Microsoft: Enterprise SEO Audit
Microsoft · Technology, Enterprise Software · 2020
Challenge
Microsoft's digital ecosystem spans dozens of subdomains, regional sites, and product properties—each with its own SEO implementation. This fragmentation created inconsistencies, cannibalisation, and blind spots. The team needed a unified view of organic performance and a strategy to align efforts across the organisation.
Approach
We conducted an enterprise-scale SEO audit across 15+ web properties, analysing technical health, content overlap, and cross-domain linking structures. Our team delivered comprehensive documentation with property-specific recommendations and an overarching strategy to unify SEO efforts.
Outcome
The audit became the foundation for Microsoft's SEO governance framework. We identified 200+ critical issues, eliminated content cannibalisation between properties, and established best practices that improved organic visibility across the entire digital ecosystem.
Our Methodology
Multi-Property Crawl Analysis
Conducted synchronised crawls across all properties to map the complete digital ecosystem.
Cannibalisation Mapping
Identified where multiple Microsoft properties competed against each other in search results.
Technical Standardisation
Created unified technical SEO standards for implementation across all web properties.
Governance Framework
Delivered an SEO governance model to maintain consistency as the ecosystem evolved.
Key Findings
Multiple properties were competing for the same high-value keywords
Inconsistent hreflang implementation was causing regional ranking issues
Internal search was cannibalising organic traffic on product pages
Legacy redirects were creating crawl budget waste across properties
Schema markup was inconsistent, limiting rich snippet opportunities
"For the first time, we had a complete picture of our SEO landscape. The audit gave us the clarity and governance framework we needed to align global efforts."
Director of Search Microsoft
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