Lattice Organic Growth Opportunities

This play expands the existing comparison footprint into a massive library of vendor-specific alternative and head-to-head pages. It captures high-intent buyers who are actively evaluating the market and looking for specific differentiators against legacy or niche competitors.

Example Keywords

• [Competitor Name] alternative
• [Competitor Name] vs Lattice
• best performance management tools for [Industry]
• [Competitor Name] pricing vs Lattice

Rationale

Lattice currently has a very small comparison footprint (only 3 pages in the sitemap), yet these terms represent the highest intent in the B2B SaaS journey. By scaling this, Lattice can intercept buyers at the point of decision.

Topical Authority

With an Authority Score of 52 and over 11,000 referring domains, Lattice has the domain strength to rank for competitive terms that are often underserved by thin affiliate content.

Internal Data Sources

Use internal pricing sheets, Customer Stories (40+ pages), the Forrester TEI report, and Trust/Security documentation to provide defensible, data-backed comparisons.

Estimated Number of Pages

800 - 2,500+ (Covering hundreds of vendors across multiple HR categories)

This strategy transforms technical documentation into a vast directory of integration-specific landing pages that highlight business value and setup workflows. It targets IT and HR Ops leaders who need to ensure their tech stack is interoperable before committing to a platform.

Example Keywords

• [Tool Name] performance management integration
• SCIM provisioning for [Tool Name]
• [ATS Name] integration for performance reviews
• how to sync [Payroll Tool] with Lattice

Rationale

Integrations are a primary friction point in the sales cycle; providing indexable, use-case-specific pages solves for both SEO and sales enablement simultaneously. Most competitors only provide high-level logos rather than detailed recipes.

Topical Authority

Lattice's existing Help Center (930 URLs) and API documentation provide a massive foundation of technical credibility that Google already recognizes.

Internal Data Sources

Leverage Help Center integration guides, API documentation, and anonymized support ticket data to identify common setup pitfalls and unique use cases.

Estimated Number of Pages

1,200 - 6,000+ (Covering hundreds of tools with multiple use-case and setup variants)

This play creates a comprehensive library of role-specific career ladders and competency matrices to help HR leaders build structured growth programs. It positions Lattice as the essential resource for the 'Grow' stage of the employee lifecycle.

Example Keywords

• career ladder for [Role Name]
• competency matrix for [Role Name]
• job leveling framework for [Role Name]
• promotion criteria for [Role Name]

Rationale

HR and Talent leaders frequently search for these frameworks when building internal systems; providing these templates at scale drives high-intent traffic from decision-makers. This is a significant white space that is currently underserved by high-quality, role-specific content.

Topical Authority

Lattice's product focus on 'Grow' and performance management makes them a natural authority for career architecture and professional development frameworks.

Internal Data Sources

Utilize Lattice University materials, Help Center documentation for the Grow module, and internal 'recommended rubric' templates used by the Professional Services team.

Estimated Number of Pages

2,000 - 15,000+ (Covering hundreds of roles across various industries and levels)

This strategy builds a massive repository of state and country-specific HR policy templates and compliance explainers. It targets the high-volume search demand for operational HR compliance, moving beyond simple PTO policies into complex local labor laws.

Example Keywords

• [State] final paycheck law
• pay transparency law [State]
• [State] meal and rest break law
• harassment policy requirements [State]

Rationale

Compliance is a 'must-solve' problem for every HR leader, and search volume for local labor laws is consistently high. Lattice already sees success with templates, making this a logical and high-scale expansion.

Topical Authority

Lattice's existing success with HR administration and template-led content (like pay stub and time-off templates) provides the necessary topical authority to dominate these SERPs.

Internal Data Sources

Use the existing template library, community insights from 'Resources for Humans,' and legal-reviewed source summaries to ensure accuracy and differentiation.

Estimated Number of Pages

3,000 - 25,000+ (Covering 60+ jurisdictions across 100+ policy topics)

This play generates individual pages for every possible HR software requirement and RFP clause, providing procurement teams with ready-to-use evaluation criteria. It intercepts enterprise buyers during the formal vendor selection process.

Example Keywords

• [Feature] requirements for HR software
• audit log requirements for employee data
• RFP clauses for performance management
• vendor evaluation questions for [Feature]

Rationale

Procurement teams and consultants search for specific requirement language when drafting RFPs; by providing these, Lattice becomes the 'standard' against which other vendors are measured. This targets the 'efficiency gap' by capturing high-value enterprise intent.

Topical Authority

The depth of the Lattice platform across multiple modules (Performance, Engagement, Compensation, HRIS) allows for authoritative coverage of virtually any HR tech requirement.

Internal Data Sources

Extract data from the Trust Center, Help Center configuration docs, and standardized sales engineering responses to create high-fidelity requirement definitions.

Estimated Number of Pages

4,000 - 15,000+ (Covering hundreds of features across multiple product categories and industries)

Improvements Summary

Rebuild the self-evaluation and 360 reviews articles (plus related review examples pages) around SERP-winning formats: step-by-step guidance, copy/paste examples, templates, and FAQ sections. Tighten internal linking into a hub-and-spoke model that routes readers from these TOFU/MOFU pages to the /performance/reviews product page.

Improvements Details

Make the self-evaluation URL the main hub for keywords like "how to write a self evaluation," "self eval," and "employee self appraisal" by adding H2 sections for step-by-step writing, role-based examples, "overall comments" examples, goals, and self feedback do/don’t guidance. Update the 360 page to match intent (quick definition + pros/cons + manager rollout checklist) and add a "360 reviews for managers" section with sample questions; keep a separate definitional URL if needed to avoid cannibalization. Add jump-link TOCs, downloadable on-page templates, FAQ schema/HowTo schema where compliant, stronger author/reviewer credentials, cited sources, and mid-page "related resources" modules with descriptive anchor text linking across self-eval, manager examples, strengths/weaknesses, continuous feedback, stack ranking, and /performance/reviews.

Improvements Rationale

The payload shows high-volume topics (self-evaluations ~4,090 SV; 360 reviews ~1,840 SV) with low current traffic share, indicating “page-two” relevance that needs better topical coverage and SERP-aligned formatting to move into the top 10. Clear internal pathways and stronger E-E-A-T signals raise topical authority and help capture featured snippets/PAAs, while linking to /performance/reviews increases assisted conversions without making the editorial pages overly sales-focused.