Your product automates what used to take teams hours.
But your buyers? They’re finding Red Hat instead of you.
You’ve published deep dives on CI/CD, DevOps pipelines, and cloud security. But your blog? It’s almost nothing. Google’s not showing your pages; Red Hat’s are ranking instead.
They’re pulling in 1.3 million+ monthly visits by owning high-intent keywords like “Openshift,” “Ansible,” and “What is CI/CD”; long before buyers ever hit a sales call.
This teardown breaks down exactly how Red Hat does it; and how you can clone their SEO engine to take back visibility, traffic, and pipeline without hiring a huge content team.
Red Hat’s SEO Snapshot: The Numbers That Matter
| Organic Traffic (Monthly) | 1.3M |
| Domain Rating (DR) | 91 |
| Backlinks | 13.6M |
How Red Hat Captures Traffic: Breaking Down the Sources
#1 Branded searches: 634.8K visits (Users already familiar with the brand)
#2 Non-branded searches: 638.5K visits (Capturing users before they know the brand)
#3 Informational searches: 1.2M visits (Users seeking knowledge and insights)
#4 Navigational searches: 212.2K visits (Users looking for a specific website or page)
#5 Commercial searches: 340.3K visits (Users researching before making a purchase)
Traffic MVPs: Top Pages Driving Red Hat’s Success
| Page | Keyword | Position | Monthly Traffic |
| redhat.com/en | red hat | 1 | 74,585 |
| redhat.com/en/technologies/cloud-computing/openshift | openshift | 2 | 49,096 |
| redhat.com/en/ansible-collaborative | ansible | 2 | 43,762 |
| redhat.com/en/topics/api/what-is-a-rest-api | rest api | 3 | 39,784 |
| redhat.com/en/topics/devops/what-is-ci-cd | cicd | 2 | 35,789 |
| redhat.com/en/technologies/linux-platforms/enterprise-linux | red hat linux | 1 | 28,689 |
| redhat.com/de/topics/api/what-are-application-programming-interfaces | api | 1 | 27,380 |
| redhat.com/en/topics/automation/what-is-a-webhook | webhook | 2 | 20,573 |
| redhat.com/en/topics/devops/what-cicd-pipeline | cicd pipeline | 2 | 17,782 |
| redhat.com/es/topics/internet-of-things/what-is-iot | internet de las cosas | 2 | 15,922 |
Red Hat’s Top Pages: Where the Traffic Flows
#1 The homepage dominates, ranking #1 for “Red Hat” and attracting visitors already familiar with the brand.
#2 OpenShift pulls in enterprise users, securing the #2 position for “Openshift” as businesses explore cloud solutions.
#3 Ansible maintains authority, driving significant traffic despite a decline in keyword rankings.
How Red Hat Owns DevOps Intent & Converts Technical Traffic
#1 DevOps learners land on educational content, with the “What is CI/CD” page answering key technical queries.
#2 API-related topics bring in global visitors, as “What is a REST API” and “What is an API” rank for high-volume terms.
#3 Webhook automation captures niche searches, proving Red Hat’s content strategy aligns with practical developer needs.
RedHat’s Profile: How They Build Authority
| Metric | Value |
| Total backlinks | 13.6M |
| Referring Domains | 94K |
| High-Authority Links | Links from Google, Apple, Wikipedia, Microsoft, Amazon |
Insights
#1 A vast backlink network (13.6M total) signals strong industry credibility, with widespread references from authoritative sources.
#2 Their authority is reinforced by a well-structured link-building strategy that includes backlinks from industry giants like Google and Apple.
Red Hat’s Technical Health
Core Web Vitals (Desktop):
Largest Contentful Paint (LCP): 1.6s (Good)
Cumulative Layout Shift (CLS): 0.02 (Excellent)
Interaction to Next Paint (INP): 56ms (Excellent)
Source: PageSpeed Insights
#1 With an LCP of 1.6s, Red Hat ensures users get a smooth experience without delays.
#2 Excellent CLS (0.02) and INP (56ms) indicate a well-optimized site with minimal layout shifts and quick interactions.
Red Hat’s Traffic by Location
| Country | Monthly Visits | % of Total Traffic |
| United States | 319.2K | 25.1% |
| India | 181.3K | 14.2% |
| Japan | 84.4K | 6.6% |
| Brazil | 74.1K | 5.8% |
| Germany | 69K | 5.4% |
Insights
#1 The U.S. remains the primary traffic source, but a decline of 28.6K visits suggests shifting search trends.
#2 India holds a strong second position, indicating a significant global audience beyond North America.
Traffic Breakdown
| Source | Value |
| Organic Search | 1.3M |
| Paid Search | 3.3K |
Paid Ad Keywords That Drive Conversion
Red Hat actively bids on its own name, ensuring dominance in branded searches.
