Industrial technology · Cybersecurity
Tripling organic visibility for a global industrial technology company
A global industrial technology company needed its cybersecurity practice to be understood, not just found. Over two years of fractional SEO, organic sessions to its cybersecurity content grew 216% and new users grew 341%, while average search position improved from 27 to 11.
- +216%Organic sessions, 2025 vs 2024
- +341%New users
- 27.4 → 11Average search position
- #1For its core category terms
The client
A cybersecurity practice for critical infrastructure
A global industrial technology company with a cybersecurity practice serving utilities and critical infrastructure operators. The engagement began in September 2023 and is ongoing. Work runs directly with a product leader, on a bi-weekly cadence.
This is a category where the buyer is a utility operator or plant engineer, the purchase is considered over months, and the content has to be accurate enough to survive review by the engineers who built the product.
The challenge
Understood, not just found
The team wasn’t chasing leads. They wanted the market to understand their approach to cybersecurity, in a category where most buyers don’t yet know what to ask for.
That makes it harder than a lead-generation brief, not easier. The content has to teach something real to an expert audience, in the company’s own language, on a topic where imprecise wording is a liability. Every page passes through multiple subject-matter experts, each with veto power and a different definition of “correct.”
Most SEO programs stall here. Content that clears review is too vague to rank; content that ranks doesn’t clear review.
The approach
Four decisions that got the content shipped and ranking
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1
A content plan built around the review process, not despite it
The plan was designed from the start for complex subjects that need SME input and several rounds of approval. Planning for that cycle up front is the reason pages shipped instead of sitting in draft.
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2
Learning the product where it gets sold
I attended trade shows with the team. You can’t write credibly about industrial cybersecurity from a brief. Hearing the questions operators actually ask, and how the team answers them, is what made the content specific enough to be worth reviewing and worth ranking.
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3
A new page design with more to optimize
The existing template gave search engines and readers too little to work with. The redesign added on-page elements that let each page carry its topic properly.
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4
Internal linking across the section
The cybersecurity content existed as isolated pages. Connecting it turned a set of pages into a section that search engines could read as a body of expertise.
The results
From page three to page one
Comparing calendar 2025 with 2024, for the cybersecurity content. Search position on those pages improved from an average of 27.4 to 11 year over year, moving the section from page three to page one. The pages now rank #1 for their core category terms, including the company’s named assessment offering.
- +216%Organic sessions20,359 in 2025 vs 6,447 in 2024
- +311%Active users18,524 vs 4,505
- +341%New users16,972 vs 3,845
- 27.4 → 11Average search positionpage three to page one
The numbers, visualized
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Organic traffic to the cybersecurity content, 2024 vs 2025
Calendar-year totals for the cybersecurity pages
An honest note on conversions
Tracked key events fell over the same period. That was deliberate. The team removed product-led calls to action and moved the section to awareness only, which is what the engagement was set up to do. Measuring this work by form fills would be measuring it against a goal it was not given.
More proof
More case studies
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Client reviews
What other clients say
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Andrew was amazing to work with from the first time we meet. He was very efficient in updating our existing website to create more activity from our website. I highly recommend Andrew to anyone looking to improve their SEO for better results.
Owner, Silco Plumbing
Have a complex product to explain?
Book a free consultation. We’ll look at your content and your review process before the call, and come with an honest read on what it would take to rank.