SaaS•

How Siege Media gained nearly 15K links for Norton and LifeLock

$130K

monthly traffic value

Siege Media-generated posts on Page One

13.7K

links

Gen Digital has two major brands: Norton, which educates the everyday reader about cyberattacks and preventative measures, and LifeLock, which helps readers with best practices relating to credit scores and identity theft protection.

Industry: SaaS, Fintech

Location Services: San Francisco, CA

Services provided: Content marketing

Challenges

The company has two major brands and had a history of being unable to find a content marketing partner who could understand search, work with multiple departments, and implement brand guidelines. That’s where Siege Media came in.

Throughout the engagement, Siege Media needed to identify fluctuating performance and blog rankings as content aged. Since cybersecurity is a fluctuating industry and new topics are always surfacing, posts for the industry were liable to fall as quickly as they would rise.

In 2022, the company underwent a rebrand and other organizational changes. This brought new teams, verticals, points of contact, and visions for the brand’s future of SEO. The new strategy focused on figuring out how Siege Media could continue optimizing content and start ramping up content for additional brands under its company umbrella.

Growth summary

The cybersecurity company had a massive library of existing content that plateaued in performance, relying primarily on its name to still bring in traffic. They already covered many cybersecurity topics relating to antivirus and anti-malware software, so Siege Media stepped in and provided guidance on how to update existing content. Siege Media focused on low-ranking content and uncovered new opportunities that could easily capture rankings. After a refresh, content would shoot to the top of Page One, earning valuable traffic and passive links.

They also saw a drop in referring domains, and while their authority could carry them, competitors started to catch up. Siege Media started link building to stop their downward trend and hold rankings for newly refreshed or published content and helped their internal press team distribute timely COVID-19 content using their internal data, earning high-tier press coverage.

As the partnership progressed throughout the years, the cybersecurity brands continued to see results thanks to the content marketing experts at Siege Media. For the cybersecurity posts specifically, 98 Siege Media-generated posts are ranking on Page One, while 14 land in Position One. Blog impressions continue to rise, and links have increased by 32% YoY thanks to a proactive revamp strategy.

Content for the other brand under the company’s umbrella also performs consistently well, from rankings, traffic, and links to impressions and clicks. Nearly half of all Siege Media-created content is ranking in the Top 10, with five pages taking the number one spot. Content created by Siege Media also accounted for 67% of clicks on the blog, which contributed to an astounding organic impression increase of 29% MoM.