You’ve got a world-class cybersecurity product.
But your competitors are getting leads from Google. You’re not.
You’ve published blogs, optimized landing pages, maybe even hired an agency. Still no rankings.
Fortinet pulls in nearly 600,000 monthly visits; without paid ads. Their pages rank, convert, and drive pipeline on autopilot.
In this breakdown, we’ll show you exactly how Fortinet uses SEO to win high-intent traffic; and how you can do the same.
Fortinet’s SEO Snapshot: The Numbers That Matter
| Organic Traffic (Monthly) | 599K |
| Domain Rating (DR) | 88 |
| Backlinks | 5.1M |
The Strategic Premise: Don’t Just Capture Demand. Create It.
Fortinet doesn’t treat SEO as a channel.
It treats it as a demand creation engine.
Instead of just ranking for product-led terms, they control the full intent funnel; from unaware to ready-to-buy.
They win because their SEO strategy answers these four strategic questions:
- How do we reduce our dependency on paid CAC?
- How do we build top-of-funnel trust that converts in 90-120 days?
- How do we educate the market at scale?
- How do we make our category feel inevitable?
How Fortinet Captures Traffic: Breaking Down the Sources
#1 Branded searches: 158.8K visits (Users already familiar with the brand)
#2 Non-branded searches: 440.6K visits (Capturing users before they know the brand)
#3 Informational searches: 554K visits (Users seeking knowledge and insights)
#4 Navigational searches: 81.6K visits (Users looking for a specific website or page)
#5 Commercial searches: 151.7K visits (Users researching before making a purchase)
Traffic MVPs: Top Pages Driving Fortinet’s Success
| Page | Keyword | Position | Monthly Traffic |
| Support Product Downloads | forticlient | 1 | 45,636 |
| Homepage | fortinet | 1 | 35,217 |
| Proxy Server Glossary | proxy server | 2 | 17,368 |
| TCP/IP Glossary | tcp | 2 | 16,626 |
| How VPN Works | how does a vpn work | 2 | 14,676 |
| What is Cryptography | cryptography | 2 | 11,969 |
| Catfishing Glossary | catfishing | 1 | 11,501 |
| Swatting Glossary | what is swatting | 3 | 11,280 |
| CIA Triad Glossary | cia triad | 1 | 11,152 |
| Next-Gen Firewall | fortigate | 1 | 11,042 |
Page Archetypes That Drive Compounding Returns
If you’re building a SaaS growth engine, think like this:
● Support Pages = Retention Loops
Their FortiClient download page alone drives 45K+ visits/month.
SaaS takeaway: Build a support ecosystem that ranks. Feature onboarding docs, API references, and troubleshooting in public.
● Glossary Pages = Long-Tail Moats
Pages like “CIA Triad” or “Proxy Server” drive 10K+ visits/month each.
SaaS takeaway: Don’t just create help docs. Create a glossary that trains your future buyer.
● Concept Explainers = Top-Funnel Brand Equity
Example: “How does a VPN work?” (15K+ visits/month)
SaaS takeaway: Own the foundational questions in your category. These rank fast, attract links, and fill your retargeting pool with future buyers.
● Commercial Pages = Sales Velocity
Pages optimized for high-intent keywords like “Fortinet License” or “FortiGate firewall” drive 250K+ visits/month.
SaaS takeaway: Stop hiding your pricing, implementation, and comparison content. Fortinet doesn’t.
A well-organized SaaS website structure ensures users find what they need effortlessly, improving both engagement and conversions
Fortinet’s Profile: How They Build Authority
| Metric | Value |
| Total backlinks | 5.1M |
| Referring Domains | 32.7K |
| High-Authority Links | Links from Google, Apple, Wikipedia, Microsoft, Amazon, Adobe |
Insights
#1 Fortinet earns backlinks from tech giants like Google, Apple, and Microsoft, reinforcing its credibility in cybersecurity.
#2 With 32.7K referring domains, Fortinet benefits from a broad network of authoritative sites, boosting its search visibility.
Fortinet’s Traffic by Location
| Country | Monthly Visits | % of Total Traffic |
| United States | 599.4K | 24.5% |
| India | 321.2K | 13.1% |
| Brazil | 128.7K | 5.3% |
| France | 117.3K | 4.8% |
| United Kingdom | 96.3K | 3.9% |
Insights
#1 Nearly a quarter of Fortinet’s traffic comes from the U.S., highlighting strong brand presence in its home market.
#2 Despite a drop in traffic from India, Brazil and France show notable increases, indicating expanding international interest.
