Freshworks has secured its spot as a leading SaaS provider in the customer engagement space, achieving remarkable organic traffic growth in recent years. This report delves into the factors that have fueled this growth, examining various aspects of their online presence and marketing strategies.
Freshworks has seen an impressive surge in organic traffic, especially in the period leading up to its IPO in 2021. Reports indicate that the company doubled its organic traffic in the three months prior to its IPO 1. This period of significant growth can be attributed to a number of factors, including their content marketing strategy, SEO efforts, and product updates. Freshworks' global ranking has increased from 36,940 to 37,779 over the last three months 2.
One notable aspect of Freshworks' organic traffic growth is their strategic use of subdirectories to target specific audiences and keywords. For example, their page targeting "US area codes" attracts a significant amount of organic traffic by focusing on location-based keywords and providing valuable information for users in different regions of the United States 1. This approach demonstrates their understanding of search intent and their ability to tailor content to specific user needs. This strategy has proven to be highly effective, as the "US area codes" page alone attracts approximately 28,000 visitors per month 1. This focused approach to keyword targeting and content creation has been a key driver of Freshworks' organic traffic growth.
Freshworks' growth is likely to continue as it expands its product offerings and invests in new technologies 1. The company's commitment to innovation and customer satisfaction positions it for continued success in the competitive SaaS market.
High-intent keywords are essential for driving conversions, as they indicate a strong user intention to purchase or take a specific action 3. These keywords are valuable targets for SEO and content marketing efforts. While specific data on Freshworks' high-intent keywords and their ranking positions is limited, it's likely that they focus on keywords related to their core products and services, such as:
By optimizing their website and content for these high-intent keywords, Freshworks can attract qualified leads and drive conversions.
To illustrate how high-intent keywords vary across different industries and businesses, consider Cloudflare, a leading provider of web infrastructure and security services. Some of Cloudflare's high-intent keywords include "Cloudflare pricing" and "Cloudflare CDN" 3. These keywords reflect the needs of Cloudflare's target audience, who are primarily businesses and developers seeking information about Cloudflare's products and pricing.
Google Core Updates are significant changes to Google's search algorithms that aim to improve the overall quality and relevance of search results. These updates can have a substantial impact on website rankings and organic traffic. To understand the context of these updates, it's essential to have a clear timeline of their occurrence.
|
Update |
Start Date |
End Date |
|---|---|---|
|
March 2023 Core Update |
March 15, 2023 |
March 28, 2023 |
|
April 2023 Reviews Update |
April 12, 2023 |
April 25, 2023 |
|
August 2023 Core Update |
August 22, 2023 |
September 7, 2023 |
|
October 2023 Core Update |
October 5, 2023 |
October 19, 2023 |
|
November 2023 Core Update |
November 2, 2023 |
November 28, 2023 |
|
March 2024 Core Update |
March 5, 2024 |
April 19, 2024 |
|
August 2024 Core Update |
August 15, 2024 |
September 3, 2024 |
|
November 2024 Core Update |
November 11, 2024 |
December 5, 2024 |
|
December 2024 Core Update |
December 12, 2024 |
December 18, 2024 |
This timeline provides a framework for understanding the frequency and potential impact of Google Core Updates on websites like Freshworks.
While specific data on how Freshworks' organic traffic was affected by each Core Update is unavailable, it's crucial for the company to stay informed about these updates and adapt its SEO strategies accordingly. Google's focus on high-quality content, user experience, and E-A-T (Expertise, Authoritativeness, Trustworthiness) requires businesses to prioritize these factors in their online presence. Freshworks likely adapts to these changes by creating valuable content, optimizing website performance, and building a strong backlink profile.
Freshworks utilizes paid advertising and social media tools to complement its organic traffic growth strategies. While specific data on their paid advertising campaigns and social media engagement is limited, it's likely that they leverage platforms like Google Ads, LinkedIn, and Facebook to reach their target audience and promote their products and services.
Social media platforms also serve as valuable channels for engaging with customers, building brand awareness, and providing customer support. Freshworks likely uses social media monitoring tools to track brand mentions and sentiment, respond to customer queries, and identify potential issues.
One tool Freshworks might be using for social media monitoring is Brand24. Brand24 is a social listening and brand monitoring tool that allows businesses to track mentions of their brand, products, and competitors across various social media platforms, news websites, blogs, and forums 6. By using Brand24, Freshworks can gain insights into customer sentiment, identify potential brand advocates, and address any negative feedback or mentions promptly.
Freshworks has a robust content marketing strategy that focuses on creating valuable and informative content for its target audience. This includes blog posts, articles, case studies, and ebooks that address various aspects of customer engagement and business operations. Their content marketing efforts likely play a significant role in attracting organic traffic, establishing thought leadership, and nurturing leads through the sales funnel.
In addition to content marketing, several other factors contribute to Freshworks' organic traffic growth:
Freshworks operates in a competitive market with several other SaaS providers offering similar products and services. Here's a table summarizing some of their main competitors:
|
Competitor |
Domain |
Description |
|---|---|---|
|
Salesforce |
salesforce.com |
A leading CRM and customer engagement platform. |
|
Zendesk |
zendesk.com |
A customer service and engagement platform. |
|
Zoho |
zoho.com |
A suite of business applications, including CRM and customer support. |
|
HubSpot |
hubspot.com |
A marketing, sales, and customer service platform. |
|
Airtable |
airtable.com |
A low-code platform for building collaborative applications. |
While specific data on the organic traffic growth of Freshworks' competitors is limited, it's essential for the company to monitor their competitors' strategies and identify opportunities to differentiate themselves. This includes analyzing their content marketing efforts, SEO tactics, and product offerings.
For example, Zoom, a leading video conferencing platform, experienced exponential growth during the COVID-19 pandemic as remote work and online meetings became essential 12. However, as people returned to offices, Zoom's growth slowed down. This highlights the impact of external factors on the growth of SaaS companies and the need for adaptability in a dynamic market.
Similarly, ServiceNow, a cloud-based platform for IT service management and workflow automation, regularly releases product updates and new features to enhance its platform and attract customers 13. This demonstrates the importance of continuous product development and innovation in the SaaS industry for attracting and retaining customers.
Freshworks' organic traffic growth is a testament to their comprehensive approach that integrates content marketing, SEO, paid advertising, and social media engagement. By prioritizing user needs, creating valuable content, and adapting to the evolving search landscape, Freshworks has successfully established itself as a leading SaaS provider in the customer engagement space.
Their strategic use of subdirectories for location-based keywords, as exemplified by the success of their "US area codes" page, highlights their understanding of search intent and their ability to tailor content to specific user needs 1. This approach serves as a best practice for other businesses seeking to increase organic visibility and attract targeted traffic.
Furthermore, Freshworks' commitment to product development and innovation, demonstrated by their regular release of new features and updates, is crucial for attracting and retaining customers in the competitive SaaS industry 13. By continuously enhancing their platform and providing more value to their customers, Freshworks can maintain its organic traffic growth and achieve its business objectives.
The company's success also highlights the impact of external factors, such as the COVID-19 pandemic, on the growth of SaaS companies 12. Freshworks' ability to adapt to these changes and maintain its growth trajectory demonstrates its resilience and adaptability in a dynamic market.
To further enhance its organic traffic growth strategies, Freshworks can consider the following recommendations:
By continuing to prioritize user needs, creating valuable content, and adapting to the evolving digital landscape, Freshworks can solidify its position as a leader in the SaaS industry and achieve continued success.