While most security SaaS companies focus on blog volume, Okta’s pulling in 325,000+ monthly visits by going deep on what actually converts:
● High-intent keywords like “IP stresser” and “authentication vs authorisation”
● Product-led pages that double as documentation
● Content built for security engineers; not just search engines
This isn’t content for content’s sake. It’s content that secures pipeline.
This teardown breaks down:
→ How Okta’s leanest pages punch way above their weight
→ The exact types of search terms that bring in qualified traffic
Key Metrics Driving Okta’s Growth
| Organic Traffic (Monthly) | 329K |
| Domain Rating (DR) | 90 |
| Backlinks | 1.5M |
Where Okta’s Search Traffic Comes From
#1 Branded searches: 263.9K visits (Users already familiar with the brand)
#2 Non-branded searches: 65.5K visits (Capturing users before they know the brand)
#3 Informational searches: 291.4K visits (Users seeking knowledge and insights)
#4 Navigational searches: 247.4K visits (Users looking for a specific website or page)
#5 Commercial searches: 25.2K visits (Users researching before making a purchase)
Key Learning: Owning branded searches is a massive advantage; but Okta also pulls significant traffic from informational and commercial searches, making their strategy well-rounded.
Okta’s Highest-Performing Pages
| Page | Keyword | Position | Monthly Traffic |
| Okta Homepage | okta | 1 | 243,386 |
| IP Stresser Guide | ip stresser | 1 | 13,000 |
| Pricing Page | okta pricing | 1 | 11,301 |
| 502 Bad Gateway Meaning | 502 bad gateway meaning | 2 | 8,531 |
| Careers Page | okta careers | 1 | 6,463 |
| Workday Integration | okta chipotle | 5 | 2,397 |
| MGM Resorts Case Study | mgm okta login | 2 | 2,160 |
| Okta Logos & Media | okta icon | 1 | 1,923 |
| LDAP Guide | ldap meaning | 1 | 1,831 |
| SSO for Workforce Identity | okta sso | 1 | 1,739 |
How Okta Captures High-Intent Traffic
#1 The homepage dominates, ranking #1 for “Okta” and drawing in users familiar with the brand.
#2 The IP Stresser guide taps into security concerns, ranking #1 and pulling in those searching for stress testing tools.
#3 The Pricing Page converts, attracting visitors actively evaluating Okta’s solutions.
This blend of brand strength and educational content is something Klarna does well too; see how they turn content into conversions.
Why Okta’s SEO Strategy Works?
#1 Security-focused educational content works, with pages like “502 Bad Gateway Meaning” ranking for troubleshooting queries.
#2 Strategic integrations drive interest, as the Workday Integration page ranks for company-specific searches.
#3 Career searches bring in talent, with the Careers Page ranking #1 for “Okta Careers.”
How Okta Builds Authority with 1.5M Backlinks
| Metric | Value |
| Total backlinks | 1.5M |
| Referring Domains | 20.5K |
| High-Authority Links | Links from Wikipedia, Apple, Microsoft |
Insights
#1 With 1.5M backlinks from 20.5K referring domains, Okta benefits from a strong and diverse backlink profile, reinforcing its authority in identity and access management.
#2 Backlinks from Wikipedia, Apple, and Microsoft signal credibility, as these high-trust domains rarely link out without strong relevance and authority.
Okta’s Traffic by Location
| Country | Monthly Visits | % of Total Traffic |
| United States | 329.4K | 54.2% |
| India | 50.1K | 8.2% |
| France | 24.3K | 4.0% |
| United Kingdom | 24.3K | 4.0% |
| Germany | 21.9K | 3.6% |
Insights
#1 The United States drives over half (54.2%) of Okta’s traffic, making it the clear primary market for identity and access solutions.
#2 While the US leads, significant traffic from India, France, the UK, and Germany highlights Okta’s global reach in cybersecurity and authentication.
Where Okta’s Global Traffic Comes From?
| Source | Value |
| Organic Search | 329K |
| Paid Search | 518 |
Okta’s Paid Search Strategy: Defending Their Brand & Capturing Buyers
Okta is bidding on “okta.com” and “okta customer service” to ensure users looking for official resources land on their site, not competitors.
