Cloudflare – Educational Content Hubs and Glossaries at Scale

Cloudflare built a Learning Center of technical explainers and glossaries that rank for thousands of industry keywords, attracting users who later convert to its performance and security services. Key points include:

Template-Driven Learning Pages

Cloudflare’s /learning center is organized into sections (DNS, CDN, SSL, etc.) with structured “What is X?” and glossary pages.

For example, just 32 DNS articles in Cloudflare’s hub rank for nearly 7,800 keywords including high-volume queries like “What is DNS?”. The consistent template – definitions, how-it-works, and product mentions – helped capture massive long-tail traffic.

Cloudflare’s DNS glossary alone generated 8,000+ keyword rankings, and these learning pages contribute a significant share of Cloudflare’s overall organic traffic.

Authoritative Content = Leads

By answering fundamental questions (e.g. What is a DDoS attack?), Cloudflare educates users and subtly introduces its solutions.

An analysis showed the learning hub’s strong rankings “undoubtedly mean more signups and more revenue for the business.”

Cloudflare’s page on its 1.1.1.1 DNS resolver is a great example – it ranks at the top for queries about “1.1.1.1”, educating users on DNS while promoting Cloudflare’s free resolver.

Global and Technical SEO

Cloudflare invested in internationalization and technical optimization so these pages perform worldwide. The Learning Center supports multiple languages (with SEO-friendly hreflang tags), and pages are enriched with structured data for rich snippets. Coupled with Cloudflare’s fast infrastructure (improving Core Web Vitals), this boosted SEO performance.

As a result, an estimated 80% of Cloudflare’s site visitors arrive via organic search – a testament to this scalable content strategy turning awareness into signups.

Complementary Strategies:

Cloudflare’s broader marketing amplified its pSEO success. The company’s popular engineering blog and public tools (like Cloudflare Radar) earn backlinks and brand recognition, lifting SEO authority. Also, Cloudflare offers a generous free tier for its CDN/security products, converting the learning-center visitors into users easily.

This combination of free education + free product trial creates a powerful funnel. By providing value upfront through content, Cloudflare established trust and then captured demand – fueling its growth in the competitive cybersecurity market.