WatchGuard built a cybersecurity content fortress; one that pulls in 69.7K organic visitors every month while keeping competitors out.
So, if you’re in the cybersecurity space, the question isn’t whether WatchGuard is doing SEO right. The question is: How much potential traffic is already going their way?
They have 3M backlinks, with authoritative links from Apple, Microsoft, and GitHub. That’s not just link-building; that’s trust-building.
Let’s break down what’s working; and how you can implement their tactics.
WatchGuard’s SEO Snapshot: The Numbers That Matter
| Organic Traffic (Monthly) | 69.7K |
| Domain Rating (DR) | 80 |
| Backlinks | 3M |
How WatchGuard Captures Traffic: Breaking Down the Sources
#1 Branded searches: 43.5K visits (Users already familiar with the brand)
#2 Non-branded searches: 26.2K visits (Capturing users before they know the brand)
#3 Informational searches: 53.6K visits (Users seeking knowledge and insights)
#4 Navigational searches: 33.7K visits (Users looking for a specific website or page)
#5 Commercial searches: 32.1K visits (Users researching before making a purchase)
Traffic MVPs: Top Pages Driving WatchGuard’s Success
| Page | Keyword | Position | Monthly Traffic |
| watchguard.com | watchguard | 1 | 18,471 |
| VPN Client Install Guide | watchguard vpn | 1 | 4,030 |
| Firewall Authentication | firewall authentication | 1 | 2,920 |
| WatchGuard Italy | watchguard | 1 | 2,101 |
| WatchGuard France | watchguard | 1 | 1,924 |
| WatchGuard Germany | watchguard | 1 | 1,494 |
| Find MAC Address Guide | adresse mac pc | 1 | 1,485 |
| WatchGuard Spain | watchguard | 1 | 1,210 |
| Firewalls Product Page | watchguard firewall | 1 | 1,171 |
| MFA Security Blog | cómo hackear un teléfono | 1 | 1,067 |
#1 The homepage dominates, ranking #1 for “WatchGuard” and drawing in users already familiar with the brand.
#2 VPN setup guides pull in high-intent users searching for “WatchGuard VPN,” driving thousands of visits.
#3 Technical resources, like the “Firewall Authentication” page, secure top rankings and steady traffic.
WatchGuard Wins with Search Intent
#1 Country-specific pages capture localized traffic, ensuring global reach across Italy, France, and Germany.
#2 Security blogs attract attention, with articles on MFA security ranking for queries like “how to hack a phone.”
#3 Product pages convert, with “WatchGuard Firewall” ranking #1 and pulling in users ready to explore solutions.
WatchGuard’s Profile: How They Build Authority
| Metric | Value |
| Total backlinks | 3M |
| Referring Domains | 7.8K |
| High-Authority Links | Links from Apple, Wikipedia, Microsoft, Github, Forbes |
Insights
#1 WatchGuard earns links from major tech platforms like Apple, Microsoft, and GitHub, reinforcing its credibility in cybersecurity.
#2 High-authority mentions from Wikipedia and Forbes boost WatchGuard’s reputation, positioning it as a trusted security provider.
WatchGuard’s Traffic by Location
| Country | Monthly Visits | % of Total Traffic |
| United States | 21K | 30.1% |
| France | 6.7K | 9.5% |
| India | 4.4K | 6.2% |
| Spain | 4.3K | 6.1% |
| United Kingdom | 3.4K | 4.9% |
Insights
#1 The U.S. drives nearly a third of all traffic, making it WatchGuard’s primary audience.
#2 Key international markets like France, India, and Spain are seeing drops in both traffic and keywords, signaling potential ranking challenges.
WatchGuard’s Technical Health
Core Web Vitals (Desktop):
Largest Contentful Paint (LCP): 2.3s (Moderate)
Cumulative Layout Shift (CLS): 0 (Excellent)
Interaction to Next Paint (INP): 47ms (Excellent)
Source: PageSpeed Insights
#1 A perfect 0 CLS ensures a seamless browsing experience with no unexpected layout shifts.
#2 LCP at 2.3s is moderate, meaning WatchGuard could benefit from optimizing load times for faster user interactions.
Traffic Breakdown
| Source | Value |
| Organic Search | 7.8K |
| Paid Search | 43 |
Paid Ad Keywords That Drive Conversion
Keywords like “firebox watchguard” and “password manager for business” show a clear focus on cybersecurity solutions for businesses.
Top Keywords WatchGuard Is Bidding On:
#1 “watchguard authpoint”
#2 “firebox watchguard”
#3 “mac password manager”
#4 “password manager for business”
#5 “best password manager mac”
#6 “password management systems”
#7 “password managers compared”
Insights
#1 Bidding on “WatchGuard AuthPoint” ensures visibility for their own product, preventing competitors from stealing branded traffic.
#2 Targeting “password managers compared” helps WatchGuard capture users actively evaluating different security solutions.
5 Reasons WatchGuard Gets 65K+ Organic Monthly Visits
#1 Capture High-Intent Searches with Guides and How-To Content
WatchGuard doesn’t just rank for product pages; it dominates informational searches. Their VPN install guides and firewall authentication pages pull in thousands of visits by solving user problems.
What to do: Create step-by-step guides for the most searched issues in your industry. Optimize them with clear headings, FAQs, and structured data for better rankings.
#2 Leverage Localization for Global Reach
Country-specific pages for France, Germany, Italy, and Spain help WatchGuard capture local markets. These localized pages rank #1 for “WatchGuard” in their respective regions, expanding visibility beyond the U.S.
What to do: If you serve international customers, create dedicated pages in their language and optimize them for country-specific search intent.
#3 Build Authority with High-Quality Backlinks
WatchGuard has a 3M-strong backlink profile, with mentions from Apple, Microsoft, Wikipedia, and GitHub; tech giants that add serious credibility. These links don’t just boost rankings; they signal trust to Google.
What to do: Focus on earning backlinks from authoritative industry sources. Publish research-driven content, contribute guest posts, and secure mentions from trusted tech platforms.
#4 Target Competitor & Product-Specific Keywords
WatchGuard isn’t just bidding on cybersecurity terms; they’re bidding on “password managers compared” and “WatchGuard AuthPoint.” This ensures they show up when users are evaluating options (or searching for them directly).
What to do: Bid on competitor and comparison keywords. Create content that clearly differentiates your product while ranking for terms users search before making a decision.
#5 Optimize for Speed
WatchGuard’s CLS (0) and INP (47ms) ensure a smooth, stable experience. But their Largest Contentful Paint (LCP) sits at 2.3s, meaning load times could be faster.
What to do: Improve LCP by optimizing images, server response times, and caching strategies to provide a faster, seamless experience.
Before We Go
At Concurate, we help B2B brands build SEO engines that do more than drive traffic. We focus on shaping real buying decisions.
If you’re done with surface-level content that doesn’t move pipeline, we’ll help you create expert-led assets that rank for the right queries, resonate with the right audience, and drive meaningful growth.
We’ve helped SaaS and martech companies turn developer docs, product pages, and even FAQs into reliable demand engines. Let’s collaborate.
Disclaimer:
This article is an independent analysis based on publicly available data regarding WatchGuard’s SEO strategy. It is not endorsed by, affiliated with, or sponsored by WatchGuard Inc. All trademarks mentioned are the property of their respective owners.
