Delinea is a leading PAM vendor that helps enterprises secure and manage privileged credentials, sessions, and secrets across cloud and on-prem stacks.
Their SEO playbook leans on utility-led assets (password tools), legacy-brand capture (Thycotic, Centrify), and sharp decision-stage pages, giving them wide reach and buyer-ready visibility.
They’ve turned simple utilities into reliable acquisition channels while protecting legacy search equity. In this article you’ll learn:
| Attribute | Score (/100%) | What It Reflects |
|---|---|---|
| Decision-Stage Coverage | 62 | Volume and ranking of “vs,” “pricing,” “best [X]” pages |
| AI SERP Readiness | 65 | Presence in ChatGPT/Perplexity, schema use, answer-ready formatting |
| Branded Query Ownership | 50 | How well the brand ranks for all its name variations |
| Topical Authority | 60 | Depth of content cluster coverage (TOFU–BOFU) |
| Technical SEO Health | 78 | Core Web Vitals + crawl efficiency |
| Link Authority | 85 | Referring domain quality, link velocity |
| Metric | Value |
|---|---|
| Organic Traffic (Monthly) | 90K+ |
| Domain Rating | 76 |
| Backlinks | 181K Backlinks |
| Referring Domains | 6.2K |
| High-Intent Keywords | 617 Keywords |
| Informational Keywords | 27.8K Keywords |
| Branded Keywords | 9.4K Keywords |
Delinea balances strong coverage of both high-intent and informational queries, giving it visibility across the full buyer journey.
Its solid backlink base and brand-driven search strength reinforce authority in the privileged access management space.
Delinea is already surfacing in AI-driven results for competitive and high-intent queries like:
Delinea’s presence signals that it has laid the groundwork with clear comparisons, category positioning, and buyer-focused language
Every page serves a strategic intent: some drive direct conversions (Secret Server, PAM tool pages), some capture legacy brand equity (Thycotic, Centrify), while others pull in educational and top-of-funnel audiences (password tools, escalation blogs).
Together, they give Delinea visibility across awareness, consideration, and decision stages.
| Page | Why It Matters |
|---|---|
| Password Generator IT Tool | A utility page that ranks for high-volume queries like “password generator.” It brings in significant traffic while subtly positioning Delinea as a trusted authority in secure credential management. |
| Secret Server | Core product page for Delinea’s flagship PAM solution. High commercial intent—users searching “secret server” are often ready to evaluate or buy, making this page crucial for conversions. |
| Thycotic | Legacy brand page capturing traffic from users still searching for “Thycotic.” Ensures Delinea maintains continuity with its pre-merger identity and captures valuable branded traffic. |
| Centrify | Similar to Thycotic, this page preserves brand equity from Centrify searches, redirecting interest toward Delinea’s modern PAM solutions. |
| What is a BISO? | Educational blog that introduces the concept of Business Information Security Officers (BISOs). Attracts CISOs and IT leaders seeking clarity on evolving security roles. |
| Access Control Models & Methods | A foundational blog that appeals to IT managers and students researching access control approaches. Strengthens Delinea’s thought leadership in IAM fundamentals. |
| Just-in-Time Access | Explains a trending security concept with strong enterprise adoption. This page aligns with Zero Trust initiatives and captures high-intent buyers evaluating JIT solutions. |
| Password Strength Checker | Interactive tool that attracts users testing password resilience. While top-of-funnel, it builds trust and introduces users to Delinea’s password management solutions. |
| Active Directory | Educational content ranking for a very broad IT query. While not directly sales-driven, it draws in system administrators and IT teams who overlap with Delinea’s PAM buyer base. |
| Windows Privilege Escalation | Niche security blog post capturing advanced IT audiences researching vulnerabilities. Positions Delinea as an expert in mitigating privilege escalation risks. |
| Fastpath | Partnership page targeting “Fastpath Assure” and related queries. Helps Delinea tap into co-marketing and solution integrations for identity and compliance. |
| Privileged Access Management (PAM) | Key “what is” page capturing the core PAM category keyword. Essential for thought leadership and awareness among new buyers entering the PAM market. |
| Enterprise Password Management | Targets decision-stage queries like “enterprise password management,” appealing to IT buyers evaluating scalable password solutions for teams. |
| Privileged Access Management Tool | A solution-focused explainer page that addresses mid-funnel searches for PAM tools. Helps Delinea compete for buyers directly comparing vendors. |
| Linux Privilege Escalation | Technical security blog educating readers on Linux privilege risks. Builds credibility with security engineers and developers in enterprise IT. |
These keywords reflect how Delinea captures both transactional demand (tools, downloads, comparisons) and informational interest (best practices, books, password management) within the cybersecurity space.
