Workday Organic Growth Opportunities

This play creates a comprehensive library of country, state, and city-specific guides on HR, payroll, and tax regulations. By leveraging proprietary compliance knowledge, Workday can become the authoritative source for global workforce rules and attract businesses navigating complex local laws.

Example Keywords

• “maternity leave rules in [country] 2025”
• “[state] meal & rest break laws”
• “maximum probation period in [country]”
• “payroll tax thresholds [country] 2025”

Rationale

Businesses operating globally are in constant need of accurate, up-to-date compliance information. Oracle and SAP currently capture millions of visits from similar legal-library plays, indicating a massive, high-intent audience that Workday is not reaching. This play directly addresses that gap by turning internal expertise into a public-facing asset.

Topical Authority

Workday's core product supports global payroll and regulatory updates, giving it inherent authority and credibility on these topics. The domain already ranks for some high-level financial terms (e.g., 'gross vs net'), but has minimal visibility on specific compliance keywords, representing a significant expansion opportunity.

Internal Data Sources

Leverage internal Workday Compliance Center updates, legal bulletins, customer support documentation on localization, and partner legal briefings to provide rich, accurate, and differentiated content that would be difficult for competitors to replicate.

Estimated Number of Pages

1,200+

This strategy involves creating detailed, step-by-step migration cookbooks for businesses looking to move from legacy systems to Workday. These guides target high-intent decision-makers at the exact moment they are evaluating a platform change, capturing extremely valuable bottom-funnel traffic.

Example Keywords

• “migrate from Lawson payroll to cloud”
• “replace Deltek Costpoint guide”
• “PeopleSoft sunset 2027 options”
• “Infor to Workday migration plan”

Rationale

Search volume for migration keywords spikes when legacy vendors announce end-of-support dates, creating predictable windows of high buyer intent. By creating specific, actionable guides for each legacy system, Workday can intercept these searches and position itself as the logical next step, a strategy its competitors are not executing at scale.

Topical Authority

Workday has successfully migrated thousands of customers from these exact legacy systems. This history provides a deep well of authority and proprietary data on best practices, timelines, and potential pitfalls, making the content highly credible and valuable to prospects.

Internal Data Sources

Utilize internal Workday Launch workbook templates, data-conversion playbooks, partner integration specs, and anonymized go-live timelines from over 3,000 historical deployments to create uniquely insightful and trustworthy guides.

Estimated Number of Pages

1,000+

Develop a large-scale library of pages defining enterprise skills, outlining job descriptions, and mapping potential career paths. This play positions Workday as a thought leader in talent management and captures a broad audience of professionals and HR leaders seeking to understand and structure their workforce.

Example Keywords

• “machine learning engineer skill matrix”
• “what skills does a sustainability analyst need”
• “career path from payroll clerk to payroll manager”
• “upskilling for financial analysts”

Rationale

While LinkedIn Learning dominates these queries, Workday’s proprietary Skills Cloud provides a data-driven advantage to create more specific and defensible content. This strategy attracts mid-funnel traffic from companies evaluating talent management and skills-based workforce planning, directly aligning with Workday's product offerings.

Topical Authority

Workday's existing content on talent management and HR systems provides a solid foundation. The Skills Cloud, with its billions of anonymized skill statements, offers an unparalleled source of authority to build out thousands of pages that are more data-rich than any competitor's content.

Internal Data Sources

Use the Skills Cloud graph, job architecture data from customer tenants, recruiting analytics on time-to-fill by skill, and sentiment analysis on skill gaps from Peakon Employee Voice to generate highly differentiated content.

Estimated Number of Pages

2,000+

This play creates a public-facing library of market day-rates and hourly costs for hundreds of contingent roles across major metropolitan areas. It targets procurement teams and hiring managers with high commercial intent at the moment they are budgeting for and sourcing contract talent.

Example Keywords

• “SAP consultant contractor rate Chicago”
• “data analyst day rate Germany 2025”
• “software tester hourly cost Bengaluru”
• “project manager freelance rate London”

Rationale

Decision-makers actively search for contractor rate data before issuing RFPs, representing a bottom-funnel opportunity that ERP vendors currently ignore. By publishing this data, Workday can capture this traffic, demonstrate its market intelligence, and generate direct leads for its VNDLY (Vendor Management System) product.

Topical Authority

Workday's VNDLY product processes millions of contractor invoices, providing a unique and highly credible source of up-to-date, real-world pay rate data. This proprietary dataset allows Workday to become the most authoritative source for this information, out-competing generic salary websites.

Internal Data Sources

Leverage the anonymized pay-rate table from VNDLY, segmented by role, location, and seniority. Cross-reference this with the Workday Skills Cloud for precise role normalization and definition.

Estimated Number of Pages

1,200+

This play involves creating a comprehensive public catalog of deep-dive guides on how to integrate Workday with other enterprise applications. Each page would detail the steps, benefits, and use cases for a specific connector, targeting technical evaluators and IT decision-makers.

Example Keywords

• “Workday Salesforce integration steps”
• “connect Workday to Microsoft Entra ID SSO”
• “Workday API for [vendor] payroll”
• “best ETL tool for Workday data export”

Rationale

Integration capability is a critical factor in the ERP evaluation process. While Workday ranks for the generic term 'workday api,' it has almost no visibility for thousands of long-tail integration keywords. This play closes a significant content gap and captures product-led buyers who begin their research by ensuring a new system will fit their existing tech stack.

Topical Authority

Workday already has a marketplace and extensive documentation for its certified, community, and custom connectors. This play simply brings that proprietary, authoritative information out from behind a login and formats it for search engines, establishing Workday as the definitive source for its own integration ecosystem.

Internal Data Sources

Use metadata from the Workday Marketplace (which has over 5,000 records), Community Workday REST & SOAP API documentation, and support tickets tagged with 'integration' to create the most complete and accurate guides available.

Estimated Number of Pages

800+

Improvements Summary

Expand and optimize Workday’s login and self-service pages to target high-volume, low-competition keywords and employer-specific queries. Add detailed content, structured data, and internal links to improve rankings and user experience.

Improvements Details

Rewrite and expand the /signin page with 600–800 words, clear H2s, FAQ schema, and keyword-rich internal links. Move and enhance the password reset page with step-by-step guides and troubleshooting, and create scalable employer-specific login pages targeting branded queries like 'spacex workday login.' Add new support articles, improve technical SEO, and standardize on-page elements such as meta descriptions and alt text.

Improvements Rationale

Current pages are thin, lack structure, and miss out on high-volume navigational queries, allowing third-party sites to dominate search results. By providing comprehensive, authoritative content and optimizing for both core and long-tail keywords, Workday can capture significant organic traffic, reduce support tickets, and establish a scalable framework for future growth.