Top Keywords Okta Is Bidding On:
#1 “fido passkey”
#2 “federated seo”
#3 “okta.com”
#4 “okta customer service”
#5 “pkta”
#6 “universal directory”
#7 “okta sso login”
Insights:
#1 Keywords like “fido passkey” and “okta sso login” show a strong push toward secure login solutions and authentication services.
#2 Terms like “federated SEO” and “universal directory” indicate Okta’s focus on attracting enterprise users searching for specialized identity management solutions.
What SaaS Founders Can Learn from Okta’s SEO Masterclass
#1 Leveraging Technical Guides for SEO Wins
Security-focused guides like “IP Stresser” and “502 Bad Gateway Meaning” help Okta attract high-intent traffic.
This aligns with the They Ask, You Answer approach; where brands build trust by answering user queries directly.
What Okta Did Right:
● Picked queries real engineers search in the middle of fire drills.
● Published detailed technical explainers, not surface-level summaries.
● Connected blog content back to their security platform with internal CTAs.
SaaS Playbook: Things To Learn
● Survey your support tickets, Slack channels, or product forums for pain points.
● Write detailed “break/fix” content (e.g., troubleshooting, error codes, how-tos).
● Include visuals like request headers, diagrams, and CLI examples.
● Add a contextual CTA (e.g., “Secure your API with [Product]”); no pop-ups.
Takeaway: Create content that solves technical pain points in your niche. Troubleshooting guides and security insights drive high-intent traffic.
#2 Pricing Pages That Convert Searchers
The Okta Pricing Page ranks #1 for “Okta Pricing” and brings in 11K+ visitors per month. This ensures that users actively researching costs land directly on Okta’s official pricing page; before they check a competitor.
What Okta Did Right:
● Matched search intent with transparent, scannable pricing.
● Included FAQs, plan comparisons, and clear upgrade paths.
● Used keyword-rich metadata and H1s to secure the top spot.
SaaS Playbook: Things To Learn
● Your pricing page should rank for “[Brand] pricing,” “[Product] cost,” and “[Tool] plans.”
● Use comparison tables and toggle buttons for monthly/annual plans.
● Add internal links from blogs like “How to choose the right [Tool]” to drive traffic to pricing.
● Add micro-CTAs inside pricing rows (“Get a Quote,” “Start Free Trial”).
Takeaway: If pricing is a key decision factor in your industry, make sure your pricing page is optimized to rank for cost-related queries.
#3 Paid Search to Defend Against Competitors
Okta bids on “okta.com” and “okta customer service” to make sure users searching for their brand land on their site; not a competitor’s ad. They also bid on security-focused keywords like “fido passkey” to capture relevant traffic.
What Okta Did Right:
● Bid on branded keywords to block competitor poaching.
● Ran ads for login and support terms to improve user experience.
● Used paid ads to test messaging and capture non-organic opportunities.
SaaS Playbook: How to Apply This
● Set up a Google Ads campaign for [Brand], [Brand + Login], [Brand + Support].
● Use paid search to protect terms like “[Brand] pricing” or “[Brand] alternatives.”
● Target TOFU queries your SEO hasn’t won yet; test content before investing in blogs.
● Split test CTA variations and promo offers directly in ad copy.
Example from SaaS:
Miro bids on “Miro login” and “Miro alternative”; not just to protect their brand, but to own the entire decision-making funnel, from evaluation to comparison to re-engagement. Steal moves from their content strategy.
Takeaway: If your competitor is showing up when someone Googles your name, they’re winning over prospects you’ve already invested in attracting.
Before We Go
At Concurate, we help growth-stage SaaS teams:
● Turn pricing pages into your best-performing acquisition asset
● Create content that speaks your buyer’s language (not fluff)
● Rank for intent-rich terms your competitors haven’t even seen yet
● Build SEO engines that fill pipeline; not just traffic reports
If you’re tired of content that doesn’t convert, rankings that don’t stick, and traffic that doesn’t mean revenue; let’s change that.
Book a free SEO teardown. No sales pitch. No fluff.
Just 3 high-leverage moves tailored to your site that you can execute right away.
Disclaimer:
This article is an independent analysis based on publicly available data regarding Okta’s SEO strategy. It is not endorsed by, affiliated with, or sponsored by Okta Inc. All trademarks mentioned are the property of their respective owners.
