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How DelightChat increased search impressions 59x in 6 weeks

And how you can do it faster with AI

Happy Friday Junior, Collaborators!

Thank you to everyone who shared their feedback on our new case study section. “Success Stories” is now an official part of the weekly newsletter!

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Increasing search impressions 59x in 6 weeks with programmatic SEO

Search engine optimization is one of the most effective and scalable forms of marketing.

But it is not one of the fastest.

A new site typically takes 3-6 months to start seeing growth from SEO.

The team at DelightChat – a customer support app for Shopify ecommerce store owners – did not want to wait that long to see results. They had found a golden opportunity: 300 long-tail keywords around “best Shopify apps.”

Here are a few of the long-tail keywords:

  • “Best Related Products Apps for Shopify”

  • “Best Shopify Order Management Apps”

  • “Best Traffic Apps for Shopify”

The team believed that ecommerce merchants would search for similar keywords when they were looking for solutions like DelightChat.

The DelightChat team challenged themselves to create 300 different pages targeting those keywords in a week. Each page would have a unique introduction, a list of apps, and a conclusion.

To pull it off, they used programmatic SEO.

What is programmatic SEO?

Programmatic SEO is a strategy to create unique pages at scale. Programmatic SEO relies on two elements:

  • A web page template

  • A database to fill in the template

Instead of targeting a few keywords with high search volume, programmatic SEO targets thousands of long-tail keywords with some search volume at once.

Creating 300 Pages in a Week

Let’s get back to DelightChat.

The team could code their programmatic SEO pages, but they chose to use Webflow instead. That way, the marketing team could update the pages without engineering support.

The team set up two Webflow collections to serve as their databases:

  1. Apps stored data on specific Shopify apps, including name, creator, rating, price, key features, and a link to the apps page.

  2. Best Shopify Apps contained information to build pages targeting “best Shopify apps.” The team added a title, brief introduction, and conclusion for each landing page to the collection.

DelightChat’s team scraped the web to acquire data on the apps and created new collection items with the information they gathered through Webflow’s API.

Then, the team built the page templates and used multi-reference fields to add information about individual apps to the app lists.

For more information on the engineering work, see DelightChat’s step-by-step explanation on Webflow’s blog.

The 300+ landing pages that DelightChat created. Credit: Webflow

The result? DelightChat published 300 pages in a week, and grew their Programmatinsearch impressions from 100 to 6,000 per day in six weeks.

Improve on this strategy with AI

The DelightChat team used scraping to gather the content for their landing pages. Now, you can generate the content with AI — no coding required.

Step 1: Create your data source

The first step is to build a “database” for the landing pages. We’ll cover how to use a spreadsheet as your database in Wordpress and Webflow, but you could also use a low-code platform like Airtable.

If you do not use Wordpress or Webflow, you could use a tool like SEOmatic.

Each row of your spreadsheet should represent a different page (e.g., a blog post), and the columns should be the fields you need to create each page (e.g., title, author, summary, content).

Step 2: Generate content with AI

If you are using Google Sheets, add a generative AI extension like GPT for Sheets and Docs to generate content directly in your spreadsheet.

If you are using Airtable, the company offers a generative AI beta to add content to your database.

Note: remember to fact-check your AI-generated content before publishing it! Your content needs to be accurate to maximize your chances of ranking.

Step 3: Connect your data source with your website builder

Follow the instructions for your specific site provider to upload your data source:

Step 4: Build your template and set the pages live

Create a template for your programmatic pages in your website builder and follow its publishing process to set the pages live.


Edit your writing instantly

Have you ever finished writing an email, an introduction, or even a blog post, only to realize that your work is missing something?

Us too.

Luckily, you don’t have to wait for a friend’s or colleague’s feedback. Generative AI is an editor that works in real time. Just ask it for what you need:

Act as if you are an expert in [your role or industry]. Can you rewrite this [email/blog post/introduction] to be more [concise/empathetic/funny]?