Creating a company and taking it public is not an easy task. Yes, there are companies like Zoom that became successful by accident, taking advantage of a global pandemic.
But pandemics don’t happen every year. And so, to be successful, some companies spend many years working, creating multiple services, trying to find product-market fit before reaching a point where they no longer need to establish their dominance. This is the case with Freshworks.
You may know Freshworks for repeatedly trolling its competitor Salesforce or going public a few months ago, raising $1.03 billion and becoming the first Indian technology SaaS company listed on Nasdaq.
But that’s not the most impressive part of their success.
Prior to going public, the company doubled its overall organic traffic, going from 140k sessions to over 280k–in just three months.
Yes, you read that correctly. DOUBLED their organic traffic in just THREE months.
How did they do it?
You have to read on to find out.
Sneak peek: almost any brand can copy their tactics.
Let’s get started.
How These Simple Pages Target 40k+ High Difficulty Keywords
Just for some context, the pages in question are not parent landing pages that have separate content clusters. These pages, 400 or so in total, are subdirectories of the Freshdesk Contact Center page, which is the Freshworks storefront page that promotes the company’s phone system services.
According to Ahrefs, these 400 or so pages target more than 43k keywords and generate traffic of 108k visitors per month, which is about 40% of the organic traffic of the “freshworks.com” website itself.
However, this is not the most impressive fact about these pages…
These pages have doubled their traffic in just three months – from mid-April to July.
Surprisingly, the Freshdesk Contact Center page that leads this content cluster targets only 200 keywords and generates a mere 470 visitors per month.
So, how does Freshworks manage to get subdirectories to accomplish such a feat?
Well, it all started around mid-April of 2021 when they decided to go public on the US stock market. Rumors that Freshworks planned to go public began to circulate between March and April of 2021.
At the time, the Freshworks monthly organic traffic clocked in at 146,000, and it remained pretty constant until July of 2021.
As for the subdirectories it housed, their traffic led to around 45k sessions, and they were ranking on approximately 12k keywords.
What caused this jump of about 200% in just three months? Let’s have fun comparing before and after.
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