like the average run time for a "Telegram to Google Translate" workflow, could also provide a unique advantage. The next frontier is not just answering the user's query but providing them with a complete, interactive solution directly on the landing page. The full article offers more insights on future-proofing this powerful strategy.
The data generated from Make's programmatic SEO efforts is a goldmine for informing product strategy. By analyzing search volume, click-through rates, and conversion rates on their integration pages, Make can gain direct insight into which app connections are most in-demand and where new opportunities lie.
This data provides a clear, market-driven feedback loop for the product team. High-traffic, low-conversion pages might indicate a desired integration that is difficult to use, signaling a need for product improvement. Conversely, identifying search queries for integrations that Make does not yet support provides a prioritized list for the business development team to pursue new app partnerships. For instance, a surge in searches for "Connecting {new app} on Make" is a direct signal to build that connector. This transforms SEO from a marketing function into a core driver of the product roadmap, ensuring development resources are allocated to features with proven user demand. See more in the full report about how this feedback loop works.
The greatest pitfall in programmatic SEO is prioritizing quantity over quality, which can lead to creating a massive number of thin, valueless pages that Google may penalize. Businesses often fail by simply stitching together keywords and data points without providing a coherent user experience or solving a real problem.
To avoid this, stronger companies like Make focus on template quality and data richness. The key is to ensure every programmatically generated page is the best possible answer for its target query. Here is how to avoid common mistakes:
Prevent Cannibalization: Ensure your page templates target distinct keyword intents to avoid having multiple pages compete against each other for the same search query.
Add Unique Value: Go beyond just listing the integration. Include unique content elements like use cases, user-generated reviews, or related workflow suggestions.
Prioritize Internal Linking: Develop a logical internal linking structure that helps users discover other relevant integrations and distributes page authority across your site.
With 282.9K+ monthly organic traffic, Make proves that scale and quality can coexist. The detailed analysis shows precisely how their page structure delivers this value.
Make's traffic distribution provides an excellent model for achieving a healthy marketing mix where brand and performance marketing fuel each other. The high direct traffic (53.35%) shows the success of their brand-building activities, while the strong organic search traffic (21.16%) highlights their effective performance-driven SEO.
This balance is a solution to the common struggle because it creates a resilient growth engine. Brand marketing builds long-term equity and trust, creating loyal users who visit directly, while performance marketing, like their programmatic SEO, captures new users actively searching for solutions. One without the other is less effective. A strong brand makes performance marketing cheaper and more effective, as users are more likely to click on and trust a familiar name in search results. At the same time, a great experience for users acquired via SEO builds the brand's reputation, turning first-time searchers into future direct visitors. This synergy is key to sustainable growth. The full piece explores this dynamic further.
The structure of Make's programmatic pages is engineered for both user experience and search engine visibility. Each page serves as a specific, self-contained solution, which is key to its success in attracting a large portion of its 371.1K monthly organic visitors.
To adapt this model, focus on creating a template with clear, value-driven sections. A high-performing page anatomy includes:
A Compelling H1 Title: Use a clear, keyword-rich title like "Connecting GroupMe on Make" to match search intent perfectly.
Above-the-Fold Value: Immediately show the app icons and a clear call-to-action to create the workflow, giving users a quick path to their goal.
Descriptive Content: Briefly explain what the integration does, listing popular triggers and actions to demonstrate its capabilities.
Social Proof and Use Cases: Include elements like user ratings or examples of what can be built to build trust and spark ideas.
The main goal is to answer the user's question and provide an immediate path to action. By building a template that systematically delivers this value, you can programmatically create pages that are optimized to rank. See detailed examples of these page structures in the complete analysis.
Amol has helped catalyse business growth with his strategic & data-driven methodologies. With a decade of experience in the field of marketing, he has donned multiple hats, from channel optimization, data analytics and creative brand positioning to growth engineering and sales.
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