Swisscom AG
About Swisscom AG
Swisscom is the largest telecommunications provider in Switzerland, with around 19,000 employees, and the clear market leader. Its portfolio covers mobile, landline, internet, TV, IT services, cloud and cybersecurity. With the sub-brands Bluewin, Wingo and Blue Plus, Swisscom serves different target groups and market segments.
The challenge
Swisscom faced several complex challenges in digital marketing:
- Highly competitive keywords such as “Handy Abo” and “Internet Abo” with very high search volume and strong competition
- A fragmented brand landscape with Bluewin, Wingo and Blue Plus, each needing its own digital strategy
- No integrated SEO/SEA strategy across the different domains and brands
- Cannibalization between Swisscom's own brands in the search results
Services applied
For Swisscom, we put together a comprehensive package of services covering all digital channels.
Our implementation
- Cross-domain SEO concept for Swisscom, Bluewin, Wingo and Blue Plus to avoid keyword cannibalization
- Semantic keyword strategy focused on highly competitive money keywords and long-tail coverage
- Dynamic SEA budget allocation based on seasonal trends and competitive pressure
- Adobe Analytics setup with custom dashboards for cross-channel performance measurement
- AI-supported content workflow for creating and optimizing SEO copy at scale
The results
Close collaboration allowed us to achieve outstanding results for Swisscom:
Top rankings for “Handy Abo” and “Internet Abo” in Switzerland
Visibility score significantly increased across all Swisscom domains
Lower CPA through optimized SEA budget allocation and better quality scores
Bluewin consolidated as a leading news portal in the organic search results
Wingo successfully positioned for new target groups, with greater organic reach
Blue Plus organic traffic significantly increased through a targeted content strategy
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