The challenge
Datylon built data-visualization software for people who care about design-grade output — a real differentiator in a category crowded with generic charting. The problem was the same one every challenger faces against giants: when buyers searched the terms that defined the category, they found Tableau, HubSpot, and a field of established players — not Datylon. You don't beat incumbents of that size by competing on their broad terms; you win by owning the specific, high-intent language of the buyers who want what only you do well.
The approach
Innovation Park repositioned the brand around the precise vocabulary Datylon's best-fit buyers actually used — "types of graphs," "chart types," "types of charts," "data charts" — then rebuilt the search authority to support it: aligning message, content, and the signals that decide who ranks for the terms that convert. The aim was never generic traffic; it was to own the cluster of category-defining terms where a reader is one click from evaluating the product.
The result
The category terms moved to the top of the results. Datylon reached position #3 for "types of graphs" — a term with roughly 14,800 monthly searches — and ranked across a cluster of related high-volume terms, part of 5,213 top organic keywords. On the flagship term, Datylon's own guide outranked HubSpot, Userpilot, and the rest of the field, with Tableau and Luzmo behind it.
| Keyword | Intent | Pos. | Volume | CPC (USD) | Traffic % |
|---|---|---|---|---|---|
| types of graphs | C | 3 | 14.8K | 0.00 | 6.84 |
| chart types | I | 2 | 2.9K | 2.84 | 4.56 |
| types of charts | I | 3 | 5.4K | 1.84 | 2.48 |
| data charts | I | 3 | 4.4K | 3.03 | 2.02 |
| different types of … | I | 2 | 2.9K | 1.84 | 1.67 |
Recreated from the client's organic-research data · US · figures confirmable under NDA.
On the page that won it
The flagship asset — Datylon's guide to chart and graph types — is what claimed the position, sitting above much larger domains in the live results:
