Since November 2023, uSERP started working with a security platform client who had built a library of high-quality content that was driving traffic but still had unrealized potential. 

uSERP focused on building authority for those pages, lifting their overall site authority, and gaining visibility for thousands of new keywords without new content.

The client had already built a library of high-quality content that ranked for relevant keywords. But many of those pages had a lot more potential. The client wanted to focus on optimizing and authority building for a select group of pages they thought deserved a higher rank.

The Solution: Build Authority for Their Best Pages

uSERP created a strategy to build authority for the client’s top-performing pages. This strategy included backlinks, internal links to those pages, and on-page optimizations. 

1. Identify the Right URL Targets

The client had a list of URL targets that were performing well. Those hosted many different types of content—anything from blog posts to landing pages.

uSERP was able to land the client in the #1 position for several relevant, high-volume keywords.

The client also wanted to increase the authority of their landing page, which focuses on offering cloud security assessments. They wanted to rank for more cloud security-related keywords hoping to capture more leads.

uSERP was able to improve the client’s position to the 1-3 slots for several relevant keywords. Many others increased their position into the top 10.

2. uSERP’s Anchor Strategy and Backlink Plan

Part of uSERP’s strategy to achieve this growth relied on building more backlinks to target pages. They also ensured those backlinks were anchored to effective text, signaling the client’s authority on related topics.

As a result, the client gained top positions for multiple page-level keywords, including primary, secondary, and long-tail keywords. They also gained thousands of referring domains from sites like Zero to PMF, Dial Pah, and Seeking Alpha since starting work in October of 2023.

3. Strategic Internal Linking

uSERP also created an internal linking strategy to complement the team’s backlink strategy. Strategically placing internal links helped organize the high-quality content the client already had and signaled their authority to search engines where before it was unclear.

The client saw a significant increase in keyword growth for their target pages. In one such case, uSERP’s efforts put a piece of high-quality content on the map for the first time.

4. On-page optimization

uSERP also recommended some on-page optimizations for the client’s existing content. This included tweaking H1s, meta titles, and meta descriptions to help their target pages perform better in the SERPs.

The optimizations and linking strategies allowed some pages that had plateaued to capture more relevant keywords and, therefore, more visibility for the client on SERPs.


Since the start of uSERP’s engagement with the client in November 2023, the team has been able to drive:

  • A domain rank increase of 8 points, from 66 to 74
  • A gain of +13,215 new keywords 
  • An increase in rank for +206 keywords that moved into the top #3 places

The client saw position changes across keywords related to cloud-native applications and security.

These changes, coupled with capturing thousands of new keywords, meaningfully increased the authority of their entire site.

Scale organicgrowth with authority backlinks and performance-driven SEO.