Fortinet Organic Growth Opportunities

This play involves creating an evergreen page for every CVE, malware family, or threat actor, containing real-time FortiGuard analysis, IOCs, and mitigation steps. This strategy captures users searching for immediate solutions to security disclosures, which represents a high-purchase-intent audience.

Example Keywords

• “CVE-2024-4869 fortinet detection”
• “fortigate signature for cve-2023-28432”
• “snake keylogger ioc fortiguard”
• “dragonforce ransomware fortinet”
• “mitigate xyz cve with ips”

Rationale

Users search for immediate mitigation steps after a new vulnerability is disclosed, representing extremely high purchase intent for security solutions like IPS/NGFW signatures. While competitor Cisco hosts over 25,000 CVE pages, fortinet.com has fewer than 500, indicating a significant content gap and opportunity.

Topical Authority

Fortinet possesses proprietary FortiGuard Labs threat data that competitors cannot replicate. Publishing this unique data provides unmatched value to readers, establishes immediate topical authority, and can be published in near real-time, making Fortinet the primary source for actionable intelligence.

Internal Data Sources

Leverage a real-time feed from the internal FortiGuard CVE JSON database and the AV/IPS signature database. This data can be used to automatically trigger and populate pages with severity scores, CVSS, affected software, specific Fortinet signature IDs, and CLI commands to verify coverage.

Estimated Number of Pages

10,000+

This play creates dedicated matrix-style pages that detail the specific upgrade path between any two FortiOS firmware versions. Each page will provide a hitless-upgrade path, configuration differences, known issues, a rollback plan, and ready-to-use FortiManager scripts.

Example Keywords

• “fortigate upgrade 6.4 to 7.2 path”
• “fortios 7.4 ha cluster upgrade steps”
• “fortiswitch 7.2.3 known issues”
• “rollback fortianalyzer 7.4”
• “fortigate 7.0 to 7.2 upgrade guide”

Rationale

Customers and network engineers frequently search for these specific upgrade paths before every maintenance window, yet the information is often buried in complex, hard-to-navigate PDFs. Competitors like Cisco have proven the value of this strategy with interactive upgrade tools that generate over 50,000 monthly visits, highlighting a major untapped opportunity for Fortinet.

Topical Authority

By transforming internal, technical data into a user-friendly, searchable web format, Fortinet can become the definitive source for its own product lifecycle management. This solves a massive customer pain point and builds immense trust and authority with its core user base of technical practitioners.

Internal Data Sources

Utilize the official internal upgrade-matrix API or JSON database, the release-note database for each firmware version, and anonymized TAC case tags to identify common 'gotchas' and issues. An automated diff parser can be used to programmatically surface and display CLI syntax changes between versions.

Estimated Number of Pages

8,000+

This strategy focuses on creating tactical, step-by-step guides for securing specific public cloud services with Fortinet products. Each page would be a detailed tutorial, such as “How to Secure AWS Transit Gateway with FortiGate” or “Hardening Azure Kubernetes Service with FortiWeb.”

Example Keywords

• “fortigate aws transit gateway”
• “fortinet load balancer gcp”
• “azure firewall vs fortigate”
• “oci vpn fortigate”
• “cloudformation fortigate ha”
• “terraform fortinet sd-wan”

Rationale

Fortinet currently ranks for generic cloud security definitions (e.g., “public-cloud security risks”) but lacks the detailed, implementation-focused content that practitioners search for. Analysis shows competitor Cisco outranks Fortinet on over 50,000 “configure {vendor} on {cloud}” keywords, demonstrating a clear and valuable content gap.

Topical Authority

Fortinet's extensive library of internal product documentation, partner deployment guides, and official cloud marketplace templates gives it instant credibility and the source material needed to produce authoritative content. This play leverages existing assets to establish leadership in the practical application of cloud security.

