Granicus Organic Growth Opportunities

Surface millions of searchable, timestamped quotes from public meeting videos to capture an immense volume of long-tail search traffic. This play transforms unindexed video archives into a vast library of SEO-rich content that attracts journalists, researchers, and government staff.

Example Keywords

• "city council quotes about short term rentals"
• "mayor statements on climate action 2022"
• "what officials in Denver said about housing affordability"
• "police funding debate quotes Phoenix"

Rationale

Journalists, advocacy groups, and government staff constantly search for specific statements made by public officials on key issues. By creating a centralized, searchable library of these quotes, Granicus can attract high-authority backlinks and capture an enormous volume of high-intent, long-tail search queries that are currently unanswered.

Topical Authority

Granicus hosts millions of hours of public meeting videos and transcripts via its MediaPlayer, MetaViewer, and TranscriptViewer products across thousands of subdomains (e.g., sacramento.granicus.com, honolulu.granicus.com). This provides an unparalleled, proprietary dataset that establishes instant and unassailable topical authority on the proceedings of local government.

Internal Data Sources

Utilize the full-text transcripts from existing video platforms, Swagit video timestamp metadata for linking directly to the quote, and AI-driven topic tagging (entity extraction) to categorize and cluster the content at scale.

Estimated Number of Pages

150,000+

Create tens of thousands of data-rich pages showcasing public opinion on key civic issues at the county level. This strategy leverages proprietary survey and poll data to generate unique, linkable assets that position Granicus as the authority on community engagement trends.

Example Keywords

• "public opinion broadband access Knox County"
• "county sentiment dashboard housing affordability"
• "community feedback on climate action plans"
• "resident satisfaction trends Maricopa County"

Rationale

There is a significant lack of granular, publicly available data on what residents think about specific local issues. By aggregating and visualizing this information, Granicus can create a resource that is invaluable to planners, journalists, consultants, and government leaders, driving high-quality traffic and backlinks.

Topical Authority

Granicus's EngagementHQ and Engagement Cloud platforms capture millions of survey responses, poll results, and public comments. The company has direct, proprietary access to this sentiment data, which no competitor or third-party data provider can replicate, giving them exclusive authority on the topic of civic sentiment.

Internal Data Sources

Use aggregated survey results from EngagementHQ tagged by issue, NLP clustering of open-ended comments to identify key themes, and email/SMS click-through data to corroborate interest in specific topics.

Estimated Number of Pages

60,000+

Publish leaderboards ranking the processing speed of different government services (like permits and records requests) for thousands of jurisdictions. This play uses proprietary performance data to create competitive urgency and directly highlights the value of Granicus's operational software.

Example Keywords

• "average foia response time seattle"
• "building permit turnaround benchmark Austin"
• "agenda packet publication speed comparison"
• "short term rental license processing days"

Rationale

Government agencies are under constant pressure to improve efficiency, and they often look for benchmarks to measure their performance against their peers. By publishing these leaderboards, Granicus creates 'ego-bait' content that officials will seek out, while simultaneously demonstrating the ROI of their software for improving these exact metrics.

Topical Authority

Granicus platforms like GovQA, SmartGov, and Legistar are the systems of record that log the real-world timestamps for these processes. The company owns the raw, factual data on how long it takes thousands of governments to complete these tasks, giving them unmatched authority to report on public sector efficiency.

Internal Data Sources

Leverage GovQA Service Level Agreement (SLA) metrics, SmartGov permit lifecycle timestamps, Legistar agenda publication logs, and Operations Cloud processing-time dashboards to build the leaderboards.

Estimated Number of Pages

10,000+

Develop a comprehensive library of downloadable Request for Proposal (RFP) templates tailored to specific government jurisdictions. This strategy targets buyers at the exact moment of procurement with extremely high-intent, bottom-of-funnel content.

Example Keywords

• "agenda management RFP template"
• "city council meeting software RFP"
• "request for proposal for Legistar replacement"
• "sample RFP for public meeting software"

Rationale

Procurement managers and department heads in government often start their buying journey by searching for existing RFPs to use as a template. By providing a centralized, SEO-indexed library, Granicus can capture this high-intent traffic, shape the requirements in the RFP to favor their solutions, and generate highly qualified leads.

Topical Authority

Thousands of jurisdictions already use Granicus solutions like Legistar and IQM2 to publish their official documents, including RFPs. This gives Granicus access to a massive historical archive of real-world procurement documents, establishing them as the definitive source for best-practice templates.

Internal Data Sources

Use historical RFPs hosted on the Legistar/IQM2 platforms (anonymized and aggregated), best-practice scope sections provided by the Experience Group consulting team, and customer success metrics on procurement timelines.

Estimated Number of Pages

3,500+

Generate a unique 'Digital Experience Score' for thousands of US cities and counties, grading them on web performance, accessibility, and engagement. This creates compelling, ego-driven content that encourages local government officials to seek out Granicus's improvement solutions.

Example Keywords

• "city of charlotte website score"
• "government digital experience ranking"
• "county email engagement rate benchmarks"
• "municipal web accessibility grade"

Rationale

Local government leaders are highly motivated by how they compare to their peers. A public-facing scorecard creates a powerful incentive for them to investigate their score and, consequently, the Granicus products that can improve it. This play generates direct, high-value inbound interest from decision-makers.

Topical Authority

Granicus has unique, first-party data across the full spectrum of digital experience through its products: Core Web Vitals from OpenCities websites, open/CTR rates from GovDelivery, and form completion data. No competitor can synthesize a comparable, multi-channel score, granting Granicus exclusive authority.

Internal Data Sources

Use the OpenCities performance API, the GovDelivery and EngagementHQ analytics warehouse, results from automated Google Lighthouse + WCAG scans, and outcome data from existing success stories to populate the scorecards.

Estimated Number of Pages

3,200+

Improvements Summary

Revise product-detail pages to target both brand and high-intent generic keywords, expand on-page content, and add structured FAQs, comparison tables, and internal links. Supplement with new supporting blogs, use-case articles, and a glossary to capture more non-branded search traffic.

Improvements Details

Key tasks include rewriting H1s and meta titles to combine brand and generic keywords like 'public records request software', adding benefit-driven intros, keyword-rich H2s, and FAQ schema. Embed customer video testimonials, comparison tables, and related product modules for cross-linking. Create new comparison blogs, use-case articles, and a glossary section, while improving technical SEO with schema, breadcrumbs, and sitemap updates.

Improvements Rationale

Current pages rank just outside the top 10 due to thin content, weak internal linking, and lack of optimization for generic keywords. Expanding content depth, targeting adjacent search terms, and improving site structure will increase topical authority, drive more qualified traffic, and improve conversion rates from product pages.