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The Latest Updates from BrightEdge

  3 Ways to Connect With Your Audience

Jim Yu

The digital world has its pros and cons. On one hand, marketers can interact with consumers en masse at any time from any location, with the hope of cultivating brand loyalty and boosting the bottom line. On the other hand, the deluge of information can be overwhelming and downright irritating for consumers -- Facebook, Instagram and Tumblr alone produce 715,856 pieces of content per minute, according to Domo. Breaking through the noise and establishing a brand voice worth listening to requires a content approach that centers on relevancy, thoughtfulness and integrity. CONTINUE READING

 
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Video content has a higher CTR than ‘classic’ content
 
Brafton Editorial | September 26, 2014
BrightEdge released a study showing that video content gets more clicks than classic (a.k.a. written) content. Before getting into the fact that web copy is now considered ‘classic,’* this finding suggests marketers can’t afford to ignore video if they want their SEO strategies to be successful. Interestingly, the data shows that video broadly gets more clicks in search, but CTR fluctuates across the page. Videos actually get a lower CTR if they’re shown as the No. 1 result compared to written pieces, but it flips for the No. 2 spot. Videos that rank second have a 5 percent higher click rate than written pieces, and continue to have a better CTR through the 7th result. Why does a video do better when it’s ranked No. 2 versus No. 1?
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Is Organic Better for You? It Is When You're Talking About Site Traffic
 
eMarketer Staff | September 24, 2014
When it comes to driving internet users to a website, nothing beats organic search. According to data from BrightEdge, organic search drove 51% of website traffic referrals worldwide during June and July 2014. Meanwhile, display, email and referred search ranked second, with 34% of referrals, paid search third (10%), and social media last (5%). The research monitored data from BrightEdge’s Data Cube, so broader industry metrics may vary. Of course, website traffic referral share varied by industry, and organic dominated the business services space the most, fueling 73% of all site referrals. Organic’s share of traffic referrals huddled around 50% for media and entertainment, technology and internet, and hospitality sites, while retail rounded out the list (42%). Display, email and referred sources as well as social each grabbed their largest pieces of the pie in the media and entertainment space, while paid search was most successful at driving website traffic in the retail industry.
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Top 3 tips to better optimize branded content
 
Kristina Knight | September 22, 2014
There are many ways marketers can optimize their content. However, understanding consumer demand, identifying efficient channels, and diversifying content type are the three most fundamental things marketers should do before all else, according to one expert. Here is why: First, understanding consumer demand. "Consumers today expect to receive the right content, for the right topic, at the right time. Marketers need to asses the type of content their audience is most interested in consuming before creating and publishing content," said Jim Yu, Founder, BrightEdge. Second, identifying the channels that drive the most traffic. "Great content is consumed, measured and shared at scale. It doesn't matter how great your content is if no one ever see it," said Yu.
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Organic Search Trumps Paid Search as Web-Traffic Driver
 
Krystal Overmyer | September 17, 2014
The data is clear: When it comes to driving web traffic, organic search reigns supreme. A report from BrightEdge found that organic drives 51 percent of all visitors for business-to-business and business-to-consumer businesses. Among other forms of search, paid search accounted for just 10 percent of traffic, while social captured a tiny 5 percent. Other forms, including display, email, and referred traffic, captured 34 percent. BrightEdge also examined the variations in search across industries. For business services, organic searches accounted for a whopping 73 percent of traffic. Media and entertainment came in second, with 51 percent of traffic deriving from organic. For both industries, paid search and social made little comparative impact in overall traffic.
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The 2 Types Of Rich Media Your SEO Plan Can’t Ignore
 
Jim Yu | September 09, 2014
By now, we’re all familiar with media, such as images and video, appearing in search results. Google’s Universal Search results represent additional ways for websites to be found – but often, rich media like those found in Universal results are an afterthought to text content in the Search Engine Optimization (SEO) strategy. It’s true that when we think of content as part of our SEO plan, our brains often go right to text; but other forms of content – video and imagery – are the key to being found in more places for more queries more of the time. In this post, we’ll look one very big reason you want to include video and imagery in your SEO strategy: click-through rate (CTR). Then, I’ll go over some tips for starting up your rich media plan for organic search, including basic image optimization and video optimization best practices.
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SMX East 2014 Speaker Series: Jim Yu on the ‘Massive Mobile Shift’
 
Kristi Kellogg | September 09, 2014
Earlier this year, Search Engine Journal reported that the mobile market will generate an estimated $261 billion more in 2015 than it did in 2012. This is no surprise, considering that the average American now spends two hours a day on a mobile device. It’s an undisputed fact that mobile optimization is a critical component of SEO, and Internet marketers are hungry for the latest tactics concerning mobile optimization. Later this month, you’ll find marketers gathered at Search Marketing Expo (SMX) East 2014, and one of the must-attend sessions of the conference is “What SEOs Should Be Doing With Mobile” (Oct. 1 at 9 a.m.), featuring SEO VIPs Jim Yu, Cindy Krum, Michael Martin and Gary Illyes.
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Content Marketing: BrightEdge Announces Community Edition Including the Data Cube To-Go
 
Dr. Natalie | September 08, 2014
Most brands didn’t realize the digital disruption and revolution mean that they would become digital publishers. But at the end of the day, that’s exactly what happened. So what are great digital marketers doing to optimize content? That’s what this blog post is about: How are you optimizing your content? So if you are a CMO or Digital Professional, I don’t need to tell you that content is “it.” In fact, According to the Custom Content Council, 42 percent of the $43.9 billion spent on marketing in 2013 was allocated to content marketing. If you look on, LinkedIn there are nearly 2 million professionals working in the content marketing field today.
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Search Traffic Vs. Social Traffic: Interesting Data From BrightEdge
 
Jesse Stoler | September 05, 2014
A few weekends back, a local performer asked me to help him revamp his website. The reasons he asked me are twofold: I’m a friend of his, and more importantly, I don’t think he understands that my occupation of link builder/content marketer is not at all the same thing as a web designer. My technical shortcomings aside, I’ve always been keen on the idea of owning and operating my own website: I’ve just lacked the energy to follow through. Just ask my 7-9 abandoned Blogspot and Tumblr projects. I have a bad habit of getting really hyped about an idea and then…
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Organic Search Drives 51% Of Traffic; Paid Search 10%; Social 5%
 
Laurie Sullivan | September 03, 2014
BrightEdge believes organic search drives the most traffic. A recent study conducted by the company found that organic search drives 51% of all visitors to business-to-business and business-to-consumer Web sites, whereas paid-search drives 10% and social 5%. The study suggests all non-organic search channels combined -- paid search, social, display, email and referred -- fail to keep up with the impact from organic search.
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Content Gap Analysis Becoming Bigger Priority For Marketers
 
Kim Zimmermann | September 03, 2014
B2B marketers are not lacking when it comes to content. According to research from eMarketer, 91% of B2B marketers are using content marketing, and 60% create at least one piece of content a week. Research from the Custom Content Council found that 42% of the $43.9 billion spent on marketing in 2013 was allocated to content marketing. However, many marketers are still struggling to yield results from their content creation efforts. Of the companies employing content marketing, fewer than half (42%) say their efforts are effective, according to research from MarketingProfs and the Content Marketing Institute.