‍The Customer

Lightspeed is a leading commerce platform that helps businesses simplify complex operations. Their full-suite commerce platform enables merchants to simplify operations, scale efficiently, and deliver exceptional customer experiences. With thousands of merchants and multiple global websites, Lightspeed relies heavily on organic search as a key growth driver.

Francesca Nicasio, Content Manager, and Minh-Thy Nguyen, Growth Marketing Manager, SEO, lead Lightspeed’s North American content and SEO strategies. Tasked with growing organic traffic and strengthening brand authority, they needed to scale their content operations without sacrificing precision, brand alignment, or reader engagement. To accomplish this, they turned to AirOps.

The Problem

Lightspeed’s content team consistently faced bandwidth challenges, struggling to meet demand for authoritative, targeted blog content. This meant that critical SEO content often became deprioritized, impeding their ability to maintain content freshness, relevancy, and search performance.

With a high bar for quality, the team didn’t want to compromise on brand voice and standards. Manual content production processes, from keyword research to publication, slowed output and prevented scaling. The result was an untapped opportunity for organic growth and constraints on their ability to generate organic leads.

"Blogs often became lower priority due to resource constraints. This backlog meant key SEO opportunities were delayed, directly impacting our ability to grow traffic and maintain content relevance."

‍– Francesca Nicasio, Content Manager at Lightspeed

The Solution

Lightspeed partnered with AirOps to grow their content presence and unlock more value from their existing content. With AirOps Content Engineers, the team optimized key portions of their content production workflows across enriched article creation and content refresh.

Enriched Article Creation:

• Unique & Authoritative: Automated the creation of engaging, brand-aligned articles from detailed keyword briefs and first-party data.
• Always On-Brand: Ensured consistent brand voice by integrating Lightspeed’s custom brand kit and tone guidelines directly into the workflows.
• Ready to publish formatting: Saved hours of manual formatting by automatically including essential formatting elements like CTAs, internal linking, code blocks and structured tables of contents.

Content Refresh

• Content that compounds: Refreshes add proprietary insights, real-world examples, and targeted product mentions establishing trust with customers and answer engines.
• Always one step ahead: Every refresh re-crawls SERPs, competitors, and “People Also Ask” for real-time content opportunities to increase search visibility.
• Adaptable, flexible system: Both Marketing and SEO teams used the same interface, allowing for short feedback loops and easy adaptation of new refresh opportunities.

By embedding human review and strategic editing directly into their workflow, Lightspeed maintained content authenticity and authority at scale. Their time was re-focused towards reviewing outputs, ensuring compliance at scale and making targeted edits.

"Seeing how seamlessly AirOps turned our detailed SEO briefs into high-quality content was eye-opening. The workflows generated content that sounded authentically Lightspeed, significantly reducing manual editing and freeing up our team for strategic content enhancements."
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‍– Minh-Thy Nguyen, Growth Marketing Manager, SEO at Lightspeed

The Impact

With AirOps, Lightspeed significantly improved their content’s performance, driving measurable results and revenue-impacting outcomes. Content produced through AirOps not only generated higher organic traffic, but also converted visitors at a significantly higher rate.

Since implementing AirOps, results include:

• 37% higher conversion rate from net new content
• 15%+ uplift in organic traffic to all pages within 30 days of publication
• 28% of target keywords for AirOps articles reached Page 1, 78% hit at least Page 2 rankings
• 36% increase in monthly content output, rising from 11 to 15 articles per month

Strategically, AirOps has become a core component of Lightspeed’s content operations. Before, they were stretched thin and with a growing backlog. Now with AirOps, their team is empowered to focus on strategic tasks, business outcomes and can drive growth with content.

"AirOps empowered us to finally catch up and scale our content production without sacrificing quality. The measurable uplift in conversion rates and strong organic performance clearly validate our decision to partner with AirOps."
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– Francesca Nicasio, Content Manager at Lightspeed.

Get Started with AirOps

Ready to scale your content operations, drive meaningful organic growth, and achieve improved conversions? Schedule a strategy session today and discover how AirOps can boost your team's performance.

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