We helped a monitoring SaaS startup increase organic traffic by 1,330%




SEO and Content Marketing



In this case study, we share how we helped a small DevOps SaaS startup that was on the market for six years to grow 1,330% with organic traffic acquisition (SEO).

DevOps SaaS startup case study

Read on to find out:

  • how we increased organic traffic by 1,330%;
  • how we researched competitors and their top-performing content;
  • how we found quick win opportunities.

What is StatusGator?

Operating since 2015, StatusGator is a startup that, despite still being run by just two people, aggregates terabytes of outage data from thousands of services for customers such as Amazon, Accel Ventures, Toyota, and Stack Overflow.

The platform provides status aggregation dashboards, now known as status pages, which bring all the client’s dependencies together in one place, to share with colleagues or users.

StatusGator helps firms increase the visibility of outages and stay on top of downtime. Each time a service goes down, the client is notified via Slack, SMS, email, MS Teams, or other means.

status page by StatusGator

A demo version of status pages by StatusGator

StatusGator’s objective

When we started discussing SEO opportunities, StatusGator had been on the market for six years, enjoying slow but stable growth that came mostly from SEO and referrals.

They couldn’t increase their referrals, so they decided to focus on SEO and content marketing. To this end, the goal we identified was to increase relevant organic traffic coming from SEO.

StatusGator’s challenges

StatusGator had strong competition from the likes of Downdetector, and for some keywords, they were competing with Amazon, Atlassian, Microsoft, and even Google.

It looked like a fight between David and Goliath, but we like a challenge.

The Plan

While StatusGator had been experiencing modest but steady traffic, its competitors were enjoying a more rapid increase in users and popularity.

Our decision to opt for improving SEO and content marketing turned out to be the right solution:


  • We researched StatusGator's main competitors, what they offered and how their performance had developed over time.
  • We created ideal customer profiles and buyer personas.
  • We analyzed what keywords competitors ranked for, and what keywords drove the most traffic to StatusGator and its competitors, identifying opportunities for ranking.


  • On-page and technical SEO included uncovering critical issues with the website that were having a serious impact on its performance.


  • We identified low-hanging fruit such as improving existing content, strengthening meta-tags, and adding keywords that could help with ranking.

Link building

  • Our outreach strategy included finding platforms with relevant audiences and contacting publishers to get mentioned in articles– all to get backlinks.

How We Delivered

We start every project with SEO research, and this project was no different.

The research included analyzing direct and indirect competition, looking up keywords they ranked for, and finding out how crowd marketing influenced the popularity of competitors.

The next stage of our research included finding relevant keywords for StatusGator content to improve the positions in the search results.

Competitor Research

We looked up direct and indirect competitors. A total of 18 companies made it onto the list, and we began to look deeper into their tactics, content, and online presence.
list of competitors by StatusGator

A list of StatusGator’s competitors

With the help of SEO tools, we established what searches they ranked for, referrals, backlinks, keywords, and what content brought users to their websites.

Since the specifics of the service is that the website has a page dedicated to the status of cloud services, we took a popular status page, Cloudflare, and compared its performance on StatusGator and its competitor, Downdetector.

The comparison led to identifying what was missing from status pages, apart from simply a list of keywords we should add.

At the same time, we learned more about our client's audience through the communication and content strategy of competitors. Thus, we created the ideal customer profile with several personas. Based on these, we created separate landing pages and future content for three separate hypothetical B2B customers.

ICP for StatusGator

Ideal Customer Profiles for StatusGator

Keyword Research

We selected 1,000 keywords that matched the search intent of potential customers for StatusGator. The list included numerous metrics, such as difficulty, volume, traffic potential, and CPC.

We also mapped out the future content pages where we would use the selected keywords. After several refinements, a final keyword list was delivered to our client, but ultimately it was a guide for us to suggest relevant content with a ranking potential.

analysis of the keywords for StatusGator

The initial analysis of the keywords

list with current keywords

The final document delivered to the client


The founders of StatusGator, Nimble Industries, have their own business-card website as well as the StatusGator product website. They were posting content on the business-card website instead of the product website and trying to rank it there.

