About project

Period: Q3 2019 – September 2024

Client: Worksoft Inc.

Subject: SEO, Technical SEO, Content Marketing, and Link Building to Boost Organic Traffic and Leads

Worksoft, Inc. is a global software testing company headquartered in Addison, Texas, specializing in test automation, business process discovery, and documentation for enterprise applications like SAP. Competing in a high-demand market against dominant players like Tricentis, Worksoft sought to increase its brand visibility, drive more leads, and improve organic search rankings through a well-structured SEO strategy.

Challenges Faced

  • Competitive Market: Tricentis dominated the search landscape, requiring a highly targeted approach to outrank industry leaders.
  • Diverse Subdomains: Different parts of the website (main site, docs, forum) needed tailored optimization without consolidation.
  • Content Gaps: Certain key funnel stages lacked optimized content, requiring a comprehensive keyword gap analysis.
  • Website Relaunches: Maintaining and improving rankings during site revamps was a major priority.
  • Expanding into New Markets & Offerings: SEO efforts had to support business growth by improving visibility in new regions and for additional solutions.
  • Educating Internal Teams: Coordinating SEO best practices across multiple departments and stakeholders.

SEO Strategy & Execution

A series of well-defined steps were implemented, from auditing the website to conducting keyword research, improving technical aspects, and building quality backlinks. Each part of the process was essential for achieving the desired results.

1. Strategic Keyword Targeting

  • Conducted a comprehensive keyword gap analysis vs. Tricentis and other competitors.
  • Mapped high-intent keywords to the correct subdomain (Main Site, Docs, Forum) for maximum relevance.
  • Prioritized high-converting, high-traffic keywords to drive the best ROI.
  • Achieved keyword parity with Tricentis, sometimes exceeding their rankings for core terms.

2. Technical SEO Enhancements

  • Improved site speed, structured data, indexing, and mobile-friendliness.
  • Optimized internal linking between subdomains to maximize authority distribution.
  • Implemented schema markup for better search visibility.

3. Content Strategy to Fill Gaps

  • Developed a full-funnel content strategy targeting Awareness, Consideration, and Decision stages.
  • Expanded documentation for technical search queries, boosting rankings for long-tail terms.
  • Created thought leadership content and product comparison blogs to capture competitive traffic.
  • Improved landing page copy and structure to maximize engagement and conversion rates.

4. Organic Link Building & PR Strategy

  • Earned high-quality backlinks from authoritative industry partners.
  • Published press releases and insightful content that naturally attracted backlinks.
  • No active outreach campaigns—focus remained on producing high-value, link-worthy content.

Results & Business Impact

The results showcased significant improvements in organic traffic, search engine rankings, and website performance, demonstrating the success of our SEO efforts and strategies.

1. Keyword & Search Visibility Growth

  • 100% increase in total ranking keywords (2019-2020).
  • 62.5% increase in total ranking keywords (2021-2022).
  • 61.54% increase in Top 10 rankings (2021-2022).
  • Matched and occasionally surpassed Tricentis for critical search terms.
  • Tricentis bid on Worksoft’s branded terms in Google Ads, proving Worksoft’s growing influence.

2. Organic Traffic & Domain Authority Improvements

  • Organic search sessions increased by 450.4% (from 128,301 in Feb 2022 to 706,165 in Feb 2025).
  • Domain Authority increased from 28 to 33.
  • Improved engagement metrics: Higher session durations and conversion rates.

3. Conversion Growth

  • 414.8% increase in total conversions from SEO efforts.
  • 491.3% increase in demo requests, showing SEO’s direct impact on lead generation.
  • 407.4% increase in file downloads, proving content marketing success.
  • 387.0% increase in ‘Speak with an Expert’ inquiries, indicating higher-quality traffic.

Final Impact & Competitive Success

In an industry dominated by large competitors, Worksoft punched above its weight class, leveraging SEO to:

  • Significantly increase organic traffic, rankings, and conversions.
  • Establish itself as a major contender in the Test Automation industry.
  • Maintain sustained organic growth without heavy reliance on paid advertising.

This case study proves that with the right technical SEO, content strategy, and organic growth approach, even smaller players can outperform industry giants. 🚀

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Categories: Link Building, ON Page SEO, SEO, Technical SEO