Unisys Organic Growth Opportunities

This play creates a comprehensive library of pages that map specific regulatory controls to Unisys's security solutions. It targets high-intent searches from compliance and security officers seeking to solve specific regulatory challenges.

Example Keywords

• "GDPR Article 32 technical measures explained"
• "PCI DSS requirement 11.3 penetration testing guide"
• "NIST 800-53 SI-4 mapping to managed SOC"
• "ISO 27018 controls list for cloud providers"

Rationale

Compliance-driven searches are evergreen, have high commercial intent, and are performed by decision-makers. By creating a definitive resource that directly connects a regulatory pain point (e.g., a specific control) to a solution (a Unisys service), Unisys can capture this valuable traffic and establish itself as a go-to expert in the GRC space.

Topical Authority

Unisys already provides managed security and compliance services, but captures a negligible share of this search traffic. The domain's authority (AS 43, 13K referring domains) is strong enough to rank for these competitive terms, especially with highly structured, schema-marked content that directly answers the user's query.

Internal Data Sources

Leverage proprietary crosswalk spreadsheets used by Unisys GRC teams to map controls to services. Incorporate anonymized data from SOC analyst playbooks and incident statistics to add real-world context. Use AirOps to maintain live updates as regulations change.

Estimated Number of Pages

1,200+ (Covering 40+ regulations, each with 30+ key sections/controls)

This play establishes a vast library of solution-oriented pages explaining how AI can solve specific operational problems within various industries. It aims to attract mid-funnel buyers researching practical AI applications to improve specific business KPIs.

Example Keywords

• "AI use cases in manufacturing quality control"
• "AI route optimization for logistics"
• "predictive maintenance AI for railways"
• "AI-powered fraud detection for insurance claims"

Rationale

While Unisys markets AI solutions, its organic traffic for AI-related terms is minimal, representing a massive gap compared to competitors like IBM. This play systematically targets the long-tail of commercial searches where buyers are looking for specific, industry-relevant AI solutions, moving beyond generic "what is AI" content.

Topical Authority

Unisys has baseline credibility through its AI consulting services and Cloud AI solutions. This play builds on that foundation by demonstrating deep expertise across numerous industries. It leverages existing authority from analyst reports (e.g., “ISG Generative AI Leader 2025”) to create a perception of leadership.

Internal Data Sources

Utilize internal assets like the “AI Insights Report” PDFs, cleared client success stories, and webinar transcripts (“Generative AI: Next Pivotal Point for Productivity”). This proprietary data can be used to generate unique, data-backed content that competitors cannot replicate.

Estimated Number of Pages

1,500+ (Based on 30 industries × 10 common problems × 5 key benefits)

This play creates a detailed catalog of technical blueprints for migrating specific legacy technologies to modern cloud environments. It targets high-value technical and executive decision-makers who are planning complex and expensive modernization projects.

Example Keywords

• "convert COBOL to microservices best practices"
• "mainframe rehosting on Azure cost model"
• "IDMS to PostgreSQL migration steps"
• "VSAM data replication to cloud"

Rationale

Buyers of large-scale modernization programs search for very specific patterns related to their existing tech stack (e.g., "COBOL," "Mainframe"). Unisys has deep historical expertise here with its ClearPath and AB Suite products but currently only ranks for low-commercial-intent documentation pages. This play directly targets the high-value commercial queries competitors are winning.

Topical Authority

Unisys's heritage is its greatest asset for this play, providing natural and deep-seated topical authority on legacy systems. By framing this expertise in the context of modern cloud targets (Azure, AWS), Unisys can bridge its past to the future and demonstrate relevance to today's buyers.

Internal Data Sources

Leverage internal ClearPath migration runbooks, time-and-motion study data to estimate timelines, and AB Suite performance benchmarks. Insights from Unisys's quantum research can also be woven in to create a forward-looking perspective on future-proofing applications.

Estimated Number of Pages

700+ (Covering 20+ legacy technologies, 4+ target environments, and various approaches)

This play generates a series of static pages that function as 'calculators,' providing pre-computed estimates for downtime and cost based on migration scenarios. It targets executives and IT Directors who are highly concerned with the business continuity risks of cloud migrations.

Example Keywords

• "oracle to aurora downtime calculator"
• "sap hana to azure migration outage estimate"
• "mainframe to gcp cutover window 10tb"
• "sql server to snowflake migration downtime"

Rationale

The keyword 'calculator' signals high commercial intent, as users are trying to quantify a business problem. While competitors offer gated whitepapers, this play provides an instant, ungated answer, capturing leads through value and transparency. The pages are static but present data in an interactive-feeling format.

Topical Authority

Unisys manages complex migrations and has the data to prove its expertise, yet it ranks for none of these 'calculator' or 'estimator' terms. This play establishes authority by providing concrete data on one of the biggest migration fears: downtime. It positions Unisys as a provider that understands and mitigates risk.

Internal Data Sources

Use historical data from Unisys's CloudForte practice, including cut-over logs that detail source/target platforms, data volume, and actual outage duration. FinOps tooling data can be used to model the cost estimates, and internal runbooks can be used to auto-generate sample project plans.

Estimated Number of Pages

1,200+ (Based on 20 source platforms × 5 cloud targets × 12 data volume bands)

This play creates a library of narrative-driven pages that dissect real-world (but anonymized) cyber attacks. Each page details the attack vector, the industry targeted, the specific security control that failed, and a blueprint for remediation.

Example Keywords

• "vpn ransomware case study healthcare"
• "phishing breach no dmarc finance"
• "s3 bucket leak retail lessons learned"
• "api attack OWASP control gap telecom"

Rationale

This strategy targets security professionals with extreme urgency—those who have either just experienced a breach or are actively trying to prevent a specific, known threat. The content is highly compelling and practical, moving beyond generic security advice to offer actionable analysis of real incidents, positioning Unisys as a trusted incident response partner.Topical Authority

While Unisys offers security services, its current content is service-focused, not threat-focused. This play leverages the deep expertise within its Security Operations Center (SOC) to build authority on threat intelligence and remediation. It demonstrates expertise through storytelling and analysis, which is more powerful than a service brochure.

Internal Data Sources

The core of this play is the use of anonymized post-incident reports from the Unisys SOC. This can be supplemented with Stealth telemetry data to show attack dwell times and compliance cross-mapping tables to recommend specific services or projects as the 'fix'.

Estimated Number of Pages

1,000+ (Covering 15 attack vectors × 10 industries × 7 common control gaps)

Improvements Summary

Consolidate overlapping pages into a single pillar, optimize on-page elements, and expand supporting content to target high-value and long-tail keywords. Address cannibalization, add FAQ schema, and improve internal linking to strengthen authority and rankings.

Improvements Details

Redirect or rework near-duplicate service URLs to a master pillar page focused on terms like 'digital workplace solutions' and 'digital workspace services.' Rewrite the pillar using a hub-and-spoke model with targeted H2s, FAQs, case studies, and comparison charts. Launch three supporting blog posts for long-tail queries, update ebook and case study pages, and implement structured data, image optimization, and authoritative backlinks.

Improvements Rationale

Consolidating content and clarifying keyword focus will concentrate link equity and reduce cannibalization, helping key pages move from page 2 to page 1. Adding long-form content, FAQs, and schema increases the chance of featured snippets and higher click-through rates. Supporting assets and improved internal linking will drive additional traffic and authority, supporting lead generation goals.