TLDR: The B2B SaaS Growth Podcast Recording · Ishaan Shakunt (Founder @ Spear Growth)

96% More Traffic & 2x Deals With Programmatic SEO: Usman @ Omniscient Digital

·53 min·4 clips

Usman highlights why CEO alignment is crucial for programmatic SEO success at companies like Zapier.

This episode features Ishan, host of the TLDR podcast, interviewing SEO consultant Usman about scaling programmatic SEO for the influencer marketing platform Modash. Usman was brought in as a consultant after Modash's Head of Marketing, Ryan, had already established a foundational programmatic strategy. The existing program used Modash's proprietary data on influencers to generate over 1,400 dynamic pages targeting searches like "fitness influencers in California." These pages displayed unique data points like average likes, views, and fake follower percentages directly from Modash's product. The initial program was driving multi-six-figure monthly search traffic and acting as a key discovery channel for the brand. Usman's goal was to strategically scale this existing program to significantly increase traffic and conversions. His work involved a deep collaboration with Ryan, a dedicated data engineer, and a freelance designer over a six to eight-month period. A core part of the strategy was overhauling the website's internal linking architecture to improve crawlability and indexation for thousands of new pages. They segmented pages by three parameters: influencer category, location, and platform. They implemented a system where any page would automatically link to all other pages sharing its parameters via a scrollable footer section. The designer improved this footer's UX by adding a search bar to navigate the linked pages. Usman emphasizes that programmatic SEO requires foundational checks before implementation, including decent search demand and repeatable keyword patterns. He argues the strategy must align directly with the product's core offering, using examples like Zapier's integration pages or Canva's templates. He shares a cautionary tale from his time at Flying Cat, where a programmatic play for a company without clear product-market fit failed to drive meaningful conversions despite generating traffic. A surprising insight is that for Modash's pages, adding substantial blocks of explanatory text was deemed unnecessary for ranking. Usman's analysis showed they were competing against manually written listicle blog posts, and their data-rich, templated pages provided superior value. He notes the ideal scenario is when multiple company teams, like product and customer success, see the programmatic pages as a win-win for their own goals, not just an SEO project. The episode has a conversational and educational tone, structured as a detailed case study walkthrough between two practitioners. Ishan asks direct, tactical questions about implementation, ownership, and problem-solving. This episode is ideal for B2B SaaS founders, marketing leaders, and SEO professionals looking for a concrete, advanced case study on scaling a data-driven content strategy. Listeners seeking introductory SEO concepts or broad marketing theory should look elsewhere.

As heard by us

A grounded look at scaling programmatic SEO once the basics are already working.

The episode follows a programmatic SEO effort that already had momentum and shows what it takes to push it further. Modash reportedly lifted search traffic by 96% in eight months, and the work then doubled growth after the team had already found a programmatic SEO path.

Read the full review in PlayNext →

Why you'd press play

If your pSEO is already working, this shows how to push it harder.

Read the full recommendation in PlayNext →

Listen to the show on

Apple Podcasts Spotify

Play clips from this episode More from TLDR: The B2B SaaS Growth Podcast Recording