SEO and GEO can be your main lead driver, if you plan them right
Search is often treated as a side project. Planned properly, it became the main source of leads at three companies.
The situation
In cybersecurity, digital asset AML compliance and financial crime, buyers research technical questions long before they want to speak to a vendor. A well-planned glossary meets them there: it shows your expertise and brings you up in their searches.
Over time, you become the place they go to learn, they quietly start to trust you, and when they need a product, yours is the first name they think of.
What we did
- We built a glossary explaining each field's key terms in plain language, starting with the questions buyers actually searched for.
- Every entry linked to deeper content and product pages, so readers moved naturally from learning to exploring.
- We kept it current as regulations and threats changed.
- At each new company, I refined the approach based on what had worked before.
- At the financial crime company, inbound grew to around 80% of all leads.
- At the digital asset AML compliance company, a glossary of 150+ terms became the main source of leads.
- At the cybersecurity company, the glossary became the main lead source too.
Planning it right means three things: start from the buyer's real questions, connect every answer to a next step, and keep it current. Today it also means planning for GEO (generative engine optimisation), because buyers increasingly ask AI assistants before they search, and those assistants cite clear, trusted answers.