Improving a SaaS Company’s Organic Visibility with Thought Leadership Content
Our Neighbor
Syniverse is a SaaS (software as a service) technology company and a global leader in communications technology, connecting businesses and customers worldwide. Known as “The World’s Most Connected Company™,” Syniverse offers transformative technologies that enhance the global exchange of information, currency, and more.
The Challenge
Despite Syniverse’s expertise and strong market presence, the company lacked authoritative and helpful content on their site to position them as a leader in enterprise communications—especially for their cloud-based communication solution, Syniverse CPaaS Concierge.
Our Strategy
Competitive Content Audit
In our comprehensive assessment, we found a gap between Syniverse’s content strategy and that of its competitors. While Syniverse excelled in serving enterprise clients, competitors engaged a broader audience by offering foundational content, including explanatory blogs and detailed glossaries.
In-depth Keyword Research
To close this gap, we identified high-volume keywords that aligned with Syniverse’s core products and services. These were strategically incorporated into new content.
SEO Content Development
By collaborating with subject matter experts, our team developed comprehensive outlines for each new piece of content to ensure accuracy and adherence to SEO best practices.
The Results
Campaign #1: CPaaS Thought Leadership Content
We helped Syniverse create evergreen, high-quality content that now generates an estimated 800 organic sessions per month from search queries related to “CPaaS.” This content continues to attract natural backlinks, even years after its initial publication.
Campaign #2: SMS Thought Leadership Content
Building on the success of the CPaaS content campaign, Syniverse sought to establish authority in mobile messaging, particularly SMS and MMS services. With a combination of their subject-matter expertise and our SEO strategies, the blog campaign led to a significant increase in organic traffic. Blog traffic rose from 100 organic sessions per month at the start of 2023 to nearly 1,000 sessions per month by the end of Q1 2024.
The Takeaway
The key to organic visibility—ranking in search results and driving relevant traffic—is creating great content. While results aren’t immediate, this case study demonstrates that well-researched, useful content continues to attract traffic and earn valuable backlinks long after publication. SEO is about building a foundation for long-term success, not just quick fixes.
