Case Study · Enterprise Technology / Semiconductors
Intel: Seven Years of Enterprise SEO Across Support, Migrations, and Structured Data
1,769 non-secure canonical tags flagged across US Support pages
Intel's web presence spans hundreds of thousands of URLs across support, community, newsroom, and regional domains. From 2017 through 2024, working on the agency team at Global Strategies, an Ogilvy company, I produced the technical audits, migration scoping, on-page optimization batches, international reporting, and structured data specifications behind recurring SEO workstreams on intel.com. In the most recent quarter covered by that reporting, intel.la organic clicks grew 17.87 percent quarter over quarter and intel.com.br grew 11.23 percent.
Results SnapshotThe Situation
The Challenge
Everything at Intel comes with an extra zero or two. The Support section of intel.com alone surfaced thousands of URLs with technical problems, and the community forums carried roughly 745,000 URLs in Google Search Console scope, about 700,000 of them excluded from the index, heading into a full platform migration from Jive to Salesforce Lightning.
The technical debt was equally enterprise-sized. Intel's Angular-based support pages lost their href links when JavaScript was disabled, leaving search engines a thinner site than users saw. A staging subdomain was being crawled and indexed as duplicate content alongside the live site. Support pages carried browser titles and anchor text that duplicated Intel's own product pages, putting the company's help content in competition with its money pages.
There was also a cautionary tale already in the data. A previous Newsroom migration had left the two content types responsible for 51 percent of the section's organic traffic in decline. Comparing 2015 monthly averages to May 2016, overall worldwide organic traffic was up 22 percent, but news releases had fallen 4 percent and Chip Shot posts 26 percent, and nearly half of the section's indexable URLs were low-value tag pages that soaked up crawl attention.
Layered over all of it was international complexity: regional domains like intel.la and intel.com.br serving Latin America, each with its own performance story to track and report.
The Work
What Was Done
A support audit built to be executed
The 2017 technical audit of Intel Support paired a full findings deck with a 122-item action register, every item scored pass or fail with analysis and a recommendation. The failing items came with the evidence attached: 1,769 US Support pages whose canonical tags pointed to non-secure HTTP URLs, delivered as a complete URL worksheet, plus prerendering recommendations for the Angular pages, robots.txt exclusion and redirects for the indexed staging subdomain, breadcrumb structured data, title qualifiers to stop support pages from cannibalizing product pages, and an information architecture plan for new FAQ, topic, and compatibility page types.
Migration forensics on the Newsroom
Inside that audit I traced the Newsroom's post-migration declines to misconfigured redirects pointing at encoded-character URLs, and documented that search engines could not crawl past the first twelve links on the section's hub pages. The diagnosis turned a vague traffic concern into a specific, fixable redirect and architecture problem.
Scoping the forum migration
For the 2018 move of communities.intel.com to Salesforce Lightning, I supported the SEO scope of work: baseline Search Console performance reporting, keyword categorization mapped to the new information architecture, one-to-one redirect mapping for roughly 45,000 priority URLs with an expanded option covering the 700,000 excluded pages, redirect quality assurance, change-of-address handling, and indexation monitoring through the end of 2018.
Batched on-page optimization
The 2021 program optimized top intel.com pages in structured batches. Batch two alone covered 20 high-value US pages spanning consumer, commercial, and industrial product categories, each with its own recommendation tab, built on a 9,944-row Search Console keyword summary, a 967-row keyword-to-page map, and a 36,814-row search volume dataset.
Quarterly reporting for Latin America
In 2022 and 2023 I produced the Search Console reporting for intel.la and intel.com.br: quarter-over-quarter performance overviews, tracked-page tables, and topic-level keyword tracking across Intel's flagship consumer and enterprise product lines.
Structured data for the AEM rebuild
In 2024 I wrote the structured data requirements for Intel's AEM Modernization FAQ component: consolidating multiple on-page FAQ components into a single FAQPage JSON-LD script per page to eliminate the validation errors the previous approach kept triggering, with Rich Results Test validation steps and authoring guidance for Intel's content teams.
The Payoff
Results
All figures below are from Google Search Console quarterly reporting for Intel's Latin America domains, comparing Q4 2022 (October 1 to December 31) with Q1 2023 (January 1 to March 31). At Intel's scale, search performance reflects the work of many internal and agency teams; these numbers describe the domains' growth during the period the reporting covered. Exact traffic figures and keywords are confidential to the client; verified data available on request.
| Metric | Before | After |
|---|---|---|
| intel.la organic clicks | Q4 2022 baseline | +17.87% |
| intel.la impressions | Q4 2022 baseline | +11.22% |
| intel.la average CTR | 4.67% | 4.95% (+5.98%) |
| intel.la average position | 12 | 11, improved |
| intel.com.br organic clicks | Q4 2022 baseline | +11.23% |
| intel.com.br impressions | Q4 2022 baseline | +3.35% |
| intel.com.br average CTR | 11.07% | 11.91% (+7.62%) |
Both regional domains grew clicks, impressions, and click-through rate in the same quarter. For the audit, migration, and on-page workstreams: Performance data available on request.
Tools used: Google Search Console, Screaming Frog SEO Spider, SEMrush, Google PageSpeed Insights, Mobile-Friendly Test, Rich Results Test, and schema.org JSON-LD, on Adobe Experience Manager.
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