Product-led SEO is an SEO strategy that builds scalable, product-powered pages centred on solving consumer problems.
When your website produces ‘high-value’ landing pages, SEO can compound exponentially. In this blog, we explore 7 product-led SEO examples that currently drive 1M+ organic visitors a month.
These examples are from variety of industries – FinTech, Marketplaces and HealthTech. Understand what powers them, why they rank, and a simple way to replicate V1 for your business under real-world constraints.
Product-led SEO Examples
FinTech
CoinMarketCap
CoinMarketCap wins with Product-led SEO by turning crypto entities (coins, assets etc) into answers. People need current, comparable token data without going through whitepapers or wallets.
As of August, 2025, CoinMarketCap gets estimated 33M SEO visitors worth $8M+ per month.
Core page types:
/currencies/{token}/→ price, market cap, supply, markets, news/exchanges/{exchange}/→ volume, listed pairs, fees/view/{category}/→ L2s, stablecoins, DeFi, AI, etc.- (Support)
/currencies/{token}/markets/and comparison views
Queries captured (non-brand):
- “{token} price”, “{token} market cap”, “best {category} crypto”, “top exchanges”, “{token} vs {token}”
Why Product-led SEO Compounds for CoinMarketCap
Each new token, exchange, or category adds more entry points and more internal links. The network gets stronger as it grows (recommended read: Network Effect).
As liquidity and mentions accumulate, user behavior (saves, external links, time spent) reinforces the best pages. Over time, the system captures both the head (“bitcoin price”) and a vast mid-tail of comparative and categorical queries.
- Entity breadth → intent coverage: every token/exchange/category becomes an indexable answer.
- Freshness as a ranking & trust signal: frequent updates + visible timestamps.
- Dense internal linking: token ↔ markets ↔ exchange ↔ category; users and crawlers never hit dead ends.
- Template consistency: Google can parse the same fields across thousands of entities.
But how can a much smaller challenger brand capture this market share starting in 2025? To answer this, you need to first ask
- Is SEO the right growth channel for you?
- How long will SEO take to show results for you?
- What is the right goal for your SEO strategy at your current position?
Drop me a DM on LinkedIn if you need help figuring out any of these answers. Only once you have answers to these questions can investing in Product-led SEO deliver returns for you.
Have a look at my Fintech Client’s Case Study: indiagold (Asset Backed Lending): 300k+ Visitors with Product led SEO
Wise
Wise turns payment corridors into answers. Each corridor e.g. India → United States – gets a stable, structured page that resolves the top questions. Questions like:
- What’s the fee?
- What’s the real rate?
- How fast does it arrive?
The product isn’t a blog; it’s a set of calculators and standardised templates that scale across 100s of routes.
Core page types:
Currency Converter (Pair Pages) – the engine
- Intent: “{CURRENCY} to {CURRENCY}”, “{currency} rate”, “{currency} today”.
- Why it works: entity breadth × freshness × localization; consistent template across 100s of pairs.
- Example:
/currency-converter/usd-to-inr/…,/currency-converter/dolar-hoje(BR).
Localized “Today’s Rate” hubs (inside converter)
- Intent: “dólar hoje”, “euro oggi”, “yen today” (local-language head terms).
- Why it works: maps to vernacular demand + daily freshness cue above the fold.
Now you might think, “Doesn’t Google give the currency conversion right in the search results page?” Answer is “Yes”.
And yet wise gets 85M visits a month on these pages.
Why?
Because most people’s search intent isn’t satisfied in a single search of currency conversion. Here are a few more intents that the wise landing pages satisfy:
- “Act now: send/convert money” (transactional intent)
- “Find the cheapest way to transfer” (commercial investigation / comparison)
- “Set alerts / automate conversion at my target rate” (monitoring intent)
- “Understand the ‘real’ price & hidden fees” (explanatory / trust intent)
- “Should I convert now or wait?” (timing analysis intent)
- “Bulk quick-look conversions of common denominations” (scanning intent)
- “Deep historical data exploration” (research intent)
- “Local compliance & trust for a country” (risk/assurance intent)
What a Challenger Brand can Do Today
Start with the 20-30 routes that already show demand. Ship one great corridor template, wire the link graph to the converter and country hubs, refresh rates daily, and maintain a hard indexation whitelist. Initially, the goal is to build an unfair advantage in a very specific corridor that bigger competitors can’t.
