Building a strong content layer on a 100-year-old brand
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IBM is an exciting case study of one of the most authoritative sites on the web that supports its sales-led motion with a rock-solid organic top-of-the-funnel.
Bryan Casey, Director of Digital Marketing at IBM:
Really nice article. Impressed with how much research you did.
Table of contents
IBM gets more organic than direct traffic - a testament to the SEO team’s work.
IBM and Red Hat have built topic pages that drive traffic value and serve as entry points for leads. They rank #1 for many competitive keywords and attract over 23% of total backlinks.