Our biggest “loss” this year was our most significant win. Here’s how we helped DataStax become so valuable that IBM couldn’t resist.
Picture this: You’re an SEO agency, and one of your longest-running clients just got acquired by IBM for $1.6 billion.
Your first thought? Hell yes, we crushed it.
Your second thought? Damn, we just lost one of our best clients.
That’s exactly what happened earlier this year when IBM announced they’re acquiring DataStax—one of our biggest and most successful SEO partnerships. This article is one of several B2B SEO case studies that demonstrate proven results for B2B companies. And honestly? We couldn’t be more proud (even if we’re a little heartbroken to see them go). This is just one of many success stories resulting from strategic SEO work. In this article, we’ll share real-world examples of the strategies that led to DataStax’s growth.
The Challenge
In June 2023, DataStax approached us with a significant challenge. They’d just launched Vector Search on AstraDB—their newest product designed to power generative AI applications with real-time, scalable data.
The problem?
Zero SEO presence for vector search terms. Their most important “must-win” topic.
There was no existing content on the site targeting vector search terms, so we had to build topical relevance from scratch. Meanwhile, four competitors had already launched similar products and were dominating the search results.
DataStax needed to:
- Build awareness for their new vector search product
- Increase organic traffic to vector search pages
- Achieve top 5 rankings for core vector database keywords
- Do it all while the generative AI space was exploding with interest
No pressure, right?
The Strategy That Took Off
Instead of generic SEO tactics, we built a comprehensive campaign specifically designed for the booming AI/vector database market. The campaign began with a robust keyword strategy and the development of tailored SEO strategies to address the unique challenges and opportunities in this space.
Here’s what we did:
- Conducted in-depth market and competitor research to identify high-value keyword opportunities.
- Developed a content roadmap and ramped up content production to efficiently create high-quality resources for our target audience.
- Created a series of in-depth guide pages, using detailed content briefs to guide the creation of each page and ensure on-page optimization for high-intent keywords.
- Built a link-building program with a dedicated budget and dedicated content to be used for contribution. We placed sponsorships and wrote articles that industry sites loved.
- Implemented technical SEO improvements to enhance site performance and crawlability.
Deep Competitor Research
We analyzed every competitor already winning in the vector database space, identifying competitive keywords that were driving traffic to those sites, as well as content gaps and keyword opportunities they were missing.
Strategic Content Development
Working with DataStax’s team, we created a series of authoritative guide pages targeting high-value keywords like “Vector Index,” “Vector Search,” “Vector Database,” and “Vector Embedding.” Each guide page was optimized for high intent keywords to capture users ready to take action. We ensured all content was highly relevant to the target audience and contributed to building topical authority in the vector database niche. These guide pages were supported by well-structured blog pages that expanded on related topics and improved internal linking.
Content Optimization Techniques
Content optimization is the backbone of any effective B2B SEO campaign. It’s not just about publishing blog articles—it’s about making every piece of content work harder to attract, engage, and convert your ideal audience.
Start with thorough keyword research to uncover the terms your prospects are actually searching for. Use these insights to guide your content creation, ensuring each page targets high-intent, relevant keywords that align with your business goals.
On-page optimization is key. This means strategically placing keywords in your titles, headers, and throughout your content, while keeping the writing natural and valuable for readers. Don’t forget to optimize meta descriptions and images to further boost your online visibility in search engines.
Internal linking is another powerful technique. By connecting related blog articles and landing pages, you help both users and search engines navigate your site, distribute authority, and surface your most important content.
Finally, focus on delivering valuable content that addresses your audience’s real challenges. Informative, well-structured, and engaging content not only improves your rankings but also drives more organic traffic and generates qualified leads who are more likely to convert.
Authority Link Building
We secured high-quality backlinks from relevant tech publications and industry sites, building DataStax’s domain authority in the AI/database space. By leveraging industry relationships—such as partnerships, sponsorships, and collaborations with key stakeholders—we were able to earn even more high-quality links. The increase in referring domains was a key indicator of the campaign’s success in building authority.
