Your competitors are stealing your leads.
Not with better products. Not with bigger budgets. But with SEO.
They’re ranking for the keywords your buyers search before they even realize they need you.
Meanwhile, your content? Invisible.
You’ve published blogs, optimized pages, even thrown money at paid ads; but the traffic just isn’t coming.
Yet, Progress Software pulls in 86,000+ organic visits per month from high-intent buyers. They’ve cracked the code, turning SEO into a predictable lead-gen machine while everyone else fights over scraps.
In this teardown, we’ll break down exactly how they did it; and how you can steal their playbook to drive demos, trials, and revenue, without tripling your budget.
Progress Software’s SEO Snapshot: The Numbers That Matter
| Organic Traffic (Monthly) | 86.4K |
| Domain Rating (DR) | 84 |
| Backlinks | 16.9M |
How Progress Software Captures Traffic: Breaking Down the Sources
#1 Branded searches: 46K visits (Users already familiar with the brand)
#2 Non-branded searches: 40.3K visits (Capturing users before they know the brand)
#3 Informational searches: 82.7K visits (Users seeking knowledge and insights)
#4 Navigational searches: 24.3K visits (Users looking for a specific website or page)
#5 Commercial searches: 42K visits (Users researching before making a purchase)
Top Pages Driving Traffic for Progress Software
| Page | Keyword | Position | Monthly Traffic |
| Undo, Redo, and Shortcut Keys | redo shortcut | 4 | 17,690 |
| Homepage | progress | 1 | 15,708 |
| MOVEit | moveit | 1 | 8,546 |
| AES-256 Encryption | aes 256 | 2 | 4,177 |
| ISO 8601 Date Format | iso 8601 format | 1 | 2,999 |
| Sitefinity CMS | sitefinity | 1 | 2,845 |
| Serveur SFTP | serveur sftp | 1 | 2,719 |
| SFTP Server | sftp server | 2 | 2,220 |
| MarkLogic | marklogic | 1 | 1,626 |
| SFTP Server (German) | sftp | 1 | 999 |
Progress Software’s Key Traffic Drivers
#1 The Undo, Redo, and Shortcut Keys page dominates, ranking #4 for “redo shortcut” and pulling in users looking for quick productivity hacks.
#2 The MOVEit page drives targeted traffic, securing the #1 spot for “moveit” and attracting professionals in secure file transfer.
#3 Their Homepage alone brings over 15K traffic each month. A well-optimized homepage is a game-changer. See how top SaaS brands craft high-converting homepages in this breakdown of kickass SaaS homepages.
Progress Software Wins with Search Intent
#1 Developers and IT pros rely on Progress, with the ISO 8601 Date Format page ranking #1 for “iso 8601 format” and serving a niche audience.
#2 Niche technical guides pay off, as the SFTP Server resource ranks #2 for “sftp server,” drawing in infrastructure specialists.
#3 Localization efforts expand reach, with the Serveur SFTP page ranking #1 for “serveur sftp,” catering to French-speaking users.
Progress Software’s Profile: How They Build Authority
| Metric | Value |
| Total backlinks | 16.9M |
| Referring Domains | 14.8K |
| High-Authority Links | Links from Apple, Wikipedia, Microsoft, Amazon, Adobe |
Insights
#1 With 16.9M backlinks and links from authoritative sites like Apple, Microsoft, and Wikipedia, Progress Software benefits from trust signals that reinforce its expertise in tech and enterprise solutions.
#2 Despite having fewer referring domains (14.8K) than some competitors, its links come from high-value sources, indicating quality over quantity in its backlink profile.
Progress Software’s Traffic by Location
| Country | Monthly Visits | % of Total Traffic |
| United States | 32.7K | 37.8% |
| India | 19.4K | 22.5% |
| Japan | 3.6K | 4.2% |
| United Kingdom | 3.6K | 4.2% |
| France | 3K | 3.5% |
Insights
#1 The United States (37.8%) and India (22.5%) account for over 60% of total traffic, making them key focus markets for Progress Software’s SEO strategy.
#2 Traffic in Japan and the United States has dropped, suggesting a need to reassess ranking factors and keyword performance in these regions.
Progress Software’s Technical Health
Core Web Vitals (Desktop):
Largest Contentful Paint (LCP): 1.5s (Good)
Cumulative Layout Shift (CLS): 0.03 (Great)
Interaction to Next Paint (INP): 63ms (Excellent)
Source: PageSpeed Insights
#1 With an LCP of 1.5s, Progress Software’s desktop pages load quickly, ensuring a smooth user experience and better engagement.
#2 A CLS of 0.03 means users experience stable pages with no disruptive jumps, improving readability and navigation.
