BetterUp Organic Growth Opportunities

This play creates a comprehensive library of programmatic pages addressing the specific security, privacy, and compliance concerns of enterprise AI buyers. It targets high-intent procurement queries that bridge the gap between HR needs and IT/Legal requirements.

Example Keywords

• AI coaching platform security questionnaire
• NIST AI RMF compliance for HR vendors
• AI coaching data privacy and GDPR compliance
• AI model transparency and bias mitigation policy
• SOC 2 Type II controls for digital coaching

Rationale

Enterprise procurement cycles for AI tools are often stalled by security and legal reviews. By providing detailed, control-level documentation for every major framework and persona, BetterUp can capture buyers during the critical vendor-risk assessment phase.

Topical Authority

BetterUp already maintains a dedicated trust portal and is positioned as a leader in AI-powered coaching. Leveraging its existing Authority Score of 63 and extensive backlink profile allows it to dominate these technical, high-trust search results.

Internal Data Sources

Use internal trust portal artifacts, security FAQ banks, Data Processing Addendums (DPAs), and approved compliance statements to generate high-accuracy, legally-vetted content.

Estimated Number of Pages

2,500+ (Covering various frameworks, security topics, and regional compliance variants)

This strategy generates a massive matrix of landing pages that provide specific program designs for different employee populations and organizational goals. It targets HR leaders who are in the 'design and budget' phase of their leadership development initiatives.

Example Keywords

• new manager coaching program blueprint
• frontline supervisor development plan
• high-potential leadership acceleration program
• manager onboarding coaching implementation
• leadership pipeline development for healthcare

Rationale

HR buyers search for specific solutions to their unique workforce challenges rather than generic coaching. Programmatic blueprints that offer timelines, curricula, and outcomes for specific roles and industries provide immediate value and drive high-intent leads.

Topical Authority

With over 293,000 ranking keywords in the workplace and performance space, BetterUp has the topical breadth to credibly offer specific program designs across every major industry and job family.

Internal Data Sources

Utilize internal program templates, coaching competency models, and anonymized customer success playbooks to offer differentiated, 'battle-tested' program designs.

Estimated Number of Pages

5,000+ (Mapping populations across industries, goals, and program durations)

This play builds a structured library of pages defining key people analytics metrics and how they are influenced by coaching interventions. It targets the growing segment of data-driven HR leaders who need to justify program ROI with specific KPIs.

Example Keywords

• manager effectiveness KPI definition
• leadership development ROI measurement framework
• regrettable attrition attribution model
• people analytics dashboard for employee engagement
• measuring behavioral change in leadership programs

Rationale

The ability to measure impact is the primary barrier to scaling coaching programs. By owning the definitions and measurement methodologies for HR metrics, BetterUp positions its platform as the essential tool for data-driven workforce transformation.

Topical Authority

BetterUp's brand is built on 'powering performance-ready workforces,' and its existing research arm provides the scientific credibility needed to own the 'measurement' conversation in HR.

Internal Data Sources

Leverage BetterUp Labs research reports, internal outcome reporting methodologies, and aggregate benchmark data to provide unique, authoritative insights.

Estimated Number of Pages

3,000+ (Covering metrics, dashboard templates, and attribution methodologies)

This strategy creates a programmatic library of 'ready-to-use' assets for HR teams to launch and scale coaching initiatives. It captures users searching for implementation support, which is a strong signal of active project funding.

Example Keywords

• coaching program launch communication templates
• manager enablement toolkit for HR initiatives
• employee coaching adoption strategy
• internal marketing plan for leadership development
• stakeholder alignment checklist for coaching

Rationale

HR teams are often under-resourced and look for templates to help them execute. Providing these assets for free via organic search builds immediate trust and positions BetterUp as a partner that ensures program success from day one.

Topical Authority

BetterUp's existing integrations with platforms like Slack and Microsoft Teams demonstrate its role as an embedded enterprise workflow tool, making it a natural authority on program rollout.

Internal Data Sources

Use customer success launch kits, implementation timelines, and proven communication templates from successful enterprise deployments.

Estimated Number of Pages

1,500+ (Variations by program type, workforce channel, and industry context)

This play targets specific organizational 'trigger events' that lead to urgent leadership development needs. It provides structured playbooks for navigating high-stakes transitions like M&A, reorganizations, or rapid scaling.

Example Keywords

• leadership enablement for post-merger integration
• manager support during organizational restructuring
• reducing attrition after layoffs program
• leadership development for rapid growth phases
• succession planning for executive transitions

Rationale

Budget for coaching is often unlocked during major organizational shifts. By targeting these specific 'moments that matter,' BetterUp can capture high-value enterprise leads at the exact moment their need is most acute.

Topical Authority

BetterUp's focus on 'resilience' and 'agility' in its core content makes it the ideal authority for helping organizations navigate complex, high-stress change events.

Internal Data Sources

Incorporate transformation playbooks, scenario-mapped customer stories, and research on organizational resilience to provide high-value, actionable advice.

Estimated Number of Pages

1,200+ (Covering various event types across industries and leadership levels)

Improvements Summary

Rebuild the goal-setting articles into a clear hub-and-spoke cluster with /how-to-set-goals-and-achieve-them as the pillar, then strengthen each spoke with tighter “examples + templates” formatting. Refresh titles/meta for higher CTR, add snippet-ready definitions, tables, FAQs, and wire the cluster together with targeted internal links.

Improvements Details

Update the pillar with a 7–10 step framework, jump links, and a “Choose your goal type” router to Short-term, SMART, Behavioral, Emotional, 5-year plan, and Daily routine pages. Expand spokes to match examples intent: add “50+ short-term goals examples” (including the variant “short time goal”), “20 SMART goal examples” with “bad goal → SMART rewrite,” plus measurable “emotional goals examples” and observable “behavioral goal” measurement methods. Add FAQ/HowTo/Breadcrumb schema, create a “Related goal-setting resources” module across pages, and pull internal links from adjacent posts (values, vision, focus) with anchors like “short-term goals examples” and “how to set goals and achieve them.”

Improvements Rationale

Most target queries show near-zero traffic share, which points to rankings sitting just outside the top results and missing clicks; snippet/PAA formatting and CTR updates are the fastest path to page-1 gains. These SERPs reward clearly categorized example lists, comparison tables, and templates more than longer copy, so restructuring content around definitions, steps, and example tables increases snippet eligibility. A tighter cluster with explicit differentiation (short-term vs SMART vs behavioral vs emotional) reduces cannibalization and concentrates internal linking signals on the pillar and highest-opportunity pages.