You Don’t Need More Content, You Need the Right Content.
KnowBe4 is generating 65.2K organic visits a month, but they’re not doing it by publishing long, never-ending blog posts overflooded by keywords.
They’re ranking for high-intent keywords that drive actual leads, like:
- Security awareness training
- Phishing simulation
- Compliance training solutions
It’s not about quantity; it’s about strategic, high-impact content that solves problems and aligns perfectly with search intent.
In this teardown, we’re diving into how KnowBe4 has cracked the SEO code and how you can replicate their success without needing a huge budget or a team of 100.
Here’s what you’ll learn:
- How KnowBe4’s SEO strategy cuts through the noise
- The types of pages that generate massive organic traffic
KnowBe4’s SEO Snapshot: The Numbers That Matter
| Organic Traffic (Monthly) | 65.2K |
| Domain Rating (DR) | 81 |
| Backlinks | 215K |
How KnowBe4 Captures Traffic: Breaking Down the Sources
#1 Branded searches: 55.1K visits (Users already familiar with the brand)
#2 Non-branded searches: 10.1K visits (Capturing users before they know the brand)
#3 Informational searches: 58K visits (Users seeking knowledge and insights)
#4 Navigational searches: 52.4K visits (Users looking for a specific website or page)
#5 Commercial searches: 50.7K visits (Users researching before making a purchase)
Traffic MVPs: Top Pages Driving KnowBe4’s Success
| Page | Keyword | Position | Monthly Traffic |
|---|---|---|---|
| https://www.knowbe4.com/products/security-awareness-training | security awareness training | 3 | 2,943 |
| https://www.knowbe4.com/free-cybersecurity-tools/phishing-security-test | phishing simulation | 2 | 1,329 |
| https://www.knowbe4.com/locky-ransomware | locky ransomware | 1 | 1,133 |
| https://www.knowbe4.com/security-awareness-training | security training for employees | 1 | 1,087 |
| https://www.knowbe4.com/spear-phishing | spear phishing | 5 | 970 |
| https://www.knowbe4.com/products/who-is-kevin-mitnick/ | kevin mitnick | 6 | 737 |
KnowBe4’s Traffic Strategy
#1 The homepage dominates, ranking #1 for “KnowBe4” and drawing in users familiar with the brand.
#2 Training pages attract businesses, with “Security Awareness Training” converting those seeking cybersecurity solutions.
#3 Pricing transparency wins trust, as the “KnowBe4 Pricing” page ranks #1 for cost-related searches.
KnowBe4 Wins with Search Intent
#1 Cybersecurity professionals land on educational pages like “What is Social Engineering,” answering key security queries.
#2 Ransomware-focused content ranks high, with “Locky Ransomware” and “GandCrab Ransomware” capturing search demand.
#3 Actionable tools drive engagement, as the “Phishing Security Test” page attracts users looking for hands-on security assessments.
Their deep-dive pieces on cybersecurity awareness mirror the success seen in other industries, like SaaS brands using ChatGPT to fuel marketing efforts.
KnowBe4’s Profile: How They Build Authority
| Metric | Value |
| Total backlinks | 215K |
| Referring Domains | 8.1K |
| High-Authority Links | Links from Google, Apple, Microsoft, Forbes |
Insights
#1 Backlinks from Google, Apple, and Microsoft signal trust and credibility in the cybersecurity space.
#2 Links from Forbes and other high-authority sources enhance KnowBe4’s visibility among business and security professionals.
KnowBe4’s Traffic by Location
| Country | Monthly Visits | % of Total Traffic |
| United States | 65.3K | 67.8% |
| United Kingdom | 6.1K | 6.3% |
| Canada | 4.1K | 4.3% |
| India | 2.6K | 2.7% |
| Australia | 1.7K | 1.8% |
Insights
#1 Dominant U.S. Market: The U.S. accounts for over two-thirds of total traffic, making it the key audience for KnowBe4’s cybersecurity solutions.
#2 Emerging Global Reach: Growth in India, the U.K., and Australia suggests increasing international demand for security awareness training.
KnowBe4’s Technical Health
Core Web Vitals (Desktop):
Largest Contentful Paint (LCP): 1.3s (Good)
Cumulative Layout Shift (CLS): 0.07 (Moderate)
Interaction to Next Paint (INP): 44ms (Excellent)
Source: PageSpeed Insights
Performance Highlights
#1 With an LCP of 1.3s, KnowBe4 ensures a smooth experience for users accessing key content quickly.
#2 A CLS of 0.07 indicates some movement in page elements, which could be optimized for a more stable user experience.
Paid Ad Keywords That Drive Conversion
KnowBe4 is bidding on “knobe4,” likely to capture traffic from misspellings of its brand name.
Top Keywords KnowBe4 Is Bidding On:
#1 “knobe4”
#2 “security training software”
#3 “cyber security end user training”
#4 “annual security training”
#5 “test employees phishing”
#6 “info security training”
#7 “phishing course”
Insights
#1 Targeting Compliance Needs: Keywords like “annual security training” align with mandatory cybersecurity training requirements for businesses.
#2 Phishing Awareness Focus: “Test employees phishing” and “phishing course” highlight KnowBe4’s emphasis on security awareness and simulation training.
