UpKeep is a customer-first software company revolutionizing maintenance, facility, and asset management systems.
Their cloud-based application and Industrial IoT devices are solving real problems for technicians and managers at businesses everywhere.
Problem: Lacking Content & Technical Optimization Direction
For UpKeep, one of the most popular maintenance management software solutions available, the issue wasn’t a lack of content or resources to generate more of it.
They lacked a structured approach to iterative content optimization.
As a result, UpKeep’s website had a plethora of pillar pages (in-depth articles focusing on core business topics meant to generate large amounts of organic traffic) and blog posts that spoke to important industry keywords but weren't generating any organic traffic.
Solution: A Two-Pronged Approach
The project was approached from two angles.
First, we immediately zeroed in on the underperforming pillar pages’ copy, integrating our AI-assisted content-optimization process to mine for opportunities and create enhanced keyword density plans.
Conveniently packaged, these plans guided UpKeep’s writers down the quickest paths to copy optimization, higher rankings, and an increase in organic traffic and software demo conversions.
Example Keyword Density Plan
We didn’t stop with copy optimization. With Google recently announcing the importance of website performance from both speed and UX perspectives, we knew we'd have to dive in and optimize some code. To that end, we:
Optimized images across the website using Gatsby’s image component. Reducing image file size is the lowest-hanging fruit when it comes to page load optimizations.
Improved page load speeds by implementing “facades” for all embedded videos. Facades are images that look like videos. Once the image is clicked, then only does the video load.
Implemented lazy loading for all images throughout the site. Lazy-loading improves site speed by deferring images until within view.
Specified width and height of images & icons to help improve CLS (cumulative layout shift). This reduces the “shifts” that can happen with content like images and ads when the page is loading, which can have negative effects on UX.
Implemented structured schema for all blog posts and landing pages, making the site eligible for Google Rich Results (experiences on Google surfaces, such as Search, that go beyond the standard blue link). Rich results can include carousels, images, or other non-textual elements.
Outcome: Dramatic Increases to Organic Traffic & Engagement
A generally accepted rule-of-thumb in search engine optimization is it typically takes six to eight months to start seeing results.
However, with a solid understanding of core business topics and keyword clusters, a constant opportunity-monitoring process, and iterative AI-assisted keyword density plans, we generated results in just three months and, for example, increase organic traffic to their “work orders” pillar page by 482% in six months.
Core Keyword Ranking Increases
482% Organic Traffic Increase to “Work Order” Pillar
As the table above shows, there were ranking and organic traffic increases across almost all target keywords, however, we saw the most dramatic increase with the Work Orders pillar page, which eventually reached Google’s top spot for the keyword “work orders,” rising 24 positions.
1,000+% Goal Conversion Rate Increase for “Preventive Maintenance” Pillar
Concurrently, copy optimizations lead to healthier engagement metrics.
We saw the most dramatic increases with the Preventive Maintenance pillar page that experienced a nearly 75% decrease in bounce rate, a nearly 35% increase in average session duration, and a 1,000+% increase in goal conversion rate (demo requests).