Foursquare’s Geospatial Platform Migration from Contentful to WordPress Delivers a 54% Page Speed Improvement

About Foursquare

Foursquare is the industry’s leading geospatial technology platform that specializes in location-based services and data, offering solutions for businesses and developers to enhance user experiences through location intelligence. Their products are used for mapping, tracking, and analyzing user behavior in real-world spaces. Their unique approach to location data allows them to provide highly accurate insights for businesses, making them a leader in the location intelligence industry.

With an estimated revenue exceeding $100M and a dedicated team of approximately 300 employees, Foursquare continues to drive innovation and excellence in the industry.

Goal

• Enhance editorial flexibility and efficiency by adopting a CMS that streamlines content updates and workflow management, reducing delays and operational inefficiencies.
• Implement a CMS with robust SEO tools to easily add and maintain SEO-optimized content, improving Foursquare’s search engine rankings, visibility, and organic traffic.

Solution

• Transitioned Foursquare’s CMS from Contentful to WordPress, making editorial workflows more efficient and content management much simpler.
• Integrated third-party services like Marketo Forms for lead capture, Greenhouse Job Board Portal for job listings, and Slack and Discord for internal communications.
• Helped implement a reverse proxy using Fastly, improving site navigation and optimizing routing based on request URLs.
• Updated the frontend design with new animations to create a more engaging and interactive user experience.
• Developed custom Gutenberg blocks, including an animated information block and a versatile card block with multiple variations for flexible layouts.
• Introduced scheduling features for content updates, allowing Foursquare to automate and manage content changes more efficiently.
• Added a public review feature, enabling the sharing of preview links without requiring logins, which streamlined the content approval process and made feedback collection easier.

Results

The solution delivered led to substantial improvements across multiple metrics. Page load speed was dramatically enhanced, with the average load time dropping from 7.0 seconds to 3.1 seconds. This optimization contributed to a notable increase in monthly traffic, which grew from 250,000 to 300,000 visitors. Additionally, keyword rankings improved, reflecting better search engine performance.

Foursquare gained confidence in Multidots as a reliable technical partner, which resulted in continued collaboration on similar projects. The consistent and timely delivery of solutions demonstrated Multidots’ ability to scale effectively while staying within budget, reinforcing their value as a trusted partner.

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