What you’ll learn
- How to use pSEO to capture organic traffic in competitive markets
- Strategies to develop high-quality pSEO content that enhances your brand’s authority
- The value of partnering with strategic thought partners like daydream to accelerate time to market
❗ The challenge: grow organic visibility in a competitive space
Twingate, a cutting-edge cloud-based security service, enables organizations to provide employees with secure, remote access to their companies’ networks without a VPN. Since launching in 2020, Twingate has become a leading zero-trust security solution trusted by global companies like Fanatics, Blend, and Scopely.
Three years later, with a firmly established product market fit, Twingate needed to expand its visibility among IT professionals looking for security solutions. The challenge? Competing for prominent security keywords was prohibitively expensive for Twingate, who was up against legacy software providers with substantially higher marketing budgets and resources.
💡 The hypothesis: reach more IT professionals by capturing less competitive long-tail keywords
Twingate recognized the potential of programmatic SEO (pSEO) to capture less competitive long-tail keyword traffic. By leveraging pSEO tactics, Twingate could go after less saturated SEO terms to generate substantial top-of-funnel traffic and help fuel its demand generation efforts. This approach would also allow Twingate to avoid the extensive time and resource investments typically required with traditional SEO strategies.
At a high level, Twingate’s pSEO strategy would involve:
- Identifying and analyzing a patterned set of long-tail keywords that IT professionals use when searching for network access and security challenges/solutions.
- Developing a system to automatically generate high-quality, relevant content addressing these queries.
⚡ The solution: partner with daydream to build and deploy differentiated content at scale
In late 2023, Twingate partnered with daydream to build the strategy and tactical tooling for its pSEO engine. Ben Arnstein, Director of GTM at Twingate, noted that while he could have worked with plenty of different SEO or pSEO agencies, he was drawn to daydream’s strategic and collaborative approach. “It was clear right away that they did a lot of upfront work to be a true strategic thought partner… working with daydream is like having an extra teammate,” he said.
1. Identify winning pSEO strategies to scale
For the first phase of pSEO content development, Twingate wanted to focus on top-of-funnel traffic for brand-building. To do so, they would create top-ranking content for IT professionals in less saturated topics (i.e., long-tail keywords) adjacent to their core product. Our team identified two topics with significant long-tail potential:
- Cybersecurity vulnerabilities: Leveraging a combination of government and private company data sources, Twingate could create hundreds of pages about specific CVE (Common Vulnerabilities and Exposures) numbers.
- Data breach information: Capitalizing on IT professionals' interest in corporate data breaches, Twingate could provide in-depth content about various breach events, targeting searches like "[Company] data breach."
2. Enhance existing datasets to create value-add content
To balance content quality with scale and speed, daydream worked with Twingate’s GTM team to develop a robust, audience-informed content framework for both pSEO strategies. This approach focused on 1) creating content with higher value and relevance than existing resources and 2) innovatively repurposing datasets to generate differentiated, valuable content at scale.
For the “cybersecurity vulnerabilities” pSEO strategy, our team found that existing content was often complex and challenging to interpret (see example here). We developed a content framework that leveraged existing datasets but presented information in a more accessible format. Our pages offer readers a simplified overview of vulnerabilities, including severity assessments and actionable mitigation steps. Here’s an example of one of Twingate’s “CVE [number] Report - Details, Severity, & Advisories pages.
For the “company data breach” pSEO strategy, our team found that existing resources on company data breaches were often incomplete or failed to address IT professionals' specific queries. To create higher-value content, we collected information from multiple sources (e.g., HaveIBeenPwned.com, company announcements, and news articles) to create robust, explanatory articles about each data breach. Here’s an example of one of Twingate’s “[Company] Data Breach: What & How it Happened?”pages.
