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Programmatic SEO is often treated as a big build: dev-heavy, CMS-driven, and over-engineered
But at Embarque, we’ve taken a simpler route.
We’ve helped both clients like Growform and ourselves publish structured, high-intent content at scale using AI, repeatable templates, and just the right amount of editing.
That includes:
- Glossaries
- Free AI tools (over 100 on our own site)
- Other long-tail SEO assets
What we’ll cover
In this case study, you’ll see:
- How we built and shipped over 200 structured pages using a lean programmatic SEO system
- The exact templates and workflows we used
- How this strategy directly contributed to pricing page views, demo calls, and product-qualified traffic for Embarque and Growform
What we did
1. Started with ideation and use-case mapping
We first mapped out where programmatic SEO would drive the most business value. Then we brainstormed angles and keyword permutations we could scale.
- For free AI tools, we focused on “free AI [specific tool]” queries—like free AI [YouTube tag generator].
- For glossaries, we used “what is [term]” permutations to cover technical and long-tail terms with clear informational intent.
While doing this, we assessed:
- Search volume relative to competition
- How closely each topic aligned with the product
Once validated, we scaled these patterns across 100+ pages and tools.
2. Built repeatable page frameworks for scale
We set strict templates for every type of page so we could move quickly without sacrificing quality.
Glossaries:
- What is [term]
- Why it matters
- Best practices for [term]
- FAQs
- CTA and internal links
Tools:
- Main tools embed
- FAQs
This structure allowed us to move fast and maintain consistency, while making pages easily scannable by both search engines and users.
3. Used AI to draft content, with humans in the loop
We built custom prompt stacks, and SOPs to generate content by section and vibe code free tools. Our editors reviewed for:
- Redundancy
- Accuracy
- Tone
- Internal linking
Each page took less than an hour to finalize, which made it possible to ship at scale. That efficiency helped us produce around 100 glossary entries and 107+ AI tool pages for Embarque, plus 58+ glossary entries for Growform, without risking search engine penalties
3. Tied every page to real business goals
No content was created for the sake of SEO alone. Every glossary or tool page included:
- Links to services or product pages
- Clear CTAs (demo, Calendly, form submission)
- Conversion tracking setup in GA4
We made sure each piece of content wasn’t just rankable, but also actionable.
Here’s how the approach paid off
1. Growform: glossary content moved users toward the product
The average number of users who reached the builder (primary conversion event) across Growform’s 58+ glossary pages is 6.77.
To put this in perspective, for every glossary page published, nearly 7 organic users on average went on to engage with the product’s core conversion step.
2. Embarque: programmatic AI tool pages became part of our conversion path
In the 3 months following our AI tools rollout:
- 140 users who reached our pricing page came from AI tool pages
- 2% of users who booked a call did so immediately after visiting a tool page
These tools now play a small but trackable role in our acquisition funnel.
3. Embarque: traffic grew 93% year-over-year after the programmatic rollout
We compared 8 months of Search Console data before and after launching our programmatic glossary and tools.
Clicks increased from 41.3K to 79.8K, showing a 93% rise in organic traffic across that period.
4. Embarque: monthly traffic tripled within a few months
Before launching the programmatic campaign, monthly traffic was under 10,000.
A few months later, it peaked at over 30,000, driven by consistent traffic to glossary and tool pages.
Key learnings
1. Programmatic SEO doesn’t necessarily need code
You can scale 200+ pages without a dev team, as long as you lock in templates, keywords, and prompts.
2. Glossaries and tools aren’t just top-funnel
Growform’s glossary drove users directly to their builder. Our AI tools nudged visitors toward the pricing page and demo form.
3. Volume isn’t everything—intent matters
Even low-traffic pages performed when mapped to user intent and tied to meaningful CTAs.
4. Speed doesn’t kill quality, when structure leads
We scaled quickly without sacrificing relevance or accuracy because structure did most of the heavy lifting.
Build a programmatic content engine that drives real results
We’ve used programmatic SEO to help SaaS companies like Growform—and even our own site—turn targeted content into traffic, conversions, and pipeline. From glossaries to free tools, we’ve shown what scalable SEO can actually deliver when it’s done right.
Want to launch a content engine that works while you sleep?
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