Microsoft Lync 2010 streamlines enterprise level communications through software enabled VoIP, Instant Messaging, Presence, Web/Video/Audio Conferencing and Data Federation. The unified communications suite increases communications efficiencies and reduces IT costs by integrating disparate communication methods into a single administrative interface.
“Optify has been a tremendous partner for us in helping to focus our keyword strategy, optimize pages and build SEO into our entire site development process.”
Challenges
The Microsoft Lync product group, formerly known as Microsoft Office Communications Server, sought to rebrand itself in November of 2010. The marketing campaign surrounding this effort included the rollout of several new websites and a virtual launch event. In the shift from old to new domain, the company did not want to diminish the authority of product pages or brand visibility in search engines. Rather, it hoped to do the opposite: expand the business’s brand footprint and increase organic traffic to their sites from non-branded keyword searches both in the U.S. and abroad.
Optify Solutions
The combination of Optify Inbound Marketing Software and Professional Services delivered in a systematically controlled process helped MS Lync successfully migrate their website infrastructure and improve brand visibility in lockstep. First, the Optify Keyword Application was used to cull keywords, which generated the best search results and drove the most organic traffic. The Optify Page Optimization Application was then used to score each existing U.S. web page, on various criteria including the representation of these keywords, and offer tangible SEO recommendations. As pages for the new website were developed, these recommendations were incorporated in content, links and URL indexes to ensure a smooth transition of authority from the old sites to the new site.
The Optify reporting dashboard made it easy for the project team to regularly monitor organic and paid search results and determine their site’s ranking in cohort with strategic keyword queries. The continuity of feedback meant if something needed to be tweaked to improve the site’s visibility, it was noticed in real time.
The Microsoft Lync site marketing team relied on Optify Professional Services for assistance with an array of deployment challenges. Services included: running weekly project management meetings, developing SEO strategy, leading keyword research, making tactical recommendations, sharing best practices, providing optimized copy, and collaborating with developers and vendors on site development.
Results
Working in conjunction with the Microsoft.com domain management, development, product, and public relation teams resulted in a smooth transition of page authority from /communicationserver/ to lync.microsoft.com. From February to December of 2010, the website experienced an 847% increase in organic traffic worldwide and 284% in overall traffic. Rankings of branded and non-branded keyword searches improved, increasing overall brand awareness and visibility for the newly launched Lync 2010. “Optify served as a guiding SEO compass with its specific insights and recommendations” said Neeti Gupta, Senior Product Manager, Microsoft. “Optify made it possible to accomplish this large scale rebranding and site relaunch effort without impacting our search engine rankings. In fact, our traffic improved significantly period-over-period.”
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About this customer
Microsoft Lync 2010 streamlines enterprise level communications and reduces IT costs by integrating disparate communication methods into a single administrative interface.
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Challenges
- Migrate Domain
- Expand SEO Brand Footprint
- Drive Global Organic Traffic
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Solutions
- Keywords Application
- Website Optimization
- Marketing Dashboard
- Optify Professional Services
