Cloud apps what-is pages before top-funnel blog sprawl
Build a small set of high-intent “what is” pages before spreading effort across broad top-funnel articles.
Why this can grow a startup
A “what is” page is not automatically low intent. In complex B2B categories, definition searches can come from buyers trying to understand a budget line, vendor category, or implementation risk. The Obility cloud-apps case shows what happens when the pages are tied to real conversion routes instead of floating as isolated educational content. For GrowthDex, the useful move is to pick definitions that sit near a buying conversation: compliance, workflow, migration, integration, benchmark, or pricing language. Then make the page good enough to teach the market and specific enough to move the right reader onward.
Source-backed example
Obility describes a major cloud-based applications company whose FAQ and “What Is” pages were built around natural-language questions and tracked for organic visits, conversions, and rankings.
Source-reported evidence
Source: Obility: Glossary and FAQ pages B2B case study · Browse Obility: Glossary and FAQ pages B2B case study tactics
Obility reports the cloud-apps company’s FAQ and “What Is” pages drove 85,000+ organic visits and 24,000 conversions.
Attributed to the cited source; GrowthDex has not independently verified it. Use this as context, not as a forecast, benchmark, or recommended target.
Evidence scope: claims and metrics are attributed to the linked source; GrowthDex has not independently replicated the reported result. Check the original context and validate fit before applying it. Read the evidence methodology.
When to use it
Use this when SEO, Definitions, Conversion is relevant to what is pages, B2B definitions, organic conversions and you can run a bounded test with a medium budget.
When not to use it
Do not use it as a substitute for customer evidence, a clear owner, or a measurable stop condition. Local platform rules and market behavior still need checking.
How to do it
- Choose one target segment and define the exact next action this tactic should prompt.
- Adapt the tactic to SEO and Definitions, using evidence from Obility: Glossary and FAQ pages B2B case study as context—not as a promised result.
- Record a baseline for: Qualified search visitors who complete the intended next action. Set a guardrail that would make you pause the test.
- Run a narrow pilot and choose a test window that fits the normal decision or use cycle; do not scale before you have observed the full cycle.
- Compare the signal with its baseline. Scale only if the intended action improves without crossing the guardrail; otherwise revise one variable or stop and record what you learned.
Compare a stack for your situation
Compare source-backed tactics against your product, stage, budget and channel strengths, then choose one experiment to test.
Explore the context
Did you launch this experiment?
Report a launch to help us understand which growth ideas founders put into practice.
Apply this with an operator
Turn isolated search tactics into a crawlable visibility system tied to demand and proof.
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