Top Keywords Red Hat Is Bidding On:
#1 “redhat”
#2 “cloud security”
#3 “linux os download”
#4 “rhel9”
#5 “ansible training”
#6 “ai code editor”
#7 “redhat openshift”
Insights
#1 Cloud & automation focus: Keywords like “cloud security” and “ansible training” highlight a push toward enterprise solutions.
#2 Developer appeal: Terms like “AI code editor” and “Linux OS download” show a strategic effort to attract tech professionals.
Red Hat doesn’t just rely on organic search; they’ve mastered multiple SaaS growth strategies to stay ahead in the enterprise tech space.
Steal Red Hat’s 7-Figure SEO Playbook Before Your Competitors Do
#1 Capture Developer Attention (And Keep It Longer Than 3 Seconds)
Red Hat ranks for high-intent developer searches like “What is CI/CD” and “What is a REST API”.
What Red Hat Did Right:
● Created beginner-to-advanced explainers that speak developers’ language
● Structured content using headers, code examples, and diagrams for better clarity
● Aligned their blog strategy with documentation-level depth
SaaS Playbook: How to Apply This
● Audit your existing blog and identify content gaps across key developer workflows
● Create topic clusters around core tech themes (e.g., DevOps, containers, cloud infra)
● Use real code snippets and architecture diagrams to boost credibility
● Build SEO-driven tutorials that double as onboarding content
#2 Earn Backlinks That Make Google Trust You (Like, Instantly)
With 13.6M backlinks from 94K domains, Red Hat’s authority is undeniable. High-authority links from Google, Apple, and Wikipedia boost their credibility.
What Red Hat Did Right:
● Published link-worthy assets like technical whitepapers and industry reports
● Built authority through strategic partnerships with the Linux Foundation and others
● Got consistent mentions in top-tier tech media (TechCrunch, Wired, ZDNet)
SaaS Playbook: How to Apply This
● Create original research reports using your platform’s data (e.g., “2024 DevSecOps Trends”)
● Pitch those reports to journalists and industry blogs for backlinks
● Partner with open-source communities or cloud alliances to co-author content
● Add internal tools (e.g., calculators, benchmarks) that other blogs want to cite
#3 Own the Keywords That Actually Drive Pipeline
Red Hat doesn’t just rank for broad topics; they own high-value enterprise searches like “Openshift” and “Ansible”. Their pages for cloud computing and automation pull in tens of thousands of visits monthly.
What Red Hat Did Right:
● Built SEO-optimized product pages targeting transactional intent
● Included demos, case studies, and integrations for conversion
● Used schema markup and clean site architecture to win featured snippets
SaaS Playbook: How to Apply This
● Audit your product pages; are they ranking for anything? If not, optimize for keywords like “secure file transfer tool” or “DevOps automation platform”
● Create dedicated pages for each core feature and vertical use case
● Link blog posts, docs, and resources back to these pages to boost authority
● Use schema markup to enhance visibility in SERPs
Example from SaaS:
Datadog’s product pages rank for “log management platform” and “APM tool” and convert visitors with interactive demos and a 14-day trial CTA. Learn from their SEO strategy.
Takeaway: Don’t just create content. Create optimized landing pages that solve buyer intent.
#4 Multiply Your Traffic with One Move: Global SEO
Their strategy isn’t limited to English-speaking markets. Red Hat localizes key pages in German, Spanish, and Japanese, ranking #1 for “API” (Germany).
What Red Hat Did Right:
● Translated high-performing English pages into target languages
● Hired native-speaking experts to adapt content for tone and terminology
● Used hreflang tags and country-specific domains/subfolders for SEO precision
SaaS Playbook: How to Apply This
● Identify your highest-performing English blog and product pages
● Localize those pages into your top 2-3 international markets
● Collaborate with local industry experts for cultural fit
● Monitor each market’s keyword trends with tools like Semrush or Ahrefs
Example from SaaS:
HubSpot localizes its Academy courses and blog in 6+ languages. Their Spanish blog alone generates thousands of monthly leads. Copy their content strategy.
Want to Turn SEO into a Pipeline Channel; Not Just a Blog Graveyard?
Red Hat didn’t just publish content; they built a search engine moat.
They dominate high-intent keywords, earn trust with technical depth, and convert with optimized landing pages. And you can do the same; that too without a fat budget.
At Concurate, we help DevOps, cloud, and B2B SaaS companies do the same:
- Create expert-led content that ranks and resonates with technical buyers
- Build product-aligned pages that turn searchers into signups
- Optimize for speed, structure, and scale; without bloated content budgets
If your blog feels like a cost center; or worse, an SEO black hole; we’ll show you how to fix it.
Book a free teardown of your SEO strategy.
We’ll send you 3 custom recommendations to start capturing high-intent traffic.
No fluff. No upsell.
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.
