PagerDuty Organic Growth Opportunities

Create step-by-step integration guides for every notable SaaS, open-source, and niche developer tool. This play captures high-intent users actively looking to connect their existing stack to an incident management platform.

Example Keywords

• "pagerduty + grafana loki integration"
• "connect honeycomb to pagerduty"
• "send alerts from uptime kuma to pagerduty"
• "pagerduty integration with cortex xsoar"

Rationale

Searchers looking for specific integration instructions are already using a tool and are at the exact moment they need to evaluate an incident management platform like PagerDuty. While competitors cover major tools, a massive long-tail of newer and niche tools remains an untapped opportunity for capturing high-intent traffic.

Topical Authority

The domain already ranks for major integrations like Slack, Jira, and Datadog, and hosts extensive support documentation on its Events API. This provides a strong foundation of authority on the topic of integrations, making it a natural and credible expansion.

Internal Data Sources

Leverage existing integration SDK examples, Events API payload documentation, and solution engineering demo scripts. Anonymized product telemetry showing the top custom event sources hitting the platform can be used to prioritize the creation of new guides.

Estimated Number of Pages

1,200+

Develop a comprehensive library of runbook templates that provide step-by-step recovery instructions for common incident scenarios across different environments. This play targets engineers and SREs looking for actionable solutions to specific operational problems.

Example Keywords

• "runbook for postgres failover in aws rds"
• "kafka consumer lag remediation runbook"
• "redis cache eviction incident runbook"
• "payment gateway timeout runbook template"

Rationale

While PagerDuty ranks for the generic term "what is a runbook," it lacks a practical, scalable template library. This creates a significant opportunity to capture users seeking immediate, scripted solutions to failures, directly showcasing the value of PagerDuty's automation capabilities and driving adoption of its Process Automation products.

Topical Authority

The acquisition of Rundeck, a leader in runbook automation, combined with existing content on automation and incident response, gives PagerDuty immense credibility. Providing a library of templates is a logical extension of this expertise and solidifies its position as a leader in operational automation.

Internal Data Sources

Utilize the existing Rundeck automation scripts library as a base. Anonymized post-incident analyses from Jeli can provide real-world remediation steps, and customer-submitted runbooks from the Service Catalog can inspire new templates.

Estimated Number of Pages

1,200+

Publish a catalog of ready-to-use query recipes for detecting specific symptoms in popular observability tools like Datadog, New Relic, and Prometheus. Each recipe page would include the query and instructions for automatically routing the resulting alert to PagerDuty.

Example Keywords

• "datadog query high p95 latency alert pagerduty"
• "new relic nrql cpu steal detection recipe"
• "prometheus query kafka consumer lag route to pagerduty"
• "elastic apm memory leak watch to pagerduty webhook"

Rationale

Engineers actively searching for specific monitoring queries are high-intent users who need to solve a problem immediately. By providing the exact query they need, PagerDuty can intercept them at the moment of need and demonstrate a seamless, valuable path to automated incident response, a core product offering.

Topical Authority

The company already has strong authority through its extensive integration guides. Extending this to include specific, actionable query recipes is a natural and authoritative next step that competitors are not covering at scale, creating a content moat.

Internal Data Sources

Anonymized data on top alert-triggering queries can be harvested from monitoring tool integrations via Events API headers. Internal 'best practice thresholds' documentation from Solutions Engineering teams can also be converted into public-facing recipes.

Estimated Number of Pages

1,500+

Create a collection of detailed incident response playbooks tailored to specific regulations (DORA, HIPAA, PCI DSS) and industries. These pages serve as critical resources for compliance officers and technical leaders in regulated fields.

Example Keywords

• "dora incident response playbook"
• "hipaa compliant incident management workflow"
• "pci dss breach response runbook"
• "nist csf incident response automation"

Rationale

Organizations in regulated industries face immense pressure to prove compliance and are actively seeking tooling and processes to do so. Providing prescriptive, regulation-specific playbooks directly addresses a major pain point and attracts high-value enterprise buyers who have the budget and need for an auditable incident response platform.

Topical Authority

PagerDuty is trusted by major regulated enterprises like the NYSE and global banks, lending it significant credibility. While the site has general industry pages, it lacks deep, regulation-specific content, representing a clear and valuable opportunity gap.

Internal Data Sources

Use customer success collateral that maps PagerDuty features to specific regulatory controls. Audit-ready incident export templates and analytics reports used by existing customers for compliance verification can be repurposed into content.

Estimated Number of Pages

500+

Build an encyclopedia of common incident archetypes, detailing the root-cause patterns, symptoms, and signals for failures in specific stack layers. Each page would fuse statistical data from the platform with forensic steps and remediation advice.

Example Keywords

• "kubernetes control-plane crash incident pattern"
• "dns ttl misconfiguration outage symptoms"
• "tls cert rotation failure archetype"
• "s3 eventual consistency data loss pattern"

Rationale

This play creates a unique educational resource that no competitor offers, targeting engineers who are deep in diagnosis mode. By cataloging common failure patterns with data-backed insights, PagerDuty establishes itself as the definitive expert on incident analysis and resolution, building an unmatched content moat.

Topical Authority

The acquisition of Jeli, a leading post-incident analysis platform, provides an unparalleled source of narrative data. Combining this with PagerDuty's massive event corpus creates an unassailable data advantage and a powerful thought leadership position that is impossible for competitors to replicate.

Internal Data Sources

Leverage anonymized and aggregated Jeli post-mortem narratives to describe real-world failures. Use event orchestration rules and statistical analysis of incident patterns from the main PagerDuty platform to add quantitative depth to each archetype.

Estimated Number of Pages

1,500+

Improvements Summary

Revise and expand foundational monitoring guides to target high-volume, low-competition keywords with exact-match titles, structured content, and multimedia enhancements. Strengthen internal linking to product pages and implement schema for HowTo and FAQ sections.

Improvements Details

Rewrite titles and meta descriptions to include primary keywords such as 'how to ping an IP address' and 'network sniffers.' Add TL;DR boxes, step-by-step guides with HowTo schema, FAQ sections with FAQ schema, and compressed GIFs/SVGs for visual clarity. Expand content with practical examples, comparison tables, and downloadable resources, while cross-linking guides and product pages using keyword-rich anchor text.

Improvements Rationale

Targeting exact-match, high-volume keywords and adding structured data increases the likelihood of featured snippets and higher SERP rankings. Detailed, multimedia-rich content aligns with current Google preferences for step-by-step guides, while improved internal linking distributes authority to key product pages. These actions are expected to drive more organic traffic and support mid-funnel conversions.