SEO Content Strategy & Blog Development for Enterprise Software Company
Collaborated with SUSE, a global leader in enterprise open-source software, to develop a high-impact SEO content strategy that included creating blog content and a new topics section to improve organic search performance and compete with Redhat’s dominance in the space.
The Issue:
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Organic traffic to SUSE’s “Defines” pages saw a significant decline starting in October 2023.
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These pages previously ranked well for key terms like Supercomputer, Linux Distribution, Linux Kernel, and Cloud Computing, but experienced drops due to algorithm changes and increased competition.
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The share of total organic traffic from SUSE Defines pages fell from 4% to 1% YoY (Feb 2024 vs Feb 2023).
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When combining Tier 1 and Defines pages, organic traffic dropped from 45% to 26% of total site traffic.
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Rationale (Why This Matters):
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Nearly 100% of the keywords SUSE Defines pages rank for are non-branded, making them critical for driving new organic traffic.
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Overall organic visibility declined—SUSE Defines pages once contributed to 18% of total keyword rankings, now down to 15%.
My Approach
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Blog Content Creation: Developed SEO-rich blog posts targeting non-branded, high-value keywords to fill content gaps and regain lost traffic.
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Topic Hub Development: Designed and created 60 new SEO-optimized pages for the SUSE site, specifically aimed at capturing search demand in critical areas like container management, edge computing, and Linux. This would ultimately take the place of SUSE Defines.
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Competitive Analysis: Identified gaps in SUSE’s content compared to Redhat, aligning new content to outperform their search dominance.
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Algorithm Adaptation: Adjusted content strategy based on Google’s Helpful Content updates to ensure compliance and maximize rankings.
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Transition from SUSE Defines to the Topics Section:
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To address the declining performance of SUSE’s Defines pages, I led the development of a new topics section that is currently in the process of being implemented. This transition focuses on creating SEO-optimized, user-focused content to target high-value, non-branded keywords while improving the overall site architecture for better crawlability and engagement. The 60 new pages in this section are designed to fill content gaps, align with current search trends, and provide comprehensive, authoritative information to compete directly with Redhat’s (SUSE's main competitor) successful content strategy.
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Potential Benefits of the Topics Section:
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Improved Keyword Rankings: Targeted, optimized content will boost SUSE’s rankings for competitive industry terms.
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Increased Organic Traffic: The new structure is expected to attract more visitors, reversing the decline from the Defines pages.
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Enhanced Competitive Positioning: By addressing content gaps, SUSE will be better positioned to reclaim authority in enterprise software search results.
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Blog Content Performance (As of 2/4/2025)
The blog content I created for SUSE has delivered strong organic results, with significant improvements in keyword rankings, traffic, and SERP features:
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231 monthly visits
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104 keywords ranked, with 5 on page one
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30 SERP features
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87 monthly visits
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110 keywords ranked, with 9 on page one
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16 SERP features
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What is a Real-Time Operating System?
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53 monthly visits
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262 keywords ranked, with 1 on page one
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11 SERP features
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The Relationship Between Edge Computing & AI
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95 monthly visits
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68 keywords ranked, with 3 on page one
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6 SERP features
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Outcome:
By creating SEO-driven blog content and developing a comprehensive topics hub, I successfully improved SUSE’s organic visibility and positioned them to reclaim competitive ground against Redhat. The strong performance of the blog content demonstrated the effectiveness of targeting non-branded, high-intent keywords, while the new topics section is poised to drive long-term organic growth and enhance SUSE’s authority in the enterprise software space.
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