You don’t need to outwrite your competitors.
You need to out-reassure them.
LastPass pulls in 219,000+ monthly visits, not by flooding the internet with content; but by focusing on ultra-anxious, searches like “online password manager” and #1 for “password generator free”.
This isn’t a blog strategy.
It’s a trust recovery engine.
While most security SaaS brands play it safe with “thought leadership,” LastPass leans into the mess:
● A full-blown breach hub ranking for negative keywords
● Transparent, utility-first pages that turn bad press into traffic
● SEO built for the skeptical, not the curious
And here’s what’s wild:
They’re still ranking with sub-1,000 word pages, minimal backlinks, and no flashy visuals.
Just clarity, intent-match, and relentless empathy.
If you’re a CMO or content lead in the security space, this teardown will show you:
● How LastPass turned damage control into a traffic moat
● What types of “bad news” content Google actually rewards
● Why leaning into trust gaps beats chasing traffic
The Numbers That’ll Make You Rethink Your Content Strategy
| Organic Traffic (Monthly) | 898K |
| Domain Rating (DR) | 88 |
| Backlinks | 795K |
And the traffic they’re pulling? It’s not fluff. It’s high-intent, pain-aware, conversion-ready.
If you’re a SaaS CMO and your site isn’t doing at least 10% of that… your pipeline is leaking.
How LastPass Captures Traffic: Breaking Down the Sources
#1 Branded searches: 462.4K visits (Users already familiar with the brand)
#2 Non-branded searches: 436K visits (Capturing users before they know the brand)
#3 Informational searches: 39.4K visits (Users seeking knowledge and insights)
#4 Navigational searches: 468.7K visits (Users looking for a specific website or page)
#5 Commercial searches: 84.3K visits (Users researching before making a purchase)
What’s Fueling the Machine? (It’s Not What You Think)
You’d expect a blog to be doing the heavy lifting, right?
Wrong.
Here’s the breakdown of their top traffic pages:
| Page | Keyword | Position | Monthly Traffic |
| https://www.lastpass.com/ | lastpass | 1 | 406,188 |
| https://www.lastpass.com/features/password-generator | password generator | 1 | 395,475 |
| https://www.lastpass.com/features/password-generator/comparing-lastpass-to-built-in-password-generators | password generator | 1 | 10,892 |
| https://www.lastpass.com/features/password-generator/frequently-asked-questions | password generator | 1 | 8,261 |
| https://www.lastpass.com/pricing | lastpass pricing | 1 | 5,242 |
| https://www.lastpass.com/password-manager | online password manager | 2 | 3,889 |
| https://www.lastpass.com/solutions/authentication | lastpass authenticator | 1 | 2,778 |
| https://www.lastpass.com/features/password-generator/tips-for-creating-strong-passwords | random password generator | 1 | 2,689 |
| https://www.lastpass.com/features/autofill/google-chrome | lastpass chrome | 2 | 1,959 |
| https://www.lastpass.com/pricing/lastpass-premium-vs-free | lastpass free | 1 | 1,768 |
LastPass’ Top-Performing SEO Pages
#1 The homepage dominates, ranking #1 for “LastPass” and attracting users who already trust the brand.
#2 The Password Generator page pulls in massive traffic, ranking for high-volume queries like “password generator.”
#3 Pricing pages drive conversions, with “LastPass Pricing” securing top rankings for users comparing free vs. premium plans.
Leveraging programmatic SEO can be a game-changer for scaling keyword rankings. See how top brands use programmatic SEO strategies to drive massive organic traffic.
How Lastpass Wins with Search Intent
#1 Security-conscious users find their way through searches like “random password generator,” positioning LastPass as a go-to tool.
#2 Educational content pays off, with FAQ and comparison pages ranking for searches like “LastPass password generator review.”
#3 Utility-driven searches convert, as “LastPass Chrome extension” and “LastPass free vs premium” bring in users evaluating their options.
Lastpass’ Backlink Strategy
| Metric | Value |
| Total backlinks | 795K |
| Referring Domains | 32.3K |
| High-Authority Links | Links from Google, Apple, Microsoft, Wikipedia |
Key Insights
#1 LastPass earns backlinks from tech giants like Google, Apple, and Microsoft, reinforcing its authority in the password management space.
#2 With 32.3K referring domains, LastPass has a broad link network, signaling widespread credibility and relevance across the web.
LastPass’ Traffic by Location
| Country | Monthly Visits | % of Total Traffic |
|---|---|---|
| United States | 915.2K | 38.4% |
| United Kingdom | 192K | 8.1% |
| Brazil | 117.4K | 4.9% |
| Germany | 102.4K | 4.3% |
| India | 87K | 3.7% |
Insights
#1 The U.S. generates nearly 40% of all traffic, making it the biggest audience by far.
#2 The UK, Brazil, Germany, and India collectively contribute over 20% of total traffic, showing international demand.
