Freshworks Inc Organic Growth Opportunities
1. Readiness Assessment
1. Readiness Assessment
2. Competitive Analysis
2. Competitive Analysis
3. Opportunity Kickstarters
3. Opportunity Kickstarters
4. Appendix
4. Appendix
Readiness Assessment
Current Performance
- You rank for 55k organic keywords and drive about 93k monthly organic visits (≈ $1.6m in equivalent PPC value), but you trail major competitors on overall visibility.
- Your backlink profile is a strength: Authority Score 59 with 2.2m backlinks from 41k referring domains—strong enough to support faster category-level growth if content coverage expands.
- Traffic is concentrated in a few areas: /freshdesk/ drives ~20k visits (~21% of organic traffic), with other top pages coming from blog/TOFU content (e.g., /sales-techniques/ ~7k) and mixed-intent pages (including community threads).
Growth Opportunity
- You’re heavily weighted toward brand/product queries (e.g., “freshdesk” is your top driver), while high-demand non-brand terms like “help desk solutions” and “knowledge base software” show you can compete but likely lack breadth and supporting clusters to win consistently.
- Competitors demonstrate the upside: zendesk.com captures ~1.5m monthly organic visits and 1.1m keywords (≈ 16x your traffic and 20x your keyword footprint), indicating large addressable demand you’re not covering.
- Clean up and refocus traffic quality: several meaningful pages/keywords (e.g., community posts ranking for “onstream apk,” “brat generator”) appear off-topic for your core SaaS intent—tightening indexing and scaling targeted BOFU pages (comparisons, integrations, pricing, use-cases) could improve conversion-rate per visit.
Assessment
You have enough authority and link equity to grow, but you’re under-covered across non-brand, category-defining queries compared to leaders. The biggest “so-what” is that systematic expansion into high-intent ITSM/help desk/CRM topics could unlock significant incremental traffic and pipeline. AirOps can help you produce and maintain those content clusters at scale while keeping quality and intent tight.
Competition at a Glance
This competitive SEO snapshot compares freshworks.com against 2 key competitors: zendesk.com and zoho.com, focusing on estimated monthly organic visits and total ranking keyword coverage.
Across the 3 domains analyzed, freshworks.com ranks #3 (last) in organic search traffic with 93,006 monthly visits and #3 (last) in ranking keywords with 55,200 keywords, trailing both competitors on overall search visibility.
The market leader is zendesk.com, generating 1,469,588 monthly organic visits and ranking for 1,103,925 keywords—indicating that Freshworks’ current gap is primarily a scale and breadth-of-coverage disadvantage, where competitors capture demand across a much wider set of search topics and intent stages, resulting in significantly stronger organic reach and discovery at the category level.
Opportunity Kickstarters
Here are your content opportunities, tailored to your domain's strengths. These are starting points for strategic plays that can grow into major traffic drivers in your market. Connect with our team to see the full traffic potential and activate these plays.
A scaled directory of tool-specific integration guides and automation recipes that show users how to connect their existing tech stack with Freshworks products. This play targets long-tail technical queries that bridge the gap between third-party tools and Freshworks' ecosystem.
Example Keywords
- Okta ticketing integration
- sync Slack with helpdesk
- automate Jira with Freshservice
- create tickets from Datadog
Rationale
Buyers often search for specific connectivity solutions rather than broad categories. By providing thousands of 'recipe' pages, Freshworks can capture high-intent traffic from users looking to solve immediate workflow silos.
Topical Authority
Freshworks already has a massive footprint in the /apps and /platform/integrations/ sitemap clusters, supported by an Authority Score of 59. This existing infrastructure makes it a credible source for technical integration content.
Internal Data Sources
Leverage Freshworks Marketplace app metadata, developer API documentation, and internal solution engineering playbooks to provide unique, actionable configuration steps.
Estimated Number of Pages
5,000+ (Covering 600+ tools across multiple product lines and use cases)
Comprehensive migration guides designed to help users switch from legacy or competing platforms to Freshworks by providing detailed data mapping and export/import instructions. This play targets users at the 'consideration' and 'decision' stages of the buyer journey.
Example Keywords
- migrate from ServiceNow to Freshservice
- import Zendesk tickets
- switch from HubSpot CRM
- Salesforce data export guide for migration
Rationale
The competition context shows Zendesk and Zoho have significantly larger keyword footprints (up to 20x). Migration-focused content captures users actively looking to leave those ecosystems, providing a direct path to conversion.
Topical Authority
With over 2.19M backlinks and a strong presence in CRM and ITSM categories, Freshworks is viewed as a primary alternative to market leaders, making migration guides highly relevant.
Internal Data Sources
Use implementation runbooks, professional services data mapping sheets, and support documentation for CSV/API imports to offer differentiated technical depth.
Estimated Number of Pages
1,500+ (Covering 200+ competitors across ticketing, CRM, and chat categories)
A library of audit-ready policy templates and compliance checklists mapped to specific regulatory frameworks and industries. These pages help IT and security leaders operationalize their service desk to meet strict audit requirements.
