Case Study: Huntress Supercharges Non-brand Traffic
Triple-Digit Growth in Global Discovery
Relying on branded search is a major growth bottleneck, even for industry leaders. When cybersecurity platform Huntress engaged Intrepid Digital, 97% of their organic traffic came from branded searches. With a new multi-step SEO Content strategy, we successfully shifted the organic traffic mix to 26% branded/74% non-branded and boosted clicks—dramatically increasing discovery among new, high-intent audiences and reducing reliance on branded searches.
Challenge
Despite skilled internal experts and high-quality blogs, Huntress’s organic presence was heavily brand-dependent, and their content ecosystem was not structured to support scalable growth.
Their information architecture had evolved without a clear strategic framework, resulting in:
- Duplicate and overlapping intent pages were competing against each other
- Gaps across key stages of the buyer’s journey
- Content that lacked alignment with user intent
- Limited visibility for non-branded, discovery-based queries
As a result, the site struggled to consistently attract new audiences and drive sustainable, non-branded organic growth.
To grow beyond branded traffic, we needed to restructure, rationalize, and build an entirely new content ecosystem from the ground up.
Goal
Build a user-first content ecosystem that supports every stage of the buyer’s journey, clearly communicates Huntress’s value, and expands visibility beyond branded search to reach new audiences.
Our goal was to change the brand / non-brand organic traffic mix to at least 50%/50% in 2 years.
Strategy
Scaled Content Coverage
Researched and delivered recommendations for 1,500+ new pages, expanding Huntress’s topical and keyword footprint.
Strengthened Site Authority
Secured >100 links and >100 high-quality placements through journalistic outreach to strengthen authority signals.
Built SEO-Ready Infrastructure
Supported page template and infrastructure development to ensure new pages were optimized from day one.
Optimized for High-Intent Keywords Visibility
Delivered optimization recommendations for 70 bottom-of-funnel pages, targeting keywords tied to conversions.
Maintained a Strong Technical Foundation
Ran weekly technical SEO health audits and delivered ongoing recommendations to maintain site health at scale.
Results
- Clicks increased 538% YoY. With more answers happening directly on the SERP recently, earning clicks is decidedly harder. YoY click growth reflects the strong competitive performance of Huntress content.
- Impressions grew 246% YoY
- Non-brand clicks grew from 3% of total organic clicks in 2024 to an average of 39% in 2025.
- The branded / non-brand organic traffic mix improved from 97% / 3% to 26% / 74%, respectively.
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