| Keyword | Why It Matters |
|---|---|
| centrify download | Strong branded intent. Users searching specifically for Delinea’s legacy Centrify software, showing direct product interest. |
| one time password generator | High transactional intent. Attracts IT admins seeking secure password tools, positioning Delinea as a trusted utility provider. |
| get password | Tool-led query with practical use. Brings in users who need instant password solutions, creating an entry point into Delinea’s broader security ecosystem. |
| pw generator free | Feature-driven keyword. Appeals to users looking for quick, no-cost password generation, helping Delinea capture top-funnel leads. |
| cypher locks | Niche security topic. Positions Delinea as an authority on physical-digital security intersections (storing physical secrets). |
| sspr password reset | High-value branded keyword. Users looking for self-service password reset solutions show strong product-aligned intent. |
| password generator download | Direct transactional search. Indicates readiness to install a utility, which can be leveraged to upsell enterprise security solutions. |
| delinea vs cyberark | Decision-stage keyword. Critical for competitive interception, where buyers are actively evaluating PAM vendors. |
| best hacker books | Informational query. Captures security professionals seeking knowledge resources, reinforcing Delinea’s thought leadership. |
| best practices for password management | Educational keyword. Appeals to IT/security managers looking for guidance, aligning Delinea with trusted cybersecurity expertise. |
| best enterprise password manager | High-intent commercial search. Directly tied to enterprise buyers evaluating password management solutions. |
| best cyber security books | Informational query that strengthens authority among CISOs/security leaders, expanding reach beyond product-centric searches. |
| best books on cyber security | Similar to above but with variation in phrasing; increases visibility across multiple educational searches. |
Delinea 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 |
|---|---|
| thycotic | Protects brand legacy searches, ensuring users who still search by Delinea’s old name are redirected to its current offerings. |
| jamf protect | Competitive interception play, targeting IT teams comparing endpoint and access security solutions. |
| unified endpoint management software | Expands reach beyond PAM into adjacent IT/security categories, capturing mid-funnel demand. |
| trust manager | Positions Delinea within Zero Trust and access governance, aligning with broader enterprise security narratives. |
| pam solutions | High-intent, category-defining keyword that captures buyers evaluating PAM vendors directly. |
| zero trust best practices | Educational angle. Builds authority by engaging early-stage buyers seeking frameworks, not just tools. |
| astrix security | Competitor keyword, showing Delinea’s intent to intercept searches for emerging players in the identity security space. |
| secure sdlc | Signals technical depth. Targets developer/security audiences looking to embed security into software lifecycle. |
| hashicorp vault open source | Competitive comparison keyword, catching users exploring open-source vs. enterprise PAM solutions. |
| data security system | Broader category capture, extending reach to teams seeking general data protection and system security. |
| duo verification | Competitor-aligned keyword, focusing on MFA/verification overlaps to bring Duo evaluators into Delinea’s funnel. |
| one factor authentication | Niche security term that highlights Delinea’s MFA positioning while addressing a very specific search intent. |
| compliance cloud | Taps into cloud entitlement and compliance management searches, aligning Delinea with regulatory-driven buyers. |
| server monitor | Feature-specific keyword, aligning PAM with IT ops and system monitoring teams. |
| 7 pillars of zero trust | Framework-driven search, positioning Delinea as a thought leader in Zero Trust strategies. |
| Metric | Value | Status |
|---|---|---|
| Largest Contentful Paint (LCP) | 1.1s | Good |
| Interaction to Next Paint (INP) | 56ms | Good |
| Cumulative Layout Shift (CLS) | 0.05 | Good |
| Mobile Optimization | Needs Improvement | Fail |
Delinea’s site delivers strong speed and stability across Core Web Vitals, signaling a smooth user experience on desktop. However, weak mobile optimization remains a barrier to fully capitalizing on its technical health.
If you’re analyzing Delinea, here’s how to learn from them:
Among cybersecurity software solutions, Delinea’s main competitors are:
Delinea’s strategy is thoughtful, layered, and aggressive in the right places.
It secures authority with educational content, protects legacy equity, and leans into utility-led trust.
Here’s our observation:
The learning for you is: Anchor your strategy in utility-first assets that build trust before the sales pitch.
At the same time, expand decision-stage content and explore adjacent categories to stay future-proof as buyer needs evolve.
No one should have to tolerate bad content.
