The company
Derrick started as a way to import and enrich LinkedIn data directly in Google Sheets, so marketers, recruiters and sales teams could build qualified prospect lists in a few clicks. It went live in October 2022 and now has more than 31,000 users, a web app, an API and an MCP server.
Act one: build it once, then forget it
Derrick was a side project with a simple objective: implement actions that sustain growth over time, allowing the project to scale while being forgotten. With one day a week to give it, anything that needed constant attention was out.
Programmatic SEO fit that constraint. I built 100+ page variations in Webflow, driven from Google Sheets with some JavaScript, and integrated YouTube videos so each page offered more than a template with a different keyword. Every page went through a duplicate content check. No AI was involved, because it didn’t exist in usable form at the time.
In January 2025, two years later and without any additional SEO action, the pages were still bringing 88 clicks per day.
Signups held up over the same period, with 107 in the week of January 6, 2025.
Act two: put a system behind it
Forgotten pages hold their ground, but they don’t take new ground. After my exit from Deux.io, SEO became a real project for Derrick again.
The site moved to Astro on Cloudflare Pages, which makes publishing and changing thousands of pages a matter of code. On top of it we built new page families, in English and French: one page per feature, company pages, comparisons and a glossary. AI agents now handle much of the recurring work, under written rules and with human review of what matters: briefs, new pages, internal linking and backlink outreach.
Over the last 12 months, that gave 42.4K clicks and 19.2M impressions, with an average position of 10.6. Daily clicks went from under 100 in November 2025 to peaks above 400 in November 2026.
The click-through rate of 0.2% is the honest counterpart of that growth. Impressions grew faster than clicks, so the site is now seen far more often than it is chosen. That gap is where the next gains are.
What to take from it
A programmatic base built well can survive two years of neglect, which is the cheapest insurance in marketing. Compounding starts when you stop treating it as a one-off and give it a system that keeps shipping. If you want to do the same, start with why programmatic SEO is worth it.
