CyberArk is a leading privileged access management and identity-security vendor, protecting human and machine credentials across cloud, OT, and DevOps environments.
They have built deep topical authority with over 32K informational keywords and high backlink authority.
It ranks strongly in competitive comparisons and core PAM terms, while also paying for feature-led and compliance-driven queries to secure bottom-funnel visibility.
Its strategy blends brand dominance, thought-leadership content, and sector-specific plays (OT, DevOps, healthcare), making it highly visible across the buyer journey, though conversion-focused gaps remain.
If this article has found its way to you, it means there’s a lot you can learn from CyberArk’s marketing strategy.
| Attribute | Score (/100%) | What It Reflects |
|---|---|---|
| Decision-Stage Coverage | 60 | Volume and ranking of “vs,” “pricing,” “best [X]” pages |
| AI SERP Readiness | 45 | Presence in ChatGPT/Perplexity, schema use, answer-ready formatting |
| Branded Query Ownership | 83 | How well the brand ranks for all its name variations |
| Topical Authority | 90 | Depth of content cluster coverage (TOFU–BOFU) |
| Link Authority | 92 | Referring domain quality, link velocity |
| Metric | Value |
|---|---|
| Organic Traffic (Monthly) | 90K+ |
| Domain Rating | 80 |
| Backlinks | 1.8M Backlinks |
| Referring Domains | 10.3K |
| High-Intent Keywords | 555 Keywords |
| Informational Keywords | 32.1K Keywords |
| Branded Keywords | 12.9K Keywords |
CyberArk shows strong authority with deep informational coverage but relatively limited decision-stage keyword presence. Its SEO strength leans more toward brand visibility and awareness than high-intent conversions.
CyberArk’s AI visibility signals growing traction in identity security conversations across generative platforms.
It positions itself as a trusted option when buyers seek guidance from AI assistants, ranking for terms like:
Every page here strategically builds CyberArk’s authority. from broad security education (e.g., malware, IAM) to sector-specific focus (healthcare, DevOps) and solution leadership (PAM, machine identity security).
The mix ensures visibility across the entire buyer journey.
| Page | Why It Matters |
|---|---|
| Machine Identity Security | Highlights CyberArk’s strength in securing machine-to-machine communications, a fast-growing area as enterprises expand cloud and IoT ecosystems. |
| OT Cybersecurity | Educates industrial and critical infrastructure operators on protecting operational technology environments from modern cyber threats. |
| Least Privilege | Explains the principle of least privilege, a core security model, attracting IT and compliance professionals seeking to reduce insider risk. |
| Privileged Access Management | Establishes CyberArk’s authority in PAM, one of its flagship domains, and captures users searching for foundational knowledge. |
| Passwordless Authentication | Taps into growing interest in frictionless login methods, showing how CyberArk enables modern identity-first security. |
| Identity and Access Management (IAM) | Positions CyberArk within the IAM market, drawing visibility from both technical researchers and enterprise decision-makers. |
| Security Operations | Broadens reach by addressing security operations fundamentals, making CyberArk relevant to SOC teams and IT managers. |
| Malware | Attracts top-of-funnel awareness traffic by explaining malware threats, connecting the conversation back to CyberArk’s identity security value. |
| Healthcare Cybersecurity | Focuses on the healthcare sector, reinforcing CyberArk’s role in securing sensitive patient data and clinical systems. |
| Pacific Dental Services Case Study | A real-world proof point showing how CyberArk safeguards access in healthcare, appealing to regulated industries. |
| Access Management | Serves as an entry point for those evaluating identity frameworks, guiding them toward CyberArk’s broader solutions. |
| DevOps Security | Connects with DevOps teams by addressing secrets management and automation security, a critical need in CI/CD pipelines. |
| Identity Governance and Administration (IGA) | Expands CyberArk’s reach into governance, appealing to compliance leaders and IT security teams. |
| Identity Security | Core pillar page that frames CyberArk’s narrative around protecting every identity, human or machine, across the enterprise. |
These keywords show CyberArk capturing decision-stage visibility in two crucial areas:
| Keyword | Why It Matters |
|---|---|
| cyber security services near me | Strong local + service-driven intent. Users are actively looking for providers, making this a direct opportunity to position CyberArk as a trusted security partner. |
| wildcard SSL certificates | Commercial intent. Attracts IT teams seeking SSL solutions, creating awareness for CyberArk’s broader identity security expertise. |
| multi-domain SSL certificates | Transaction-focused search. Appeals to businesses needing scalable SSL solutions, aligning with CyberArk’s enterprise-grade positioning. |
| ssl wildcard certificate | High-value feature-led keyword. Users are comparing SSL certificate options, giving CyberArk visibility in a competitive, purchase-ready space. |
| CyberArk vs BeyondTrust | Pure competitive intent. Buyers are directly comparing PAM leaders, making this a critical keyword for influencing decision-stage evaluations. |
| CyberArk vs Centrify | Competitive alternative search. A prime opportunity to capture prospects considering alternative vendors. |
| HashiCorp Vault vs CyberArk | Direct competitor comparison. Engages technical buyers evaluating secrets management vs PAM-focused solutions. |
| Thycotic vs CyberArk | Head-to-head competitor query. Strong buying signal from security teams choosing between leading PAM vendors. |
| SailPoint vs CyberArk | Partnership + competitive overlap. Captures evaluators researching identity + PAM integration capabilities. |
| best privileged access management software | High-intent keyword. Users are searching for the top PAM tools, directly aligning with CyberArk’s core offering. |
| best PAM solutions | Conversion-oriented query. CyberArk secures visibility when enterprises shortlist vendors for PAM adoption. |
| best privileged access management solutions | Another direct decision-stage search. Reinforces CyberArk’s positioning as a market leader for privileged access security. |
| Keyword | Why It Matters |
|---|---|
| Zilla Security | Competitive interception. CyberArk bids against Zilla Security to win buyers evaluating modern IGA platforms. |
| RBAC Matrix | Feature-led keyword. Targets IT teams researching role-based access control, driving interest in CyberArk’s provisioning capabilities. |
| RBAC Cyber Security | Reinforces CyberArk’s authority in access provisioning, capturing users searching for technical RBAC solutions. |
| Remote Access Solution | High-intent search. Appeals to enterprises seeking secure remote access technologies, a key use case for CyberArk. |
| PAM Solutions | Core product keyword. Directly connects CyberArk’s privileged access management capabilities with buyers ready to evaluate vendors. |
| Access Control Certifications | Niche but high-value. Appeals to compliance-driven organizations needing certified user access review processes. |
| Secure Remote | Broader security positioning. Captures evaluators seeking safer remote work setups, mapping to CyberArk’s identity security pitch. |
| Privileged Session Manager | Feature-focused keyword. Highlights CyberArk’s advanced PAM capabilities, ensuring visibility for high-intent buyers. |
| Secure RDP Port | Technical query. Targets IT admins looking to secure RDP connections, creating an entry point for CyberArk’s remote access solutions. |
| Cybersecurity Framework | Thought-leadership keyword. Positions CyberArk as a compliance enabler, tying its platform to NIST CSF adoption. |
| OT Vulnerabilities | Industry-specific search. Reaches critical infrastructure operators seeking to reduce OT/IoT risk. |
| Single Sign-On (SSO) | Competitive IAM keyword. CyberArk uses paid coverage to insert itself into the SSO conversation, a crowded identity market. |
| Recent Data Security Breaches | Trend-driven keyword. Captures traffic from businesses responding to breach news, connecting them to CyberArk’s threat intelligence. |
| DevOps and CI/CD Pipeline | Technical buying intent. Engages DevOps teams securing secrets across pipelines, a growing enterprise pain point. |
| OT and IoT | Industry-focused query. Expands CyberArk’s relevance among organizations investing in IoT and industrial security. |
| What is PKI Used For | Educational keyword with commercial pull. Users exploring PKI are exposed to CyberArk’s advanced identity security perspective. |
| OT ICS Cybersecurity | Sector-specific. Attracts operators in industrial control systems who need specialized identity and privilege security. |
| Identity and Access Management Risk Assessment | Decision-stage IAM query. Connects CyberArk directly with organizations actively assessing identity risk frameworks. |
If you’re analyzing CyberArk, here’s how to learn from them:
Within the Cybersecurity Software space, CyberArk is positioned against leading solutions including:
CyberArk demonstrates how a cybersecurity leader can balance breadth and depth in digital visibility.
Its strategy is authoritative, structured, and intentional. Yet, the opportunity lies in amplifying conversion-stage assets and future-proofing for AI-first discovery.
Here’s what makes their strategy stand out:
CyberArk is already a visibility powerhouse, but the real growth lever lies in tightening the bridge between awareness and decision.
The playbook is clear: own the narrative in AI SERPs, double down on evaluative assets, and package complex features into buyer-friendly decision kits.
No one should have to tolerate bad content.
