Contributors:
Amol Ghemud Published: October 16, 2025
Summary
Monday, a leading work management and collaboration platform, has achieved significant success through its programmatic SEO strategy. The platform leverages data-driven insights and continuous optimization to drive impressive organic traffic growth. Key elements of Monday’s strategy include comprehensive keyword research, structured content development, technical SEO optimization, and ongoing monitoring and adjustment. This approach has positioned Monday as a thought leader in the work management software space, resulting in over 1.5M monthly organic visits.
In This Article
Share On:
Through a meticulous blend of keyword research and technical SEO, Monday has created a scalable content strategy that drives significant organic growth and solidifies their market presence.
Overview of Monday
Monday is a leading work management and collaboration platform used by teams and organizations around the world. With its intuitive interface and powerful features, Monday has quickly established itself as a go-to solution for businesses looking to streamline their workflows and boost productivity.
A brief overview of Monday’s programmatic SEO strategy
At the core of Monday’s remarkable online success is its strategic approach to programmatic SEO. By leveraging the power of data-driven insights and continuous optimization, the Monday team has been able to drive impressive organic traffic growth and position the brand as a thought leader in the work management software space.
Key Elements of Monday’s Programmatic SEO Strategy:
Comprehensive Keyword Research: The Monday team conducts in-depth keyword research to identify the most relevant and high-intent search terms in their industry. This allows them to create content that directly addresses their target audience’s needs and pain points.
Structured Content Development: Monday’s content strategy is built around a programmatic approach, where they systematically produce and optimize articles, blog posts, and other valuable resources to rank for their target keywords.
Technical SEO Optimization: The Monday website is meticulously optimized for technical SEO factors, such as site speed, mobile responsiveness, and schema markup, ensuring a seamless user experience and search engine crawlability.
Ongoing Monitoring and Adjustment: The Monday team continuously monitors their SEO performance, analyzes data, and makes adjustments to their strategy as needed. This programmatic approach allows them to adapt to changing market conditions and maintain their competitive edge.
Segregation of traffic numbers behind Monday’s programmatic SEO strategy
Direct: 83.71% (36.7M)
Organic Search: 2.15% (942.2K)
Direct Traffic: 83.71% (36.7M): This indicates that the majority of the website’s traffic comes directly, without any specific referral source. This could be a result of strong brand recognition and direct engagement with the company.
Organic Search: 2.15% (942.2K): The organic search traffic accounts for a relatively small portion of the total traffic, at 2.15% or 942.2K visits.
This suggests that the website’s programmatic SEO strategy has room for improvement to increase its visibility and rankings in search engine results.
Comparing this to the information on the PandaDoc website, we can see that a well-executed programmatic SEO strategy can deliver significant organic traffic results.
Identify high-intent keywords and produce search-optimized content at scale
Continuously monitor and adjust website content, metadata, and infrastructure for maximum search visibility
Build a robust backlink profile through data-driven prospecting and outreach
Use advanced analytics and machine learning to forecast SEO impact and inform decision-making
A Deep Dive into the Structure of Monday Pages/Section
App Marketplace Pages
Data Points
Title with description
Reviews with key features
CTA button
Shorts clips
More information about the app
Build a programmatic SEO Strategy with uG
This analysis shows how upGrowth’s use of Programmatic SEO (pSEO) was very successful in increasing organic website traffic and improving the company’s brand visibility. For businesses looking to achieve similar results, working with an experienced pSEO expert like upGrowth can make a big difference. upGrowth has deep knowledge of pSEO strategies, which can help you create content that appeals to your target audience, leading to more engagement and business growth.
Key Takeaways
Comprehensive Keyword Research: Monday conducts in-depth keyword research to identify high-intent search terms, allowing them to create content that addresses their target audience’s needs and pain points.
Structured Content Development: The content strategy is built around systematically producing and optimizing articles and resources to rank for target keywords.
