Dashlane is a leading password manager that secures passwords, passkeys, and digital identities for individuals and teams across consumer and enterprise markets.
They pull in 450K+ monthly visitors by turning simple tools like password generators into a growth engine.
While most vendors chase “best password manager” keywords, Dashlane has built a moat: utilities that own the SERPs, comparison pages that steal decision-stage buyers, and AI-ready content
In this article, you’ll see:
| Attribute | Score (/100%) | What It Reflects |
|---|---|---|
| Decision-Stage Coverage | 65 | Volume and ranking of “vs,” “pricing,” “best [X]” pages |
| AI SERP Readiness | 80 | Presence in ChatGPT/Perplexity, schema use, answer-ready formatting |
| Branded Query Ownership | 92 | How well the brand ranks for all its name variations |
| Topical Authority | 85 | Depth of content cluster coverage (TOFU–BOFU) |
| Link Authority | 92 | Referring domain quality, link velocity |
| Metric | Value |
|---|---|
| Organic Traffic (Monthly) | 450K+ |
| Domain Rating | 83 |
| Backlinks | 138K Backlinks |
| Referring Domains | 15K |
| High-Intent Keywords | 1.5K Keywords |
| Informational Keywords | 50.2K Keywords |
| Branded Keywords | 18.3K Keywords |
Dashlane balances strong branded visibility with a wide base of informational keywords, giving it reach across both awareness and decision stages.
Its keyword mix suggests a mature content strategy that captures early research while still pulling in bottom-funnel buyers.
Dashlane shows strong AI visibility by capturing competitive and pricing-driven queries that map directly to enterprise decision-making, ranking for queries like:
Every page in Dashlane’s ecosystem is strategically aligned with user intent across awareness, consideration, and decision stages.
By combining educational content, tool-led utilities, and practical guides, Dashlane captures both informational and transactional audiences while reinforcing its authority in digital security.
| Page | Why It Matters |
|---|---|
| Username Generator | Attracts users looking to create random or secure usernames. High-volume tool that drives top-of-funnel traffic while subtly introducing Dashlane’s ecosystem. |
| Password Generator | Core utility page for generating strong passwords. Targets both high-intent and tool-driven searches, creating an entry point for potential enterprise or individual users. |
| What Is a Passkey | Educational content explaining modern authentication methods. Positions Dashlane as an authority on next-gen passwordless security. |
| Passwords on iPhone | Guides users on managing passwords across Apple devices. High practical intent, attracting both everyday users and IT-conscious audiences. |
| Can My Phone Be Hacked | Addresses security fears directly, targeting awareness-stage users. Reinforces Dashlane’s trustworthiness in mobile security. |
| What Is a Password Manager | Explains password managers to beginners. Strengthens thought leadership and educates users who may later convert to paid solutions. |
| Digital Footprint | Informs users about online presence risks. Educational piece that builds credibility and encourages adoption of security tools. |
| Internet Iceberg | Explains dark web concepts and threats. Drives awareness-stage traffic and positions Dashlane as an expert on cyber risks. |
| M2M Applications | Covers machine-to-machine applications and security. Engages technical audiences and developers seeking insights on IoT security. |
| Dark Web Monitoring | Directly targets users concerned about dark web threats. High-value page for both awareness and conversion to Dashlane monitoring services. |
| How Hackers Steal Passwords | Practical educational content on attack methods. Captures users researching threats and builds credibility for Dashlane’s protective tools. |
| Password Strength Tester | Tool-led page for testing password security. Drives engagement and repeated visits, establishing trust and brand authority. |
This table highlights how Dashlane captures both transactional intent (downloads, generators) and decision-stage comparisons (vs competitors), balancing top-of-funnel awareness with conversion-ready searchers.
