Microsoft
Microsoft
Enterprise Maps
Enterprise Maps
Embedded Files
I supervised SEO content strategy for Microsoft's Enterprise Maps division through Coalition Technologies. This business sector was through Bing Maps during my work from 2019-2024, and Azure Maps from 2024 onward after rebranding. My responsibilities included directing the efforts of multiple Copy Strategists on my team in conducting keyword research and producing optimized web content published on Microsoft.com.
+27%
+27%
Website Traffic
+11.56%
+11.56%
Conversion Rate
+18.88%
+18.88%
Organic Search Traffic
About Microsoft Enterprise Maps
About Microsoft Enterprise Maps
Microsoft's Enterprise Maps is a geospatial mapping platform used to power thousands of proprietary applications. It's used in large-scale shipping and delivery operations such as Fulfillment by Amazon and Dominos Pizza for providing routes and locations to drivers and their systems. The API powers many critical features such as routing, fleet management, and real-time location tracking. Its data includes aerial imagery, traffic conditions, bridge height, elevation, and even the weather to show real-time conditions and forecasts. It also features a mixed reality software development kit (SDK) for adding real-world 3D data into apps.
Optimized Content
Optimized Content
We started with extensive keyword research to identify the terms that enterprise developers and decision makers were most likely to search, and assigned them to each of the platform's features. We updated the Bing Maps page on Microsoft.com to highlight each of these features using the terminology most likely to be searched for. Each led to a separate landing page with more detailed information.
Highlighting Specialized Features
Highlighting Specialized Features
These are examples of the Fleet Tracker and Maps SDK pages. Terms like "fleet tracker", "trip detection", "3D mapping", and "maps SDK for Unity" were important keywords that drove higher web traffic and created new leads for the Enterprise Maps service.
The Transition to Azure Maps
The Transition to Azure Maps
Microsoft merged the features of Bing Enterprise Maps into Azure Maps in 2024. While much of my team's original SEO work for Bing has yet to be transitioned over, it can be found in its entirety on the Internet Archive.
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