Fortinet’s Technical Health
Core Web Vitals (Desktop):
Largest Contentful Paint (LCP): 1.8s (Good)
Cumulative Layout Shift (CLS): 0.02 (Excellent)
Interaction to Next Paint (INP): 68ms (Great)
Source: PageSpeed Insights
Your content doesn’t matter if it doesn’t load. SaaS companies lose SEO equity on bloated, animation-heavy pages. Fortinet keeps it fast, minimal, and conversion-oriented.
Traffic Breakdown
| Source | Value |
| Organic Search | 599K |
| Paid Search | 88 |
Paid Ad Keywords That Drive Conversion
Fortinet invests in keywords like “fortinet router” and “fortinet license”, ensuring visibility for users actively searching for its products.
Top Keywords Fortinet Is Bidding On:
#1 “fortinet router”
#2 “forticlientems”
#3 “fortiddos”
#4 “active cyber attack map”
#5 “pa-450”
#6 “fortiswitch stacking”
#7 “fortinet license”
Insights
They spend on paid, but smartly:
- Fortinet bids on competitor terms (e.g. “PA-450”)
- High-CAC terms get search ads support
- Organic handles the rest
That’s a lesson: paid shouldn’t carry your funnel. It should accelerate what’s already converting organically.
What SaaS Leaders Should Steal Today
#1 Capture the Non-Branded Audience
They generate 296K visits from non-branded searches by targeting specific cybersecurity keywords and long-tail phrases like “how to hack” & “types of cyber attacks“.
What Fortinet Did Right:
● Targeted industry-specific, evergreen search queries in the cybersecurity space.
● Created glossary-style and how-it-works content that ranks consistently.
● Used internal linking to pull readers into product-relevant pages.
SaaS Playbook: How to Apply This
● Run a keyword gap analysis to find non-branded terms your competitors rank for, but you don’t.
● Publish bottom-of-funnel articles that educate your ICP (e.g., “SOC 2 compliance guide,” “HIPAA checklist”).
● Layer in CTAs like “Try it free,” “See how [Product] solves this,” or “Talk to an expert.”
Example from SaaS:
Datadog ranks for “infrastructure monitoring” and uses high-ranking pages to funnel traffic to their free trial. Learn from their SEO strategy.
Takeaway: Non-branded SEO is your ticket to reaching users before they ever discover your competitors.
#3 Drive Informational Traffic with Expert Content
With 405K visits from informational queries, Fortinet’s in-depth guides on topics like “What is Cryptography” and “TCP/IP Glossary” rank high.
What Fortinet Did Right:
● Created in-depth content around foundational cybersecurity topics.
● Structured pages for SEO (featured snippets, internal links, glossary schema).
● Used expert-level writing to build trust and attract backlinks.
SaaS Playbook: How to Apply This
● Create “explainer” hubs around your core value props; what they are, how they work, and why they matter.
● Interview internal SMEs or customers to level up content credibility.
● Add glossary schema and FAQ blocks to earn rich snippets.
Takeaway: Building an effective SEO strategy isn’t just about targeting the right keywords; it’s also about how you structure and visualize your content strategy for maximum impact.
#4 Convert with Navigational Clarity
Their navigational pages pull 150K visits, guiding users seamlessly to what they need; like support or product pages.
What Fortinet Did Right:
● Built a clean, intuitive navigation system that connects search queries to high-intent pages.
● Ensured that product support, login, pricing, and documentation pages are easily crawlable and indexed.
● Avoided content cannibalization by mapping one query to one page.
SaaS Playbook: How to Apply This
● Make sure every navigational intent has a unique, SEO-optimized landing page (e.g., /login, /pricing, /features).
● Use breadcrumbs, schema, and internal linking to guide users across the funnel.
● Use Google Search Console to identify high-impression URLs that need better content or clearer CTAs.
● Track bounce rate and exit rate on your navigational pages. If it’s high, fix the UX or add clearer next steps.
Takeaway: Ensure your site’s structure and navigation are flawless so that users quickly find and engage with key pages.
The SEO Blueprint Fortinet Uses to Outrank and Outconvert Competitors
Fortinet isn’t playing content bingo.
They’re engineering SEO like product growth; targeting download pages, ranking for threat-related queries, and dominating competitive glossaries.
At Concurate, we help cybersecurity and enterprise SaaS companies do the same:
- Build SEO strategies that drive qualified leads, not just traffic
- Rank for high-intent, product-led searches your competitors ignore
- Turn knowledge-base and support content into conversion machines
If your SEO isn’t pulling its weight; or worse, sitting invisible then we’ll show you exactly where to fix it.
Grab a free teardown of your current strategy.
We’ll send 3 no-fluff action steps you can use immediately. No pitch. Just value.
Disclaimer:
The data and insights presented in this report are based on third-party platforms and tools. The information may not reflect the most up-to-date metrics or precise figures. Use this as a reference and verify with primary sources where necessary.