When stable, add comparison blocks (banks/fintechs) and historical rate charts to lift CTR and deepen engagement. All without adding editorial headcount.
Groww
Groww is India’s largest stock broking platform. It does 50M+ organic visitors every month worth $6M+.
Programmatic templates for Stocks, Calculators, and Indices convert search intent into product pages.
- Stocks: ~12% of 60k+ pages drive ~40% of traffic.
- Calculators: 227 pages deliver ~18% of traffic.
Product led SEO operates on a “velocity triad”: content, tech, and links, and Groww is one of the best examples of that.
Read the full case study: Product led SEO at Groww
EdTech Product-led SEO Examples
Coursera
Coursera is one of the clearest EdTech product-led SEO examples operating at global scale.
Instead of relying only on a blog, it turns courses, credentials, and discovery experiences into SEO surfaces.
It gets 11+ million organic visitors a month.
Top product-led SEO URL patterns:
/articles/{topic}– ~3.8M visits (~41%) across ~550 articles./courses?query={topic}– ~1.7M visits (~19%) across ~230 topic search pages./learn/{course}– ~0.27M visits (~3%) across ~60 course pages./browse/{category}– ~0.24M visits (~3%) across ~30 category hubs./professional-certificates/{program},/specializations/{program},/degrees/{degree}– ~0.47M visits (~5%) combined across ~70 program pages.
If you group them:
- Product discovery surfaces (
/courses,/browse, homepage) + - Product units (
/learn,/professional-certificates,/specializations,/degrees,/projects)
…together account for 30%+ of the top traffic on their own. The blog then acts as a demand engine that feeds learners into these templates.
Core product-led page types
- Topic search pages →
/courses?query={topic}These are effectively productised search results for high-intent topics: “free courses”, “artificial intelligence”, “marketing”, “data analytics”, “cybersecurity”, “python”, etc.- Template: grid of courses, guided projects, specializations and certificates, all on one URL (
/courses?query=free,/courses?query=artificial%20intelligence, etc.). - Each card shows:
- Institution logo and name
- Title and skills you’ll gain
- Rating + review count
- Format (course, guided project, specialization) and duration band
- These pages are category pages disguised as search: they rank for “{topic} courses”, “best {topic} course online”, “free {topic} course”, and then route traffic into course or credential pages deeper in the funnel.
- Template: grid of courses, guided projects, specializations and certificates, all on one URL (
- Category hubs →
/browse/{category}Example:/browse/data-science.- Above the fold you see:
- Category positioning copy (“Explore data science courses…”)Counts of credentials, degrees and courses (e.g. “228 credentials, 14 online degrees, 1,313 courses”).
- Below that, the page behaves like a smart marketplace hub:
- “Explore roles” blocks for different career paths“Most popular” courses and certificates with filters for beginner / intermediate / advancedCarousels of professional certificates and degrees, each clickable into program pages
- Above the fold you see:
- Course pages →
/learn/{course-slug}Example:/learn/web-development.- Hero block contains:
- Course title, institution logo, instructor, and association to a broader specialization.Primary CTA (“Enroll for free”), schedule info, learner count, rating, reviews, difficulty and estimated time per week.
- “Included with Coursera Plus”“Most learners liked this course” with % satisfaction and social proof
- Hero block contains:
Why Product-led SEO compounds for Coursera
- A small number of templates cover most demand.
Across the top 1,000 URLs, a handful of URL patterns (/articles,/courses,/browse,/learn,/professional-certificates,/specializations,/degrees) explain the majority of traffic. New courses or programs don’t need bespoke SEO; they just plug into these templates. - Discovery → evaluation → enrollment on the same surfaces.
Search pages and hubs (/courses?query={topic},/browse/{category}) handle discovery, then push users into course/program pages that handle evaluation (outcomes, syllabus, reviews), and finally into enrollment CTAs. - Articles act as intent shifters, not pure content marketing.
