Atlan is a modern Data Catalog and Governance Platform that helps data teams discover, document, and collaborate on data assets across the organization.
If you sell data catalog, governance, or quality solutions, you can learn a lot from Atlan. While many brands are still figuring out how to balance SEO, AI search visibility, and paid targeting, Atlan has already cracked the code.
It has built a full-funnel content engine that dominates high-intent keywords, hijacks competitor searches, and secures a spot in AI-generated recommendations.
It’s a blueprint for how to own the conversation in your category: from the first “What is metadata?” search to the final “best data catalog tools” showdown.
In this teardown, we’ll learn exactly how Atlan does it.
| Attribute | Score (/100%) | What It Reflects |
|---|---|---|
| Decision-Stage Coverage | 76 | Volume and ranking of “vs,” “pricing,” “best [X]” pages |
| AI SERP Readiness | 85 | Presence in ChatGPT/Perplexity, schema use, answer-ready formatting |
| Branded Query Ownership | 87 | How well the brand ranks for all its name variations |
| Topical Authority | 92 | Depth of content cluster coverage (TOFU–BOFU) |
| Technical SEO Health | 85 | Core Web Vitals + crawl efficiency |
| Link Authority | 75 | Referring domain quality, link velocity |
| Metric | Value |
|---|---|
| Organic Traffic (Monthly) | 48.4K+ |
| Domain Rating | 72 |
| Backlinks | 79.8K Backlinks |
| Referring Domains | 3K |
| High-Intent Keywords | 89 Keywords |
| Informational Keywords | 24K Keywords |
| Branded Keywords | 4.3K Keywords |
Atlan’s SEO strategy is anchored in a deep content moat across metadata, governance, and data quality topics.
Their content spans the funnel, from high-volume educational pieces like “What is Metadata?” to mid-to-bottom funnel guides like “How to Implement Data Governance.”
Atlan is increasingly visible across AI-influenced SERPs, ranking for keywords such as:
This indicates their strong alignment with buyer queries in AI-driven search contexts, where context, comparisons, and tool recommendations matter
| Page | Why It Matters |
|---|---|
| What is Metadata? | This foundational page ranks for “metadata meaning,” helping Atlan attract early-stage learners and data professionals seeking clarity on metadata basics. |
| Data Governance Framework | A high-value page targeting professionals researching structured governance models. Strong intent alignment with mid-funnel audiences exploring governance execution. |
| Data Analysis Methods | Educational content on core analysis techniques draws traffic from analysts, researchers, and students. |
| Data Integrity Best Practices | Offers hands-on insights into maintaining data quality, appealing to engineers and compliance teams concerned with trustworthy data systems. |
| Data Governance Policy | A practical resource for orgs creating governance policies. The addition of templates makes it useful for managers implementing data standards. |
| How to Implement Data Governance | Actionable mid-to-bottom funnel content for organizations actively looking to operationalize data governance practices. |
| Data Privacy vs Data Security | Clarifies a commonly misunderstood distinction, attracting legal, IT, and compliance readers researching best practices. |
| Data Quality vs Data Governance | A comparison piece that helps clarify decision-making for teams evaluating governance vs quality efforts, useful for internal alignment. |
| Data Governance Key Components | Serves as a blueprint-style page for building governance strategies, ideal for organizations starting from scratch. |
Atlan’s top-ranking pages focus on foundational and practical data topics like metadata, governance, and integrity.
Their content strategy blends educational depth with actionable value, positioning them well across the funnel.
Atlan ranks for high-intent, comparison and best-practice keywords that signal buyers evaluating data tools and frameworks.
| Keyword | Why It Matters |
|---|---|
| etl vs elt | High-intent comparison search. Users are often evaluating integration methods, a key entry point for Atlan’s data pipeline and catalog features. |
| data observability vs data quality | Comparison of two critical concepts. Signals awareness-stage interest from technical teams exploring monitoring and governance tools. |
| data fabric vs data lake | Mid-funnel research keyword. Users here are weighing architectural choices, Atlan can influence platform decisions. |
| data fabric vs data warehouse | Another architecture comparison, often targeted at data leaders trying to modernize legacy data systems. |
| alation vs atlan | Direct brand comparison. High buying intent from prospects evaluating metadata and cataloging tools. |
| data quality best practices | Tactical keyword targeting quality assurance roles. Great opportunity for Atlan to position as a trusted advisor. |
| data integrity best practices | Indicates concern for trust and accuracy in data systems, an ideal fit for Atlan’s governance messaging. |
| best data observability tools | Bottom-of-funnel keyword where users are actively comparing tools. Strong fit for Atlan’s platform positioning. |
| meta data meaning | High-volume educational keyword that draws in beginners and mid-level professionals exploring data cataloging. |
These queries align tightly with Atlan’s strengths in governance, observability, and modern data stack integration.
| Keyword | Why It Matters |
|---|---|
| data governance framework | A foundational search for organizations starting their governance journey, critical for positioning Atlan early in the decision process. |
| data catalog tools | Category-level keyword with strong intent. Atlan is vying for visibility among tool evaluators. |
| collibra data governance | Competitive bidding against Collibra, signals Atlan is actively targeting users comparing platforms. |
| what is unity catalog | Aligns with the growing interest in Databricks’ Unity Catalog, letting Atlan insert itself into adjacent product evaluations. |
| what is data catalog | Intro-level keyword aimed at educating prospects, capturing users early in their discovery phase. |
| data profiling techniques | Highly relevant for quality-conscious teams, Atlan positions itself as a solution provider for profiling practices. |
| great expectations data | Targets technically-savvy users familiar with open-source tools, showing Atlan’s alignment with modern data workflows. |
| best data catalog tools | Super high intent, users are likely in a decision-making phase and actively comparing vendors. |
| what is data lineage in data governance | Targets technical evaluators looking for lineage functionality, a critical decision factor for data teams. |
Atlan’s paid search approach focuses on high-intent, solution-aware queries, helping the brand show up where real buying decisions happen. Key patterns include:
If you’re analyzing Atlan:
| Metric | Value | Status |
|---|---|---|
| Largest Contentful Paint (LCP) | 1.8s | Poor |
| Interaction to Next Paint (INP) | 55ms | Excellent |
| Cumulative Layout Shift (CLS) | 0.09 | Neutral |
| Mobile Optimization | Needs Improvement | Fail |
Atlan’s site is highly responsive (INP – excellent) but has slow loading speed (LCP – poor) and average layout stability (CLS – neutral). Mobile optimization is a key weakness, needing significant improvement.
Here are 5 competitors of Atlan:
Microsoft Purview
These platforms, like Atlan, offer solutions in data cataloging, governance, and collaboration, each with its own strengths across enterprise-scale metadata management.
Atlan is getting the fundamentals right. Strong content. Clear intent. Full-funnel dominance.
Here’s what make their strategy stand out:
In a market where visibility and clarity are everything, Atlan sets the bar by aligning SEO, AI readiness, and paid strategy around real buyer needs. If you’re competing here, publish with purpose, precision, and platform fit. That’s the key to be on the top!
No one should have to tolerate bad content.
