114% increase in organic sessions in 1 year.

Flow SEO

August 16, 2023

Results

Betterworks is a leading performance management software. The world’s most dynamic enterprises rely on Betterworks to accelerate growth by supporting transparent goal-setting, enabling continuous performance, and learning from employee insights. 

We started working with Betterworks in 2020. Flow SEO has supported the strategic shift from OKRs to performance management with technical SEO, content strategy and optimization as well as link building, scaling organic visibility and traffic dramatically. 

In 2023, we got rewarded with one European Search Award and 2 Shortlist Nominations for our work with Betterworks.

We are extremely grateful for the long relationship that is a true supportive partnership between Betterworks and Flow. Our thank you goes to the amazing teams at Betterwork, Rep Cap and AzoresX that enable this organic success.

Challenge

Long Buying Cycle

Only a small percentage of the total addressable market is currently actively looking for the product Betterworks has to offer.

Active buyers perceive Betterworks as an OKR solution and need to be educated about the new performance management offer. The enterprise tech buying cycle is long.

Strategy

Reposition Betterworks in search as they expand into a new product category.

Previously Betterworks was a software to track goals and OKRs (objectives and key results) only. All content was targeted on OKRs.

Now, Betterworks offers a performance management solution, incl. performance reviews, employee feedback, calibration, goals & employee survey tools.

Flow SEO supports the shift by growing visibility for performance mgmt. – a space historically occupied by competitors, e.g. Lattice, 15five.

With content marketing across the entire funnel, we aim to make sales easier in the future.

  • We position Betterworks with their new messaging in search.
  • We build mental availability, so they think of Betterworks when they need performance management software.
  • We engineer more triggers to remind people they need performance management.

For SEO, we work across all three components:

  • Content strategy
  • Backlinks
  • Technical: Maintenance after we supported the rebuild in 2021.

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