Technical SEO Optimization: The website is optimized for technical factors such as site speed, mobile responsiveness, and schema markup, ensuring a seamless user experience and search engine crawlability.
Ongoing Monitoring and Adjustment: The team continuously monitors SEO performance, analyzes data, and adjusts their strategy to adapt to changing market conditions and maintain a competitive edge.
monday.com’s Template-Driven SEO Engine
Monday.com achieves massive organic traffic by programmatically generating thousands of templates tailored to specific functions, industries, and use cases.
1
FUNCTIONAL TEMPLATES
Targeting specific team roles and processes, such as “Marketing Campaign Planner” or “Product Roadmap Template.”
2
INDUSTRY VERTICALS
Creating highly specific, high-intent pages for niches like “Construction Project Tracker” or “Agency Client Onboarding.”
3
COMPARISON & ALTERNATIVES
Programmatically building comparison pages to capture traffic searching for competitors (e.g., “Monday.com vs. ClickUp”).
SEO POWER: Intent + Context
By combining specific user intent (what they need) with their business context (who they are), monday.com maximizes long-tail relevance.
1. What is the main goal of Monday’s programmatic SEO strategy? Monday’s programmatic SEO strategy focuses on using keyword research, structured content, and technical SEO to drive organic traffic growth and establish the brand as a leader in work management software.
2. How does Monday identify the right keywords for its SEO campaigns? The Monday team conducts comprehensive keyword research to find high-intent search terms relevant to their industry, allowing them to create content that directly addresses user needs and pain points.
3. What role does structured content development play in Monday’s SEO success? Monday systematically produces and optimizes articles, blog posts, and app marketplace pages to rank for target keywords, ensuring consistent and scalable content creation.
4. How does technical SEO contribute to Monday’s search visibility? By optimizing site speed, mobile responsiveness, and implementing schema markup, Monday ensures a seamless user experience and makes it easier for search engines to crawl and index their website.
5. How does Monday continuously improve its programmatic SEO strategy? The team monitors SEO performance, analyzes data, and makes adjustments as needed, allowing the strategy to adapt to changing market conditions and maintain a competitive edge.
6. What is the significance of direct traffic versus organic traffic for Monday? While the majority of traffic (83.71%) comes directly due to strong brand recognition, programmatic SEO contributes 2.15% of total traffic, highlighting opportunities for further optimization in search visibility.
7. How can other companies replicate Monday’s programmatic SEO success? Businesses can emulate Monday’s approach by combining in-depth keyword research, structured content development, technical SEO optimization, ongoing monitoring, and data-driven adjustments to scale organic growth.
Glossary: Key Terms Explained
Programmatic SEO (pSEO) – A data-driven and scalable approach to SEO that uses templates, automation, and structured content to create hundreds or thousands of optimized web pages.
Keyword Research – The process of identifying relevant search terms that users enter into search engines, particularly high-intent keywords that drive conversions.
High-Intent Keywords – Search terms that indicate a user is ready to take a specific action, such as purchasing software or downloading an app.
Structured Content Development – Systematically creating and organizing content (articles, blogs, app pages) to rank for target keywords using a consistent framework.
Technical SEO – Optimizing website infrastructure and backend elements, such as site speed, mobile responsiveness, schema markup, and crawlability, to improve search engine visibility.
Schema Markup – Code added to a website that helps search engines understand page content and enhances listings with rich snippets.
Organic Traffic – Visitors who reach a website through unpaid search results rather than through paid ads or direct visits.
Direct Traffic – Website visitors who access a site by typing the URL directly, using bookmarks, or through untracked sources.
Indexed Pages – Web pages that have been crawled and stored by search engines like Google, making them eligible to appear in search results.
App Marketplace Pages – Web pages dedicated to individual applications or integrations available on Monday’s platform, often optimized for programmatic SEO.
CTA (Call-to-Action) Button – A clickable element on a web page that encourages users to take a specific action, such as “Download App” or “Learn More.”
