Every time a decision-maker Googles “agile development” or “functional testing,” they’re landing on OpenText’s site; not yours.
Whether it’s “What is DAST?” or “How does RightFax work?”, OpenText shows up among the top results, educates your prospects, and subtly positions their solutions as the obvious next step. By the time your sales team gets a lead, OpenText has already shaped how they think.
This is how category leaders dominate; and how most SaaS companies lose deals before the first touch.
But OpenText’s SEO playbook isn’t bulletproof. In fact, it’s replicable; and beatable.
In this teardown, we’ll reverse-engineer how OpenText captures 88K+ organic visits a month, outranks on high-value keywords with minimal backlinks, and converts TOFU content into enterprise pipeline.
Then, we’ll show you exactly how to outsmart them.
Let’s break down how they win; and how you take their spot.
OpenText’s SEO Snapshot: The Numbers That Matter
| Organic Traffic (Monthly) | 88.6K |
| Domain Rating (DR) | 85 |
| Backlinks | 1.7M |
How OpenText Captures Traffic: Breaking Down the Sources
#1 Branded searches: 40.2K visits (Users already familiar with the brand)
#2 Non-branded searches: 48.4K visits (Capturing users before they know the brand)
#3 Informational searches: 73.8K visits (Users seeking knowledge and insights)
#4 Navigational searches: 21.7K visits (Users looking for a specific website or page)
#5 Commercial searches: 38.7K visits (Users researching before making a purchase)
Top Pages Driving Traffic for OpenText:
| Page | Keyword | Position | Monthly Traffic |
| opentext.com | opentext | 1 | 14,706 |
| opentext.com/what-is/agile-development | agile development | 2 | 10,215 |
| opentext.com/what-is/dast | dast | 1 | 4,056 |
| opentext.com/about/brands/microfocus | microfocus | 1 | 3,635 |
| opentext.com/products/forensic | encase download | 1 | 2,967 |
| opentext.com/products/fax | rightfax | 1 | 2,463 |
| opentext.com/what-is/insider-threat | what is an insider threat | 4 | 1,941 |
| opentext.com/what-is/functional-testing | functional testing | 2 | 1,872 |
| opentext.com/what-is/chaos-engineering | chaos engineering | 2 | 1,861 |
| opentext.com/products/filr | filr | 10 | 1,534 |
OpenText’s Traffic Powerhouses
#1 The homepage is a strong authority hub, ranking #1 for “OpenText” and pulling in users already familiar with the brand.
#2 Educational pages drive traffic, with “What is Agile Development?” securing a top spot for high-intent searches.
#3 Security-related content brings in niche audiences, with “What is DAST?” ranking #1 for users exploring security testing. A focused approach, similar to how ESET tailors its content strategy, ensures that every page serves a specific intent.
OpenText Wins with Search Intent
#1 Product pages convert, with “Microfocus” and “Encase Forensic” capturing searchers looking for specific solutions.
#2 Knowledge-driven pages rank well, like “What is an Insider Threat?” drawing cybersecurity-conscious users.
#3 Utility-focused searches lead to engagement, as “RightFax” and “Release Management” pages cater to practical needs.
Their ability to attract and retain enterprise users reflects the importance of having a well-defined SaaS adoption strategy that drives growth.
OpenText’s Profile: How They Build Authority
| Metric | Value |
| Total backlinks | 1.7M |
| Referring Domains | 12.3K |
| High-Authority Links | Links from Amazon, Apple, Wikipedia, Microsoft |
Insights
#1 OpenText isn’t just collecting backlinks; it’s earning them from tech leaders like Amazon, Apple, and Microsoft. That kind of validation cements its authority in enterprise software.
#2 With 12.3K domains linking back, OpenText’s influence isn’t limited to one niche. Its footprint spans cybersecurity, AI, and digital transformation, making it a recognized force across industries.
OpenText’s Traffic by Location
| Country | Monthly Visits | % of Total Traffic |
| United States | 88.6K | 34.1% |
| India | 43.6K | 16.8% |
| Korea | 17.8K | 6.9% |
| Canada | 16.4K | 6.3% |
| United Kingdom | 10.4K | 4.0% |
Insights
#1 The U.S. dominates OpenText’s traffic, contributing over a third of all visits, showing strong demand in its home market.
#2 Korea’s traffic surge (+12K) signals a growing interest, possibly due to expanding digital transformation efforts in the region.
OpenText’s Technical Health
Core Web Vitals (Desktop):
Largest Contentful Paint (LCP): 1.7s (Good)
Cumulative Layout Shift (CLS): 0.01 (Excellent)
Interaction to Next Paint (INP): 57s (Excellent)
Source: PageSpeed Insights
What This Means
#1 Pages load fast, keeping users engaged. No frustrating delays.
#2 Clicking around feels instant. Smooth, lag-free interactions.
Traffic Breakdown
| Source | Value |
| Organic Search | 88.6K |
| Paid Search | 441 |
Paid Ad Keywords That Drive Conversion
Heavy focus on fax-related terms. OpenText is reinforcing its authority in secure document transmission.
