Centrify/Delinea

Problem:

Enterprise-level websites with strong brand recognition often receive a high number of their organic clicks from branded searches. But reaching new audiences in search engines requires ranking for non-branded searches as well, or those keywords that have direct relevance to  specific products and services.

Our client in the Cyber Security space was earning their organic traffic almost exclusively from queries that included their brand name. The client wanted to rank for non-branded keywords in order to get their content in front of new audiences not yet familiar with their brand. By ranking for more product-related keywords, they would be able to earn new customers and expand their market share to those audiences not yet aware of their product offering.

Solution:

Nubrand launched a high-scale link building campaign targeting top SaSS pages on the client’s website. Our team focused on building contextually relevant backlinks with keyword-rich anchor text on reputable, industry-specific websites. By improving the client’s anchor text distribution for keywords like “Privilidged Access Management” and other product-specific keywords, we expected to see increased ranking potential for our client’s product pages as well as more organic clicks from product-specific keywords.

Results:

Our client saw significant increases in organic clicks from all of the product-related keywords targeted in their link building campaign. Impressions also drastically increased as Google began to rank our client’s web pages for non-branded keywords, or those with topical relevance to their services.