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Article's Content
Before generative AI, there was robotic process automation (RPA) software.
(There still is 😊).
While generative AI simulates human-like intelligence to help with creative tasks, RPA automates repetitive, rule-based tasks, such as data entry and migration.
Like generative AI, RPA tools help you get more work done quickly and with fewer errors. As of this writing, the market is valued at 5.63 billion USD and is predicted to reach 54.57 billion USD in the next decade.
The massive growth potential, of course, has attracted lots of businesses to enter the market and try to capture larger pieces of the pie. Currently, more than 140 RPA vendors are listed on G2, with UiPath topping the list.
The AI-powered business automation software has helped bigwigs such as Wells Fargo, Uber, and ThermoFisher complete tasks better, faster, and more efficiently. As a result, they’ve seen several successes, including:
- Leader in 2023 G2 Summer, outranking Automation Anywhere and Blue Prism
- Leader in the 2022 Gartner Magic Quadrant for Robotic Process Automation
- 10,000+ paying customers, including Fortune 500 companies
- 1.06 billion USD in annual revenue for 2023
- 10.38 billion USD market cap
Apart from a great, user-friendly product, UiPath invests in organic marketing efforts to establish authority and gain user trust, plus market share. Its website currently drives an estimated 256,000 monthly organic sessions.
When I dug a little deeper, I found two of UiPath’s pages drove most of its traffic: its main landing page and one other super-important page it uses to gain market share.
I break down the strategy the company used for that other page below.
Let’s jump right in.
How UiPath Outranks Competitors on the SERPs
When you do a quick search for the keyword “rpa” or “robotic process automation,” you’ll find one company dominating the SERPs for both keywords:
Both terms are super hard to rank for, especially because they are long-tail category keywords. This type of keyword has higher relevance to a particular niche. They narrow down search results, organize content better, and attract more qualified leads.
UiPath’s “what is robotic process automation” webpage drives 64,000 monthly organic traffic worth $120,000.
Investing in creating an in-depth guide on your category is a great way to establish authority. It’s even better when your audience is already searching for the keyword. More people discover and learn about your brand while educating themselves on the topic. If you play your cards right — create a solid pillar page — you might likely keep people on the site longer to see the different ways you can help them.
That’s what happened in UiPath’s case.
The team made the “what is robotic process automation” pillar page solid enough to keep people on the site longer. They also replicate this strategy throughout other pillars and landing pages. It’s no wonder a person who lands on the site typically visits an average of eight pages on the site before leaving.
So, what makes a good pillar page?
A good pillar page organizes and presents comprehensive information on a topic in a way that helps the reader make a decision. It covers the main theme in depth and acts as a foundational resource for related subtopics or cluster content. Plus, it is well-structured and organized, making it easy for users to navigate and find relevant information.
UiPath uses clear headings and subheadings to help users quickly locate specific content within the page.
The content in each section is also clear, informative, and concise. The sections communicate the main points and provide valuable insights on the topic. Instead of using text only, RPA mixes things up, embedding videos and using icons in some sections alongside text to make the piece more interactive.
Using a mix of text, images, infographics, or other multimedia elements makes the page more visually appealing and improves its readability.
The pillar page also incorporates internal links to related subtopic pages or cluster content within the website.
These internal links help create a logical and interconnected structure, guiding the reader to explore further within the topic cluster. Including external links to credible and authoritative sources can also improve the page’s credibility and provide additional value to readers.
A good pillar page is also optimized for SEO to maximize its visibility in search engine results. This includes incorporating relevant keywords in the page title, headings, and content, optimizing meta tags and descriptions, and ensuring the page loads quickly and is mobile-friendly. Currently, the UiPath RPA webpage ranks for over 6,000 keywords, some of which have significant search volume and are driving traffic.
And you should periodically update the page with fresh insights to ensure the page is current and valuable to readers, and search engines consider it as a reliable resource. UiPath has updated the page since it first got released in 2018:
Back then, there was no social proof on the page to help position UiPath as one of the leaders. UiPath used the additional reading section most blogs usually include to show its product in action using customer success stories.
Customer success stories demonstrate your product’s value to the reader and show them how it solves similar pain points for real users. This makes the reader more likely to consider using your product.
Adding social proof to its pillar page is a smart move for UiPath as it helps position its product as a reliable RPA solution.
Create Pillar Pages Your Audience Will Find Valuable
You can take a page out of UiPath’s playbook to create or improve your pillar page. Here are some tips to help you get started:
- Choose a title that clearly communicates your value proposition.
- Break up your page using headings and subheadings to cover different aspects of your solution and make it easy for readers to find the information they need.
- Use relevant screenshots, infographics, or videos to make your page appealing.
- Include a clear CTA so visitors know the next step to take.
- Link to other relevant pages or resources on your website.
- Optimize your pillar pages for mobile devices to provide a better user experience and reach a wider audience.
- Update your pillar page regularly: whenever there are new features or changes to your offering or if there are relevant industry updates or search trends.
- Incorporate testimonials, case studies, or reviews from satisfied customers to build trust and credibility.
If you want to take things a step further and build out an entire topic cluster strategy, you should check out our NerdWallet case study. There are lots of valuable insights there to help you get started.
