How Figma Used Programmatic SEO to Drive 274,000 Visits in 3 Months

Overview of Figma's Color Meanings Hub

When Figma rolled out its Color Meanings section in May 2024, the goal was simple: capture color-related search queries by serving in-depth pages on individual shades. Within three months, search traffic climbed to 274,000 visits per month, proving that well-structured programmatic SEO can move the needle fast even for established tech brands.

Structure and Content of the Color Pages

Figma organized its hub into seven primary color groups, Reds, Oranges, Yellows, Greens, Blues, Purples and Neutrals. Under each group sat detailed pages on individual shades, 48 in total. Each page displayed the hex code, RGB values, cultural background, psychological associations, usage tips, and complementary palettes. Expandable sections kept the initial view concise, yet allowed deep dives for enthusiasts.

Keyword and SEO Tactics

The core of this push was long-tail keyword targeting. Each page aimed at distinct queries like "what color is dark pink?" or "similar colors to burgundy." Structured data and schema markup positioned Figma for featured snippets, while clear metadata and fast load times satisfied Google’s mobile-first requirements. A network of internal links connected related colors, boosting authority and encouraging users to explore multiple pages.

Implementation Steps and Technical Work

Launching 48 pages on short notice required automation. Figma used templates and a backend script to populate content fields. Visual examples and palette swatches loaded from a CDN, ensuring consistent performance. On the frontend, React components handled expandable sections and responsive design, while Google Analytics and Search Console tracked user engagement and rank improvements.

Results and Key Metrics

Traffic to the hub hit 50,000 monthly visits within the first 30 days. By day 90, it soared to 274,000. High placement in search results, with a #2 ranking for “what color is dark pink?” and a featured snippet for related queries, drove significant organic growth. Engagement metrics improved as users spent more time exploring educational content, and natural backlinks followed.

Why It Worked

Figma’s content directly aligned with its audience’s needs, designers seeking color guidance. The hub supported brand positioning as an authority, while subtle product integration nudged visitors toward trying Figma’s design tools. Evergreen content meant the effort continues to pay dividends with minimal upkeep.