The Access Group 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
- Generating 17k monthly organic visits from 30k ranking keywords, with estimated ad value of $104k
- Homepage and COINS software product pages drive highest traffic, capturing ~15% of organic visits
- Strong domain authority score of 49 supported by 12k referring domains shows established market presence
Growth Opportunity
- Healthcare/social care content drives significant traffic but covers only fraction of potential topics
- Construction software terms (like "coins software" with 880 monthly searches) show high conversion rates but limited keyword coverage
- HR/payroll content performs well but lacks depth compared to competitors, with opportunities in employee management topics
Assessment
Your site demonstrates solid foundation with diversified traffic across multiple product lines, but currently captures only a fraction of available search demand. Data suggests systematic opportunity to expand topic coverage in proven high-performing verticals (healthcare, construction, HR). AirOps could help scale content production across these verticals while maintaining your established quality standards and domain expertise.
Competition at a Glance
Analysis of direct competitor Advanced (oneadvanced.com) confirms The Access Group's market leadership in organic search performance, generating 16,593 monthly organic visits from 29,559 ranking keywords.
The nearest competitor, Advanced, generates 9,041 monthly visits from 10,030 keywords, demonstrating The Access Group's commanding 45% share of total organic traffic between the analyzed competitors. The significant gap in keyword coverage, where The Access Group ranks for nearly triple the keywords, reinforces their strong market position.
While The Access Group maintains clear dominance in both traffic and keyword coverage, the competitor's more efficient keyword-to-traffic conversion ratio suggests potential optimization opportunities. The extensive keyword foundation already established by The Access Group provides a strong platform to further extend their market leadership.
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.
Comprehensive comparison guides targeting high-intent buyers searching for industry-specific ERP solutions across global markets. Leverages Access's deep vertical expertise and 1,500+ customer case studies.
Example Keywords
- best erp for food distribution
- erp software for aerospace manufacturing uk
- cloud erp for professional services australia
- erp for textile industry india
- erp for chemicals compliance
Rationale
Access already ranks for generic ERP terms but has minimal footprint in high-converting vertical-specific searches. Competitors have light coverage of these long-tail terms with high CPCs (≥$8).
Topical Authority
Access sells sector-tailored ERP suites with proven implementations across manufacturing, distribution, and services verticals.
Internal Data Sources
Product sheets by vertical, 1,500+ customer case studies, feature-benefit matrices, implementation benchmarks from PS team.
Estimated Number of Pages
3,600 (120 verticals × 3 priority countries × 10 ERP modules)
Interactive calculator pages pre-populated with sector-specific benchmark data, helping finance leaders build business cases for Access solutions. Unique value through real customer data.
Example Keywords
- payroll automation savings calculator retail
- waste management software roi calculator logistics
- construction erp payback period
- mrp inventory reduction calculator electronics
- rota software cost calculator restaurant uk
Rationale
High-intent finance leaders actively search for these tools, with current SERPs showing mostly vendor-neutral content.
Topical Authority
Access holds unique position with real benchmark data from thousands of customers across sectors.
Internal Data Sources
Aggregated time-and-motion studies, EarlyPay cost-to-serve data, COINS and Access ERP project KPIs.
Estimated Number of Pages
500 calculators (100 processes × 5 micro-sectors)
Downloadable templates for every operational document that Access software replaces or automates, targeting high-intent operational managers.
Example Keywords
- incident report template care home
- job cost sheet template hvac
- risk assessment template hospitality kitchen
- iso 9001 audit checklist manufacturing uk
- single central record template academy trust
Rationale
Templates attract backlinks and email opt-ins while funneling to relevant Access modules. Competitors typically offer generic, single-page templates.
Topical Authority
Access owns deep workflow knowledge embedded in their software.
Internal Data Sources
Pre-built forms in Access Workspace, Policy & Procedure content packs, Customer success playbooks.
Estimated Number of Pages
2,000 (200 document types × 10 industries)
Data-rich reference pages providing actual benchmark numbers for operational KPIs, leveraging Access's vast processed data across industries.
Example Keywords
- average inventory turnover rate food manufacturing uk
- time to hire benchmark recruitment 2024
- care home staff to resident ratio standard
- restaurant labour cost percentage benchmark
- construction cost variance benchmark usa
Rationale
Google rewards original statistics; pages earn natural citations and links. Unique empirical dataset from billions in processed transactions.
Topical Authority
Access systems process vast amounts of real-world operational data across sectors.
Internal Data Sources
Aggregated KPI dashboards, Annual Access reports, Partner data through AirOps connectors.
Estimated Number of Pages
1,000 benchmark pages (50 metrics × 20 sector-country combos)
Step-by-step automation recipes showing how to connect Access products with popular third-party tools, complete with error-handling tips and examples.
Example Keywords
- automate invoice approval access workspace power automate
- xero payroll to peoplexd zapier
- slack time-off bot access hr
- google sheets to coins job cost sync
- hubspot deals to access crm integration workflow
Rationale
Evaluation teams research proof-of-concept automations before shortlisting vendors. Current SERPs dominated by unofficial blog posts.
Topical Authority
Access's domain authority (49 AS) plus official API documentation provides natural advantage.
Internal Data Sources
Internal library of 1,200 connectors, API reference documentation, Support ticket tags.
Estimated Number of Pages
1,000 pages (50 processes × 20 third-party apps)
Improvements Summary
Enhance content depth and keyword targeting across key pages to improve search visibility. Implement internal linking and create new content to fill gaps and build authority.
Improvements Details
Focus on expanding content to 1,800–2,200 words with structured sections like pain points and client stories. Optimize for keywords such as 'COINS ERP' and 'construction supply chain management software'. Develop a pillar page and blog series to support topical authority.
Improvements Rationale
These improvements aim to align content with search intent and competitive benchmarks, increasing relevance and authority. By addressing content gaps and optimizing on-page elements, the strategy targets higher search rankings and increased organic traffic.
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 |
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