You spend money, create content, and still, your SEO feels like it’s draining your budget.
You’ve tried ranking for keywords, but the traffic you get isn’t converting. Or worse, your competitors are eating up your market share.
What if SEO could be a growth channel, not just a content expense?
That’s exactly what’s happening for Bitwarden, pulling in 1M organic visits every month.
Their “Password Generator” ranks for “password strength tester,” bringing in thousands of monthly visits. Their “open source password manager” page consistently drives high-quality, targeted traffic.
And here’s the best part: You don’t need an enterprise budget. You don’t need to wait 12 months for results.
All you need is their proven strategy.
Bitwarden’s SEO Snapshot: The Numbers That Matter
| Organic Traffic (Monthly) | 1M |
| Domain Rating (DR) | 83 |
| Backlinks | 306K |
How Bitwarden Captures Search Traffic
#1 Branded searches: 926K visits (Users already familiar with the brand)
#2 Non-branded searches: 102.4K visits (Capturing users before they know the brand)
#3 Informational searches: 493.6K visits (Users seeking knowledge and insights)
#4 Navigational searches: 900.4K visits (Users looking for a specific website or page)
#5 Commercial searches: 449.5K visits (Users researching before making a purchase)
You might like to read this as well: Sophos SEO: How They Get 150K+ Organic Monthly Visits
Traffic MVPs: Top Pages Driving Bitwarden’s Success
| Page | Keyword | Position | Monthly Traffic |
| bitwarden.com | bitwarden | 1 | 751,554 |
| bitwarden.com/fr-fr/ | bitwarden | 1 | 55,481 |
| bitwarden.com/password-generator/ | password generator free | 6 | 40,350 |
| bitwarden.com/ja-jp/ | bitwarden | 1 | 26,513 |
| vault.bitwarden.com | bitwarden login | 1 | 25,713 |
| bitwarden.com/password-strength/ | password strength tester | 2 | 22,404 |
| bitwarden.com/es-la/ | bitwarden | 1 | 18,872 |
| bitwarden.com/download/ | bitwarden download | 1 | 13,020 |
| bitwarden.com/help/getting-started-browserext/ | bitwarden extension | 2 | 9,669 |
| bitwarden.com/de-de/ | passwortmanager | 13 | 4,910 |
How Bitwarden Captures Search Traffic
#1 The homepage dominates, ranking #1 for “Bitwarden” and pulling in users actively searching for the brand.
#2 Security tools drive engagement, with the “Password Generator” page attracting thousands looking for a free and easy way to create strong passwords.
#3 Login pages remain a key entry point, with the “Vault” page ranking #1 for “Bitwarden login,” ensuring seamless user access.
Bitwarden Wins with Search Intent
#1 Feature-driven searches bring visitors, with the “Password Strength” page ranking for “password strength tester,” helping users assess their security.
#2 International reach expands traffic, as localized pages like “Bitwarden France” and “Bitwarden Japan” bring in users searching in their native languages.
#3 Utility-focused content pays off, with the “Getting Started with Browser Extensions” page capturing those looking for an easy setup guide.
Creating content that answers user queries; like password security best practices; can significantly boost organic reach. Brands like Creatio have leveraged content-driven strategies to enhance engagement and visibility.
Bitwarden’s Backlink Profile: How They Build Authority
| Metric | Value |
| Total backlinks | 306K |
| Referring Domains | 16.8K |
| High-Authority Links | Links from Wikipedia, Apple, Microsoft, WordPress |
Insights
#1 High-authority endorsements strengthen credibility, with backlinks from Wikipedia, Apple, and Microsoft reinforcing trust in Bitwarden’s security.
#2 A strong domain network, with 16.8K referring domains, indicates widespread industry recognition and a diverse backlink profile.
Traffic Breakdown: Organic vs. Paid
| Source | Value |
| Organic Search | 1M |
| Paid Search | 92 |
Bitwarden’s Paid Search Strategy: Targeting Competitor Keywords
Security-conscious users are a priority, with keywords like “Bitwarden secret manager” and “online password strength checker” reinforcing trust and functionality.
Top Keywords Bitwarden Is Bidding On:
#1 “passwords manager free”
#2 “passwords keeper”
#3 “bitwarden secret manager”
#4 “best lastpass alternative”
#5 “password wallet free”
#6 “lastpass alternatives”
#7 “online password strength checker”
Key Insights:
#1 Competitive positioning is clear; bidding on “best LastPass alternative” and “LastPass alternatives” directly targets users looking to switch from competitors.