Building domain authority is a long-term investment that pays off with higher rankings, more organic traffic, and a reputation as a trusted industry leader. Domain authority reflects how search engines perceive your website’s credibility and expertise within your niche.
To boost your domain authority, start with a robust link building strategy. Acquiring high-quality backlinks from authoritative sites signals to search engines that your content is trustworthy and valuable. Focus on earning links from industry publications, partners, and thought leaders to strengthen your site’s profile.
Technical SEO improvements are equally important. Enhancing site speed, implementing structured data, and optimizing your internal linking structure all help search engines crawl and index your content more effectively. These technical foundations support your overall SEO strategy and contribute to better search engine results page performance.
Don’t overlook the power of relevant, high-quality content. Consistently publishing valuable resources that address your audience’s needs will naturally attract more links and engagement, further increasing your domain authority.
By combining these tactics—link building, technical SEO, and content creation—you’ll see significant growth in your online visibility, improved lead quality, and a stronger position in even the most competitive markets. That’s how B2B SEO transforms your website into a true market leader.
The Results That Caught IBM's Attention
Six months later, the numbers were staggering:
- +237% increase in organic clicks
- +725% growth in vector-related keyword rankings
- 68 vector-related keywords ranking on page 1
- #1 ranking for “Vector Index”
- Top 5 rankings for all primary target keywords
This campaign was specifically designed to boost organic traffic and resulted in a significant increase in organic traffic.
But the real proof? DataStax went from having zero vector search visibility to ranking #1, #3, #4, and #5 for the most competitive terms in their space. These outcomes reflect significant improvements in overall SEO performance and website traffic. As part of our analysis, we also tracked conversions and engagement on the main landing page to measure the impact of our efforts.
We had a really ambitious goal of capitalizing on the surging interest in generative AI, in alignment with our Astra DB Vector product launch. One of our priorities was to gain high visibility on Google in order to generate interest, visibility in the market and ultimately lead developers to sign up for Astra DB. Upgrow are phenomenal SEO partners in helping us achieve this.
Why This Matters for Every Tech Company
DataStax’s acquisition wasn’t just about their innovative technology—it was about their market positioning and visibility.
When IBM was evaluating potential acquisitions in the vector database space, DataStax stood out not just for their product, but for their dominant organic search presence and thought leadership content.
This is the power of strategic SEO for B2B tech companies:
- It builds market authority and credibility
- It captures high-intent buyers at the perfect moment
- It creates sustainable competitive advantages
- It makes you acquisition-worthy
- It drives lead generation by attracting and converting traffic into qualified leads
The Bittersweet Truth About Agency Success
Losing DataStax to their incredible success is the ultimate validation of what we do. We don’t just drive traffic and rankings—we help build companies that become market leaders. We apply these same strategies to our own site, ensuring our expertise is visible and our content is optimized to attract organic traffic and leads. Our proven SEO services have also helped multiple clients achieve similar success in highly competitive niches.
Sure, we’re sad to see such an amazing partnership end. But we’re incredibly proud to have played a role in DataStax’s journey from vector search underdog to IBM acquisition target.
The lesson for every tech company? Strategic SEO isn’t just about getting found—it’s about becoming so dominant in your space that industry giants can’t ignore you.
Ready to Build Your Own Acquisition-Worthy Presence?
While we can’t promise IBM will acquire your company (that part’s up to you), we can help you dominate your market like DataStax did theirs.
If you’re a B2B tech company ready to become the undisputed authority in your space, let’s talk about building your SEO strategy. Adopting smarter SEO strategies, leveraging advanced SEO tools, and establishing a strong SEO structure are key steps to achieving similar results and standing out in your industry.
Book a Strategy Call and let’s discuss how to make your competitors—and potential acquirers—take notice.
Want to see more case studies like this? Check out how we’ve helped other tech companies achieve 775% lead volume increases and become market leaders in their industries.
