One specific challenge that the LEWIS PR team identified from the start of the relationship with Neustar was the need to continue developing each product portfolio tied to a larger brand in Neustar. Neustar’s Internet Infrastructure Services portfolio consists of three main identities: UltraDNS, Webmetrics and BrowserMob.
Each of the three product portfolios has a different focus and following. LEWIS PR quickly aligned with each of the portfolio needs in order to best serve the benchmarks set for SEO results. In addition, LEWIS PR developed descriptive content for Neustar’s IIS web properties, in order to clearly define and position Neustar as a leader in the IIS market.
LEWIS PR began by conducting an SEO audit to identify target market keywords that would best meet the needs of candidates searching for specific types of Internet Infrastructure solutions dealing with DNS, website monitoring and load testing. As a result of this audit, a keyword glossary of popular and relevant terms was created and used to make recommendations to improve on-page content for users and search engines, flesh out meta
information, optimize site architecture and ensure a consistent linking strategy.
Within Neustar’s IIS group, each solution area has several web properties associated with a number of product offerings and client needs. As LEWIS PR analyzed the market, web and search analytics and researched the audience profile, the agency was able to provide relevant content for the company’s websites including customer-centric keywords associated with Neustar’s portfolio. Concurrently, the LEWIS team began work activating social communities behind each of the products to help build links, search engine signal and brand awareness.