Traffic Breakdown
| Source | Value |
| Organic Search | 86.4K |
| Paid Search | 264 |
Paid Ad Keywords That Drive Conversion
Bidding on “ODBC Driver 18 for SQL Server” suggests a focus on attracting developers and IT professionals managing databases.
Top Keywords Progress Software Is Bidding On:
#1 “odbc driver 18 for sql server”
#2 “zyro”
#3 “file sharing platforms”
#4 “mft server”
#5 “large file sender”
#6 “ws_ftp server”
#7 “file share software”
Insights
#1 Keywords like “MFT server” and “large file sender” show a strong push toward managed file transfer and secure sharing solutions.
#2 The bid on “Zyro”, a website builder, hints at capturing users exploring digital tools beyond traditional enterprise software.
The Silent SaaS SEO Machine: What Progress Software Knows That 90% of Founders Don’t
#1 Own High-Intent Niche Queries (Even if They Aren’t Product-Focused)
Progress Software ranks #4 for “redo shortcut“, bringing in 17.6K visits per month. This isn’t a product page; it’s a high-intent query that developers and IT professionals search for daily.
What Progress Software Did Right:
● Captured developer and IT search intent with ultra-specific guides.
● Built long-form, practical content that directly answers user queries.
● Positioned itself as a go-to resource for niche technical problems.
SaaS Playbook: How to Apply This
● Embed a lead magnet (eBook, checklist, webinar invite) inside high-traffic blogs to capture emails.
● Identify non-product queries that your target audience searches (e.g., “best cybersecurity frameworks,” “data compliance best practices,” etc.).
● Build a top-ranking guide by writing a 2,000+ word expert-driven article answering these queries.
● Use internal links to push traffic from these guides to your core product pages.
Example from SaaS:
HubSpot ranks for “marketing automation tools” and converts traffic with a free template offer inside the article. Do the same.
Takeaway: Capture search traffic before competitors even realize it exists.
#2 Convert Searchers into Buyers with Commercial Pages
Progress Software isn’t just getting traffic; it’s converting it. Their MOVEit page ranks #1, targeting professionals searching for secure file transfer solutions.
What Progress Software Did Right:
● Optimized commercial pages for transactional intent.
● Used high-traffic blog posts to drive internal links to product pages.
● Matched search intent with clear CTAs (“Buy Now,” “Compare,” “Learn More”).
SaaS Playbook: How to Apply This
- Turn your highest-traffic blog pages into conversion funnels by adding:
a) A CTA banner at the top (e.g., “See how [Product] automates this”)
b) A mid-article lead magnet (e.g., “Download our SaaS Growth Playbook”)
c) A final CTA linking directly to the relevant product page
Example from SaaS:
Zapier ranks for “automation tools” and adds a “Start Free Trial” CTA in every high-traffic guide. Copy this for Programmatic SEO.
Takeaway: Buyers don’t browse; they search. Make sure they find exactly what they need.
#3 Dominate Multilingual SEO for Global Reach
Progress Software ranks #1 for “sftp server” and other key terms in French and German markets, expanding its reach beyond English-speaking users.
What Progress Software Did Right:
● Built dedicated subdirectories (/fr, /de) instead of just translating pages.
● Localized content for regional search intent (not just language).
● Prioritized visibility in country-specific search engines (Google.fr, Google.de).
How You Can Apply This:
● Start with one high-value country, build, optimize, then scale.
● Use native-language testimonials, pricing, and legal notices.
● Get local backlinks (industry blogs, regional tech sites) to boost authority.
Takeaway: Win one international market first; then scale it across regions.
Content marketing fuels organic growth, and brands like Blink prove how strategic content can drive engagement. Explore their content strategy that wins in organic search.
#4 Build Authority with Industry-Specific Guides
Progress Software’s ISO 8601 Date Format page ranks #2, pulling in thousands of visits from developers searching for time format standards.
What Progress Software Did Right:
● Created technical guides answering industry-specific questions.
● Published glossary pages for cybersecurity and IT terms (perfect for SEO).
● Optimized content for informational queries, not just sales.
How You Can Apply This:
● Build a glossary of key industry terms (perfect for attracting researchers).
● Publish in-depth, 2,000+ word technical guides that solve real user problems.
● Link these resources to your product pages for seamless conversion.
Takeaway: Authority isn’t claimed; it’s earned through educational, high-value content.
The SaaS SEO Shortcut: What You Can Copy from Progress Software Right Now
Here’s how you can apply Progress Software’s playbook to your own SaaS company today:
- Identify & rank for high-intent queries in your industry.
- Optimize commercial pages for buying intent (not just traffic).
- Implement multilingual SEO to expand into global markets.
- Earn high-value backlinks from top SaaS and tech sites.
Ready to 10X your SaaS growth with SEO? Get a free analysis of your current SEO strategy.
Let’s make your SEO work like Progress Software’s; without their budget.
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.
