How TripleDart’s Product-Led SEO Helped Strac Boost Traffic By 100%

Overview

Inspired by the struggles faced by victims of personal data theft, Aatish Mandelecha (co-founder of Strac) decided to build Strac — a Data Loss Prevention (DLP) solution. After spending 11+ years at Amazon building their Payment Infrastucture focusing on API and Security, Aatish’s Strac helps companies that handle Personally Identifiable Information (PII) redact sensitive data so that any PII is properly processed and accessed — securely and compliantly.

With cyberattacks and breaches increasing daily, Strac’s DLP solution offers a tough security nut to crack for businesses.

The Challenge: A Marketing Team in Need

Strac’s DLP is a young Turk in the cybersecurity space. It competes with other strong competitors such as Nightfall, Metomic, and so on. To crack the organic marketing code, Strac needed a reliable marketing partner.

So, Strac approached TripleDart to increase traffic, conversions and create brand awareness in the DLP market. Please note that Strac is still active with us and it’s only been 9 months since we started building their organic growth program with content and SEO.

The Strategy

Although Strac’s competitors are relatively younger companies, their organic was marked  with high-quality content.

So our roadmap for Strac was simple — to target high-intent keywords, irrespective of their volume or keyword difficulty. Our goal was to appear on the Google’s Search Engine Result’s Page’s amid the bigger players in the organic marketing game.

In 8 months, we increased Strac’s website traffic by over 60%, bringing in a month-on-month increase in conversions as well.

How We Did It

Our action items:

• Consistently published 10 high quality SEO-optimised articles a month
• Revamped design and content to improve user experience
• Created new landing pages for integrations
• Complete SEO activities (Tech SEO, On page, Off page)

A comprehensive product-led keyword strategy: Our keyword research was driven by the product features and pain points experienced by Strac’s target audience. This led us to uncover keywords searched by people actively exploring DLP solutions.

Scaled our understanding of the product and the industry: We wanted our month-on-month content strategies to be increasingly product-led. We were proactive in learning more about the product, its new features, and capabilities. We targeted keywords that catered to searchers who were looking for DLP solutions and capabilities. For example, once we understood that Strac has DLP solutions for cloud, endpoints, and e-mail, so we started creating content (focussed on converting visitors) on sub-themes such as Slack DLP, Zendesk DLP, Jira DLP, Gmail DLP etc.

We used sales calls to fuel our content strategy: We set up a process where the client constantly passed on knowledge from sales calls, which in turn helped us uncover new keyword opportunities with high intent.

Outcomes

Strac saw a 50% increase in traffic and a total of 60 conversions between Nov 2023 to Mar 2024.