How WorkWize Ranks for Laptop Procurement and Shipping Keywords - pSEO Case Study

Have you ever wondered how some companies seem to dominate search results for very specific, high-intent queries? In this case study, we'll reverse engineer how WorkWize has mastered programmatic SEO to capture traffic for laptop shipping and procurement searches across multiple countries.

We've observed WorkWize consistently appearing in search results for terms like "ship laptop to Singapore," "procure laptop Asia," "how to ship laptop from US to Singapore," and similar queries.

Their impressive growth – from under 500 organic visits in early 2023 to over 5,000 visits by March 2024 according to Ahrefs – prompted us to investigate their programmatic SEO strategy.

Understanding WorkWize's Tech Stack

Before diving into their content strategy, let's look at the technology powering their website:

• Next.js: Evidenced by __NEXT_DATA__ in the HTML source, this framework enables excellent server-side rendering, global distribution, and edge caching for optimal page speed

• Marketing Tools: Hotjar, Storylane, Warmly, and Hubspot COS & CMS for their marketing operations

This tech foundation gives WorkWize the ability to serve fast-loading pages – crucial for both user experience and SEO – while efficiently managing thousands of programmatically generated pages.

Traffic Analysis and Key Sources

While Ahrefs shows roughly 5,000 monthly organic visits, this likely underestimates their true traffic volume. Long-tail programmatic SEO pages often generate lower individual traffic volumes that may not register in tools like Ahrefs, yet collectively contribute significant visitor numbers.

Our analysis shows:

• Blog content contributes approximately 4,500+ monthly visits (about 90+% of traffic originates from blog posts assuming ahref's data is correct)

• Their company swag ideas post alone drives substantial traffic

• Programmatic SEO pages likely have inaccurate estimates due to lower individual volumes

The Laptop Shipping Pages

One of WorkWize's most effective programmatic SEO implementations appears in their laptop shipping pages. These follow a consistent pattern:

Path Pattern: /ship-laptops/{origin-country}-{destination-country}

Example: https://www.goworkwize.com/ship-laptops/australia-india

These pages are structured as detailed blog posts with a consistent template, containing both static and dynamic elements.

Here, we identify which parts are templated and which parts are dynamically populated depending on the page (you will us highlighting dynamic sections in blue boxes across the entire article):

Static Content Elements

• Main introduction

• Section introductions about shipping processes

• General information about shipping methods

• Generic laptop preparation instructions

• Tracking and monitoring information

• Conclusion and call-to-action

Dynamic Content Elements

• Country-specific regulations and restrictions

• Documentation requirements for specific countries

• Special considerations for duties, taxes, and certifications

• Country-specific import/export regulations

When comparing pages like "How to ship a laptop from Australia to India" versus "How to ship a laptop from Australia to Singapore," we found that approximately 80-90% of the content remains identical, with only small sections customized for the specific countries.

Search Intent Coverage

These shipping pages comprehensively address user questions like:

• What's the shipping process?

• What are the regulations and restrictions?

• What documentation is required?

• How should I pack the laptop?

• What shipping options are available?

• What customs regulations apply?

• What duties and taxes might I face?

• What are common shipping problems and solutions?

Analysis of Shipping Pages

The shipping pages demonstrate several strengths:

• Substantial content: Each page contains 1,500-1,600 words

• Strong conversion potential: These target lower-funnel queries from users actively looking for shipping solutions

• User-friendly navigation: Table of contents helps users quickly find relevant sections

• Cost-effective scaling: By keeping most content static and only varying specific sections, they can generate thousands of pages economically

• Strategic CTAs: Multiple calls-to-action throughout the content

However, we identified improvement opportunities:

• More dynamic content: Country-specific sections could be expanded to provide richer information to users while reducing page similarity to Google.

• Separate export/import requirements: Breaking content into origin and destination requirements would create more relevant, specific information.
  
  From a technical POV, we can also create permutation of page without incuring excesive cost in generation. Ie rather than generating unique data for {countryA}-{countryB} which will result in over 38k generation for 190+ countries, we generate 390 set of data, one for export requirements and one for import requirements and that can be used to create a combination of 38k pages at a fraction of the cost.

• Pricing information: Currently hidden in accordions and are static for all pages, specific shipping costs would provide significant value to users and could be generated via API integration or regularly updated static data
  
  DHL and other shipping providers provide APIs for estimating shipping costs, tarrifs and taxes.

