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How Airtable’s Long Tail SEO Strategy Is Helping Build Their Moat

Premium Content

In 2020, Zoom captured the market that Google Meet should have dominated. Unfortunately for Google, their lack of focus on their video conferencing tool allowed Zoom to dominate. In the same vein, Google’s lack of focus amongst the powerful tools they have at their disposal in the collection formerly known as GSuite has cost them billions. The Unbundling of Gsuite is real.

Here’s a graphic we put together describing the phenomena this time last year:

Since this diagram was published, the companies going after GSuite have unlocked ridiculous value.

Notion is now valued at $2B.
Coda valued at $636M.
Zoom is at $100B.
Dropbox is at $11B.
Box is at $3.5B.

And now Airtable is at $5.8B…

In case you’re not keeping track, this recent round of investment has allowed Airtable to double its valuation in less than a year. But it didn’t happen accidentally. Airtable is taking advantage of one of the most important tools of all time. Airtable is building and innovating on top of the spreadsheet. I’ve said before that the economy thrives on the back of spreadsheets and the Unbundling of Excel is evidence.

For most SaaS companies → Excel & Google sheets have been your biggest competitors. You might think the competition is another SaaS company. You think your biggest competition is the startup that just raised a new round of funding. But in reality…

The biggest competition is a spreadsheet.

Spreadsheets are found in every industry. Spreadsheets can serve many professions. Spreadsheets can be tailored to individual use cases. And spreadsheets have virtually no onboarding friction because they have been used for so long.

Whether it’s a spreadsheet being used to keep track of content marketing efforts or a spreadsheet being used to keep track of trucks moving in and out of a shipping pier – our global economy and society at large runs on the back of spreadsheets.

This is where Airtable has been able to thrive.

Because the spreadsheet hadn’t really been innovated upon for decades until they came along. Airtable has created a better spreadsheet and has armed all of us with the ability to create powerful spreadsheets that can operate the same way a database or application would.

But this isn’t where the brilliance comes in.

The brilliance comes in through their ability to leverage user-generated content to start laying the bricks for what could be one of the most underrated yet powerful SEO moats in the world. All on the back of long tail search terms that are in high demand and further showcase the versatility of spreadsheets as the ultimate SaaS competitor.

Let’s dive in…

 

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