Built In Organic Growth Opportunities

Provides granular data on typical equity compensation for specific tech roles, segmented by startup funding stage and geographic location. This empowers candidates to negotiate offers effectively and helps founders design competitive compensation plans.

Example Keywords

• "series b equity for backend engineer nyc"
• "seed stage stock options product manager austin"
• "equity vs salary senior ml engineer remote"
• "typical startup equity for first employee"

Rationale

Salary data is a commodity, but equity data is opaque and highly sought after. Creating the definitive resource for startup equity benchmarks would capture an incredibly high-intent audience at the critical moment of offer negotiation or company formation, creating a massive competitive moat.

Topical Authority

Built In already has authority in salary data. Expanding into equity is a natural and powerful extension, establishing them as the most comprehensive resource for tech compensation. It leverages existing trust to dominate a new, high-value keyword category.

Internal Data Sources

Utilize parsed equity bands from job board descriptions (e.g., “0.1% – 0.3%”), data from internal compensation survey PDFs uploaded to an AirOps Knowledge Base, and validation data from public sources like Carta or AngelList via API.

Estimated Number of Pages

158,000+

Creates dedicated pages for every major tech certification, detailing its career impact, average salary uplift, and live job openings that require it. This bridges the gap between professional development and tangible career outcomes.

Example Keywords

• "aws solutions architect salary chicago"
• "kubernetes certification jobs remote"
• "is pmp worth it for product manager"
• "gcp certification path for data engineer"

Rationale

Millions of professionals search for the ROI of certifications. By connecting certifications directly to live job demand and salary data from its own platform, Built In can capture this massive audience and guide them from the learning phase directly to the application phase.

Topical Authority

The site has strong authority in jobs and salaries. Leveraging its proprietary data on which companies demand which certifications proves its expertise and provides unique value that generic educational sites cannot match.

Internal Data Sources

Leverage the 'required_certifications' tag from the job board database, associated salary data to calculate uplift, and success stories from the editorial archive to add qualitative proof. PDF exam guides from vendors can be uploaded to a Knowledge Base for authoritative outlines.

Estimated Number of Pages

80,000+

Generates detailed guides for professionals looking to transition between different roles within the tech industry. These pages outline the necessary skills, potential salary changes, and a clear, data-driven pathway to making the switch.

Example Keywords

• "transition from qa to data scientist"
• "how to go from graphic designer to ux designer"
• "move from sales to solutions engineer"
• "career path from help desk to devops"

Rationale

Career transitions are a common but underserved search topic, filled with high user anxiety and intent. Creating a structured, data-driven playbook for every conceivable role-to-role jump positions Built In as an indispensable career advisor, capturing users that competitors ignore.

Topical Authority

Built In is already a trusted source for career information. Providing these unique, empathetic guides deepens that trust and demonstrates a comprehensive understanding of the tech talent landscape beyond simple job listings.

Internal Data Sources

Use the internal salary database to show pay deltas between roles, the job board API to find roles with 'transferable skills,' and archived 'How I Got This Job' interviews from the editorial team as qualitative context for the LLM.

Estimated Number of Pages

48,000+

Publishes a dedicated, data-rich scorecard for every company on the platform, detailing their diversity metrics, pay equity, and inclusion initiatives. This provides job seekers with the transparency they demand and rewards companies that are making progress.

Example Keywords

• "diversity statistics stripe"
• "paypal gender pay gap"
• "inclusive companies hiring engineers"
• "{Company Name} dei report"

Rationale

Diversity and inclusion are now primary factors in career decisions for a large segment of the workforce. By creating the industry's most comprehensive, structured source for this information, Built In can attract a massive, values-driven audience and establish a strong competitive advantage.

Topical Authority

This play would establish unparalleled E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) in the crucial area of workplace culture. It moves beyond opinion to hard data, a highly defensible position that Google rewards.

Internal Data Sources

Utilize data from company-submitted DEI questionnaires, demographic data from public reports (e.g., from the Bureau of Labor) ingested into a Knowledge Base, and lists of Employee Resource Groups (ERGs) from existing company profiles.

Estimated Number of Pages

12,000+

Creates hyper-specific directory pages that list companies within a certain industry that use a specific technology or framework. This allows developers to find employers based on their preferred tech stack and industry interest.

Example Keywords

• "fintech companies using golang"
• "saas startups using graph databases"
• "healthcare firms built on react native"
• "ecommerce companies using typescript"

Rationale

Developers are often passionate about the tools they use. This play targets their desire to work with specific technologies in industries they care about, a niche that general job boards fail to serve effectively. It also attracts B2B interest from vendors and recruiters sourcing talent.

Topical Authority

Built In already has authority in company directories and tech topics. This play combines those two strengths into a unique, highly-structured offering that demonstrates deep market knowledge and data capabilities that competitors lack.

Internal Data Sources

The combination of tech-stack tags and industry classifications from company profiles is a proprietary dataset. This can be enriched with funding data from Crunchbase and open-source contribution data from GitHub via the AirOps API integration.

Estimated Number of Pages

23,000+

Improvements Summary

Revise and expand nine developer-focused tutorial and command reference articles to target exact-match keywords, improve on-page SEO, and capture featured snippets. Add structured quick-reference tables, FAQs, code blocks, and internal links to increase visibility and user engagement.

Improvements Details

Key tasks include rewriting H1s and meta tags with primary keywords like 'scp linux command' and 'or in cpp', adding ordered lists or tables for syntax, implementing FAQ sections with schema, and embedding code snippets with proper tags. Expand content with error fixes, real-world examples, and video demos, while building a pillar page and cross-linking related articles. Address technical SEO by adding breadcrumbs, optimizing images, and updating sitemaps.

Improvements Rationale

These improvements address low current rankings and missed featured snippet opportunities despite low competition and high search volume. By aligning content structure and metadata with search intent, and strengthening internal linking, the cluster is positioned to move from page 2 to top search results, increasing organic traffic and establishing stronger topical authority in developer tutorials.