When it comes to scaling organic traffic, Figma’s SEO strategy is one of the most impressive examples in the SaaS industry. Instead of relying on paid ads, Figma built a long-term traffic engine that drives 9.9 million organic visits every month.

In this case study, we’ll break down the key tactics behind their growth — from topic clustering and comparison pages to backlink strategies and AI-driven optimization.

1. Topic Clusters Over Random Blogging

One of the biggest mistakes brands make is publishing scattered blog posts without structure. Figma avoided this by building strategic topic clusters around high-intent design-related keywords.

By creating deep content hubs, they were able to dominate entire keyword categories. For example, one topic cluster alone attracts 634K visits per month.

👉 If you want to build similar clusters, try using our free SEO Topical Map Generator.

2. Competitive Comparison Content: “Figma vs Adobe XD”

Comparison pages can be goldmines for SEO when executed correctly. Instead of writing a generic review, Figma created a direct competitor comparison page that addressed user pain points and search intent.

The result? Their “Figma vs Adobe XD” content ranked high for users actively searching for alternatives to Adobe XD. This tactic not only brought in qualified traffic but also helped capture high-value search intent.

💡 Learn how to create SEO content that converts in our Strategic Blogging Guide.

3. Leveraging Unconventional Content Opportunities

One of Figma’s most surprising SEO wins came from a seemingly random page about colors. This single page now attracts 2.9 million visits monthly.

Why did it work? Because Figma spotted a content gap where search demand was high but competition was low. This demonstrates the value of using SEO-driven content ideation tools to find hidden opportunities.

👉 You can uncover similar gaps using Keyword Research Services.

4. Backlink Powerhouse: 115M+ Links from Authority Domains

High-quality backlinks remain a ranking powerhouse. Figma has accumulated over 115 million backlinks from trusted domains such as GitHub, Wikipedia, and Bing.

These authoritative links significantly boost domain authority, pushing their content higher in SERPs.

📌 If you’re looking to replicate this, check out our HARO Link Building Services.

5. Social Virality: SEO Meets Memes

Figma didn’t limit its SEO growth to Google alone. Their presence on Twitter, YouTube, and Instagram generated branded searches and backlinks.

By leveraging memes and social-driven virality, they built a flywheel effect:

• Social engagement → More branded searches

• More branded searches → Higher rankings

• Higher rankings → More organic growth

This strategy shows why SEO and social media work best together.

👉 Our SMM Services integrate both for maximum impact.

6. AI-Driven SEO: Shaping Search Instead of Chasing It

Figma was ahead of the curve by using AI to scale SEO. Instead of only reacting to search trends, they leveraged AI for:

• Content insights

• Emerging trend detection

• Optimizing content at scale

This proactive approach kept them ahead of competitors who were slower to adapt.

For a similar edge, check our AI SEO Audit Tool to identify opportunities instantly.

Key Takeaways from Figma’s SEO Strategy

• Structured content hubs dominate entire keyword categories.

• Comparison content captures high-value intent searches.

• Creative, unconventional pages can drive millions of visits.

• Backlinks from authority sites amplify domain strength.

• Social virality + SEO = a growth flywheel.

• AI-first SEO strategies future-proof your organic growth.

Additional Resources

• Learn more about Google’s SEO Starter Guide

• Explore case studies from Ahrefs

• See how Moz explains Topic Clusters

✅ Want to scale your traffic like Figma? Explore our AI SEO Services or grab our full Programmatic SEO Course.