Strengthening GoAnywhere’s Enterprise Security Authority: 24% Growth in Referring Domains

Client Overview

GoAnywhere, part of the Fortra suite, is a premier Managed File Transfer (MFT) solution tailored for the enterprise. In a market crowded with basic FTP tools and consumer-grade file sharing apps (like Dropbox or WeTransfer), GoAnywhere occupies a critical, high-stakes niche: secure, compliant, and automated data movement.

For a mature domain with a Domain Rating (DR) of 77, the challenge isn’t “getting known”, it’s technical differentiation. GoAnywhere needed to ensure it remained the definitive choice for IT directors searching for specific, complex requirements like “FTPS servers,” “AWS connectors,” or “GDPR-compliant transfer.” The goal was to build a link moat around these specific feature pages to defend against competitors like Progress MOVEit or Globalscape.

Goals

The campaign was structured as a “Link-based” technical authority initiative. The focus was on reinforcing the “Enterprise” and “Security” attributes of the brand through specific deep links.

Primary goals included:

• Deep-Link to Technical Features: Drive equity directly to granular product pages (e.g., AWS Cloud Connectors, FTPS Server) rather than just the homepage.

• Reinforce Security Positioning: Secure links in content discussing GDPR, cybersecurity, and data protection to align with the product’s core value prop.

• Sustain Authority Growth: Continue expanding the Referring Domain count to maintain the site’s DR 77+ status in a competitive cybersecurity landscape.

Strategy

LinkPanda executed a “Protocol & Integration” Strategy. We identified the specific technical keywords that enterprise architects use and built links to match those queries.

Key Strategic Components:

1. Cloud & Integration Authority Modern enterprises live in the cloud. We needed to prove GoAnywhere fits that ecosystem.

   • Cloud Infrastructure: We secured a placement on Ultahost (Hosting) linking “cloud-based file sharing” to the Cloud File Transfer solution page.

   • AWS Integration: A link from TrafficTail (eCommerce Tech) pointed specifically to the AWS Cloud Connectors page. By using the branded product anchor “GoAnywhere’s AWS Cloud Connectors,” we reinforced the tool’s specific capability to integrate with Amazon’s ecosystem.

      

2. Security & Compliance Context Compliance is the #1 driver for MFT adoption.

   • GDPR & FTPS: We utilized Inventory Source (Supply Chain) to link “FTPS server” directly to the FTPS File Server product page within a discussion about GDPR compliance. This creates a powerful semantic signal: GoAnywhere = Compliant Secure Transfer.

   • App Security: A placement on RedStagLabs (Dev Security) linked “enterprise MFT solution” to the core solutions page, positioning the tool as a cybersecurity necessity for developers.

      

3. Monitoring & Reliability

   • Data Integrity: A link from LeadGenApp connected “robust file transfer monitoring system” to the Monitoring feature page, targeting IT managers concerned with data visibility.

      

Results

This campaign demonstrates the power of technical precision. By building links to the parts of the platform rather than just the whole, we strengthened the overall domain.

• 24.77% Growth in Referring Domains: We grew the referring domain count from 2,285 to 2,851. Adding over 560 new domains at this level of maturity is significant, creating a denser web of authority around the brand.

• 11.40% Organic Traffic Growth: Traffic rose from 19,429 to 21,643 monthly visits. Crucially, this growth occurred on high-value commercial pages supported by our deep links.

• DR 79 Achieved: The Domain Rating ticked up from 77 to 79 (+2.6%), a strong indicator that the site’s authority is continuing to compound even at the enterprise level.

Conclusion

GoAnywhere’s case study proves that for technical SaaS products, specificity sells.

By refusing to build generic “file sharing” links and instead building “FTPS” and “AWS Connector” links, LinkPanda helped GoAnywhere defend its position as a sophisticated enterprise tool.

We didn’t just tell Google that GoAnywhere moves files; we proved it moves them securely, compliantly, and via the specific protocols IT teams need.

Summary

Complex products require complex link strategies. We helped GoAnywhere map their backlink profile to their feature set.

• Key Lesson: Use deep links to support specific protocols (FTPS, SFTP) and integrations to capture technical search intent.

• Impact: 560+ new referring domains and fortified rankings for enterprise MFT keywords.

Do you have feature pages that are buried?

Contact our Team to execute a “Technical Deep Linking” campaign that pushes your specific capabilities to the forefront.