Microsoft Teams Brazil – Guilherme da Luz

Context and challenge

Strong in Office, behind in video searches.

Word and Excel already held top positions in Brazil for terms like text editor and online spreadsheets. Microsoft Teams, however, ranked far behind for important searches, while competitors such as Zoom and GoToMeeting dominated the results.

With the mass shift to remote work during the pandemic, video conferencing tools became a necessity. The challenge was to climb the rankings as fast as demand was growing.

Google position before the campaign

“videoconferência” (video conference)#76
“conferência online” (online conference)#46
“videochamadas online” (online video calls)#39

My role

My role in the project.

Describe, in the first person, what I did on this project: whether I took part, coordinated or led it, and what my responsibilities were. The brief asks that team results not be presented as individual achievements.

Strategy and execution

More authority for the right pages.

The mission was clear: increase referring domains and external backlinks to Microsoft Teams pages to build authority and improve keyword rankings.

40keywords tracked
Monitoring with SEO tools to find gaps and opportunities.
4pages optimized
Content of the main Teams pages aligned with the highest-value keywords.
46PR pieces
Guides on online meetings, productivity and features such as chat and screen sharing.
DR 74–84publishing portals
Links on education, business and news portals such as Catho and Acontecendo Aqui.

Some of the campaign’s publications

Verifiable results

Five keywords on page one.

KeywordBefore → After

“videochamadas online” (online video calls)#39#7
“videoconferência” (video conference)#76#13
“conferência online” (online conference)#49#8
“aplicativo para video conferência” (video conferencing app)#22#9
“reunião virtual” (virtual meeting)#6#2

90%
of the keywords that received backlinks improved their position.
+62%
SEO visibility for the targeted keywords.
More authority
Growth in referring domains and external backlinks.
Watch out
Terms related to “reunião online” (online meeting) lost visibility because they weren’t part of the campaign.

50+high-quality backlinks
Earned on relevant portals in 60 days.
90%visibility improvement
Strong gains for the targeted keywords.
8keywords on page 1
Important terms on Google’s first page.

Campaign carried out in 2021.

Learnings

What this project taught me.

Two or three lessons from the project, in the first person. For example: what worked best, what I would do differently and what I took into later projects.