Case Study: Infoblox

Infoblox Case Study: Preserving Organic Traffic During Platform Migration While Driving AI & SEO Growth

Infoblox is a B2B cloud networking and security solutions company headquartered in California’s Silicon Valley. In April 2024, they partnered with VereNorth to strengthen their Technical SEO, Content Strategy, and LLM visibility. Within months, the company saw measurable improvements in organic conversions, keyword performance, and AI-driven visibility, despite the risks associated with a major site transition.

Challenge

Infoblox hired VereNorth during a critical period: the Infoblox team was already in the middle of a full platform migration while simultaneously working to modernize content, strengthen SEO, and ensure accurate representation across emerging LLM systems like ChatGPT, Gemini, Claude, and Perplexity.
The company faced several major challenges:

A complex site migration already underway, introducing risks to existing rankings, crawlability, and organic traffic.
Large-scale URL and template changes, where even small misalignments could break redirects, eliminate link equity, or hide important content from search engines.
An inconsistent content structure limiting the performance of key product and solution pages in competitive cybersecurity and networking categories.
Little visibility across LLM ecosystems, despite buyers increasingly relying on AI systems for vendor research and product comparisons.

Solution

Services provided: Technical SEO, Content Strategy, LLM Visibility Consulting, Migration Support, Analytics

VereNorth delivered a comprehensive strategy and execution plan that included:

Fixing technical flaws in templates, including metadata handling, structured data, and canonicalization to ensure proper indexing and prevent rank dilution
Improving internal linking and navigation, allowing search engines to rediscover and rank Infoblox’s most strategic content.
Building a unified content strategy, enabling more effective keyword targeting and long-term editorial planning.
Developing LLM visibility frameworks, ensuring Infoblox appears accurately in AI-generated answers and product comparisons.
Sharpening analytics and conversion tracking, directly connecting SEO work with revenue-based outcomes

Results

Infoblox’s platform migration was completed with no meaningful drop in organic traffic—a major success for a site of its size and complexity. In the months following the migration, performance continued to climb:

29% year-over-year increase in organic Marketo B2B Leads, Infoblox’s primary conversion goal.
Captured #1 position for the “Universal DDI” target keyword, generating a 300% increase in traffic to the Universal DDI solution area.
30% month-over-month increases in LLM visibility, reflecting significantly improved AI citation and traffic in AI Overlays, ChatGPT, Gemini, and Perplexity.

Final Thoughts

VereNorth laid the groundwork for improved organic conversions, stronger search positioning, and expanded visibility across both search engines and emerging AI ecosystems during a high-risk platform migration.

And this is just the beginning. Continued collaboration on content, Technical SEO, and LLM optimization is helping Infoblox remain competitive in a rapidly changing digital environment, where both buyers and AI systems play a growing role in enterprise decision-making.

And on that account, Michelle Atkins left VereNorth a glowing poem highlighting the partnership we have built.

“In the realm of words and search, you shine, Crafting briefs with a touch so fine. Keywords placed with thoughtful care, Ensuring our content’s always there. Thank you for your skill and art, For playing such a crucial part. In the world of SEO, you’re a star, Guiding our content near and far.”
– Michelle Atkins
Enterprise Web Strategist, Infoblox