Laptop Procurement Pages

Another key part of WorkWize's programmatic SEO strategy focuses on laptop procurement pages for different countries.

Path Pattern: /laptop-procurement/{country}

Example: https://www.goworkwize.com/laptop-procurement/india

Unlike the shipping pages that use a blog format, these procurement pages utilize a landing page design with:

Static Content Elements

• Main value proposition

• Service descriptions

• Common procurement challenges

• Solution descriptions

• Pricing tables

• Testimonials

Dynamic Content Elements

• Country name and flag

• "Quick facts" section with minimal country-specific information:

  • Keyboard layout

  • Power plug type

  • Voltage standards

  • Dial code

  • High-level mentions of local regulations (titles only)

  • Safety standards (acronyms only)

  • Standard OS language

  • Brief shipping regulation mentions

When comparing procurement pages for different countries (e.g., India vs. Malaysia), we found that over 90% of the content remains identical, with only the country name, flag, and quick facts section changing.

Search Intent Coverage

These procurement pages address some user questions:

• What providers can I use for laptop procurement in a specific country?

• How does working with a provider function?

• What common issues arise with laptop procurement?

• How does this provider solve those issues?

• How does this vendor compare to alternatives?

• What costs are involved?

Analysis of Procurement Pages

The procurement pages show both strengths and limitations:

Strengths:

• Professional visual design compared to blog-style pages

• Clear conversion path with prominent CTAs

• Effective for users specifically looking for procurement services

Limitations:

• Limited dynamic content despite significant country differences

• Search intent mismatch – users searching for "procure laptop Malaysia" may be looking for a step-by-step guide rather than a service provider

• Quick facts section lacks depth and practical value

Opportunity: A dual approach could be more effective – maintaining the current conversion-focused landing pages while creating separate information-rich pages that better match informational search intent. These complementary pages could link to each other, capturing both information seekers and those ready to convert.

Integration Pages

WorkWize has also created programmatic pages for their software integrations with various HR and business systems.

Path Pattern: /integrations/{product-name}

Example: https://www.goworkwize.com/integrations/peoplehr

These pages follow a simple template with:

Static Content Elements

• Generic integration benefits

• WorkWize platform description

• Standard features and benefits

• Pricing and call-to-action

Dynamic Content Elements

• Partner product name and logo in the headline ("{Product} + WorkWize Integration")

• Minimal customization beyond name and logo

Analysis of Integration Pages

These pages have significant limitations:

• They appear in search results for partner product names (e.g., "Altera Payroll"), but have poor search intent alignment

• The strategy only works when partner products have weak SEO presence

• The extremely limited customization misses opportunities to address specific integration challenges

Missed Opportunities: These integration pages could better serve users by addressing specific search intents like:

• How to track IT assets within [Partner Product]

• How to transfer assets in [Partner Product]

• How to manage inventory in [Partner Product]

• Employee onboarding/offboarding checklists for [Partner Product]

Glossary Pages

WorkWize has also developed programmatic glossary pages targeting industry terms.

Path Pattern: /glossary/{term}

Example: https://www.goworkwize.com/glossary/total-cost-of-ownership-tco

These pages generate some traffic for terms like "RA number shipping" and "FAT client," using a blog post format with:

• Table of contents

• Term definitions

• Importance explanations

• Examples

Analysis of Glossary Pages

While these pages capture some traffic, they have clear limitations:

• Content appears to be AI-generated without deep customization

• Pages focus on education rather than addressing specific search intents

• Generic calls-to-action miss opportunities for term-specific conversion paths

Improvement Opportunities:

• Internal linking between related terms

• Customized CTAs relevant to each term (e.g., "WorkWize reduces your total cost of ownership for IT assets – find out how")

• Deeper exploration of practical applications rather than just definitions

Templates and Checklist Pages

WorkWize has created a smaller set of programmatic pages offering downloadable resources like templates and checklists.

Path Patterns:

• /template/{template-name}

• /checklist/{checklist-name}

Examples:

• https://www.goworkwize.com/template/employee-laptop-agreement

• https://www.goworkwize.com/checklist/it-asset-lifecycle-management

These lead-generation pages offer downloadable resources related to WorkWize's service areas in exchange for contact information, supported by FAQ sections.

