Userpilot is a product adoption platform for SaaS teams. ContentMonk built its content and SEO programme, which produced $1 million in ARR in the first year. A single article on the best WalkMe alternatives accounted for more than $500,000 of that within 12 months, and it still ranks first on Google eight years later.
Userpilot was new in a category buyers already knew by its incumbent. People shopping for product adoption software searched for WalkMe, then searched for something cheaper or simpler than WalkMe.
Ranking for the category term would have reached people who were still reading. Ranking for the incumbent's name reached people who were already switching.
The second group is much smaller and much more valuable. Someone typing the name of a tool followed by the word alternatives has a budget, a deadline and a reason to move. They are choosing between a handful of options that week.
The pages serving that search were owned by review aggregators and by competitors who had got there first. To take the position, a company with no domain authority had to publish something clearly better than what was already ranking.
The programme went straight at the queries buyers use at the end of their search. The anchor piece was a guide to the best WalkMe alternatives, written for someone who had already priced the incumbent and wanted to know what else was credible.
It was built as a genuine buying guide. Each tool got a fair account of what it does well and where it falls short, the incumbent included, because a comparison that reads as a sales pitch loses the reader in the first paragraph and never gets recommended by anyone.
The piece was kept current instead of published and left alone. Pricing changes, features ship, and a comparison guide that goes stale loses its position to whoever updated theirs. Maintenance was part of the plan from the start, which is the reason the page is still where it is.
Around it sat a set of comparison and alternatives pages covering the rest of the category, so a buyer arriving from any of the major names in the space landed somewhere useful.
Content and SEO produced $1 million in ARR in Userpilot's first year.
The WalkMe alternatives article alone accounted for more than $500,000 of that inside 12 months. One page, half the channel.
It has held first place on Google for eight years since. That durability is the argument for building this kind of page properly: written once, maintained since, and returning buyers every year in between.
The surrounding pages filled in around it. No other single piece matched the anchor, which is normal for this approach, and their job was to catch the buyers the anchor did not.
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