High-traffic articles (ChatGPT, AI, careers, interview skills, etc.) are tightly wired to relevant credentials and to Coursera Plus. This turns informational intent into “take a course” or “get a certificate” without needing separate blog and product funnels.
What a challenger EdTech brand can do today
- Start with one great discovery template (topic search or category hub) and one great course template.
- Ship 20–50 course pages into the template, and 10–20 topic pages (
/courses?query={topic}or/category/{topic}) targeting real search demand. - For every major topic, publish one strong article that:
- Resolves core questions in plain language.
- Prominently links into your courses or programs on that topic.
- Wire internal links so that:
- Articles → topic pages → course/program pages.
- Category hubs surface your best-performing units first.
That’s the Coursera playbook at a smaller scale: a few high-leverage templates, wired tightly to your product, and fed by evergreen educational content.
Done right, you may see an organic traffic growth chart like Coursera –
Marketplace Product-led SEO Examples
Apify
Apify is a marketplace for web scrapers and automation tools. It’s a classic marketplace product-led SEO example: every time a developer ships a new “actor” (scraper or automation), the platform generates a rich landing page that can rank, convert, and compound.
As of mid-2025, Apify sits in the same authority band as much larger SaaS brands, with roughly DR 75, ~135k monthly organic visits, 5k+ indexed pages, ~40k ranking keywords and 400k+ backlinks – off the back of this product-driven surface area rather than a huge blog team.
Core page types:
/store/{tool}/pages for marketplace listings (for example, scrapers for specific sites or workflows).- “Downloader” tools that solve a single job (e.g. exporting data or downloading media) with a ready-made UI and configuration.
A small subset of these templates pulls a disproportionate share of traffic: a handful of /store/ pages and ~150+ downloader pages already drive the majority of new organic visits.
That’s heavy-lifting content created once, scaled through the product, and refreshed every time the underlying tool improves.
Queries captured (non-brand) tend to cluster around:
- “{site} scraper”
- “{platform} data extractor”
- “download {content type} from {site}”
- “no-code {data task} tool”
Why product-led SEO compounds for Apify
- Every new tool → a new high-intent landing page: the product roadmap literally ships SEO content.
- Consistent templates: each page follows the same skeleton (hero, what the tool does, use cases, rich media, FAQs), which makes it easy for Google to understand and compare thousands of tools.
- Built-in E-E-A-T signals: live usage counters, success-rate stats, pricing clarity and last-updated stamps show both search engines and users that pages are active, not stale.
- Marketplace flywheel: successful tools earn links, mentions and repeat usage, which strengthens those pages and the domain – making it easier for the next batch of tools to rank.
Read the full breakdown: Product-Led SEO Example: Apify
Google Flights
Google Flights is a travel meta-search engine that turns flight inventory into product-led SEO at global scale. It’s a special case because it’s Google itself – they own the platform they are competing on.
Instead of publishing destination guides, it focuses on making the core search experience (routes, dates, prices) so useful that the result pages themselves become the content.
Flights sits on top of Google’s broader ecosystem (Search, Gmail, Maps, Travel, Assistant), and has steadily grown visibility over the last decade as the UI and product have improved.
Core page types:
- Route search results – origin → destination with filters for airlines, stops, times and bags.
- Flexible date and price-grid views – calendar and chart views that surface the cheapest days and months to fly.
- Explore and inspiration surfaces – “everywhere” style maps and destination carousels that help users discover where to go based on budget, season, or interests.
These pages are not static; they are product surfaces that keep reshaping themselves around user intent:
- Detailed flight info in one place (times, layovers, airlines, carbon estimates).
- Smart suggestions (“prices are lower than usual”, “wait vs book now”).
- Alerts for price changes, plus saved routes and trips.
- Rich visualisation (maps, calendars, charts) so users can scan options quickly rather than reading long copy.
Typical queries captured:
- “flights from {city A} to {city B}”
- “cheap flights to {destination}”
- “{origin} to {destination} {month/year}”
- “best time to fly to {destination}”
Why product-led SEO works for Google Flights
- Multi-intent coverage on one surface: a single page lets users compare prices, play with dates, set alerts and choose airlines – satisfying research, comparison, and transaction intents together.