Short Clips – Brief video or multimedia content used to engage users and provide quick insights into a product or feature.
Ongoing Monitoring and Adjustment – Continuously tracking SEO performance metrics and making data-driven changes to maintain or improve rankings.
Backlink Profile – The collection of external websites linking to a domain, which influences authority, trustworthiness, and search rankings.
Search Visibility – The degree to which a website or web page is visible and ranks in search engine results for relevant queries.
Data-Driven Prospecting and Outreach – Using analytics and insights to identify potential link-building opportunities and strategic partnerships.
Forecasting SEO Impact – Using analytics, trends, and machine learning to predict the potential outcomes of SEO strategies and guide decision-making.
Content Scalability – The ability to create and optimize a large volume of content efficiently while maintaining quality and relevance.
Market Presence – The visibility and recognition of a brand in its target market, influenced by organic traffic, content authority, and brand reputation.
App Integration Pages – Pages detailing third-party apps or tools that integrate with Monday, optimized to attract relevant search queries.
For Curious Minds
Programmatic SEO (pSEO) builds a systematic engine for capturing highly specific, long-tail search demand, which is far more scalable than writing individual articles. For a company like Monday, it means turning a database of features or integrations into thousands of optimized landing pages, each targeting a niche query and contributing to their 1.5M+ monthly organic visitors. This approach creates a durable competitive advantage by covering a vast search territory that is impossible to address manually. The core idea is to transform structured data into search-optimized content experiences. Successful pSEO strategies typically include:
Template Design: Creating a standardized page layout for a specific content type, like Monday's App Marketplace pages.
Data Integration: Populating these templates with unique data points, such as app descriptions, reviews, and features.
Internal Linking: Automatically generating a logical link structure that distributes authority and helps search engines discover all 36K+ pages.
By systemizing content creation this way, you shift from a linear content-production model to an exponential one. To see how this engine works in practice, a deeper look at their page structure is revealing.
Structured content development is an engineering approach to content, while traditional blogging is an artisanal one. Instead of writing one-off articles, this method involves creating reusable content templates and populating them with data, which is how Monday can efficiently generate and manage its 36K+ indexed pages. This strategy separates content from its presentation, allowing for consistent quality and optimization at a massive scale, something unattainable with manual writing alone. A structured approach involves:
Defining content models (e.g., an “integration” page model with fields for title, partner, key features, and reviews).
Sourcing and organizing the data to fill these models programmatically.
Building the technical framework to render this data into optimized HTML pages for users and search engines.
This system ensures every page is technically sound and targets a specific keyword cluster, directly contributing to their impressive organic traffic. The full case study shows how this structure underpins their entire search presence.
Programmatic SEO offers exponential scale, while manual content creation provides deep, narrative-driven authority on fewer topics. The key difference is the investment focus: pSEO requires a significant upfront investment in data and engineering, whereas manual content demands ongoing investment in writers and topic experts. A company like Monday uses pSEO to cover thousands of specific, high-intent queries (like app integrations), which would be impossible to address with individual blog posts. The main factors to weigh are:
Available Data: Do you have a unique, structured dataset that can be turned into valuable pages?
Market Size: Is your target audience searching for enough variations of a core query to justify the creation of thousands of pages?
Technical Resources: Do you have development talent to build and maintain the content generation engine?
While manual content builds brand voice, pSEO builds a wide net to capture traffic. Achieving over 1.5M+ monthly organic visits shows the power of choosing the right model. The full analysis provides a framework for making this strategic choice.
Monday’s App Marketplace pages are a prime example of effective pSEO, converting a list of integrations into a massive organic traffic driver. Each page follows a consistent, data-rich template that provides immense value to users searching for specific workflow solutions. These pages succeed because they programmatically blend unique data points with a user-centric design. The key elements that make these pages work at scale include:
Dynamic Titles: Combining the app name with the Monday brand (e.g., “Gmail - monday.com App Marketplace”) to capture branded and integration-specific searches.
