Table of contents
ㆍ200+ programmatic SEO pages
ㆍOrg traffic ↑by 30% YoY
ㆍ5-6 % of total org. traffic
How does Holafly use Programmatic SEO?
Holafly is a company that sells eSIMs for travel, basically mobile data plans you can install on your phone without needing a physical SIM card.
They use programmatic SEO (pSEO) to scale content production for the destination pages which are “eSIM for {country or region}” templated pages. They are money pages where you can directly buy the eSIM from these templated pages, so it makes complete sense for them to prioritize and double down on this strategy to drive revenue.
Go check their destination hub, and you’ll see these pSEO pages.
- URL: esim.holafly.com/esim-{country/region}/
- Title tag: eSIM {country/region} | Best eSIM with Unlimited Data Plans
- H1: eSIM for {country/region}
- H2: Advantages of using Holafly eSIM in {country/region}
- H2: eSIM prices for {country/region}
- H3: The Best Travel eSIM for {country/region}
- Body copy: Buy an international eSIM for {country/region} and enjoy …
- Body copy: With a prepaid unlimited data in {country/region} …
- FAQ: What is the best eSIM for {country/region}?
How does this strategy impact their organic performance?
ORGANIC TRAFFIC
To analyse their organic performance only driven by their pSEO strategy, I only filtered the right URL path. Here we go – a pattern every site owner wants to see. Organic traffic has been trending upwards by double digits.
April 2024: 53,189 with 201 organic pages
March 2025: 65,077 with 212 organic pages (↑22%; ↑5% vs LY)
March 2026: 84,884 with 241 organic pages (↑30%; ↑14% vs LY)
However, their pSEO pages only take 5-6% of their total organic traffic. Well, we still can’t forget these are their money product pages which drive revenue directly, so this small pie of their total traffic may actually contribute significant revenue.
ORGANIC KEYWORDS
Looking at the organic keywords they are ranking – the templated pages are ranking for over 1,000 transactional, frequently-searched “esim + {country/region}” keywords, exactly matching the purposes of these pages.
What do I like and not like about their strategy?
LIKES
✔️ Once you land on the destination hub, their navigation and search bar help surface the country or region you are looking for. Clean and neat to organise all these pSEO pages rather than a content dump.
✔️ Their hero image is highly relevant to the destination page, e.g. showing the Big Ben for the eSim UK page.
✔️ While their competitors offer multiple options such as 1 GB, 5GB, 10GB and so on, Holafly makes their product page simple – unlimited data. This gives them a competitive advantage and clear positioning against competition. If I had to choose between 5GB and 10GB, I’d have more follow-up questions like what does 10 GB exactly mean? Can I still watch my favourite Netflix series in the evening? Will my data suffice if I keep Google Maps on during the day?
✔️ Echo the previous point, Holafly features “Best eSIM with Unlimited Data Plans” in their title tags to showcase their competitive advantage against competition to drive CTR.
✔️ pSEO pages can easily be considered duplicated, scammy content. Holafly distinguishes the pages by offering region-specific info like networks and coverage for each region. They also keep updating the page as the product upgrades and optimising the template to improve UX.
✔️ I really like how they’re using schema markup to boost their organic visibility.
DISLIKES
X Their pSEO pages used to display destination-specific Trustpilot reviews to create hyper-relevant content. (Unfortunately, this is gone now)
X Holafly should continue improving these pages by providing relevant, destination-specific network/coverage content. For example, customers often find that coverage on the Eurostar from Paris to London is very unstable.