- Authority and E-E-A-T by default: Flights lives under
google.com/travel/flights, inheriting Google’s brand, links and trust, which fits perfectly with E-E-A-T expectations for big money decisions like travel. - Strong technical foundation: fast load, structured markup, good crawlability and internal linking from the broader Googleverse make it easy for search engines to discover and feature these pages.
Detailed Case Study: Google Flights Product-led SEO
HealthTech Examples
1mg
Tata 1mg is a healthtech and e-pharmacy leader in India – and one of the strongest product-led SEO examples in a high-regulation “Your Money or Your Life” category.
Between 2019 and 2024, its organic traffic grew roughly 20×, while market share in Indian e-pharmacy climbed from about 20% to 35%. Over the same period, operating revenue rose ~21% year-on-year to ~₹1,968 crore, which underlines that this is not just traffic – it monetises.
Scorecard of Tata 1mg’s SEO metrics (2025):
- Domain Rating ~78
- ~49M monthly organic visits
- 400k+ indexable pages
- ~1.8M ranking keywords
- ~325k backlinks and ~$2.6M estimated traffic value :contentReference[oaicite:14]{index=14}
Core page types:
- Drug detail pages (
/drugs/*) covering molecules, brands, uses, dosage, side-effects and precautions – this single template powers the bulk of their SEO traffic. - OTC and generics pages listing SKUs, pack sizes, pricing and offers.
- Tooling and calculators (e.g. dosage, health checks) that turn complex medical decisions into structured, scannable answers.
Queries captured:
- “{drug name} uses”, “{drug} side effects”, “{drug} price”
- “generic of {brand}”, “{condition} medicine”
- Branded and non-branded searches for lab tests, diagnostics and health services.
Why product-led SEO compounds for 1mg
- Programmatic templates with depth: one well-designed
/drugs/*template scales to hundreds of thousands of pages, each with structured medical data, FAQs and calls-to-action. This template alone contributes the majority of SEO traffic. - Heavy E-E-A-T investment: writer and medical-reviewer profiles, price comparisons, safety advice and transparent editorial policies reduce perceived risk – crucial for health content where Google’s quality bar is much higher.
- Telemetry-driven optimisation: click-through rate, time on page and scroll depth feed back into which pages get more internal links and optimisation attention, lifting rankings on the most important molecules and categories.
- Brand authority flywheel: offline franchises, diagnostics and corporate partnerships all build brand trust. That brand strength then reinforces rankings in a space where weak brands struggle to be seen as safe options.
For the full breakdown, see: Product led SEO at Tata 1mg
Example V1 of Your Product-led SEO Strategy
You can ship in simple system that scales in 4-6 weeks:
1) Pick your core page
- Choose your “atomic unit.” Example: SKU, listing, course, stock.
- Pick 50–150 targets with real search demand.
- Use a sheet with columns: URL slug, title, H1, meta, data source.
2) Build one page template
- Parts: H1, short intro, key facts/specs, pros/cons, FAQs, reviews, CTA.
- Add schema: Product or Course or Item.
- Keep copy clear. 120–300 words above the fold.
- Show last updated. Show who made it.
3) Create two hub types
- Category hubs: group units by type.
- Goal hubs: group by task or job-to-be-done.
- Each hub lists top items, FAQs, and a short guide.
4) Link it all up
- Unit → category hub and goal hub.
- Hubs → best units.
- Add breadcrumbs. No dead ends.
5) Guardrails for index
- Index only if: unique summary, enough data, working CTAs.
- Noindex thin, duplicate pages, or out-of-stock.
- Use canonicals to prevent duplicates.
6) Ship and measure
- Publish the first 20-50 pages.
- Create XML sitemaps per type. Submit to Search Console.
- Track: rankings, CTR, time on page, tool use, sign-ups.
7) Owners and pace
- Product: scope and quality bar.
- Eng: template, speed, data feed.
- Content: copy and FAQs.
- Design: layout and trust blocks.
- Cadence: daily batch releases. Review winners each week.
Definition of done
- One stable template.
- Two hub types live.
- 20–50 unit pages indexed.
- Link rules in place.
- Dashboard for the growing traffic and activation.
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