Traffic Breakdown
| Source | Value |
| Organic Search | 898K |
| Paid Search | 1.4K |
LastPass’ Paid Search Strategy: Targeting High-Intent Users
Targeting high-intent users: Bidding on “lastpass pricing” and “lastpass business” captures users actively considering a purchase.
Top Keywords Lastpass Is Bidding On:
#1 “lastpass pricing”
#2 “lastpass business”
#3 “all passwords”
#4 “lastpass desktop”
#5 “what’s my email password”
#6 “mylastpass”
#7 “password”
Insights:
#1 Covering brand variations: “mylastpass” ensures they don’t lose traffic to branded searches with slight variations.
#2 Solving user problems: “what’s my email password” taps into users in urgent need of password recovery, potentially converting them into LastPass users.
SaaS Founders: Here’s How LastPass Turned a Tool into a Traffic Machine
#1 Keyword Domination with High-Value Tools
Their Password Generator page ranks #1 for “password generator,” pulling in 395K monthly visits.
By targeting a high-volume utility keyword, they capture users early in their security journey and funnel them into LastPass products.
What LastPass Did Right:
● Identified a high-volume keyword tied to a recurring pain (creating strong passwords).
● Built a fast, interactive, mobile-friendly tool.
● Added subtle CTAs and links to their main product offerings.
● Used internal links and backlinks to power it to the top spot.
SaaS Playbook: How to Apply This
● Find utility-based keywords your ICP Googles regularly (e.g., “email uptime checker,” “API response tester”).
● Build a lightweight, value-driven tool around that keyword; solve a real micro-problem.
● Add “power user” features gated behind a signup (e.g., export, save history, team usage).
● Internally link it from blog posts, support docs, and navigation.
A strong content strategy is key to B2B SaaS growth. Learn how a B2B SaaS content marketing agency can help amplify your reach.
#2 Domination with High-Value Tools
LastPass ranks #2 for “online password manager” and #1 for “password generator free”; two highly competitive, high-intent keywords.
By owning these queries, especially with their Password Generator page, LastPass captures massive top-of-funnel traffic while subtly introducing users to their core product.
What LastPass Did Right:
● Identified evergreen, utility-focused keywords with high search volume and intent.
● Created a sleek, fast-loading password generator that solves a real user need.
● Embedded soft CTAs that educate users and link back to the full password manager.
● Earned backlinks from tech blogs, forums, and security sites; boosting domain authority.
SaaS Playbook: How to Apply This:
● Research tools and utilities your ideal customers use weekly; then build one better.
● Optimize the landing page for UX, speed, and mobile-first interaction.
● Add CTAs that align with product adoption, not just newsletter signups.
● Promote the tool through integrations, product tours, and relevant help center articles.
Takeaway:
If you can solve a real pain point in under 30 seconds; and tie it back to your core product; your tool becomes a conversion magnet.
#3 Strategic Paid Search to Capture Buyers
LastPass isn’t just relying on organic traffic. They bid on “LastPass pricing” and “LastPass business” to target users actively looking to subscribe, ensuring they don’t lose potential customers to competitors.
What LastPass Did Right:
● Protected branded queries from competitors by running targeted search ads.
● Prioritized bottom-of-funnel keywords (e.g., pricing, business use case, comparison).
● Aligned ad copy with landing page content for high Quality Scores.
● Avoided wasteful spend on cold, TOFU queries.
SaaS Playbook: How to Apply This
● Run Google Ads for your top branded and competitor-alternative keywords.
● Write ad copy that mirrors the search intent (“Compare plans,” “See pricing,” “Try free”).
● Direct traffic to optimized landing pages; not your homepage.
● Retarget visitors who bounce from pricing and comparison pages with limited-time offers.
Example from SaaS: ClickUp bids on “ClickUp vs Asana”; and sends users to a killer comparison page that highlights exactly why they win. Copy their content strategy.
Takeaway: Don’t let Google send your buyers to your rivals. Defend your turf with precision.
Want to Turn SEO Into a Revenue Channel; Not a Cost Center?
LastPass isn’t winning SEO because they publish more.
They win because every piece is intentional. Strategic. Conversion-focused.
That’s what we do for B2B SaaS brands like yours.
At Concurate, we help high-growth SaaS companies:
- Capture buyer intent before competitors even realize it exists
- Turn pricing pages, free tools, and blogs into qualified pipeline
- Build backlink-worthy assets that skyrocket rankings and trust
- Align SEO with GTM; not just keywords, but messaging and monetization
If your blog traffic looks decent but conversions are flat…
Or worse; if you’ve sunk time and budget into SEO that’s gone nowhere…
Let’s change that.
Book a free teardown of your SEO strategy.
We’ll send back 3 high-leverage wins tailored to your business. No fluff. No AI noise. No upsell.
Just real insights that move the needle.
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.
