- SaaS•
Siege Media helped Zapier become industry leaders from authoritative data studies
$7.2M
increase in traffic value to the blog
21K+
LRDs from Siege-created content
47.2K
citations in AI Overviews
Zapier is an expert in automation that supports businesses and people. They integrate web applications seamlessly — automating tasks to make a larger impact on their users with less inconvenience.
Industry: SaaS
Location: San Francisco, CA, U.S.
Services provided: Content marketing, SEO, digital PR
Challenges
Zapier came to Siege Media as a mature business with a high Domain Authority and established credibility. However, they needed a partner to expand and improve upon the content strategy they already built to beat their competitors on the SERPs and in AI search.
Given their competitive SaaS industry, they also desired further differentiation from competitors. This required a partner who could provide high-quality assets while finding areas of improvement along the way.
At the dawn of AI, challenges evolved. Zero-click search became the norm, meaning visibility and citations in AI Overviews and LLMs became the gold standard for SEO and GEO.
After years of focusing solely on organic mid- and top-funnel content with Siege Media, Zapier shifted to a hybrid content marketing/DPR strategy to keep up with the shifting search landscape.
AI search had a heavy impact on their top-funnel content, which had historically been a really strong traffic driver. This pivot helped focus the content marketing strategy on lower-funnel content with higher conversion intent while using DPR content to drive brand visibility and authority.
The results
Growth summary
Given the brand’s solid foundation in content and high authority in automation, Siege Media moved forward with a “go-big-or-go-home” attitude, focusing on content that better aligned with their target buyer persona.
During our engagement, Siege Media implemented high-value revamps on hundreds of pieces to date and solidified Zapier’s comparison strategy for bottom-funnel content that included more in-depth vs. pages. Siege Media started moving the needle from day one.
Additionally, Siege Media was laser-focused on how-to categories centered around specific jobs and leveled up these pieces with a focus on templates, checklists, and resources. Since these pieces continued to position Zapier as a credible authority in the automation SaaS industry, Siege Media helped uphold a trusting relationship between the client and their target audience.
Ultimately, Siege Media separated Zapier from the rest of the pack by leveraging high-quality design capabilities in a space where it isn’t as prevalent. This provided opportunities that demystified complicated SaaS topics and allowed an avenue for shareable content on multiple distribution channels.
In the first two years of the engagement with Siege Media, Zapier has seen a $7.2 million increase in traffic value to the blog and a 290% increase in monthly organic traffic to the site. Zapier also consistently appears in AI Overviews as a reliable source of information — with 47.2K citations.
But traffic and value aren’t the only metrics that impressed. When referencing data from Peec AI, Zapier appears in 96% of industry-specific LLM queries, significantly outperforming its contemporaries.
When Siege Media entered the digital PR phase of the engagement with Zapier, it didn’t take long to start seeing impressive results. Data-driven thought-leadership articles — like the AI resistance survey, which has 100+ backlinks — hit high DR placements, including Microsoft (DR 96) and HubSpot (DR 93). Other impressive placements across digital PR articles also include Business Insider (DR 92) and Fast Company (DR 91).
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