AI-driven outreach can also amplify search visibility, helping brands connect with potential customers more effectively. See how ChatGPT can streamline sales outreach with targeted messaging and automation.
#2 A focus on “free” in keywords like “password manager free” and “password wallet free” highlights Bitwarden’s push to attract budget-conscious users.
How Bitwarden Turned Free Tools into a 6-Figure SEO Growth Engine (and How You Can Steal It)
#1 Win High-Intent SERPs with Tools & Trust-Building Content
Bitwarden ranks #2 for “password strength tester” and #2 for “open source password manager“, pulling in over 9,000 monthly visits from just two pages.
What Bitwarden Did Right:
● Built zero-fluff, utility-first pages around highly-searched, high-intent queries
● Created a tool-based experience (“Password Strength Tester”) instead of a blog post
● Used simple UX and trust signals to appeal to both technical and non-technical users
● Leveraged “open source” positioning to rank for comparison-driven queries
SaaS Playbook: How to Apply This
● Identify keywords where a free tool or explainer solves the user’s job-to-be-done (e.g., “X calculator,” “Y checker”)
● Build lightweight, fast-loading tools that are genuinel; not just SEO bait
● For competitive keywords like “open source X,” highlight your differentiator clearly in meta titles and on-page copy
Takeaway: Utility pages + transparent positioning = long-term SEO wins.
2 Build SEO Assets That Print Traffic (Not Just Lead Gen PDFs)
Bitwarden’s “Password Generator” page ranks #2 for “passphrase generator” attracts thousands looking for an easy way to create strong passwords.
What Bitwarden Did Right:
● Created a free, no-login tool that solves a real, high-frequency user need
● Targeted a functional, high-intent keyword with consistent search volume
● Kept the UX simple, fast, and ad-free; prioritising trust over conversion
● Naturally introduced their core product (Bitwarden password manager) without being salesy
SaaS Playbook: How to Apply This
● Identify 1–2 everyday problems your product solves (e.g., “tax calculator”, “compliance checker”)
● Build lightweight, embeddable tools that users can bookmark and reuse
● Optimise the page for relevant keywords using “tool,” “calculator,” or “generator” in the title and meta
● Softly link the tool back to your product as a deeper solution (e.g., “Save your password securely with [Product]”)
Takeaway: Free tools aren’t just lead magnets; they’re SEO goldmines that build trust before the sales pitch.
#3 Clone What Works. Translate. Rank. Repeat.
Bitwarden ranks #10 in France for “générateur mot de passe” (password generator) and #3 in Spain for “password monster“, proving that multilingual, utility-driven SEO can unlock massive international traffic; without reinventing the product.
What Bitwarden Did Right:
● Localised their high-performing utility tools (like the password generator) into multiple languages
● Matched native search intent with region-specific keyword targeting
● Maintained technical precision and trust while adapting copy for non-English markets
● Focused on functional, evergreen queries rather than chasing trending topics
SaaS Playbook: How to Apply This
● Identify your top-performing utility or evergreen content; and translate it for markets with high search volume
● Use local keyword tools to uncover intent-rich terms in each region
● Ensure metadata, UI, and CTAs are localized; not just translated
● Track rankings country-by-country to fine-tune your international SEO strategy
Takeaway: SEO scale doesn’t always mean more content; sometimes it’s the same content in the right language.
Tired of SEO as a Cost Center? Let’s Turn It Into Your Growth Driver
Bitwarden didn’t chase traffic with scattered blog posts or shallow keyword hacks.
They built a search strategy that scales:
- Utility-first tools like the Password Generator that drive consistent traffic
- Educational, intent-driven content that speaks directly to user needs
- Localised assets that turn one great idea into global reach
- Backlinks from the most trusted sites in tech — including Wikipedia, Apple, and Microsoft
This is how modern SaaS brands win:
By building SEO engines, not content graveyards.
At Concurate, we help privacy-first and security-focused SaaS brands do just that.
- We align SEO with your sales funnel and product value
- We create conversion-driven content; from tools to comparison pages
- We scale what works, and cut what doesn’t
- And we make sure every page ranks, resonates, and drives ROI
If you’re sitting on content that ranks but doesn’t convert; or doesn’t rank at all; it’s time for a rethink.
Book a free teardown of your current SEO strategy.
We’ll show you 3 quick wins; no fluff, no pitch. Just what the best in the space are doing (and how you can too).
Disclaimer:
The data and insights presented in this report are based on third-party platforms and tools. The information may not reflect the most up-to-date metrics or precise figures. Use this as a reference and verify with primary sources where necessary.
