I Audited Zapier's Blog for SEO — Here's What I Found

Zapier is arguably the king of SaaS content marketing. They've built one of the most impressive blogs in the B2B space — thousands of articles, ranking for every automation-related keyword imaginable, generating massive organic traffic.

So what happens when you audit them with WriteSEO?

I ran a quick check on zapier.com/blog and found something that surprised me for a site of this caliber: a silent Open Graph bug that affects every social share from their blog index page.

The Bug: og:url Is Empty

When I checked the meta tags on Zapier's blog homepage, everything looked fine at first glance. Good title, solid description, proper og:image. But then I noticed:

Why does this matter? When someone shares the Zapier blog on social media, platforms like Facebook, LinkedIn, and Slack use og:url to canonicalize the shared URL. An empty og:url means the platform falls back to whatever URL the user pasted — which can vary, causing fragmented engagement across different URL variants.

Why This Happens

This is a common Next.js issue. When you use next/head to inject meta tags, the og:url value gets populated dynamically. If the component renders before the URL is available — or if the value is explicitly set to an empty string in the metadata object — you get exactly this: a rendered tag with no content.

It's easy to miss. The tag is there. It validates. No error is thrown. But it's functionally broken for social sharing purposes.

What Else I Checked

The rest of Zapier's blog meta is solid:

• Title: Well-crafted, keyword-rich, correct length
• Meta description: Present and optimized
• og:title / og:description: Both set correctly
• og:image: Valid Cloudinary URL with proper dimensions
• twitter:card: summary_large_image — correct
• twitter:site: Set to @zapier — good

The SEO fundamentals are strong. This is clearly a team that takes content seriously. The og:url issue is a minor bug in an otherwise well-maintained setup.

The Lesson

Even the best content teams have blind spots. Zapier has hundreds of engineers and a world-class marketing team — and this slipped through. These are the kinds of issues that only surface when you actually run a structured audit.

That's what WriteSEO is for. Check your og:url, og:image, canonical, title length, and 20+ other signals in seconds — for free.