How Jennifer Anniston’s LolaVie brand grew sales 40% with CTV ads

For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.

LolaVie used Roku Ads Manager to test and optimize creatives — reaching millions of potential customers at all stages of their purchase journeys. Roku Ads Manager helped the brand convey LolaVie’s playful voice while helping drive omnichannel sales across both ecommerce and retail touchpoints.

The campaign included an Action Ad overlay that let viewers shop directly from their TVs by clicking OK on their Roku remote. This guided them to the website to buy LolaVie products.

Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.

The DTC beauty category is crowded. To break through, Jennifer Anniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

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The Zapier SEO Machine (Full Teardown)

How Zapier built one of the most dominant SEO engines in SaaS

Zapier didn’t win SEO with blog posts alone.

They designed a system where product data, integrations, partners, and content all feed organic growth.

Today Zapier ranks for 160K+ queries related to automation and software integrations, capturing users exactly when they search for workflow solutions.

Here’s the full strategy.

1. Programmatic SEO at Massive Scale

The backbone of Zapier’s SEO is programmatically generated integration pages.

Zapier connects software tools. Every pair of tools becomes a page.

Example structure:

1. Slack + Google Drive

2. Shopify + Mailchimp

Each page targets highly specific queries such as:

• “Slack Google Drive integration”

• “Connect Shopify to Mailchimp”

Instead of writing thousands of blog posts, Zapier generates landing pages from their integration database.

This approach created tens of thousands of SEO pages capturing long-tail demand.

2. They Targeted “Workflow Searches”

Zapier identified a critical insight:

People rarely search for automation platforms.

Instead they search for workflow problems.

Examples:

• “save gmail attachments to dropbox”

• “create trello card from email”

• “send slack message from google sheets”

These are task-based searches.

Zapier built pages explaining exactly how to automate each workflow.

Each page includes:

1. explanation of the automation

2. use cases

3. setup instructions

4. example “Zaps” you can setup within Zapier

5. CTA to create the workflow

Users land directly on a solution page, not generic marketing content. This form part of the blog pages bringing Zapier over 3million visits per month, see more of the blog strategy below.

3. A Directory-Style Site Architecture

Zapier structured the website like a software integration directory.

Example hierarchy:

/apps
/apps/slack
/apps/slack/integrations
/apps/slack/integrations/gmail
/apps/slack/integrations/trello

This architecture provides major SEO benefits.

a). Topical clusters

Each app becomes a content hub on it's own.

For example, the Slack content hub includes:

• Slack integrations

• Slack automation examples

• Slack workflows

• Slack tutorials

b). Massive internal linking

Every integration page links to:

• both apps involved

• related integrations

• workflow templates

This creates a huge internal linking network that distributes authority across the site.

4. Integration Pages Capture Bottom-of-Funnel Intent

Integration pages rank for searches where users already know what they want.

Example query:

connect gmail to slack

That user already has the two apps and wants them connected.

Zapier provides the exact solution.

This means traffic from these pages is extremely high intent, which drives strong conversion rates.

Every new integration generates:

• a new app page

• hundreds of integration pages

• automation templates

• documentation

SEO growth becomes built into the product roadmap.

5. The Blog Captures Discovery Traffic

Zapier’s blog plays a different role in the funnel.

Instead of automation queries, the blog targets productivity and software research topics.

Examples:

• Best project management software

• Best CRM tools

• Best Slack integrations

• How to automate repetitive tasks

These articles attract large volumes of top-of-funnel traffic.

According to Ahrefs, this blogs bring to Zapier over 70% of their top of funnel traffic, resulting in over 3million visits per month.

Then Zapier naturally funnels readers into product pages through:

• tool recommendations

• integration examples

• automation tutorials

The blog becomes a traffic feeder into integration pages.

6. Zapier’s partner ecosystem became a backlinks acquisition machine

Every SEO professional knows, nothing happens until the backlinks start to really skyrocket organic growth.

Zapier didn’t just integrate with apps. They also built a two-way partnership ecosystem.

Thousands of software companies promote Zapier integrations.

Example messaging on partner websites:

• “Connect our app to thousands of tools via Zapier”

• “Automate workflows using our app with Zapier integrations”

These pages link directly to Zapier integration pages.

Example pattern:

notion.com/integrations/zapier
typeform.com/connect/zapier

These partner pages generate thousands of natural backlinks.

Why this matters:

• Software companies often have very strong domain authority

• their integration pages link to Zapier

• the links are contextual and product-relevant

Zapier essentially turned their entire partner network into a backlink engine.