The security awareness training company is a next-generation platform built for the AI era, with simulations for deepfake, voice, AI, and spear phishing threats.

Backed by leading investors and trusted by well-known enterprises, the company was winning deals based on its product quality, but its organic growth channel accounted for only a small fraction of the sales pipeline.

That led the company to partner with Omniscient Digital in July 2025 to improve its brand awareness in Google search and AI search.

The results

• 25.8% increase in AI visibility
• 138% growth in organic traffic
• 695% increase in search rankings, appearing on page 1 of search results for 608 keywords spanning the customer journey

Challenge: Competing against incumbents with a 15-year head start

The security awareness training category is one of the more difficult places to build organic visibility from scratch, with key incumbents having spent years or decades investing in SEO.

The company was winning almost every deal it competed for. The challenge was real, and buyers who didn’t know the company existed couldn’t find it in search.

They had produced content before approaching Omniscient, but they saw limited results without a strategy for tying those efforts back to business outcomes.

In a category where security leaders are turning to traditional search engines and LLMs to evaluate vendors, not showing up in those platforms meant ceding ground to competitors who were investing heavily in their organic growth programs.

Approach: A Unified Strategy Across Google Search and LLMs

The company worked with Omniscient to develop an organic growth strategy that spanned SEO and GEO, supported by technical improvements and content production. and digital PR. These tactics were implemented as a system to drive business outcomes for the company: leads and pipeline.

The engagement began with a research and strategy development sprint which included deep ICP and audience research. The Omniscient team conducted interviews with the company’s sales and customer success teams and analyzed sales call recordings. The insights from those conversations informed research and prioritization of organic search topics and LLM prompts.

The output was an organic growth roadmap built to help the company get found for the queries most likely to convert in both Google and AI search engines.

Knowing that customers don’t often switch security awareness training vendors, they prioritized bottom-of-funnel and middle-of-funnel queries to reach prospects evaluating products, before targeting more educational, top-of-funnel topics to reach people earlier in the customer journey.

With the strategy in place, the program transitioned into execution across content, digital PR outreach, and technical SEO.

The result was a comprehensive program in which each component contributed to the shared goal of increasing organic visibility in Google and LLMs to drive pipeline and revenue.

Results: An organic growth program that improved both AI and search visibility

The results break down across three areas:

• LLM visibility
• Organic traffic
• Search rankings

LLM Visibility

The security awareness training company and Omniscient teams came up with a targeted list of prompts based on customer research and agreed these would be the prompts the company needed to appear for.

AI visibility for those target prompts grew steadily from 2.6% to as high as 28.4%.

For those target prompts, the company became the most cited brand in AI-generated answers, particularly in high-intent prompts such as solution comparisons, the type of queries where purchase decisions are being shaped. Share of Voice also increased, surpassing three of the biggest industry incumbents.

From July 2025 to March 2026, monthly organic traffic more than doubled, seeing a 139% increase.

They appeared for search queries that drove business results

By January 2026, the company appeared on page 1 for 1,057 keywords compared to 133 in July 2025, a 695% improvement.

During that process, the company unseated various incumbents, outperforming them for highly competitive terms.

An aggressive investment sees accelerated results

The company and Omniscient challenged the commonly held assumption that building an organic growth program might take at least a year to see results.

They quickly built the program from 0 to 1 and scaled it up to compete head-to-head with incumbents.

The company went from scattered content efforts and limited search presence to page-one rankings and a 15x improvement in LLM visibility for high-intent terms and prompts that drive pipeline.

That organic growth engine continues to scale alongside the company’s operations, driving visibility and qualified traffic across traditional search and LLMs.

Let’s talk about how we can help you build an organic growth program to go up against the incumbents.