A fitness-grade teardown. The website skipped leg day.
On the grill this week
Shapes
shapes.co
Roasted by
Yaron · Ben
S2 · E436:23
In this episode
We roasted Shapes, the AI HR platform a bunch of monday.com folks jumped ship to build, and found a DR 50 domain running on almost empty.
Every road on this site leads to the AI page, the one page that left us more confused about the product than when we arrived.
The coolest thing they built, a marketplace of community made Vibe apps, is buried where nobody will find it instead of starring on the homepage.
Ahrefs showed basically just the homepage and the login page ranking, and a rebrand from Dream Team hiding in the site's history.
We compared them to hibob and its 84,000 monthly organic clicks to show exactly how much traffic a real content play could unlock.
The roast scorecard
Shapes
shapes.co
No grade issued on air
On the grill:Content gaps & clustersHeading hierarchyTitles & meta descriptionsNavigation & site structureCrawling & indexation
Key findings
The integrations page lists every tool but links to no dedicated integration pages, so Google Workspace, Slack and the rest earn them zero search visibility.
Header structure is a mess: eyebrow text tagged as H2s, use case cards tagged as headers, and nearly every one of them linking to the same AI page.
Meta descriptions are duplicated across pages and meta titles like Performance and Growth say nothing about what the page does.
There is no blog at all, a huge gap in a niche where hibob pulls 84,000 organic clicks a month.
Despite a DR of 50, only the homepage and the app login page show up ranking, which we flagged as worth checking in Search Console.
Top action items
1Build a dedicated page for every integration and every core use case instead of funneling everything to the AI page.
2Start a blog around your best use cases and plug your Vibe apps into the articles as interactive banners.
3Fix the header hierarchy and write unique meta titles and descriptions for every page.
4Clarify the homepage message: just say you have agents and vibe coding for HR, and run a technical audit to confirm your pages are indexed.
What we learned (steal these)
Domain authority without content is a parked asset. A strong DR means every page you finally publish has a head start, so publish.
If your site is not optimized for the right keywords and audience, the LLMs will not pick you up either. Content now serves SEO and AI visibility at once.
Your most differentiated feature belongs on the homepage. If visitors discover it by accident, your information architecture is working against you.
Signed and grilled by
Yaron · Ben
SEO Bros · S2 · E4
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