Case Study: Twilio achieves an 86% increase in traffic to glossary pages with BrightEdge's SEO platform

Twilio Blows Out the Longtail Opportunity and Drives An 86% Increase in Trafc to Glossary Pages

Twilio, a cloud communications platform-as-a-service that lets developers programmatically send and receive calls and texts via APIs, set out in 2017 to expand longtail keyword coverage and improve site speed as two core SEO initiatives. The challenge was to identify high-opportunity topics and ramp content production while also fixing technical issues that hurt page performance.

Using BrightEdge’s Data Cube gap analysis, Twilio identified target topics and distributed them to content teams via Tasks to raise publishing from about 5–10 to 40–50 pages per month, while technical work improved page load speed. Results were tracked in StoryBuilder and shared with stakeholders — the longtail project drove an 86% increase in traffic to the pages created.

Twilio

Sam Ruiz

Sr. Marketing Manager SEO