Case study · Canada · Campaign SEO · Aug 2025 to Oct 2026
Turning the Broadcom VMware shake-up into leads
After Broadcom changed VMware licensing and pricing, a Canadian cloud service provider launched a partner campaign in September 2025. Sessions on its VMware pages grew 6.4x in the first month (24 to 154), the pages produced 41 form submissions, and the VCF 9 resource reached #1 for “vcf 9” in Canada.
What were the results?
| Result | What changed | Source |
|---|---|---|
| 6.4x | Sessions on VMware pages in the first month (24 to 154); peak of 212 in Nov 2025 | GA4, landing pages containing “vmware” |
| 41 | Form submissions from VMware pages; the partner program page converts at 7.3% | GA4 form_submit events, Jan 2025 to Oct 2026 |
| #1 | “vcf 9” in Canada (Aug 24, 2026) | Semrush Position Tracking |
| 3 | Australian AI prompts that cite the pricing increase blog | Semrush AI Visibility |
What was the challenge?
Broadcom’s changes to VMware licensing and pricing left customers searching for answers and alternatives. The client is a Broadcom VMware partner, but in August 2025 its VMware pages drew just 24 sessions a month.
What did I do?
- Launched a campaign in September 2025: a partner program page and a VMware sovereign cloud page.
- Published explainers on the Broadcom VMware changes, the pricing increase and VCF 9.
- Linked every post to a partner contact page and tracked form submissions in GA4.
Which pages did the work?
| Page | Sessions | Forms | Note |
|---|---|---|---|
| Broadcom VMware changes blog | 431 | 9 | Top traffic driver |
| VMware sovereign cloud partner page | 263 | 2 | |
| Partner program announcement | 246 | 18 | 7.3% conversion |
| Pricing increase explained blog | 212 | 2 | Cited in 3 Australian AI prompts |
| VCF 9 resource | 90 | — | #1 for “vcf 9” in Canada |
Source: GA4, January 2025 to October 2026 (sessions and form_submit events).
What should you know before reading too much into it?
- The explainer that drew the most traffic was not the page that converted best. The partner program page produced 18 of the 41 forms.
Who did this work?
I did this work in-house as the lead for AI search visibility and organic growth at a Canadian cloud service provider, 2024 to 2026. The client isn’t named. Numbers come from Google Analytics 4 and Semrush, with client details blurred in the screenshots. Download the slide deck (PowerPoint) for the charts.