Full-service SEO

Programmatic SEO Case Study: 72% Increase in Demo Requests in Just 4 Months

For a client of ours, a middleware SaaS in the hospitality space, the hype about programmatic SEO not only came true—but did so in a sustainable and predictable way.

In just 4 months, their programmatic pages became the best-performing pages on the entire site. If we’d done the same work manually, it would’ve taken us 17 years (yes, seventeen) to complete. But programmatic SEO requires no code (and probably much less work than you think).

Here’s how our client generated pages rapidly and boosted conversions with programmatic SEO.

by Mila Di Bella – December 12, 2023

+23.59%
of YoY organic conversions growth*

*last-touch completions to the “Demo requested” event

+35%
increase in site-wide conversion

+72%
increase in demo requests in February 2023, compared to the month prior, exclusively from integration pages

40%
of all SEO-driven demo requests come from integration pages (that’s 20% of demo requests across all marketing channels)

Challenges we faced

Our client is a middleware SaaS that connects tools—like property management software to smart locks. Hotels and property managers can use it to easily automate tasks, like sending access codes to guests, without having to worry about keeping track of everything and doing lots of repetitive, manual work themselves. It’s like a Zapier but for the hotel management world.
Our team was delivering the client’s SEO strategy by creating 8 pages per month manually for the last two years. But it was starting to feel like we’d exhausted a lot of the typical bottom-funnel pages. And we knew we could squeeze a little more juice out of their website, particularly the integration landing pages.
The goal of these pages was to let the reader know which tools they could connect together using our client’s software. As very high-intent pages, they had huge potential.

Opportunities we seized

The client’s integration pages showcased their partner logos, but were missing links to find out more about each tool in more detail. And on the few occasions there were links, these went to the partner’s website, pushing users away from our client’s pages.
Using Hotjar, we watched session recordings of these pages to find out how people were interacting with the site. Judging by the consistent rage clicks on the logos, it looked like visitors wanted more information about how each integration worked. Most of them ghosted as soon as they didn’t get what they were looking for, which meant we were sitting on a major opportunity to drive conversions from these pages.

Results

In B2B marketing, middleware integration pages are an unmissable opportunity. Your user wants to know how to make two solutions come together, and you’re the answer. The chances of conversion are seriously high.

Just four months after those 1700 integration pages went live, our client’s results came in:

35% increase in site-wide conversion
Integration pages converting better than any other page on the website (with an average conversion of 5% compared to the usual 1%)
72% increase in demo requests in February 2023, compared to the month prior, exclusively from integration pages
Integration pages make up 40% of all SEO-driven demo requests, and 20% of demo requests across all marketing channels

All that said, programmatic SEO is no walk in the park. The copy needs to be on point to convert, matching the intent of your user and their individual use case. At a practical level, the process may also vary according to the CMS you’re using.

If you’re thinking of trying programmatic SEO, our advice is to test your idea out with a couple of manual pages first. And, if you want to save all that time and effort learning how it’s done, our strategists will be happy to assess your case, see if there’s a real opportunity, and help you execute it with a team of skilled content writing team.

Infographic showing how programmatic SEO makes up 40% of demo requests