Microsoft Teams: Rising from the Ranks

How Microsoft Teams Took Over the Videoconferencing Space During the Remote Work Boom

Client:

Microsoft

Project type:

KW Research, Optimisation, PR, Link-Building

Timeframe:

16 weeks

Problem

Despite Microsoft’s strong presence with products like Word and Excel dominating top positions in search engines for keywords like text editor and spreadsheets online in the Brazilian market, Microsoft Teams faced a significant SEO challenge. Key search terms such as videoconferência ranked at #76, conferência online (online conference) at #46, and videochamadas online (online video calls) in position #39, lagging far behind competitors like Zoom and GoToMeeting.

The global shift to remote work during the pandemic made videoconferencing tools a necessity, and Microsoft Teams needed to improve its visibility to remain competitive in the crowded market. The challenge was to drive search rankings up to match the demand for videoconferencing solutions, especially as competitors were already dominating these key terms in organic search.

Solution

To tackle the problem, we developed a comprehensive SEO strategy with a clear mission: Increase the number of referring domains and external backlinks to Microsoft Teams’ pages to boost authority and improve keyword rankings. The steps we took included:

In-depth Keyword Monitoring: We analyzed and tracked 40 important keywords using popular SEO tools, identifying performance gaps and growth opportunities.
Content Optimization: We optimized the content across 4 key Microsoft Teams web pages, ensuring they were aligned with high-value, relevant keywords. This was critical for improving engagement and search visibility.
High-Quality PR and Content Creation: We crafted and distributed 46 pieces of engaging PR content that helped users navigate the world of online meetings. Topics ranged from how to run productive virtual meetings to best practices for using Microsoft Teams’ features, such as chat and screen-sharing.

Link-Building (PR/LB): To boost authority, we developed a strategic link-building campaign. Our team published high-quality content on top-tier portals like Catho and Acontecendo Aqui, driving visibility and trust for Microsoft Teams across Brazil. We also focused on increasing referring domains and external backlinks by publishing PR content across top-tier websites in educational, business, and news verticals. This not only boosted SEO authority but also increased trust and visibility.

Outcome

Our targeted SEO and link-building strategy yielded impressive results:

Keyword Ranking Improvements:
- “Videochamadas online” improved from #39 to #7, landing on the first page of search results.
- “Videoconferência” jumped from #76 to #13, just on the edge of Page 1, demonstrating a dramatic improvement.
- “Conferência online” moved from #49 to #8, successfully securing a place on Page 1.
- “Aplicativo para video conferência” improved from #22 to #9, entering the top 10.
- “Reunião virtual” climbed from #6 to #2, solidifying its position as one of the top-ranking keywords.

These five keywords showed the most dramatic improvements, successfully moving to Page 1 and ensuring increased visibility for Microsoft Teams.
Increased Referring Domains and Backlinks: We significantly increased the number of referring domains and external backlinks, driving more authority and helping Microsoft Teams pages gain stronger rankings.
90% Keyword Improvement: 90% of the keywords where we built backlinks saw significant ranking improvements.
Improved Content Engagement: The high-quality PR content resonated deeply with users, helping them better understand the benefits of Microsoft Teams for videoconferencing and remote work. This increased traffic and engagement, improving lead quality.
Lost Visibility for Untargeted Keywords: Although we improved rankings for videoconferencing-related terms, keywords associated with “reunião online” (Online Meetings) experienced a loss in visibility since our campaign did not target those specific terms.
62% Surge in SEO Visibility: Overall, Microsoft Teams achieved a 62% improvement in SEO visibility across the targeted keywords, helping it compete more effectively with industry leaders like Zoom and GoToMeeting.

Through a targeted SEO strategy and link-building efforts, we helped Microsoft Teams improve SEO rankings and transform from a lesser-known option into a trusted solution for millions of remote workers. By securing top keyword rankings and boosting authority in the competitive videoconferencing space, Microsoft Teams now stands as a leading tool for remote collaboration in Brazil, with the visibility and trust needed to thrive in the digital workspace.

Results

50+

High-Quality Backlinks

Successfully built across top-tier sites within 60 days.

90%

Keyword Visibility Improvement

Dramatic boosts in rankings for targeted keywords.

8 Keywords on Page #1

Key search terms now ranking on the first page of Google.

Campaign conducted in 2021.

For more success stories, visit our Case Section. Our expert team is ready to boost your brand’s visibility and drive growth through innovative SEO and content marketing strategies.