Avast’s Content Strategy for 4.2M Organic Visits
Your blog covers phishing, ransomware, and the basics of cybersecurity.
Your pipeline? Still stuck in traffic.
That’s the trap most security-focused SaaS companies fall into, educational content that builds awareness but doesn’t drive intent.
Avast cracked the code. It now pulls in 4.2 million organic visits a month and not just from curiosity-driven readers, but from high-intent users searching for protection.
And sure, Avast is a consumer-first brand. But their strategy is a master
Let’s break it down.
1. Show Up When Buyers Are Comparing Options
Buyers compare before they commit. Avast makes sure it shows up in those moments.
When someone searches for:
“Best Kaspersky Antivirus Alternatives”
“Best free antivirus software“
Source: Avast
They’re not researching. They’re evaluating. Avast creates focused, SEO-optimized pages that rank for these terms so it’s part of the decision.
Instead of handing control to G2 or Reddit, Avast owns the comparison.
Freshworks, in a very different space, uses a similar approach of structuring comparison-focused BOFU content to meet buyers when they’re deciding between CRM tools. It’s not about traffic volume. It’s about showing up when the decision’s being made.
How SaaS leaders can use this:
#1 If you know who you’re being compared to, create pages that put you side by side
#2 Make the decision easier, not just with features, but real differentiators
#3 For founders focused on CAC and CMOs chasing efficiency, this is a low-cost way to capture bottom-of-funnel demand
2. Turn Content Into Product Entry Points
Most SaaS blogs are educational.
Avast’s content is transactional.
Take its VPN landing page. It ranks for:
Source: Avast
“Best free VPN”
“Secure browsing VPN”
But it’s not just an explainer. The page introduces Avast VPN immediately. Value prop is front and center. No fluff.
Same with its Password Generator. Instead of writing about why strong passwords matter, they give you the tool right on the page.
CallHippo, though in the sales tech category, takes this same principle and applies it across its product pages. Every piece of content is designed to pull users directly into the product, whether they landed via a comparison keyword or a use-case-specific query.
What this unlocks for you:
#1 Build pages that solve a problem and introduce your product right there
#2 Create simple tools, templates, or widgets that get users interacting
#3 Link high-intent keywords directly to high-conversion assets
This isn’t just content. It’s your product’s first impression.
And for early-stage founders or PMMs, it’s how you convert readers into users, not just blog traffic.
3. Capture Your Branded Traffic and Convert It
Branded traffic is the warmest traffic you’ll get. But most SaaS companies treat it like an afterthought.
Avast doesn’t.
When users search for:
“Avast download”
“Avast antivirus”
They’re ready to act. Avast ensures its own landing pages dominate these queries.
Source: Avast
And they don’t stop there. The brand is fully localized from content, messaging, to even trust signals across markets.
It’s the kind of brand presence that HubSpot has long mastered, and which we broke down in our deep dive on how they turn branded and product-driven search into conversions. Every page doubles as both a destination and a sales enabler.
Why this matters to your business:
#1 You protect your brand traffic from resellers, affiliates, or review sites
#2 You improve trust, increase conversions, and keep users on your site
#3 For scaling CEOs, this is how you strengthen your presence globally without leaking revenue
Strategy Moves You Can Steal (and Actually Use)
You don’t need millions of users or a massive team to pull this off.
Here’s how to translate Avast’s playbook into action, no matter your stage.
1. Take control of the comparison conversation
Create “X vs You” and “Best [category] tools” pages
Highlight what truly sets you apart, not just vague claims
Make it easy for buyers to choose you
2. Turn your best content into sales assets
Rework high-traffic blog posts to guide decisions
Add case studies, visual comparisons, and strong CTAs
Move readers from interested to ready to buy
3. Make product the hero on high-intent pages
Lead with your solution, not the background story
Use benefit-driven copy and keep things frictionless
Show users how they can act right now
4. Cluster content by use case, not just topic
Pick one key pain point and create 5 to 7 related articles
Use internal linking and clear paths to next steps
Create mini funnels, not isolated blog posts
5. Localize for your top markets
Start with high-performing pages
Tailor content, language, and proof to the region
Make international traffic convert like your home market
Want to Turn Content Into a Revenue Channel?
At Concurate, we help SaaS companies build content engines that drive pipeline, not just pageviews.
If your blog is bringing traffic but not leads, we’ll show you what to fix.
We’ll break down how a strategy like Avast’s could work for your ICP, growth stage, and product.
Let’s make your content something the sales team actually uses.