Internal Data Sources

Connect internal documentation, including product deployment guides, best-practice PDFs, CloudFormation templates, and Terraform modules, to an AirOps Knowledge Base. These sources will provide the rich, technical context needed to generate differentiated and accurate step-by-step guides.

Estimated Number of Pages

7,000+

This play creates a unique security sheet for thousands of common IoT and OT devices, from security cameras to industrial PLCs. Each page details the device's specific threats, recommended FortiNAC segmentation policies, IPS signatures, and firewall rules.

Example Keywords

• “fortinet iot policy dahua camera”
• “ring doorbell vlan segmentation”
• “tesla charger firewall ports”
• “siemens plc fortigate acl”
• “hikvision nvr best practices”

Rationale

Facility, security, and network teams are searching for how to secure the exploding number of specific IoT devices on their networks, but this information is not systematically available. Competitors like Cisco generate significant traffic from generic 'IoT security' pages, but a device-specific approach would capture more targeted, high-intent buyers mid-rollout.

Topical Authority

Fortinet’s FortiNAC and FortiOS products include a proprietary database of over 19,000 device fingerprints, an asset no competitor can easily replicate. By surfacing this hidden data as a public resource, Fortinet can create an unparalleled SEO moat and become the definitive authority on securing heterogeneous device environments.

Internal Data Sources

Leverage the internal Device Profiler database, which contains MAC OUIs, required network ports, and behavioral profiles for thousands of devices. This can be combined with NAC policy templates and IPS signature IDs to generate comprehensive, actionable security guides for each device.

Estimated Number of Pages

6,000+

This play involves creating a prescriptive security guide for hundreds of top SaaS applications, showing how to secure, monitor, and optimize them using the Fortinet Security Fabric. Each page would detail how to apply ZTNA, CASB, SD-WAN, and DLP controls to a specific application like Airtable, Asana, or Dropbox.

Example Keywords

• “secure airtable traffic fortinet”
• “asana casb policy fortigate”
• “monday.com dlp template”
• “dropbox zero trust network access”
• “freshdesk firewall ports”

Rationale

While Fortinet offers a robust suite of products for securing SaaS applications (CASB, SWG, SASE, ZTNA), its website primarily features generic product pages. Competitors like Cisco have thousands of pages targeting “secure {SaaS}” keywords, indicating a significant opportunity to capture high-intent search traffic from application owners with budget authority.

Topical Authority

Fortinet can establish itself as the authority on SaaS security by providing practical, application-specific guidance that goes beyond high-level product descriptions. This approach directly addresses the real-world challenges faced by modern IT and security teams, building trust and demonstrating deep expertise.

Internal Data Sources

Utilize the internal FortiCASB application catalog, which includes API scopes and risk scores for thousands of apps. This can be combined with FortiGuard Cloud Access Security rules, an internal library of required ports/protocols for each app, and customer TAC run-books for SaaS traffic steering.

Estimated Number of Pages

2,500+

Improvements Summary

Expand and deepen glossary pages targeting high-volume 'what is' cybersecurity queries to move them from page 2 to page 1. Add detailed sections, FAQs, diagrams, and product CTAs to increase authority, engagement, and conversions.

Improvements Details

Increase content length to 1,500–2,000 words per page, add at least four FAQ sections with schema, and include practical subsections like 'How it works' and 'Real-world examples' for terms such as 'hacking', 'vulnerability assessment', and 'stateful firewall'. Update on-page elements with optimized titles, meta descriptions, and semantic headings. Integrate contextual CTAs, downloadable resources, and internal links to product and related glossary pages. Implement technical SEO improvements like schema markup, image optimization, and hreflang tags, and build authoritative backlinks.

Improvements Rationale

Current pages are thin, lack structured data, and miss opportunities to address user intent and drive conversions. By expanding content depth, answering common questions, and connecting glossary terms to Fortinet products, these pages can outperform weak competitors and capture significantly more organic traffic. Technical and internal linking improvements will reinforce topical authority and support durable ranking gains.