Are programmatic SEO examples only from big companies?

No. Big companies have more data, but the pattern works at small scale too. Nomad List is a small team's example, and many startups run useful integration or template libraries with a few dozen pages. What matters is having real information for each page, not the size of the set or the company behind it.

Is a glossary an example of programmatic SEO?

A glossary can be programmatic if it's built from a structured dataset and a shared template, though good glossaries are usually written term by term. It works when each definition is genuinely specific, with an example and related terms, rather than a one-line definition repeated hundreds of times with a different word.

Do programmatic SEO pages still work with AI Overviews?

Programmatic pages that answer narrow questions with specific facts still work and can be cited in AI answers. Pages that exist only to catch a click are worth less, since Ahrefs found the top result's click-through rate falls 58% when an AI Overview appears. Data-rich pages like converters and integration details still get used.

How do I find a programmatic SEO opportunity for my SaaS?

List what your company has many of: integrations, templates, supported file types, industries served, countries, or data points from your product. Then check whether buyers search for those variations with keyword research. A good opportunity is a pattern with real search demand where you can fill every page with information competitors can't easily copy.

Can user-generated content power programmatic SEO?

Yes, as Figma Community and app marketplaces show. User contributions can supply unique content at scale, but they need moderation and minimum quality standards. Pages with empty or spammy submissions are thin, so many platforms only index listings that meet a bar, such as having a description, a preview or reviews.

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SEO & AI search

Programmatic SEO Examples: 15 SaaS Companies Doing It Well

Programmatic SEO examples from 15 well-known SaaS and data companies, with what makes each page genuinely useful rather than just another templated URL.

By Mehdi HassanOct 29, 20268 min read

The short answer

Good programmatic SEO examples include Zapier's integration pages, Wise's currency converter pages, Canva's template galleries, G2's category and comparison pages and Similarweb's website profiles. What they share is that every page carries something real for that specific search, such as working templates, live rates, reviews or data, so the template is just the frame.

Key takeaways

The best programmatic pages are products in disguise: a converter, a template, a profile or a directory.
Every strong example has data its sibling pages don't, from live rates to user reviews.
Most are fed by data the company already owns, which is hard for competitors to copy.
Directory and category pages matter as much as the item pages; they carry the internal links.
Copy the pattern, not the page: find the dataset your company already has.

Part of Programmatic SEO for SaaS: How to Build Hundreds of Useful Pages Safely

What are good examples of programmatic SEO?

Good examples of programmatic SEO are page sets where each page answers a specific search with information that's unique to it. Zapier's app-pair pages, Wise's currency pairs and Canva's template categories are the classics. They work because the page is useful even if you ignore search entirely.

This list breaks down 15 well-known companies and what makes their pages work. We describe publicly visible patterns only, not traffic numbers, since those aren't public. For the method behind it, read our programmatic SEO hub.

Which programmatic SEO examples are built on integrations and marketplaces?

Integration and marketplace pages are the most common programmatic SEO pattern in SaaS, because every partner or app is a natural variation that buyers search for. The strong examples describe what the integration actually does rather than just confirming it exists.

1. Zapier: app and app-pair integration pages

Zapier has pages for individual apps and for pairs of apps, listing the triggers and actions available and popular workflows people build between them. A search for connecting two tools lands on a page that shows exactly how to connect them, which is the answer the searcher wanted.

2. Slack: app directory

Each app in Slack's Marketplace has a page describing what it does inside Slack, with screenshots and install options. The pages serve people searching for a Slack integration with a specific tool, and every listing has content supplied by the app's maker.

3. Shopify: App Store listings

Shopify's App Store pages carry descriptions, pricing, screenshots and merchant reviews for each app. Reviews are the unique data: no two listings have the same ones, and they answer the question buyers actually have, which is whether it works.

Which programmatic SEO examples are built on templates?

Template galleries work as programmatic SEO because each template is a usable thing, not a description of one. Someone searching for an invoice template or a project roadmap template gets the template itself, which is about as clear a match between search and page as exists.

4. Canva: template category pages

Canva has category pages for template types, such as resumes, presentations or social posts, each filled with real templates you can open and edit. The category page answers a broad search; individual templates catch narrower ones.

5. Notion: template gallery

Notion's template gallery groups templates by use case and links to creator pages. Each template page explains what the template does and lets you duplicate it into your workspace, turning a search into a product signup.

6. Typeform: form templates

Typeform publishes templates for specific use cases, such as surveys, quizzes and feedback forms, each with a working preview. The preview is the proof: a visitor can try the form before signing up.

7. Airtable and Webflow: template marketplaces

Airtable's templates and Webflow's template marketplace follow the same pattern for bases and websites. Each page shows the template, describes its use case and offers a way to start with it, so the page is a demo of the product.

Which programmatic SEO examples are built on proprietary data?

The hardest programmatic pages to copy are those built on data the company owns or aggregates, such as rates, traffic estimates, company records or reviews. Competitors can copy the template in a week; they can't copy the dataset.

8. Wise: currency converter pages

Wise has a page for currency pairs with a working converter, the current mid-market rate and a rate chart. Every page answers the searcher's exact question, how much one currency is worth in another, and then shows how sending money with Wise compares.