Analysis of Template Pages

While the concept is sound, these pages show several limitations:

• Extremely thin content with limited search intent alignment

• Poor site integration – not linked from navigation or resource hubs

• Isolated from the rest of the content strategy

Improvement Opportunities:

• Create a central resource hub linking to all templates and checklists

• Develop blog content that references and links to these resources

• Integrate with account-based marketing strategies across channels (events, email, social)

Competitor Alternative Blog Posts

One of WorkWize's most successful content strategies appears to be comparison articles targeting competitor alternatives and "best" queries.

These blog posts generate substantial traffic, with many ranking in top positions for valuable industry terms like "VAR companies," "IT procurement services," and related keyphrases.

Analysis of Comparison Content

These comparison posts demonstrate several strengths:

• Bottom-of-funnel content with high conversion potential

• Well-executed with relevant images, internal links, and strategic CTAs

• Effectively address user search intent for evaluation-stage information

• Reveal WorkWize's core target keywords and competitive positioning

Improvement Opportunity: These posts could be enhanced by more transparently sourcing the "cons" identified for competitors, such as linking to review platforms or forums where these limitations are discussed.

Other Programmatic Page Types

WorkWize has additional programmatic page sets including:

IT Outsourcing Services Pages

• Path Pattern: /it-outsourcing-services/{location}

• Format: Landing pages pitching WorkWize's services

• Limitation: Direct sales pitch without addressing informational search intent

IT Services Pages

• Similar format and limitations to outsourcing pages

• Limited dynamic content based on location

Both page types demonstrate the same fundamental limitation: focusing on conversion at the expense of addressing the full range of user search intents.

Key Takeaways and Lessons from WorkWize's pSEO Strategy

After analyzing WorkWize's programmatic SEO implementation, several important lessons emerge that can benefit other companies considering similar strategies:

What WorkWize Does Well

1. Strategic content scaling: By using templated content with targeted dynamic sections, they've efficiently created thousands of pages addressing specific user needs.

2. Technical foundation: Their Next.js implementation provides excellent page speed and crawlability – critical factors for programmatic SEO success.

3. Clear conversion paths: Most pages feature prominent, relevant calls-to-action that align with user search intent.

4. Comprehensive content: Many pages, particularly the shipping guides, provide substantial information (1,500+ words) that thoroughly addresses user questions.

5. Effective blog strategy: Their comparison posts targeting competitor alternatives generate significant traffic and likely drive conversions.

Improvement Opportunities

1. More dynamic content: Many pages use minimal customization, creating a risk of being flagged as "thin content" or providing insufficient unique value.

2. Search intent alignment: Some page types (especially integration pages) show poor alignment with likely user search intent.

3. Resource integration: Template and checklist resources lack proper integration with the site's overall content strategy.

4. Dual-purpose content: For procurement and service pages, creating separate information-rich and conversion-focused versions could better serve different user needs.

5. Pricing transparency: Adding specific cost information, particularly for shipping routes, would provide significantly more value to users.

Practical Implementation Tips

For companies looking to implement similar programmatic SEO strategies, consider these best practices:

1. Research search intent first: Before creating templates, search your target terms and analyze what content currently ranks well.

2. Identify truly variable elements: Determine which page elements genuinely need customization to meet user needs versus which can remain static.

3. Balance efficiency with uniqueness: While templating is necessary for scale, ensure sufficient unique content to provide real value for each variation.

4. Consider a hub-and-spoke model: Create comprehensive hub pages on main topics, with programmatic pages serving as "spokes" for specific variations.

5. Monitor for algorithm updates: Programmatic SEO can be vulnerable to Google updates targeting thin content – continuously evaluate performance.

Conclusion

WorkWize's programmatic SEO strategy demonstrates both the power and challenges of this approach. Their implementation has clearly driven significant traffic growth, with organic visitors increasing more than tenfold in less than a year.

The most successful elements of their strategy include:

• Comprehensive shipping guides targeting high-intent, location-specific queries

• Competitor comparison content ranking for valuable industry terms

• Consistent templating that enables efficient content scaling

For companies in similar B2B spaces, WorkWize's approach offers valuable lessons in how to capture traffic for specific, high-intent queries at scale. By addressing the improvement opportunities we've identified, similar strategies could become even more effective at both ranking well and converting visitors.

The key takeaway? Programmatic SEO works best when balancing efficiency (through templating) with genuine value (through sufficient customization and search intent alignment). When implemented thoughtfully, it can drive substantial organic growth for businesses with products or services that address location-specific or highly variable user needs.

Want to learn more about analyzing programmatic SEO strategies? Check out our previous article on how we use Google Gemini Pro to reverse engineer pSEO strategies.