Structured Features: Using bullet points and clear headings to highlight key features, making the information easily digestible for both users and search crawlers.
User-Generated Content: Incorporating reviews and ratings to add unique, regularly updated text to each page.
Clear Calls-to-Action (CTAs): Guiding the user toward the next step of installing the app.
This templated approach is the engine behind their 1.5M+ monthly organic visitors, turning a simple product feature into a strategic SEO asset. Examining these pages reveals the blueprint for scalable content success.
These two figures likely represent different data snapshots, revealing the distinction between a company's total traffic profile and the specific success of its SEO channel. The 942.2K visits figure, at just 2.15% of total traffic, highlights Monday's immense brand strength, where most users arrive directly. In contrast, the 1.5M+ monthly organic traffic figure showcases the powerful, targeted results of their programmatic SEO strategy in isolation. This suggests that while the brand drives the majority of traffic, pSEO is a highly effective, independent engine for new customer acquisition. The coexistence of these numbers demonstrates that a mature company's marketing mix is complex; a smaller percentage of a massive traffic pie can still represent a huge number of users. It proves that even with dominant brand recognition, a robust programmatic SEO strategy can carve out significant, additional growth from non-branded, high-intent search queries. Understanding this distinction is key to appreciating the true value of their investment.
To mirror Monday's success, a SaaS company must first build a systematic and repeatable process before creating a single page. The foundation rests on identifying a scalable content opportunity and structuring the data needed to fulfill it, which is how they grew to over 36K+ indexed pages. The goal is to engineer a content factory, not just write articles. The critical first steps for implementation include:
Identify Programmatic Keywords: Find a core “head term” and combine it with thousands of “modifiers” (e.g., [competitor] vs. [your brand], [use case] templates, [your brand] integrations with [other tool]).
Create a Master Data Source: Build a structured database or spreadsheet that contains all the variable data points for each potential page.
Design a Reusable Page Template: Wireframe a single, highly optimized page layout that will serve as the blueprint for all programmatically generated pages.
Develop the Technical Infrastructure: Work with engineers to build the system that merges the data source with the template to create and publish unique pages at scale.
This initial setup is the most resource-intensive part but is essential for achieving long-term, sustainable organic growth. Delving into the full strategy shows how to move from this foundation to ongoing optimization.
Effective monitoring for a programmatic SEO strategy requires shifting focus from individual page performance to the health of the overall system. While Monday watches its overall 1.5M+ organic traffic, its team likely focuses on cohort-level metrics to make scalable adjustments. The key is to monitor trends across page templates, not just isolated URLs. To implement this, your team should prioritize a specific set of metrics:
Indexation Rate: Track what percentage of your programmatically generated pages are being indexed by Google. A low rate can signal widespread technical issues or low-quality content.
Keyword Cohort Rankings: Monitor the average ranking for groups of keywords associated with a specific page template. Are “integration” pages gaining or losing ground collectively?
Crawl Budget Consumption: Ensure that search engine bots are efficiently crawling your important programmatic pages without getting stuck on low-value sections.
Conversion Rate by Template: Analyze which page templates are most effective at driving desired user actions, like sign-ups or demo requests.
By tracking these system-level indicators, you can make targeted, high-impact adjustments. The full analysis details how these adjustments keep a pSEO engine competitive.
As search engines evolve with AI, the foundational principles of programmatic SEO will become even more critical, but their execution will need to be more sophisticated. The emphasis will shift from simply matching keywords to satisfying complex user intent, meaning Monday's structured data approach is well-positioned for the future. The strategy will move from generating pages to generating answers. Machine learning will play a vital role in this evolution by:
Forecasting SEO Impact: Using predictive analytics to determine which new programmatic page sets will yield the highest traffic and conversion, as mentioned in the analysis.