Q & A
What made this B2B SEO case study so successful for DataStax?
This B2B SEO case study demonstrates the power of timing and strategic execution. DataStax launched their vector search product right as generative AI was exploding, and we helped them dominate SERPs with a comprehensive SEO strategy. The key was combining thorough keyword research with authoritative content creation and strategic link building to capture massive organic traffic growth in a competitive market.
How did you increase DataStax's organic traffic by 237% in just 6 months?
We increased organic traffic through a multi-pronged approach: comprehensive keyword research targeting vector database terms, creating high-authority guide pages, implementing technical SEO improvements, and building relevant backlinks. Our content strategy focused on educating developers about vector databases, which helped DataStax rank for thousands of relevant keywords and dominate search engine results pages.
What role did technical SEO play in DataStax's success?
Technical SEO was crucial for ensuring search bots could properly crawl and index DataStax’s new vector database content. We implemented technical SEO improvements including schema markup, site speed optimization, and internal linking structures. These foundational elements helped their pages rank higher and improved overall organic visibility across search engines.
How important was keyword research for this B2B SEO campaign?
Keyword research was the foundation of everything. We identified that DataStax had zero presence for core terms like “vector index,” “vector search,” and “vector database” while competitors were already ranking. Our keyword research revealed opportunities to target both high-volume head terms and long-tail relevant keywords that their ideal customers were searching for.
What was your content strategy for dominating the vector database space?
Our content strategy focused on creating comprehensive guide pages for each target keyword, then supporting them with related blog content. We developed authoritative resources that answered every question developers had about vector databases, embeddings, and AI applications. This approach helped DataStax appear throughout search engine results pages for their target topics.
How did link building contribute to DataStax's SEO success?
Link building was essential for establishing DataStax’s authority in the competitive AI/database space. We secured high-quality backlinks from relevant tech publications and industry sites, which improved their domain authority and helped new content rank faster. Our approach focused on both internal and external links to create a strong link profile that search engines trusted.
What makes B2B SEO different from other types of search engine optimization?
B2B SEO requires understanding complex buyer journeys and technical decision-makers. Unlike consumer SEO, B2B SEO focuses on education-first content, longer sales cycles, and multiple stakeholders. Our B2B SEO approach for DataStax targeted developers, CTOs, and technical teams with in-depth, authoritative content that built trust and demonstrated expertise.
How quickly can companies expect to see keyword rankings improvements?
DataStax saw significant keyword rankings improvements within 3-4 months, achieving top 5 positions for their primary target terms by month 6. The speed depends on competition, domain authority, and content quality. For this B2B SEO case study, we were working in a rapidly growing market with high search demand, which accelerated results.
What technical SEO improvements had the biggest impact on organic search traffic?
The most impactful technical SEO improvements included implementing proper schema markup for their vector database guides, optimizing page load speeds, and creating strategic internal linking between related content. These technical foundations helped search engines understand and rank their content more effectively, directly contributing to the 237% increase in organic search traffic.
How did you measure the success of this SEO strategy beyond just traffic?
While organic traffic growth was impressive, we tracked keyword rankings for specific target terms, organic visibility improvements across search engines, and most importantly, developer sign-ups and engagement with their vector database product. The ultimate measure of success? IBM’s $1.6B acquisition, proving that strategic B2B SEO builds real business value.
Can this same approach work for other B2B tech companies?
Absolutely. The principles from this B2B SEO case study—thorough keyword research, authoritative content creation, technical SEO excellence, and strategic link building—work across B2B tech verticals. The key is understanding your specific market dynamics and buyer needs, then executing a comprehensive SEO strategy that builds both search visibility and market authority.
What's the most important lesson from DataStax's SEO success story?
The biggest lesson is that strategic B2B SEO doesn’t just drive traffic—it builds market positioning that makes companies acquisition targets. DataStax didn’t just improve their search engine optimization; they became the dominant voice in vector databases, which directly contributed to IBM recognizing their value and market position.