Top Keywords OpenText Is Bidding On:
#1 “xmedius fax”
#2 “opentext xm fax”
#3 “xmedius support”
#4 “opentext rightfax support”
#5 “open text fax”
#6 “how does rightfax work”
#7 “easylink fax”
Insights
#1 Branded keywords dominate. Users searching already know OpenText’s solutions.
#2 Queries like “how does RightFax work” show an effort to capture informational intent, not just transactional.
How You Can Outrank and Outconvert Big Names
#1 Educational Content That Ranks and Converts
OpenText ranks #2 for both “functional testing” and “agile development”; two core software development queries with 9K+ search volume each. Their play? Creating timeless, utility-driven explainers that attract decision-makers, not just browsers.
What OpenText Did Right:
● Positioned themselves as an authoritative source with deep-dive educational pages, not blog posts
● Targeted high-volume, evergreen keywords like “functional testing” (9K) and “agile development” (9.1K)
● Earned featured snippets by clearly answering the “what is” and “why it matters” questions
● Ranked with fewer backlinks (only 114 and 45 referring domains) by matching search intent with utility
SaaS Playbook: How to Apply This
● Audit your core industry terms and “what is” questions; build high-authority, evergreen content hubs around them
● Format for featured snippets: define terms early, use clear headings, and structure content in digestible sections
● Don’t ignore older, foundational topics; they still pull search volume and signal thought leadership
● Link internally from product pages and blogs to these guides to build topical authority
Example from SaaS:
Atlassian ranks for “agile project management” by offering an evergreen guide that directly links to Jira; turning educational content into a subtle but powerful product funnel. Learn from their SEO strategy.
Takeaway:
Evergreen content isn’t boring; it’s strategic. OpenText shows that ranking for industry-defining terms builds brand authority, earns trust, and keeps driving traffic long after launch.
#2 Winning Security Searches with Niche Authority
OpenText ranks #1 for “what is SAST” and #2 for “DAST”; two security-critical keywords buyers Google when vetting tools. With just a handful of backlinks, they dominate SERPs that influence real buying decisions.
What OpenText Did Right:
● Created clear, glossary-style landing pages that directly answer “What is SAST?” (600 monthly searches) and “DAST” (5.6K monthly searches)
● Captured the featured snippet for both terms, driving qualified, bottom-funnel traffic
● Their SAST page ranks #1 with just 13 referring domains and a traffic value of $4.9K/month
● The DAST page ranks #2 with 45 monthly visits and a traffic value of $35.2K/month; and again, only 16 backlinks
● Optimized for comprehension and buyer relevance rather than word count or fluff
SaaS Playbook: How to Apply This
● Audit your vertical for acronym-driven, technical queries your buyers need to understand
● Turn each one into a mini landing page; short, punchy, schema-enhanced definitions that win featured snippets
● Link from blog posts, product pages, and help docs to give these glossary pages internal authority
● Use these pages to bridge awareness and consideration; add CTAs like “See how [Product] solves this”
Takeaway:
Sometimes, the highest ROI doesn’t come from broad traffic; it comes from owning a crucial definition your buyers need to understand before they convert.
#3 Own the Top of Funnel with Educational Hubs That Build Authority
OpenText ranks #2 for “functional testing” (9.0K volume) and “agile methodology in software testing“; dominating key awareness-stage queries that influence enterprise tech buyers.
What OpenText Did Right:
● Built an authoritative “What Is” content hub that captures high-volume, evergreen definitions across QA, DevOps, and software testing
● Secured the featured snippet for “functional testing” with a concise, structured explanation; driving 2.1K monthly visitors from a single page
● Their Agile Development page pulls 8.9K visits/month and ranks for 696 keywords, with a search value of $17.2K+
● Targeted high-intent educational terms like “agile methodology in software testing” that blend curiosity with evaluation intent
SaaS Playbook: How to Apply This
● Identify your industry’s foundational concepts; especially those related to features your product supports (e.g., “API testing,” “role-based access”)
● Turn each concept into its own definition page; clear headers, examples, schema markup, and internal CTAs
● Link these pages together into a knowledge hub, and connect them to product use cases and solution pages
● Use them to capture first-click attention, then retarget readers with lead magnets, email flows, or remarketing
Takeaway:
The fastest path to top-of-funnel dominance isn’t trendy blogs; it’s owning definitions your ICP already searches. Teach first, convert second.
Your Buyers Are Searching. Are You Showing Up?
You’ve built a great product. Maybe even the best in your category.
But here’s the truth:
If your ideal customers can’t find you when they’re searching, it doesn’t matter how good your product is.
Chances are, you’re:
Getting outranked by competitors who say less; but show up more
Spending hours creating content that doesn’t move pipeline
Missing high-intent keywords your buyers actually use
That’s where we come in.
At Concurate, we help SaaS and cybersecurity companies turn content into a competitive edge; by making sure the right people find you before they find your competitors.
Curious how your content’s really performing?
We’ll do a free teardown of your top 3 pages; showing exactly what’s working, what’s not, and what to fix to start ranking and converting better.
No fluff. No “book a call” pressure. Just real insights you can use.
Connect with us today!
Disclaimer:
This article is an independent analysis based on publicly available data regarding OpenText’s SEO strategy. It is not endorsed by, affiliated with, or sponsored by OpenText Inc. All trademarks mentioned are the property of their respective owners.
