Building Domain Authority for Exposure Management
Tenable needed to establish authority in a fast-emerging cybersecurity category before competitors defined it. As Exposure Management and CTEM gained traction, search became the primary battleground—where CISOs and security leaders form early opinions long before engaging vendors. Tenable turned to Just Global to strengthen its visibility, improve domain authority, and ensure it showed up where these decisions were being shaped.
The goal was multi-layered. First, increase domain authority and move priority keywords to first-page rankings, with a focus on top-three positions. Second, grow share of voice in a highly competitive search environment while securing visibility in Google’s AI-driven results. Ultimately, the aim was to ensure Tenable could influence category definition and capture demand early in long buying cycles—before competitors set the narrative.
Rather than relying on owned channels alone, Just Global built authority where cybersecurity audiences already seek trusted insight. The strategy centered on CyberRisk Alliance’s editorial ecosystem, combining sponsored thought leadership, endemic media, and full share-of-voice article takeovers.
SEO-informed anchor links connected high-intent keywords directly to Tenable’s owned content, while continuous engagement analysis refined performance. Messaging aligned with both Gartner’s terminology and Tenable’s broader category narrative, ensuring relevance without dilution.
Media was used deliberately—not for reach alone, but to strengthen contextual credibility and drive qualified engagement back to Tenable’s site. This connected approach turned media, content, and search into a single system focused on building authority.
Results
After six months, the program delivered measurable impact across search visibility and engagement. Four out of five priority keywords moved to first-page rankings, with several achieving top-three positions. Tenable secured the largest share of voice among competitors and became the only brand with consistent first-page presence across all tracked terms.
Engagement signals reinforced this authority. The campaign drove over 500,000 impressions, achieved nearly double the benchmark CTR, and generated strong content interaction, including deep scroll depth and high session durations. CTEM-focused content proved especially effective in driving outbound engagement.
Crucially, Tenable gained inclusion in Google AI Overviews—an early indicator of authority in generative search. The result was increased traffic, stronger domain authority, and a clear shift in competitive positioning. In a category still being defined, Tenable didn’t just participate in the conversation—it began to shape it.
Total impressions
impressions from 100% share-of-voice placements
Reduced cost per conversion