9. G2: category and comparison pages

G2 generates category pages and product-versus-product comparisons from its user reviews and ratings. The reviews are the unique data, and the comparison format matches how buyers shortlist software.

10. Similarweb: website profile pages

Similarweb has a page for individual websites showing estimated traffic, sources and competitors. Anyone searching a site's traffic finds a page with that exact answer, and the depth behind a signup becomes the reason to convert.

11. Crunchbase: company profiles

Crunchbase profiles cover companies with funding rounds, investors and key people. Searches for a company's funding land on a structured profile, and the most detailed data sits behind an account.

12. Nomad List: city pages

Nomad List has a page for cities scored on factors remote workers care about, such as cost of living, internet and safety, using its own data and community input. It's a small team's example of how far a well-chosen dataset can carry a site.

Which programmatic SEO examples are built on expertise?

Some of the best programmatic pages are built on expertise rather than data: guides that vary by country, industry or regulation, where the answer genuinely changes for each variation. They take more work per page, which is exactly why they're valuable.

13. Deel: country hiring guides

Deel publishes hiring guides for individual countries covering employment rules, payroll and benefits basics. The content changes meaningfully from country to country, so each page answers a question its siblings can't.

14. Figma: Community pages

Figma Community has pages for files, plugins and widgets published by its users, each with a description, preview and a way to open it in Figma. User contributions supply the unique content at a scale no in-house team could write.

15. HubSpot: template and tool pages

HubSpot publishes many templates and free tools, from email signature generators to business templates, each tied to a specific search and a product. It shows how tools and templates can work alongside a blog; our guide to building free tools and calculators for SEO covers that approach.

What do the best programmatic SEO examples have in common?

The best programmatic SEO examples share three things: each page is useful on its own, the unique content comes from data or contributions the company already has, and directory pages tie the set together. None of them depend on rewording the same paragraph for each variation.

Company	Page type	Unique data per page	Pattern
Zapier	App-pair integrations	Triggers, actions, workflows	Integrations
Shopify, Slack	App listings	Maker content and reviews	Marketplace
Canva, Notion, Typeform	Templates	The working template	Templates
Wise	Currency pairs	Live rate and converter	Proprietary data
G2	Categories and comparisons	User reviews and ratings	Aggregated data
Similarweb, Crunchbase	Website and company profiles	Traffic and funding records	Proprietary data
Nomad List	City pages	Scores and community input	Proprietary data
Deel	Country guides	Country-specific rules	Expertise
Figma Community	Files and plugins	User contributions	User-generated

Hypothetical example: finding your own programmatic pattern

For example, suppose a B2B expense tool reviews these examples. It doesn't have currency data like Wise or reviews like G2, but it does have two assets: 60 accounting and HR integrations, and an in-house team that knows expense policy rules across several countries.

That suggests two sets: integration pages modeled on the Zapier pattern, each listing what syncs and the setup steps, and country expense-policy guides modeled on the Deel pattern, each written with real local rules. Neither copies a layout; both expose something the company genuinely knows. This is an illustration, not a client project.

How do you turn these examples into your own programmatic SEO plan?

Turn these examples into a plan by listing the datasets your company already has, matching each to a pattern above, and checking that buyers search for the variations. Then design one template, publish a small batch and measure before scaling.

The programmatic page template covers the page anatomy, and scaled content abuse explains where Google draws the line. For the stack, see Webflow vs Framer vs Next.js for programmatic SEO. These pages also tend to match the narrow sub-questions AI engines generate from a broad prompt, which our explainer on query fan-out covers.

Frequently asked questions

Are programmatic SEO examples only from big companies?: No. Big companies have more data, but the pattern works at small scale too. Nomad List is a small team's example, and many startups run useful integration or template libraries with a few dozen pages. What matters is having real information for each page, not the size of the set or the company behind it.
Is a glossary an example of programmatic SEO?: A glossary can be programmatic if it's built from a structured dataset and a shared template, though good glossaries are usually written term by term. It works when each definition is genuinely specific, with an example and related terms, rather than a one-line definition repeated hundreds of times with a different word.
Do programmatic SEO pages still work with AI Overviews?: Programmatic pages that answer narrow questions with specific facts still work and can be cited in AI answers. Pages that exist only to catch a click are worth less, since Ahrefs found the top result's click-through rate falls 58% when an AI Overview appears. Data-rich pages like converters and integration details still get used.
How do I find a programmatic SEO opportunity for my SaaS?: List what your company has many of: integrations, templates, supported file types, industries served, countries, or data points from your product. Then check whether buyers search for those variations with keyword research. A good opportunity is a pattern with real search demand where you can fill every page with information competitors can't easily copy.
Can user-generated content power programmatic SEO?: Yes, as Figma Community and app marketplaces show. User contributions can supply unique content at scale, but they need moderation and minimum quality standards. Pages with empty or spammy submissions are thin, so many platforms only index listings that meet a bar, such as having a description, a preview or reviews.

Mehdi Hassan · CEO & Design Director

Copywriter, designer and developer, and founder of Designify Studio. Over five years, 60+ projects across 14+ industries, for startups that have raised $300M+.

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