Case Study: SEO Overhaul for Cybersecurity Firm Targeting CTO Buyers

Challenge

A cybersecurity provider specializing in PKI services and passwordless authentication was investing heavily in thought leadership and technical content—but wasn’t seeing the corresponding growth in traffic or conversions. Despite a robust content library, their visibility in search remained limited, particularly among their target demographic: CTOs evaluating advanced enterprise security solutions.

Internal audits hinted at technical roadblocks with crawling and rendering, as well as strategic misalignment between content and the full buyer journey.

Initial Engagement: Technical and Strategic SEO Audit

Team Composition:

  • VP of Marketing (Project Lead)

  • SEO Manager

  • 3 Content Writers

  • Web Development Support

Timeline: Spring–Summer 2024

Key Activities

  • 15-Point Technical Audit: Uncovered major barriers including a misconfigured robots.txt file and mobile rendering issues that were suppressing visibility.

  • Keyword Research: Mapped over 300 strategic keywords representing ~1M monthly searches, specifically aligned with high-intent queries from security decision-makers.

  • Schema Review: Identified overuse and misapplication of advanced structured data that was not yielding the expected SEO benefit.

Phase 1: Technical Remediation & Content Optimization

Technical SEO Improvements

  • Revised robots.txt and site architecture to enable proper crawling and indexing.
  • Audited and corrected structured data implementation, laying the groundwork for improved schema usage across high-value pages.

Content Strategy Execution

  • New Content: Published 17 articles targeted at specific technical decision points in the security journey.
  • Content Refresh: Updated 3 key articles to boost authority and engagement.
  • Internal Linking: Added 149 internal links to improve site structure and pass authority across key service and resource pages.
  • Expert Alignment: Introduced SME review cycles for accuracy and technical credibility.

Workflow & SOP Implementation

  • Built custom workflows for identifying content decay, ranking opportunities, and internal linking gaps.
  • Created detailed SOPs for launching new content—ensuring all pages followed consistent SEO guidelines, metadata standards, and interlinking logic.

Outcomes (May → September 2024)

  • Monthly Organic Visitors: Grew from ~3,300 to ~6,300
  • Market Share: Increased from ~1.9% to ~3.5%
  • Revenue Impact: Monthly SEO-attributed revenue jumped from ~$67K to ~$127K
    → + $60K/month, totaling $240K in new revenue over four months

Long-Term Strategy and Support

  • Prioritized Roadmap: Developed a service-aligned content and technical roadmap to address remaining gaps and opportunities.
  • Ongoing SEO Oversight: Weekly calls, SOP refinements, and performance reviews to ensure the team remained aligned on high-impact work.
  • Future Content Plan: Identified 13 additional content topics and schema enhancements for the next quarter.

Conclusion

This SEO transformation unlocked new growth for a highly specialized cybersecurity firm by addressing hidden technical barriers and aligning content with the real-world questions of CTO buyers. With a sharp focus on structured data, internal navigation, and SME-verified content, the engagement more than doubled traffic and added six figures in recurring revenue—while building a scalable system for continued growth in a competitive technical vertical.

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