Example Keywords
- ISO 27001 change management policy
- FERPA compliant service desk checklist
- GDPR ticketing retention policy
- PCI DSS support software requirements
Rationale
Compliance is a major driver for enterprise software procurement. Providing static, high-quality policy templates attracts procurement-led searches that Freshworks currently lacks coverage for.
Topical Authority
The existing trust.freshworks.com domain and ITIL-focused content clusters provide a strong foundation for Google to trust Freshworks on security and compliance topics.
Internal Data Sources
Incorporate trust center artifacts, security whitepapers, and internal audit FAQs used by sales teams to provide authoritative, non-generic content.
Estimated Number of Pages
2,000+ (Covering 40+ standards across 5 product lines and 10+ industries)
Blueprints for AI agent intents, conversation flows, and safety guardrails that show businesses how to safely automate customer and employee service. This play future-proofs the domain for the rapidly growing 'AI Agent' search category.
Example Keywords
- AI agent for flight cancellation
- retail AI chatbot guardrails
- healthcare AI agent intent library
- automated insurance claim intake flow
Rationale
As search behavior shifts toward AI-first solutions, Freshworks can lead the conversation by providing specific 'how-to' blueprints for AI agents rather than just marketing fluff.
Topical Authority
Freshworks' focus on 'AI-assisted service' and the Freddy AI suite provides the necessary product context to rank for AI-driven operational queries.
Internal Data Sources
Utilize Freddy AI product documentation, internal intent taxonomies, and anonymized support chat patterns to create realistic conversation flows.
Estimated Number of Pages
3,000+ (Covering hundreds of intents across various industry verticals)
A massive library of departmental service request forms and workflow blueprints for non-IT teams like HR, Facilities, and Legal. This play expands Freshworks' reach into the Enterprise Service Management (ESM) market.
Example Keywords
- facilities maintenance request form
- marketing creative brief intake workflow
- finance procurement request fields
- IT asset request approval chain
Rationale
The sitemap shows a small ESM footprint today. By scaling request-specific pages, Freshworks can capture traffic from departmental leaders looking for operational structure outside of IT.
Topical Authority
Freshworks' deep expertise in ticketing and workflow automation (seen in /freshservice and /ticketing-system) makes it a credible authority for any departmental request management topic.
Internal Data Sources
Leverage Freshservice service catalog archetypes, University course modules, and implementation templates from the Professional Services team.
Estimated Number of Pages
10,000+ (Covering 500+ request types across 8+ departments and 10+ industries)
Improvements Summary
Refresh the /live-chat-software/ pillar to better match branded and feature intent by adding clear AI chatbot positioning, Freshdesk workflows, WhatsApp integration paths, and FAQ + Product/SoftwareApplication schema. Expand the WhatsApp app page and the chatbot ideas page with deeper, task-focused content, then support the hub with new spoke articles and stronger internal linking.
Improvements Details
Map keywords to the right URLs: /live-chat-software/ targets "freshchat", "freshchat ai chatbot", and "freshdesk chat"; /apps/whatsapp_via_freshchat/ targets "freshchat whatsapp"; /chatbots/ideas/ targets "ai chatbot ideas" and use-case variants. On /live-chat-software/, update title/H1, add sections for Freshchat AI chatbot capabilities/limits, Freshdesk chat workflows (incl. a small comparison table), integrations (with a WhatsApp module), a 5–7 question FAQ block, a demo clip with transcript, and FAQPage + SoftwareApplication/Product schema. On the WhatsApp app page, add capabilities, prerequisites + setup steps, common workflows, and WhatsApp-specific FAQs + schema; on /chatbots/ideas/, add a 40–60 word definition and categorized mini playbooks with example conversations and agent handoff rules, plus contextual links back to the hub and WhatsApp page; publish 4–6 spokes (Freshchat AI chatbot guide, Freshdesk chat setup, WhatsApp support playbook, live chat vs chatbot, AI automation examples) and build hub-and-spoke internal links with varied anchor text.
Improvements Rationale
Several terms (notably "freshchat") show low traffic share relative to search volume, which points to intent mismatch, weak snippets, thin topical coverage, or authority not flowing to the correct URL. "freshchat ai chatbot" is a low-competition page-2-to-page-1 opportunity, so adding dedicated AI sections, FAQs, and schema can move rankings and CTR quickly. Concentrating internal links into /live-chat-software/ reduces cannibalization, strengthens relevance for the head term, and routes TOFU traffic (chatbot ideas) and integration intent (WhatsApp) into higher-converting pages.
Appendix
| Keyword | Volume | Traffic % |
|---|---|---|
| best seo tools | 5.0k | 3 |
| seo strategy | 4.0k | 5 |
| keyword research | 3.5k | 2 |
| backlink analysis | 3.0k | 4 |
| on-page optimization | 2.5k | 1 |
| local seo | 2.0k | 6 |
| Page | Traffic | Traffic % |
|---|---|---|
| /seo-tools | 5.0k | 100 |
| /keyword-research | 4.0k | 100 |
| /backlink-checker | 3.5k | 80 |
| /site-audit | 3.0k | 60 |
| /rank-tracker | 2.5k | 50 |
| /content-optimization | 2.0k | 40 |
Ready to Get Growing?
Request access to the best–in–class growth strategies and workflows with AirOps