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  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

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.
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.
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.
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.
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…
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.
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.
What these 6 CEOs learned from working at Salesforce
Erika Morphy | August 29, 2014
Salesforce launched 15 years ago. With annual revenues expected at more than $5 billion this year, it is hard to remember those days when Salesforce was a scrappy start up, trying to sell enterprise customers on the benefits of the multi-tenant software-as-a-service model. That battle is long over, and since then Salesforce has gone on to introduce a number of other new innovations that were also promptly snapped up with the rest of the industry. Chatter comes to mind; so does its latest product, Community Cloud.
Five Important Hotel Related Takeaways from the BrightEdge Share14 Marketing Conference
Melissa Lyons | August 29, 2014
The BrightEdge Vizergy Partnership. At Vizergy, we work closely with BrightEdge, a search marketing authority that offers an enterprise grade SEO platform. Our partnership is an essential component of our advanced SEO strategies. The analysis, tools and research they provide ensure our SEO services are as in depth and effective as possible.
New Research on Impact of Google’s ‘Pigeon’ Update
Seth Restaino | August 28, 2014
Have your Google Places search results been erratic lately? When Google released an update to its local search algorithm on (or around) July 24, named “Pigeon” by Search Engine Land analysts, it dramatically affected a number of industry verticals. Our SEO analysts looked to BrightEdge’ Data Cube before and after the Pigeon update (June through August), analyzing all U.S. desktop queries for which Google displayed Google Places (the “local pack”) results in its SERPs, bucketing those queries into industry groups (verticals) based on their keyword structure. BrightEdge’s analysis found that Google is displaying local pack results for 11.26 percent fewer queries overall. BrightEdge Cube data also confirms that real estate queries experienced a dramatic decrease of 63.45 percent in their appearance rate in Google Places results.