WorkOS provides a set of ready-made APIs & SDKs to help developers sell to enterprise customers with features like SSO, SCIM & more. They raised an $80m Series B and currently boast over $30m in ARR.
At-A-Glance
- Driving over 10k visits per month from SEO
- Ranking #1 for 185+ keywords, and #1-10 (Page 1) for over 1,700 keywords
- Corporate Signups from SEO increased 5x
Who are WorkOS?
Dubbed “Stripe for enterprise-ready features”, WorkOS is a developer platform & API which helps SaaS businesses serve enterprise customers with features like Single Sign-On (SSO), Directory Sync (SCIM) and more.
WorkOS, a Series B startup, has raised almost $100m in funding from investors like Lightspeed Ventures, Lachy Groom and Abstract Ventures.
The Problem
WorkOS faced 3 problems at the end of 2023:
- They needed to find a scalable way to increase corporate signups
- Performance from old SEO articles had waned and the channel was in decline
- They knew their audience was on Google, but didn’t know how to grow their rankings and get in front of that audience.
Solving these problems wouldn’t be easy - WorkOS faced stiff competition from Auth0, an SEO juggernaut and WorkOS’ main incumbent competitor with a 10 year head start on SEO and the near-unlimited capital of their parent company, Okta.
The Approach
- With a technical content team comprised of former developers, Masse executed a “guerilla warfare” SEO strategy, intentionally targeting keywords that Auth0 was ignoring, or keywords Auth0 had neglected with weak, years-old content.
- Masse refreshed WorkOS’ existing content and deployed a targeted link-building campaign to reinvigorate old content and push it back to Page 1 of Google.
- As WorkOS’s domain and topical authority grew quickly with 20+ articles written per month, Masse shifted focus to higher-competition keywords, taking on Auth0 pages directly and overcoming their home advantage with superior content quality and tactical allocation of backlinks.
The Result
WorkOS’s traffic increased >3x in under 12 months, driving over 10k per month in traffic. More importantly, Masse deliberately specifically targeted WorkOS’ ICP, delivering an out-sized, 500% increase in corporate signups from SEO.
- 500% increase in corporate signups
- 3x increase in SEO traffic
- Ranking #1 for 185+ keywords
Next Steps?
- Chat to us and figure out how your business could implement a strategy like WorkOS’
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