| Keyword | Why It Matters |
|---|---|
| One Time Password Generator | High transactional intent. Users seeking temporary or secure passwords are ready to engage with Dashlane’s generator tool. |
| Free Account Generator | Top-funnel utility query. Attracts users looking for username creation, introducing them to Dashlane’s broader ecosystem. |
| Password Manager Download | Strong commercial intent. Users actively searching for a password manager are highly likely to convert. |
| Create New Password | Tool-focused transactional keyword. Captures users immediately looking to generate secure passwords. |
| Free Password Generator Download | Transactional search indicating users want a quick, no-cost password tool, driving top-of-funnel adoption. |
| Dashlane vs Keychain | Decision-stage comparison. Attracts users evaluating Dashlane against Apple’s Keychain, signaling high purchase intent. |
| Dashlane vs Google Password Manager | Branded competitor comparison. Targets users weighing options between Dashlane and Google’s solution. |
| LastPass vs Dashlane | Competitive comparison. Captures high-intent buyers actively evaluating password manager alternatives. |
| Keeper vs Dashlane | Another competitor-focused query. Brings in decision-stage traffic from users considering different enterprise or personal password managers. |
| LastPass vs 1Password vs Dashlane | Multi-brand comparison. Captures buyers comparing several options simultaneously, maximizing capture of high-intent traffic. |
| Best Username Generator | Educational and tool-led search. Engages top-of-funnel users looking for reliable username creation solutions. |
| Best Password Strength Checker | High-value, decision-stage tool query. Positions Dashlane as a trusted provider of password security solutions. |
Dashlane is bidding on a mix of competitor, technical, and solution-focused keywords that capture decision-stage intent while also reinforcing its positioning in PAM and Zero Trust.
| Keyword | Why It Matters |
|---|---|
| How to Move to Portugal from US | Targets users searching for relocation guides, capturing informational searches that may overlap with password/security needs for expats. |
| How Does Digital Footprint Work | Educational keyword. Builds authority around online security awareness, engaging early-stage buyers. |
| Password Manager | Core product keyword. Captures high-intent users actively searching for password management solutions. |
| Dashlane | Branded search. Ensures users searching for Dashlane directly are guided to the official product page. |
| Dashlane Web App | Product-specific branded term. Attracts users looking to use Dashlane online, capturing active users. |
| Give Me a Random Password | Tool-driven transactional search. Brings in users looking for instant password generation. |
| Password Vaults | High-intent business keyword. Targets teams and SMBs evaluating password vault solutions. |
| If My Phone Is Hacked, What Should I Do | Security incident-focused keyword. Engages users seeking guidance during potential breaches, building trust. |
| Security White Paper | Educational/decision-stage search. Captures users evaluating security solutions with research-oriented content. |
| Private Web Browsers | Educational and tool comparison keyword. Attracts security-conscious users, reinforcing Dashlane’s privacy expertise. |
| Dashlane Alternative | Competitive comparison keyword. Captures users evaluating alternatives, ensuring Dashlane remains in consideration. |
| Password Vault for Teams | High-value transactional keyword. Targets enterprise buyers seeking team password management solutions. |
| Generate Hard Password | Tool-specific search. Attracts users looking for secure password creation, driving top-funnel engagement. |
| Password Management for Small Business | SMB-focused search. Captures decision-stage buyers seeking scalable solutions. |
| Dashlane Login Online | Branded transactional keyword. Supports users ready to log in and access Dashlane’s platform. |
| Dashlane or LastPass | Competitor comparison. Ensures Dashlane intercepts users evaluating major alternatives. |
| How to Start a Cybersecurity Business | Educational, niche keyword. Positions Dashlane as a resource for SMB cybersecurity planning. |
| Create Safe Password | Tool-led, transactional keyword. Engages users looking to immediately create strong passwords. |
| Cybersecurity Strategy Roadmap | Decision-stage educational keyword. Captures SMBs planning security strategies, aligning with Dashlane’s business audience. |
If you’re analyzing Dashlane, here’s how to learn from them:
Among cybersecurity software solutions, Dashlane’s main competitors are:
Dashlane’s content strategy is purposeful, layered, and precise. They blend education, utility, and competitive positioning to cover the full buyer journey.
Their approach balances brand authority with actionable tools that capture intent.
Here’s our observation:
Overall, Dashlane’s strategy reflects a mature, multi-layered approach.
They combine practical tools, thought leadership, and targeted paid campaigns to reinforce authority, capture intent, and drive meaningful adoption across individual and business audiences.
No one should have to tolerate bad content.
