Our Neighbor
Syniverse is a SaaS (software as a service) technology company and a global powerhouse in communications technology, bridging the gap between businesses and customers across the globe. Recognized as “The World’s Most Connected Company™,” Syniverse boasts an array of transformative technologies to enhance the global exchange of information, currency, and beyond.
The Challenge
Despite the company’s expertise and market presence, there was a lack of authoritative and helpful content on the site to position Syniverse as the authority on all things enterprise communications—specifically their cloud-based communication offering, Syniverse CPaaS Concierge.
Our Strategy
- Competitive Content Audit: In our comprehensive assessment, we identified a discrepancy between Syniverse’s content approach and that of its competitors. While Syniverse excelled in catering to enterprise clients, competitors strategically engaged a broader audience with foundational content, such as explanatory blogs and comprehensive glossaries.
- In-depth Keyword Research: To address this gap, we identified high-volume keywords that aligned with Syniverse’s core products and services that we could strategically incorporate into new content.
- SEO Content Development: Through collaboration with subject matter experts, our team created comprehensive content outlines for each new piece of content to ensure content accuracy and that SEO best practices were followed.
The Results
Campaign #1: CPaaS Thought Leadership Content
The Content: https://www.syniverse.com/insights/what-is-cpaas
The Result: Through collaboration with our neighbor, we helped them create a piece of evergreen, high-quality content that generates an estimated 800 organic sessions each month from search queries containing “CPaaS”. It even continues to gain natural backlinks to this day—three years after it was originally published!
Campaign #2: SMS Thought Leadership Content
The Content:
- https://www.syniverse.com/blog/messaging/mms-messaging-explained/
- https://www.syniverse.com/blog/messaging/what-is-an-sms-short-code/
- https://www.syniverse.com/blog/messaging/sms-short-codes-texting-what-you-need-to-know/
Following the success of the CPaaS content campaign, our neighbor’s next goal was to establish their brand as an authority on mobile messaging—particularly, their service offerings related to SMS and MMS. With their subject-matter expertise and our SEO-expertise, we worked together to create a successful blog campaign. The result was a significant lift in organic traffic to their blog, which went from generating an estimated 100 organic sessions per month at the start of 2023, to generating an average of nearly 1,000 organic sessions per month by the end of Q1 2024.
The Takeaway
The key to organic visibility—actually showing up in search results and driving relevant traffic to your site—is great content. You won’t see results overnight, but this case study shows that when you take the time to do your research and create content that is genuinely useful, that content will continue bringing in traffic and earning valuable backlinks from other sites months, even years after publication. SEO is not always about quick fixes (although we definitely want to implement those, too); it’s about laying the groundwork for lasting impact.
