How Payscale Programmatic SEO Drives 1.3 M+ Monthly Organic Traffic

Segregation of traffic numbers behind Payscale’s programmatic SEO strategy

• Direct: 24.07% (900K)

• Organic Search: 73.27% (2.7M)

Here’s why having a high percentage of organic search traffic (73.27%) is impressive for Payscale:

• Cost-effective: Organic traffic is free, unlike paid advertising, which you pay per click. A high percentage of organic traffic indicates Payscale attracts a large audience without relying heavily on paid channels.

• Targeted Audience: Organic traffic suggests users actively search for information Payscale offers, indicating a strong alignment between the content and user intent.

• Brand Recognition: High organic traffic suggests Payscale is a trusted source for compensation data, potentially leading to brand recognition and user loyalty.

• Combined with Direct Traffic: The high percentage of direct traffic (24.07%) alongside strong organic traffic suggests Payscale has a loyal user base who returns directly for information.

Overall, this traffic distribution indicates a successful digital marketing strategy for Payscale. They are attracting a large, targeted audience organically while also building brand loyalty.

Source: Semrush

Detailed Payscale programmatic SEO strategy

https://payscale.com/

1.3 M monthly organic traffic

20 M+ pages indexed on Google

 Average Hourly Rate {Company’s} Corporate Employees

1. Average Hourly Rate for Walmart.com Employees

1. Average Hourly Rate for McDonald’s Corporation Employees

Average {Job} Salary

1. Average Marine Biologist Salary

1. Average Graphic Designer Salary

{degree} jobs by salary

1. Doctor of Physical Therapy (DPT) Jobs by Salary

1. Bachelor of Science (BS / BSc), Kinesiology Jobs by Salary

A Deep Dive into the Structure of Payscale Pages/Section

This section explores how Payscale utilizes programmatic SEO to generate targeted content. We’ll delve into the structure of their various pages, including those focused on hourly rates, average salaries, and degrees. We’ll also analyze the specific data points used on each page type.

Hourly Rate Pages

Programmatic SEO allows Payscale to generate targeted landing pages focused on average hourly rates for specific employers. These pages provide valuable informational resources for users researching compensation.

Let’s explore some examples and see how much organic traffic they capture each month.

Data Points

To deliver valuable insights, Payscale leverages the following data points on these dynamically generated pages…

• A descriptive title of the page

• An Overview of the Average Hourly Rate

• A tool with a CTA button to find employees’ market worth

• Section listing salaries according to hourly rate for different profiles

• Section showing FAQs and reviews for the selected company

• Reviews section for the selected company

• Featured Content

• Every basic detail about the company

• A list of companies for comparison to the current company

Average Salary Pages

Within their programmatic SEO strategy, Payscale creates informative landing pages focused on average salaries for specific professions, like marine biologists. These pages function as valuable resources for users seeking compensation data in this field.

Let’s delve into some examples and see how much organic traffic they capture each month.

Data Points

Payscale tailors these programmatically generated pages with specific data points, including…

• A title for the average salary breakdown for the profession

• A probable per-year base salary data

• CTA button

• A section for users to find out what should be paid for that profession

• Featured Content

• More information about job roles like FAQs, job listings, and popular employers

• Related Job Salaries

Degree Pages

Programmatic SEO empowers Payscale to create targeted landing pages focusing on salaries for jobs that require specific degrees. These pages serve as a valuable informational resource for users researching career paths and compensation.

Let’s delve into some examples within this section and explore the organic traffic they generate.

Data Points

These programmatically generated pages provide users with valuable insights through the inclusion of several data points, such as:

• A descriptive title of the page

• Average base salary data for the degree

• Different Jobs by Salary for the Degree

• Featured Content

• Related Degrees by Salary

• Different related categories and their salaries

• Related degrees and popular companies in the category

How Payscale’s international SEO approach successfully executed with programmatic SEO

• Localized URLs: The presence of country-specific URLs (US, UK, CA, AU) suggests Payscale might be using programmatic SEO to generate localized content for each market.

• Traffic Distribution: While the US has significantly higher traffic (637.6K), the presence of traffic in other countries (UK: 53.3K, Canada: 44.6K, Australia: 45.1K) indicates some success in attracting an international audience.

How Programmatic SEO Could Enhance International Reach:

• Language Targeting: Programmatic SEO allows for the generation of content in different languages based on user location. This could potentially increase traffic from non-English speaking countries.

• Localized Data: Payscale could be using programmatic SEO to populate pages with salary data specific to each country’s job market. This would make the content more relevant and valuable to international users.

• Job Title Variations: Job titles can vary by region. Programmatic SEO could be used to generate pages that target these regional variations, capturing a wider audience.

Build a programmatic SEO Strategy with uG

Payscale’s strategic use of programmatic SEO (pSEO) demonstrates its effectiveness in driving significant organic traffic.  pSEO offers a powerful approach to scaling content and targeting specific audience segments.

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