Case Study
Transforming IDS-INDATA’s Authority with SEO + Digital PR
The Results
+525% increase in referring domains
Domain Rating increased from 14 to 37
+196% year-on-year increase in inbound form submissions
+66% year-on-year increase in organic clicks
+50% branded search impressions
LLM-driven sessions increased from + 12 to 350 YoY
The Challenge
How Do You Compete in a High-Trust B2B Cybersecurity Market?
IDS-INDATA operates in a competitive enterprise technology space, delivering OT security, industrial networking and infrastructure solutions.
Despite strong technical expertise, their online authority did not reflect their capabilities. When we started working together in November 2024, the website had just 24 referring domains and a Domain Rating of 14. A number of high-intent commercial terms were not ranking in search results at all.
In the cybersecurity space, trust signals and authority play a crucial role in determining search visibility. To compete effectively, IDS-INDATA needed to strengthen its authority while improving how it was discovered through search.
Starting Position - November 2024
24 Referring Domains
DR 14 domain rating
0high-intent commercial terms ranking
Our Approach
Combining SEO with Strategic Digital PR
Rather than treating SEO and Digital PR as separate disciplines, we aligned them under one objective: build authority that fuels sustainable search growth.
Our approach focused on:
Strengthening technical and on-page SEO foundations
Mapping high-intent commercial search opportunities
Building authority through strategic Digital PR campaigns
Securing high-quality media coverage and backlinks
Coverage was secured across recognised technology publications including TechRadar, ITPro, Information Age and Computing.co.uk, helping to position IDS-INDATA as a credible voice in enterprise cybersecurity and infrastructure.
The Authority Shift
The combined SEO and Digital PR strategy delivered a significant transformation in domain authority.
Referring domains increased from 24 to 150, representing a 525% increase, while Domain Rating rose from 14 to 37.
Coverage across high-authority technology publications helped strengthen trust signals around IDS-INDATA’s expertise in cybersecurity and enterprise infrastructure.
This shift in authority created the foundation for stronger search visibility and allowed IDS-INDATA to compete far more effectively across both branded and non-branded search queries.
Organic Growth
Organic Search Visibility Growth
As authority increased, IDS-INDATA’s visibility across Google search results expanded significantly.
Comparing the most recent three-month period year-on-year:
Organic Impressions
+163%
Organic Clicks
+66%
Organic Sessions
+30%
Branded Search Impressions
+50%
This growth reflects a substantial expansion in non-branded search visibility as IDS-INDATA began appearing for a wider range of relevant cybersecurity and infrastructure queries.
At the same time, brand awareness also increased. Branded search impressions grew by 50% year-on-year, indicating that more organisations were actively searching for IDS-INDATA after encountering the brand through search visibility and media coverage.
Alongside this broader growth, several high-intent commercial terms moved from outside the top 100 into top-five rankings in the UK, further strengthening the company’s ability to attract relevant enterprise audiences.
AI Discovery
Growth in AI-Driven Discovery
As search behaviour evolves, authority signals increasingly influence how brands are surfaced across AI-powered discovery platforms.During the same year-on-year comparison period, referral traffic from large language models increased from 12 sessions to 350 sessions.
12
350
+2,817% YoY
This growth reflects a substantial expansion in non-branded search visibility as IDS-INDATA began appearing for a wider range of relevant cybersecurity and infrastructure queries.
At the same time, brand awareness also increased. Branded search impressions grew by 50% year-on-year, indicating that more organisations were actively searching for IDS-INDATA after encountering the brand through search visibility and media coverage.
Alongside this broader growth, several high-intent commercial terms moved from outside the top 100 into top-five rankings in the UK, further strengthening the company’s ability to attract relevant enterprise audiences.
Commercial Impact
Increased Enquiries and Commercial Impact
Alongside improvements in authority and search visibility, IDS-INDATA also experienced significant growth in inbound enquiries.
Comparing the period before the campaign (March 2023 – November 2024) with the period since the campaign began (December 2024 – March 2026), total form submissions increased from 46 enquiries to 136.
BEFORE
Mar 2023 - Nov 2024
46
Enquiries
AFTER
Dec 2024 - Mar 2026
136
Enquiries +196%
This represents a 196% increase in inbound enquiries, reflecting the impact of increased visibility, media coverage and growing brand awareness across search and digital channels.
While enquiries are influenced by multiple marketing activities, the improvements in authority and search presence have played an important role in strengthening IDS-INDATA’s inbound pipeline.
The Power of SEO + Digital PR Working Together
This transformation was not driven by SEO alone.
Technical optimisation created the opportunity for improved visibility, while Digital PR built the authority needed to compete in a high-trust cybersecurity market.
Together, these disciplines enabled IDS-INDATA to: