Zywave 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
- Driving 16.4k monthly organic visits from 4.1k keywords, valued at nearly $40k in equivalent ad spend.
- Your performance is heavily reliant on brand recognition, with searches for "zywave" and "zywave login" accounting for over 62% of all organic traffic.
- The homepage is your primary organic entry point, capturing over 71% of traffic, with support and login pages attracting most of the remainder.
Growth Opportunity
- Your heavy focus on branded terms indicates a significant untapped opportunity to attract new customers by targeting non-branded, problem-aware keywords like "insurance software" and "agency matrix."
- A moderate Authority Score of 36, supported by over 7.3k referring domains, provides a solid foundation to expand your keyword footprint and compete for higher-volume terms.
- Success with product-specific pages ("miedge," "turborater") offers a proven template to create dedicated content for other solutions to capture high-intent search traffic.
Assessment
You have a strong brand foundation but are missing a large portion of the addressable market by not targeting non-branded search queries. The data reveals a clear path to meaningful traffic growth by systematically capturing high-intent, solution-oriented keywords. AirOps can help you execute this content strategy to attract new prospects and grow your customer base at scale.
Competition at a Glance
An analysis of 2 direct competitors shows that Zywave.com currently ranks 2nd in organic search performance. The site generates 16,427 in monthly organic traffic from 4,130 keywords, placing it ahead of Applied Systems but behind the market leader.
The top competitor, Vertafore, generates more than double this traffic, with 34,710 monthly organic visits from 7,168 keywords. This represents a significant gap in online market visibility between Zywave and the leading brand in the space.
Vertafore's success is driven by a substantially wider keyword footprint, indicating a broader range of topic coverage is capturing significant audience attention. This performance gap highlights a clear opportunity for Zywave to close the visibility gap and capture a larger share of the market.
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
Consolidate fragmented MiEdge product pages into a single, keyword-optimized pillar page targeting high-volume terms. Expand content to address features, use cases, pricing, integrations, and login support, while implementing structured data and internal linking.
Improvements Details
Redirect duplicate URLs to /miedge/ and optimize on-page elements for keywords like 'miedge', 'mi edge', and 'miedge login'. Expand the main page to 1,800–2,200 words covering product details, FAQs, and login help. Add supporting blog posts, case studies, and comparison pages, and update internal links from high-authority pages and support articles. Apply FAQ and product schema to improve visibility in search results.
Improvements Rationale
Consolidating content eliminates split ranking signals and strengthens authority for primary and secondary keywords, making it easier to move into page-1 positions. Expanded, well-structured content addresses user intent and fills gaps, while improved internal linking and schema markup increase topical relevance and click-through rates. These actions are expected to drive significant organic traffic growth and more demo requests.
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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