In just six years, Monday.com, a cloud-based project and work management platform, has grown from $7 million to $700 million in ARR and has attracted more than 186,000 loyal customers. 

Monday.com’s growth is largely attributed to its product-led strategy, which focuses on gaining a stronghold with its customer base through a deep understanding of its users. With this approach, Monday.com has established a loyal customer following and a solid brand presence. According to SEMRush, more than three-quarters of Monday.com’s website visits are from direct traffic, indicating a strong product market fit. 

Monday.com’s focus on user needs extends to its content and SEO strategy. Using programmatic SEO (pSEO), Monday.com has created hundreds of product-led pages that show users how to solve their project management challenges with the Monday.com platform. Monday.com’s pSEO engine draws in more than 14,000 monthly visits (per Ahrefs), but the company is only scratching the surface of its pSEO potential.

Monday.com’s lesser-known SEO content strategy 

Monday.com leverages a full-funnel content marketing strategy to attract potential customers. To organically bring in visitors at the top of the funnel, they publish thought leadership content focusing on high-value keywords like “project management software” and “project management tools” on their blog. Between 2020 and 2021, the Monday.com team created more than 100 top-of-funnel articles per month, boosting organic traffic to the site by more than 1,500%. 

While these pages help draw people to Monday.com’s site to boost brand visibility, searchers arriving on the site likely aren’t ready to purchase. According to SEMRush, around 73% of the traffic-drawing keywords on Monday.com/blog are “informational,” meaning the person visiting the page isn’t looking to make a purchase.

What’s lesser-known among the SEO community is Monday.com’s strategy to drive organic traffic at the bottom of the funnel with product-led content. With a product-led approach, Monday.com builds content around relevant user challenges that its product solves. For example, an individual searching for a content calendar template would arrive at Monday.com’s content calendar template page, which gives the visitor access to the exact template they are searching for. Or an individual searching for information about how to connect a SaaS application to work management software would arrive on a page showing how Monday.com integrates with said SaaS app. 

Product-led content tends to yield higher conversion rates because it addresses specific user needs that align closely with the product’s capabilities. The searcher is led to the exact solution they are looking for, so they are more likely to click through and sign up for the product or service to address their needs. 

If we look at the SaaS app + Monday.com pages described above, we see very different keyword intent. According to SEMRush, only around 36% of traffic-drawing keywords on the Monday.com/integrations pages are “informational” while 27% are transactional, meaning the person visiting is looking to make a purchase.

With a programmatic SEO (pSEO) approach, Monday.com scaled the production of hundreds of product-led content pages to draw in more than 14,000 organic monthly visits (per Ahrefs). Let’s examine these pages and why the results Monday.com sees from them now are just the tip of the iceberg. 

Breaking down Monday.com’s pSEO engine

Monday.com creates two pSEO page types to draw in consistent monthly traffic in a near-automatic way. Both of these page types are intended to reach visitors looking for solutions that Monday.com solves. 

pSEO page type 1: template pages

Monday.com created more than 220 “template” pages to draw in searchers looking for specific project management tasks. These pages enable Monday.com to rank in the top ten on search engine results pages (SERPS) for keywords like “work schedule,” “content calendar,” and “weekly to-do list.” According to Ahrefs, these pages draw in about 13,000 monthly organic visits. 

The template pages also draw significant traffic from backlinks. According to Ahrefs, more than 6,700 backlinks from high domain authority websites (average DR of 90) link to template pages. For example, Shopify includes one of Monday.com’s marketing templates in its article “7 Inspiring Marketing Plan Examples.” Other high-domain authority sites like Calendly, Hubspot, Opencart, Substack, and Wix also include links to Monday.com template pages within similar listicle-type content. 

pSEO page type 2: integration pages

Monday.com integrates with over 200 SaaS applications to help its users streamline project and work management tasks. To reach individuals searching for information about how to integrate different SaaS apps with work management software, Monday.com built about 30 integration pages that detail how Monday.com integrates with different SaaS apps. 

These pages only account for around 1,500 monthly organic visits; however, considering Monday.com only features 10% of its possible integrations on these pages, there’s significant potential for Monday.com to scale the production of its integration pages to attract even more organic traffic. 

Analyzing Monday.com’s template pages 

Monday.com’s template pages follow a standard page layout that is thoughtfully designed to resolve visitor needs and convert them into Monday.com customers. 

1. At the top of the page, the template name is displayed prominently as the H1 to validate that the visitor has arrived on the page and the content they are looking for. For example “Marketing Strategy Template” or “Social Media Calendar Template.”

2. Next to the headline is a CTA for visitors to use the template. This button directs people to a conversion landing page where they can sign up for an account.

3. Along the left side of the page, visitors can see the breadth of templates available on Monday.com and click to different categories. This strategy improves interlinking on the site, a simple yet powerful way to improve SEO.

4. The page content shows visitors the ins and outs of the template and how they can use Monday.com to customize templates to meet their specifications. This section is image-heavy to demonstrate the user interface and template design effectively. 

5. At the bottom of the page, is a long-form section detailing the key benefits of the template. This section includes relevant keywords related to the different ways one might leverage the template (e.g. “social media scheduling” or “coordinating content marketing”). 

How Monday.com could improve its template pages with daydream

The daydream platform provides best-in-class tactical tooling for pSEO, enabling teams to deploy robust pSEO engines without needing to expend additional engineering resources. 

To improve the ranking of Monday.com’s template pages on search engine result pages (SERPs), daydream could programmatically create “Top 10 [category] templates” listicle blog posts for each of Monday.com’s template page categories. These listicles would include Monday.com’s template as the number one solution and other templates as options two through 10. Here’s an example of Notion using this technique with its listicle content. 

Analyzing Monday.com’s integration pages 

Each of Monday.com’s integration pages follows a simple format:

•  A header at the top of the page reads “[Name of SaaS application] and Monday.com Integration with a subheader detailing the high-level benefit of the integration. 

• Users are prompted to “get started” with a button leading to a generic conversion landing page.

• The rest of the page includes 3 core features of the integration and screen captures of the user interface.

• At the bottom of the page, visitors are prompted to check out another integration available on Monday.com with a CTA button that links to another integration page.

How Monday.com could improve its integration pages with daydream

Monday.com has only created 20 integration pages; however, the platform integrates with over 200 different SaaS applications. With the daydream platform, Monday.com could scale the production of the remaining 180 pages without expending additional engineering resources. 

Monday.com’s competitors like Asana are already doing this. According to Ahrefs, Asana has created 377  integration pages (called “app pages”), that bring in more than 20,000 organic monthly visits. Many of these pages have been translated into different languages to bring in an additional 35,000 monthly organic visits.

In addition to expanding the number of integration pages, Monday.com could add more elements to the integration pages to boost SEO and conversion performance. For example, daydream could identify more opportunities to capture search terms like “what is [name of SaaS application]” or “how to integrate Monday.com with [name of SaaS app]” and programmatically integrate these keywords onto the pages.

Build a pSEO engine with daydream 

Building a high-performing pSEO engine is a challenging endeavor that demands substantial internal resourcing and considerable lead time to establish the necessary infrastructure for seamless collaboration among cross-functional teams to build, maintain, and optimize pages. 

With the daydream platform, businesses can develop pSEO programs without burdening already resource-strained teams. Our platform automates all the tactical elements involved in creating a resilient and powerful pSEO engine. If you’re interested in leveraging daydream and becoming part of our expanding group of customers including Notion, Tome, and ProductHunt, email us at [email protected] to start the conversation.