Okta – Integration Directories and Glossaries for Identity Solutions

Okta, a leading identity management (CIAM) provider, leverages programmatic SEO through its vast integration directory and educational content. The Okta Integration Network (OIN) lists thousands of pre-built integrations with other software.

For each application (e.g. Salesforce, Slack, Zoom), Okta auto-generates a dedicated page describing the SSO/SAML integration capabilities. These pages are structured uniformly and target keywords like “[AppName] Okta integration” or “[AppName] SSO” – capturing IT admins searching for how to connect that app with Okta.

This directory approach not only showcases Okta’s ecosystem breadth but also drives organic traffic for a huge range of long-tail queries in the IAM (Identity and Access Management) space.

In addition, Okta maintains an “Identity 101” glossary/blog with articles defining security concepts (“What is MFA?”, “OAuth vs SAML”, etc.), which brings in search traffic looking to understand those terms.

By combining these tactics, Okta positions itself at every stage of the buyer journey – from educational research to solution evaluation.

Programmatic SEO tactics

Landing pages for each integration in its network – currently thousands of apps are listed with a one-page overview. The content is populated in a templated way (overview of the app, how Okta integrates, screenshots of SSO setup, etc.), allowing Okta to scale this without writing each from scratch.

Similarly, the Identity 101 glossary is a systematically built repository of security terms and FAQs, ensuring Okta ranks for generic queries that can funnel readers into considering its products.

This combination of data-driven pages (integrations) and template content (glossary) establishes Okta’s dominance in SEO for identity topics.

Complementary strategies

Okta’s growth has also been fueled by strong developer community engagement – they provide extensive documentation and free developer accounts, meaning many find Okta via docs (which are SEO-indexed) and integrations then adopt it in projects.

The company also uses webinars, events (Oktane conference) and partnerships (with the apps in OIN, who often co-market the integration) to bolster its reach. Another key strategy is content PR: Okta’s research team publishes security reports and threat findings, which get media coverage and backlinks.

All these efforts create a reinforcing loop: programmatic SEO brings visitors searching for solutions, and Okta’s brand presence plus helpful content converts them into customers of its product-led model (free trials leading to enterprise deals).