5 Reasons KnowBe4 Get 65K+ Organic Monthly Visits
#1 How KnowBe4 Dominates Security Awareness & Phishing SERPs Without Feeling Like a “Tool”
In two ultra-competitive, high-intent spaces; “security awareness training” (3.5K volume) and “phishing testing” (150 volume).
KnowBe4 holds top-ranking pages with strong traffic value ($11.1K + $7.2K) and thousands of backlinks. They’re not just ranking; they’re pulling leads on autopilot.
What KnowBe4 Did Right:
- Split the Intent: Instead of combining training + testing, they created dedicated pages that nail separate use cases. This boosts clarity for both users and Google.
- Free Tool as a Trojan Horse: Their phishing page leads with a free test; not a sales pitch. That converts curiosity into pipeline.
- Strong Topical Authority: High DR + dense internal linking + optimized keyword clusters = unbeatable domain + page strength.
SaaS Playbook: Things To Learn
● Backlink Magnet Pages: Invest in link-worthy content with tools, stats, and thought leadership. DR 80+ doesn’t come from blog fluff.
● Segment by Intent, Not Feature: One use case per page. Don’t make users (or Google) guess.
● Turn “Free” into a Funnel: Gate your tools behind an email or follow-up CTA. Free doesn’t mean valueless.
#2 Winning Niche and Broad-Volume Keywords with Surgical Precision
KnowBe4 ranks #1 for “locky ransomware” (niche, 200 volume) and #1 for “spear phishing” (massive, 15K volume).
Despite only 9 domains linking to the Locky page, and a DR of 81, it still ranks; proving intent trumps volume when done right.
What KnowBe4 Did Right:
- Topical Deep Dives: The “Locky Ransomware” page is a focused explainer. It’s not broad; it’s a laser-targeted glossary for a specific threat.
- Evergreen Meets Timely: “Spear phishing” is timely + evergreen. Their content balances timeless definitions with up-to-date threats.
- Smart Internal Linking: They funnel link equity from broader assets into these niche pages to lift low-backlink content.
SaaS Playbook: Things To Learn
- Own the Long Tail: Don’t ignore low-volume keywords like “Locky ransomware.” These bring problem-aware users ready to convert.
- Build Topical Clusters: Broad keyword? Create a hub (e.g., “Spear Phishing”) and surround it with spokes (e.g., “CEO fraud,” “email spoofing,” “spear phishing vs phishing”).
- Anchor with Authority Pages: Use your high-DR content to strategically link to newer, niche pages and lift their rank faster.
Learning:
You don’t need thousands of backlinks to rank; you need intent alignment + smart internal structure. KnowBe4 proves that.
Whether it’s a 15K keyword or a 200-volume one, the same strategy works: own the conversation before competitors even start talking.
#3 Ranking for Long-Winded Questions and Timely Attack Jargon
They nailed position #1 (featured snippet) for the exact-match query:
“which of the following are examples of social engineering attacks? (select two.)”; despite it being a 14-word search with just 100 volume.
Also ranking top 5 for “CEO fraud” (700 volume), they show how to target both quiz-style queries and threat-specific keywords on the same site, with completely different content angles.
What KnowBe4 Did Right:
- Featured Snippet Targeting: The page answers the quiz-style question in one crisp sentence. Google loves that; and so do confused users.
- Jargon Translation: Their “CEO fraud” page breaks down complex security lingo into plain language for non-tech audiences.
- Volume ≠ Value: They’re not chasing keyword volume; they’re chasing user relevance. That’s why both high and low-volume pages rank and convert.
SaaS Playbook: Things To Learn
- Create “Answer Box” Content: Write for featured snippets by using clear, structured answers near the top (especially for long-tail queries).
- Map Keyword Type to Content Format:
- Long question = FAQ or glossary snippet
- Jargon = Deep-dive blog or whitepaper teaser
- Build Authority Around Micro-Intents: Own small, intent-heavy SERPs like “CEO fraud” to become the default source for layered threat topics.
Takeaway:
This is intent-layered SEO in action. KnowBe4 isn’t just winning on volume or backlinks; they’re winning by solving specific problems for different user intents, whether it’s a student taking a quiz or a CISO googling “CEO fraud”.
#4 Targeting Compliance-Driven Searches
KnowBe4 isn’t just after general cybersecurity terms. They bid on “annual security training” and “info security training”, tapping into businesses searching for mandatory compliance solutions.
Learning: If compliance plays a role in your industry, your SEO and PPC strategy should reflect that. These aren’t just searches; they’re budgeted business needs.
Ready to Turn Your SEO Into a Lead-Generating Machine?
At Concurate, we build expert-led content that turns search curiosity into real sales conversations.
We specialize in creating assets that win bottom-funnel searches, educate technical buyers, and position your brand as the first choice instead of just another option.
Whether it is strategic pillar pages, compliance-driven explainers, or case studies that answer real buying questions, we focus on what actually moves your pipeline forward.
If you want SEO that fills your pipeline with ready-to-convert buyers, not just traffic reports, let’s talk.
Book a strategy call with Concurate today.
Disclaimer:
This article is an independent analysis based on publicly available data regarding KnowBe4’s SEO strategy. It is not endorsed by, affiliated with, or sponsored by KnowBe4 Inc. All trademarks mentioned are the property of their respective owners.