Automating Content Uniqueness: Employing AI to rephrase, summarize, or enhance data points to ensure every programmatically generated page is sufficiently unique and valuable.
Optimizing at Scale: Automatically running A/B tests on page templates to identify the layouts, CTAs, and content structures that perform best.
The core idea of turning data into content remains, but AI and machine learning will provide the intelligence layer to do so more effectively. Examining forward-looking strategies is crucial for staying ahead.
A strong programmatic SEO strategy acts as both an acquisition channel and a brand-reinforcing echo chamber. While direct traffic reflects existing brand awareness, Monday's pSEO efforts capture users at the moment of need, introducing the brand to new audiences and reinforcing its authority for existing ones. This creates a flywheel effect: pSEO captures new users who later return directly, boosting brand recall. This symbiotic relationship implies that market leaders should view SEO not just as a way to find new customers but as a way to defend and expand their market position. By appearing in search results for thousands of specific problems, from integrations with Miro to project management templates, Monday solidifies its image as the go-to solution. This suggests a future where the line between brand marketing and technical SEO blurs, with each amplifying the other for comprehensive market dominance. The full strategy provides deeper insights into this powerful synergy.
Monday avoids the thin content trap by ensuring every programmatically generated page is built upon a foundation of unique and useful data. Instead of just spinning generic text, their strategy focuses on surfacing specific, structured information that directly answers a user's query about an integration. The value is derived from the data itself, not from superfluous prose. Their approach solves the quality problem in several ways:
Focus on High-Intent Queries: They target users who have a specific problem, like connecting Monday with Gmail, ensuring the audience is already seeking the information provided.
Inclusion of Rich Data Points: Each page includes unique elements like key features, short video clips, and user reviews, creating a rich, multi-format experience.
Clear User Benefit: The page's purpose is immediately clear: to explain an integration and facilitate its use with a clear CTA, providing a direct solution.
This data-first mindset ensures that even with 36K+ pages, each one serves a distinct purpose. Exploring their page template design offers a masterclass in creating programmatic content with real substance.
To overcome investment hurdles, companies must frame SEO not as a marketing cost but as the development of a predictable, scalable asset. The programmatic approach used by Monday is uniquely suited for this, as it allows for more accurate forecasting based on quantifiable inputs like keyword volume and template conversion rates. Instead of guessing, you build a model to project outcomes. To build a stronger business case, you can:
Quantify the Search Opportunity: Combine the search volume for thousands of long-tail keywords to show the total addressable market, which can be massive.
Run a Small-Scale Pilot: Launch a limited set of 50-100 programmatic pages to establish baseline metrics for click-through rate, ranking potential, and conversion.
Forecast Impact with Analytics: Use the pilot data to build a model that projects traffic and revenue from a full-scale launch of thousands of pages, similar to the advanced analytics mentioned in the analysis of PandaDoc and Monday.
This data-driven justification shifts the conversation from hope to a calculated business decision. A deeper dive into these forecasting methods can help secure the necessary resources.
The decision between an in-house team and an agency like upGrowth hinges on a trade-off between long-term control and speed of execution. Building an in-house team gives you a dedicated, deeply integrated asset, but it requires significant time to hire and train for the specialized skill set of programmatic SEO. Partnering with an agency provides immediate access to expertise and established processes, accelerating your path to results like Monday's. Key trade-offs include:
Speed vs. Integration: An agency offers rapid deployment, while an in-house team can be more deeply integrated with product and engineering roadmaps over time.
Cost Structure: Agencies represent a predictable operational expense, whereas building a team is a larger capital expense with ongoing salary costs.
Specialized Knowledge: A specialized agency like upGrowth brings experience from multiple pSEO projects, offering insights you wouldn't have internally.
For businesses looking to capture market opportunities quickly, an agency can be the ideal choice to build the initial foundation. The full analysis touches on how expert partners can kickstart this type of growth.
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.
Growth Strategy and Planning
