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Cloud Collective

How Cloud Collective Grew Faster With A Complete B2B SEO Strategy



Increase in organic traffic, in 12 months


Increase in new users achieved, in 12 months


Increase in the total number of ranked keywords, in 12 months

The challenge

Cloud Collective is a strategic alliance of three Microsoft Gold Partners – Antares Solutions, iComm and Quorum – that provides tailored cloud solutions from the Microsoft platform to "improve how your people work". Cloud Collective’s mission is to carry out the dynamic paths of its individual companies as one powerful group which can grow and match the evolving needs of different teams.

With over 10 years of experience helping businesses to reach their full potential through the creation and assimilation of innovative digital solutions, Cloud Collective has successfully partnered with both private and public organisations in Australia and around the world including UNSW Sydney, Tourism Australia, GWA Group, Blackmores, and NRMA.

Have you ever visited a company’s website wanting to discover more about their industry or approach, only to find that their content offers little value beyond product or service promotion? It’s an all too common misconception where content only focuses on the pure sell, when in reality content presents a huge opportunity to offer useful and targeted information for potential partners. According to the Harvard Business Review, customers put B2B subject matter and solution expertise at the top of their list of important qualities when evaluating potential suppliers. As businesses become savvier at sniffing out marketing, it’s clear that a tactical approach to content creation is the key to success. 

At Cloud Collective, they've partnered with Online Marketing Gurus to develop a robust search engine optimisation and content strategy that has helped cement their organisation as technology innovators. The reason for Cloud Collective's success? They adapted and pivoted their website to a business-first approach to content to improve customer acquisition and satisfaction. Here’s how their strategy shift helped them grow their web traffic by a whopping 77% (with 81% new users) in just 12 months. 

Key problems

  • Required a strategic B2B marketing campaign to distinguish themselves among Microsoft service providers
  • Needed to use data to drive a next-level content strategy that focuses on solving pain-points and become a valuable source of information for users
  • Sought an SEO strategy with intentional keyword rankings and long-tail targeting
Case study date 23 February 2021

Our Approach.

Content is at the core of great marketing. It’s a winning strategy that focuses on building solid B2B relationships with valuable, relevant and engaging information. This tactic is used frequently by tech companies like Google, Microsoft, and Apple, who give specific technical details about their products, highlight the quality of their products, and distinguish themselves as industry leaders. OMG set to work creating a comprehensive search and content marketing strategy for Cloud Collective’s brands that would drive clicks and customers to their suite of services and solutions.

  • Comprehensive website audits and review of competitor landscape to map gaps and opportunities.
  • Data-driven insights across the entire consumer journey to inform an end-to-end marketing strategy.
  • A quality content strategy designed to drive rankings, brand awareness, and links.
Case Study - Cloud Collectivepng

Breaking down a winning digital strategy. 


Increased search visibility for explosive results.

Increased rankings broaden our visibility and enable our listings to show for more relevant queries. This leads to more qualified traffic to a site as it appears for something relevant. The more our keywords grow in the ranks, the more visible we are, and the more relevant keywords we rank for in these positions, the more qualified traffic we will get. We increased the total number of ranked keywords by 376%, and continue to push valuable keywords like ‘microsoft teams’ into the top 10 spots to sit on the first page.

Over the last year we have worked on creating new pages with SEO optimised content, creating a new structure for the site and link building to increase our authority to not only the site but our new pages. Our focus was on Microsoft Teams, Unified Communications, Remote Work Solutions, and TCO 365. This work has increased our overall visibility in the SERPs which in turn has led to a huge increase in non-branded clicks (233% increase) and impressions (2174% increase). As a business, this means Cloud Collective has begun to claim a notable presence among Microsoft service providers and become a valuable source of information for brands.


Solve the pain points.

Organic traffic is the holy grail. And yet, most brands are missing out as their pages don’t meet customers where they are searching: at the problem-awareness stage. Anticipate problems, create exceptional content that solves them better than your competitors, and watch your organic traffic grow faster.

Pillar content is a strategy that focuses on topics, rather than keywords. You create a bunch of valuable content around one central theme – or “pillar”. The result? You can create content that both your target audience and Google love. Over and over again. Having used this strategy, organic traffic is up 77%, with the number of new users up 81.7%.

We suggest doing the following: map out all of the pain point your ideal customer might face and formulate in-depth content that showcases the solution. You can then look at keywords around each specific solution to optimise them for SEO and create pages that rank in the top spots on Google.


The best websites are technical masterpieces.

Building and maintaining a high performing website is a MASSIVE part of long term revenue growth. Your website needs to rank, attract AND convert clicks into customers. For Cloud Collective, we implemented both technical and onsite optimisation to improve the site’s speed, authority and trustworthiness.

Starting with a comprehensive site audit and competitive analysis, we found lots of quick wins and technical updates that would move the needle. From optimising metadata and implementing schema, to fixing redirect chains and canonical tags, the Gurus set to work to create a powerful website. The result? Increased authority to search engines, higher click-through rates, and, in turn, better rankings.

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