Betterworks Organic Growth Opportunities

This play targets enterprise buyers looking to swap out limited, built-in HRIS performance modules for a dedicated platform. It addresses specific pain points, limitations, and implementation scenarios for major suites like Workday, SAP, and Oracle.

Example Keywords

• replace Workday performance module
• SAP SuccessFactors performance management alternative
• UKG performance management add-on
• limitations of Oracle HCM performance management
• performance management software for ADP customers

Rationale

Enterprise buyers often outgrow the basic performance features of their core HRIS. By providing a roadmap for replacement and highlighting specific native limitations, Betterworks can capture high-intent traffic at the critical decision stage.

Topical Authority

Betterworks already ranks for broad performance management terms; extending this to specific HRIS ecosystems leverages existing domain strength and addresses a clear visibility gap compared to competitors like Culture Amp.

Internal Data Sources

Use support KB articles (88+ articles), integration documentation, and customer case studies involving HRIS migrations to provide technical and strategic depth.

Estimated Number of Pages

1,200+ (Covering 25+ suites across multiple intent templates and implementation scenarios)

Technical guides for IT architects and admins on configuring SSO, SCIM, and data flows across complex enterprise tech stacks. It bridges the gap between HR needs and IT implementation requirements for secure, automated user management.

Example Keywords

• SCIM provisioning for Betterworks and Okta
• SAML SSO configuration for performance management
• Microsoft Entra ID HRIS sync patterns
• automated user provisioning for enterprise performance software
• attribute-based access control in HR platforms

Rationale

IT stakeholders are key gatekeepers in enterprise software sales. Providing technical "blueprints" reduces friction during the evaluation process and captures navigational and technical search intent that competitors often ignore.

Topical Authority

The existing developer portal (developers.betterworks.com) and API documentation provide a strong foundation for technical authority in the HR tech space.

Internal Data Sources

Leverage developer API documentation, security whitepapers, and technical support logs to create accurate, implementation-ready content.

Estimated Number of Pages

2,000+ (Covering various combinations of IdPs, HRIS, and collaboration tools)

A comprehensive library of data "recipes" showing how to extract performance signals into warehouses like Snowflake or BigQuery. It targets data-driven HR leaders and analytics teams looking to build custom dashboards.

Example Keywords

• export Betterworks data to Snowflake
• People Analytics dashboard templates for Tableau
• performance management data model for BigQuery
• HR data pipeline recipes for Power BI
• how to visualize manager effectiveness in Looker

Rationale

Modern HR teams are increasingly data-centric. By providing the "how-to" for data extraction and visualization, Betterworks positions itself as the essential system of record for performance data.

Topical Authority

Betterworks' focus on "Performance Enablement" and existing analytics products (report.betterworks.com) supports this data-heavy expansion into the analytics community.

Internal Data Sources

Utilize API schema documentation, analytics product features, and anonymized benchmark reports to offer unique, technical value.

Estimated Number of Pages

800+ (Covering various ETL tools, warehouses, and BI platforms)

An indexable library of answers to common security and procurement questions, mapped to frameworks like SOC 2, GDPR, and ISO 27001. It streamlines the vendor evaluation process for security teams and procurement officers.

Example Keywords

• Betterworks SOC 2 compliance details
• GDPR data residency for performance management
• vendor risk questionnaire answers for HR software
• AI governance and bias testing in performance platforms
• data retention policy for enterprise HR vendors

Rationale

Security reviews are often the longest part of the enterprise sales cycle. Making these answers public and searchable builds trust early and captures "vendor risk" search volume during the shortlisting phase.

Topical Authority

Existing security pages, privacy notices, and the Responsible AI policy provide the necessary trust signals to rank for compliance-related queries.

Internal Data Sources

Draw from security datasheets, privacy policies, sub-processor lists, and official Responsible AI documentation.

Estimated Number of Pages

700+ (Mapping specific controls and questionnaire topics across multiple frameworks)

Tailored landing pages that address the unique performance management challenges of specific verticals like Healthcare, Finance, and Manufacturing. It maps product features to industry-specific compliance and workforce needs.

Example Keywords

• performance management software for healthcare
• continuous performance management for financial services
• performance tracking for manufacturing frontline workers
• retail workforce engagement platform
• performance management for regulated industries

Rationale

Enterprise buyers search for solutions that "speak their language." Industry-specific pages improve relevance and conversion rates for long-tail queries that generic product pages miss.

Topical Authority

High-ranking content on "employee engagement" and "accountability" provides a broad base to specialize into vertical-specific authority.

Internal Data Sources

Incorporate industry-specific case studies (e.g., Delta Dental, Udemy), product documentation, and sector-based research reports.

Estimated Number of Pages

2,000+ (Covering 100+ sub-industries and various workforce types)

Improvements Summary

Re-map keywords across the performance review page cluster with /performance-reviews-examples/ as the pillar, and tighten each supporting page to a single intent to prevent cannibalization. Update content to match SERP features (snippets/PAA) with step-by-step sections, richer examples, downloadable templates, and stronger hub-and-spoke internal linking.

Improvements Details

Rewrite the opening of /performance-reviews-examples/ to include a 6–8 step "how to write a performance review" section within the first ~300 words, add definition boxes, 8–12 FAQs, and expand examples by role, scenario, and competency plus a downloadable template and comments bank. Expand /employee-performance-appraisal/ into a comparison guide for "performance appraisal methods" with a decision framework, pros/cons table, implementation steps, and snippet-ready summaries; keep /employee-performance-evaluation/ focused on "how to assess employee performance" (criteria, metrics, rubrics) and route "360 degree feedback review" intent to the 360 page. Add intent-positioning blurbs and cross-links on every page, upgrade titles/meta for CTR, apply FAQ/Article schema where relevant, and add author/editor credentials, update dates, and citations.

Improvements Rationale

The cluster shows high demand but under-captures clicks, which often signals page-2 rankings caused by weak SERP alignment, thin coverage, and diluted topical signals across overlapping pages. "Performance appraisal methods" has unusually low competition, making it a priority for quick ranking gains if the page becomes the most complete comparison resource. Clearer page roles plus internal linking concentrate authority, while snippet-first formatting, FAQs, and templates improve visibility in SERP features and increase on-page engagement.