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?
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