Full-service SEO

Switchboard: 966% Qualified Traffic Growth in 12 Months

Switchboard helps teams move faster with fewer meetings. You can share ideas, give feedback, and make decisions in interactive rooms designed for collaboration.

by Sanam Dajee – May 7, 2024

28K +
relevant monthly traffic

+60.49%
non-branded traffic going towards demand-capture pages

+62%
of all targeted keywords rank on the first page in Google

0 to $47.2k
in monthly traffic value

“When we started working with Flying Cat, most of our organic traffic came from brand keywords. A few months into our relationship, we saw non-brand organic search results start to really take off.”

Deborah Kelson VP of Marketing, Switchboard

Challenges we faced

Competing against well-established giants: Switchboard faced tough competition from big players like Zoom, Google Meet and Miro when they were just starting out. It was hard to contend with big companies dominating the market with huge budgets and extensive content teams. Despite being new and small in scale, they continued to evolve towards a multi-faceted, horizontal product. Switchboard began their journey to establish web authority and maturity. Whilst growing their customer base, we played smart by using data-backed research provided by the Switchboard team.
Navigating product market fit: Switchboard’s strength lies in its versatility. Continuously innovating, Switchboard regularly introduced new features or refined existing ones, enhancing the overall solution. Faced with the challenge of catering to diverse user needs, we needed to figure out how to highlight several use cases, ensuring their value was clear to our audience.
Starting from stealth mode: When we started working together they had some traffic from PR boosts, but didn’t have content to drive non-branded traffic. In their early stage, Switchboard wanted to use organic search to drive sustainable, organic signups. They wanted potential users to come across Switchboard when typing in non-branded keywords related to collaboration, teamwork, and productivity.
Meeting content needs with limited internal resources: Switchboard needed a full-service partner that could conduct thorough research, write high-quality content, manage website implementation, and provide detailed reporting. With a one-person content team, we needed to deliver end-to-end solutions.

Opportunities we seized

Highlighting unique features with a product-led approach: We created a targeted strategy by addressing specific use cases rather than broadly categorizing the horizontal tool. As the product evolved, we produced new, relevant content that highlighted new features, aligning with respective use cases.
Building out the funnel: We balanced competitive topics such as BoFu (Bottom of the Funnel) and demand-capturing content with informative pieces. By addressing varied stages of the customer journey, we filled out a full funnel.
Ranking through feature-centric content clusters: To boost rankings, we developed content clusters relevant to each feature, ranking higher for competitive terms. By aligning the content with the features, we stayed relevant and visible in the SERPs.
Creating quality content with expert insights: Articles were research-driven and incorporated insights from industry experts, which boosted their relevance and credibility. Using SMEs, current statistics, and credible sources, we built authority with well-researched insights and engaging storytelling around pain points.
Building high-quality, relevant links: We built links to specific pages, rather than domain, from relevant websites with a DR of 60-90. This helped add hundreds of more ranked keywords and drive rankings upwards to these pages, within a month of building the links.

Results

74.30% average MoM increase in traffic in the last 12 months
Switchboard was rewarded during every algorithm update in the past year.
Switchboard’s organic keyword consistently growing over a year with every algorithm update
Increased the domain authority from 31 to 48, acquiring 500 keywords in the top 3 positions and driving $47.2K in monthly traffic value.
+60.49% non-branded traffic going towards demand-capturing pages.
62% of all targeted keywords rank on the first page in Google
1100 new keywords in the top 20 in two months
Two months before

Two months after