SafetyCulture 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’re driving 190k monthly organic visits from 180k ranking keywords (≈$1.1m in equivalent ad spend), leading your competitive set in both traffic and footprint.
- Authority is strong with an Authority Score of 56 plus 844k backlinks from 20k referring domains—solid credibility to keep scaling content and rankings.
- Traffic is anchored by a mix of brand + broad informational queries (e.g., “safety culture”, “safetyculture”, “water damage restoration”, “communication skills”, “data collection methods”) and concentrated on a few hubs: / (~20k visits), /topics/water-damage-restoration (~8k), /iauditor (~5k), /topics/maintenance (~4k), and /topics/data-collection/... (~3k).
Growth Opportunity
- Your keyword breadth is far larger than competitors (MaintainX ~63k visits from ~29k keywords), but they appear to get more traffic per keyword—suggesting upside in improving rankings/CTR on your highest-value terms rather than only expanding coverage.
- Several top drivers are very broad (and in some cases tangential), so you can grow qualified demand by systematically building/optimizing product-led clusters (apps, templates, inspections, compliance, EHS, maintenance) and tightening internal linking from high-traffic “topics” pages into conversion paths.
- With a massive indexed footprint (1k+ “topics,” 700+ checklists, 175 apps, and many locale pages), you have room to win by scaling refresh + consolidation (reduce cannibalization, update winners, strengthen E-E-A-T, and improve hreflang/geo targeting where relevant).
Assessment
- You already have category-leading visibility, but your traffic yield doesn’t fully match your keyword footprint.
- The “so-what”: a focused program of upgrades to your biggest pages + systematic, intent-aligned content expansion can unlock meaningful incremental traffic and pipeline.
- This is a strong fit for airops-powered growth to execute updates, new cluster creation, and internal-linking improvements at scale.
Competition at a Glance
Across 3 competitors (MaintainX, EHS Insight, and Intelex), SafetyCulture is analyzed against a four-domain competitive set to compare monthly organic visits and ranking keyword footprint.
SafetyCulture ranks #1 in organic search traffic and #1 in ranking keywords, generating 190,072 monthly organic visits from 180,233 ranking keywords—the largest presence on both measures in the dataset.
The strongest competitor is getmaintainx.com, with 63,236 monthly organic visits and 28,985 ranking keywords, meaning SafetyCulture leads by roughly 3× in traffic and 6× in keyword coverage. However, competitors appear to convert a smaller keyword set into proportionally more traffic (higher traffic per keyword), indicating SafetyCulture’s position is one of broad visibility leadership with a clear opportunity to improve traffic yield relative to its keyword breadth while maintaining its overall lead.
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.
Improvements Summary
Expand and restructure the quotes, daily messages, and slogans pages to better match search intent and win featured snippets (TOC, clean list formatting, targeted FAQs, and “copy” affordances). Fix keyword cannibalization by consolidating the two road/driving slogans URLs and standardizing internal links to the canonical page.
Improvements Details
Rework the quotes page to target "safety quotes for work" by growing it from ~20 to ~75–150 quotes, adding category sections (construction, manufacturing, warehouse, office ergonomics, leadership, patient safety), a TOC, and FAQ schema; update title/meta to reflect the new count. Update the daily messages page to target "today’s safety message" with a top "Today’s" module, 30/60/90-day rotations, and for each message add a topic, one discussion question, and one quick action; add theme anchors and a printable PDF/copy pack. Expand the workplace slogans page for "workplace safety slogans" and "health and safety taglines" with short (2–5 word) options and scenario sections; consolidate the duplicate road/driving slogans pages via 301/canonical and add driving contexts plus a driver checklist CTA; build a hub page linking the cluster and add internal links from workplace safety, safety communication, Take 5, safety walk, and DOT/DVIR/telematics pages.
Improvements Rationale
These pages sit in “striking distance” for high-intent list queries but currently under-deliver on depth, structure, and snippet-friendly formatting, which limits rankings and CTR. Consolidating duplicate road-slogan intent removes split signals, while stronger on-page targeting (H1s aligned to primary keywords, FAQs, anchors) and a hub-and-spoke internal linking pattern concentrate relevance and authority to move key terms from page 2 to page 1.
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