Proxy infrastructure×9.2 traffic
From 2,400 to 22,000 visits in two years, on links
IndustryProxy infrastructure
MarketsUS and EU
StartedMay 2024
Duration24 months
×9.2organic traffic
1,400referring domains
486AI mentions
Niche · cybersecurity
Cybersecurity SEO
SEO for cybersecurity companies runs into one thing first: the buyer assumes everything is a threat until proven otherwise, so a CISO checks who wrote the page, what the claim rests on and whether the vendor can be verified. The work then covers category pages for a market that names one product three ways, replacement queries that convert at contract renewal, and technical fixes on a site where half the pages sit behind a gated form.
How much are you leaving on the table?tick what you recognise
Estimated organic left on the table0%
Tick what you recognise – the estimate updates as you go.
A rough estimate from our audits in this niche, not a measurement. The exact figure comes out of a demand map for your own site.
3names for the same category, typically
31%of signups from replacement queries
6–9 mo.typical payback in this niche
×2.4median non-branded growth
What we found
Three reasons SEO for cybersecurity stalls
Your category has three names and you use one
EDR, endpoint protection, endpoint security. SIEM, log management, security analytics. Buyers, analysts and Gartner all use different words for the same product, and a site built around the internal product name covers a third of the demand. We map which term each audience actually types, then decide which deserves a page and which a section.
Gated content is invisible to search
In no other niche is so much material locked behind a form. A whitepaper nobody can read without registering cannot rank, cannot be cited and cannot earn a link. The fix is not ungating everything: it is publishing the argument openly and gating the artefact – the template, the checklist, the full dataset.
A CISO checks the author before the claim
Security buyers are professionally sceptical. A page with no named author, no cited standard and no verifiable credentials is dismissed faster here than anywhere else. Named researchers, references to NIST, ISO 27001 or CIS, and visible certifications are not decoration in this market – they decide whether the page is read at all.
Where the demand sits
Query types and what should answer them
Query type
Converts
“alternative to <vendor>”
high
“<vendor> vs <vendor>”
high
“<compliance standard> requirements”
medium
“<category> for <industry>”
medium
“what is <category>”
low
“<threat name> explained”
low
The last two rows bring traffic and almost no pipeline. They are worth writing once the first four are covered, not before.
How the work runs
Four stages over the first year
Months 1–2Category mapping
Deciding what to call things
We pull the demand across every name your category goes by, check which one analysts and buyers use, and decide which terms get a page, which get a section and which are left alone. The site structure follows from that, not from your product menu.
What you getA term map and a structure you can veto line by line.
Months 2–4Technical and gating
Making the library visible
Technical SEO for cybersecurity sites starts here: indexation, rendering and the gated-content audit. We work out which material should be open, which stays behind a form, and rewrite the open version so it stands on its own rather than reading like a teaser.
What you seeIndexed page count rises first. Positions follow a month or two later.
Months 3–8Comparison and replacement
The cluster nobody writes
Pages for the competitors your buyers are already contracted to, with the rows where you lose conceded honestly. Every claim about a rival is checked by your product team, because a stale one comes back within a quarter.
What you seeThe first commercial queries move. Enquiries arrive with a named incumbent.
Months 6–12Authority
Named people and cited standards
Bylines from your own researchers, references to the standards buyers work against, and outreach to the twenty security publications that matter. In this niche a link from a practitioner community outweighs fifty from general tech media.
What you seeCompetitive category terms begin to move once the authority gap narrows.
FAQ
What security vendors ask
Not all of it. The usual split: publish the argument and the findings openly, gate the artefact – the template, the full dataset, the tool. That keeps the lead capture and lets the page rank, be cited and earn links. Which pieces move is decided case by case, with your demand gen team in the room.
We write the structure, the demand map and the brief; your researchers supply the substance and check every claim. We do not invent threat analysis, and we would be wary of any agency that says it can. In this market an inaccurate technical statement costs more than a missing page.
Six to nine months is typical in this niche, which is slower than general B2B software because authority takes longer to build here. We calculate the expected month before you sign, with the assumptions stated, and update it in the two-week report.
It is the same work, and in this niche it matters early: security buyers ask models to compare tools constantly. Citation baselines, content built to be quoted and mention monitoring are part of the engagement – the detail is on the AI search page.
Honestly, it is small: the whole cybersecurity SEO cluster is under 2,000 searches a month. The value here is not volume, it is deal size. If your contracts are five figures and up, a handful of the right queries pays for the year; if they are not, we will say so.
Security buyers are professionally sceptical: a page with no named author and no cited standard is dismissed faster here than anywhere else. In this market the byline decides whether the page is read at all – which is why we ask for your researchers before we ask for a content budget.
Alexei Rozenplenter · Founder and CEO · About the author · LinkedIn
Case studies
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ITAM / ITSM×4.4 traffic
From 1,500 to 6,600 visits a month in the US market
IndustryITAM / ITSM
MarketUnited States
StartedJanuary 2024
Duration24 months
×4.4organic traffic
71%non-branded
31%of AI answers
Edtech40,800 visits
Online exam platform: three locales that were blocking each other
IndustryEdtech
MarketsGlobal, IT, TR
StartedJune 2023
Duration13 months
40,800visits a month
3locales
×2.3clicks QoQ
Software development1,083 in the top 30
Developer directory: from nothing to 1,083 queries in the top 30
IndustryDeveloper directory
MarketUnited States
StartedNovember 2022
Duration12 months
1,083in the top 30
218in the top 10
−5,471left beyond-200
Figures are taken from the clients' own analytics for the periods stated.
AK
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