Since the traffic to - and authority of - the product website was many times greater, we moved all StatusGator content away from the Nimble Industries website to the StatusGator website. Now, the content is ranking much better, more visitors see it, and it converts better, as there isn’t the friction of having to go to a different website.

On-page and Technical SEO

We started with an SEO audit of the two websites, with a greater focus on StatusGator of course, to see where technical and on-page SEO was lacking.

Because StatusGator was a bootstrapped startup, we agreed to fix only critical issues: we generally recommend fixing all issues, but we can be flexible.

We checked both websites against our 14-point checklist and made the client aware of multiple issues, of which three were critical.

results of a technical SEO audit for StatusGator

The results of a technical SEO audit for StatusGator

headings for StatusGator

Headings to be fixed

Issues with the Title Tag

Traffic was lost as pages did not appear in the search, even when they matched the search query.

Missing Meta Description Parameter

This reduced the number of clicks and could potentially reduce all-round KPIs.

Trailing slash

This caused Google to track duplicates. The absence of canonical tags was also negatively affecting the results on top of all the issues uncovered.

We set out a plan to fix these technical issues and explained the reasoning behind it to the client, in clear terms.

list of StatusGator's critical issues

The final list with critical issues that needed to be fixed


After analyzing the content with marketing tools and comparing it to the performance of StatusGator's competitors, we prioritized the low-hanging fruit, i.e. the improvements that were most likely to improve the site's SEO ranking straight away.

We prepared a keyword gap and started adding those keywords to the content and meta-tags. Based on our findings, we created a list of recommended content improvements. It included 23 major issues, 19 of which StatusGator fixed at once.

improved SEO rankings
improved SEO rankings

Link Building

For most of our clients, our SEO strategies have been successful when they've included a combination of tech, content, and link improvements. StatusGator was no different.

Competing for difficult searches was hard, especially without link building. We convinced the client that this was necessary and so received a limited budget for the link-building campaign.

We Identified Websites with the Most Traffic from Our Target Audience

We created a list of the industry’s most popular websites, grouped them by type, and devised a tailored approach to each one. Then we created content and submitted it.
analysis of the keywords for StatusGator

A list of platforms to target for publishing

We Tapped Up Niche Writers and Publishers

We put together a list of journalists writing on the topics that were relevant to us and who had been published on authoritative resources. We offered them access to data that could benefit their research and explained the advantages of StatusGator.
outreach opportunities for StatusGator

A list of journalists to outreach

We Requested Reciprocal Backlinks

We reached out to contacts at the companies we had mentioned in the content to see if they would like to link to us in return.
companies to outrech StatusGator

A list of companies to outreach

We Found Articles Listing Tools Similar to Our Client's

We looked up articles that listed tools for a similar audience to StatusGator's and reached out to the publishers to request they add our tool to the list.

We Wrote Our Own Listicle

Several articles listing StatusGator and similar tools were published both on the StatusGator website and on popular industry platforms.
StatusGator article on DZone

The article we published to DZone

article on StatusGator's blog

The article we published to StatusGator’s blog

The Big Picture

This David and Goliath battle ended well for us as marketers. Before partnering with us in May 2020, StatusGator had seen five years of stable but slow growth. Code200 helped the startup boost relevant traffic by 1,330%.

We can’t disclose the revenue and customer base growth numbers, but we can say that an increase in MRR was also observed, and the client agreed to an ongoing relationship with Code200.

colin bartlett avatar small
It’s been a real joy working with Max and his team. Code200 has deep expertise with content and SEO strategy and has had a material impact on our business. Our MRR and traffic has grown considerably under their guidance. I highly recommend their services.

Colin Bartlett

Co-founder, StatusGator

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It’s hard to argue with the results.
After 5 years of slow and stable growth.

In May 2020 when we started working with StatusGator, visible growth in traffic could be observed.

  • 1,330% increase in traffic
  • revenue growth for the client.
StatusGator case study

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