Rental SaaS company needed higher rankings and stronger conversions from their blog content.

View of apartment balconies from below.

Apartment List

Heavy-hitting competitors and muddy user journeys were getting in the way of this innovative SaaS company’s organic growth.

Finding the opportunity needle in the content haystack.

  • Who invested heavily in content creation for years — it was paying off.

    Well-established competitors were abundant. The content team was struggling against stronger domain names and robust content driven by rigorous internal first-party data collection.

  • Even with a high volume of content being published daily.

    The content they were producing was struggling to rank. They weren’t leveraging their most successful content, and they were unclear about how to align the fantastic work of their large, internal research team with positive SEO outcomes.

  • Despite having the superior technology.

    Visits to the site were not translating into conversions. Their CTAs didn’t align with people’s reasons for visiting the site, and so they weren’t clicking through to register for services.

Keyword strategy sheds light on content gaps where the client could shine.

Local SEO meets truly helpful content.

Recognizing that competitors were leaving content topics on the table that were vital for local SEO, the Content Docs created a strategy that genuinely helped new and current residents navigate their home regions.

We also took a deeper dive into the content that was ranking, and found creative ways to strengthen it even further.

After developing pillars from those niche keywords, we created content that covered

  • New Best Places to Live

  • Local Lifestyle

  • Content Refreshes for Related Content

CTA optimization generates stronger conversions.

Driving traffic is only the beginning. Next, you have to drive action.

The web team had the ability to create powerful CTA components, but didn’t know how to align them with user intent. We stepped in to wireframe new CTAs that would help users understand how registering on the website would solve the problems they had used search to try to answer.

The Results

SEO

115%

more SERP features

Content Creation

41%

increase in traffic MoM

CRO

14%

more registrations MoM

  • Kate has a remarkable ability to stay ahead of the curve with ever-evolving EEAT guidelines. She consistently creates high-quality content that not only ranks well but also provides genuine value to our readers.

    Tristan Brown, Sr. Content Editor, Apartment List

  • In the world of SEO, content is king, but relevance is queen. For rental listing companies, creating helpful, user-focused content not only boosts search rankings but also builds trust with potential renters.

    Dr. Kate Blake, The Content Docs

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