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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

Travel Industry News: Brand Content Must Go Niche to Beat Out Competition
Jonathan Crowl | October 23, 2014
As the holiday season approaches, online travel agencies (OTAs) are under enormous pressure to maximize reach and conversions among a massive online consumer base. Travel industry news, meanwhile, is inundated with tips and emerging trends to maximize performance—but not all of this advice is worth taking. With content, as with most digital strategy, the best approach is to follow the numbers. According to the BrightEdge Industry SERP Report, a key differentiator for those businesses will be figuring out how to use content to respond directly to consumer demands.
The View From the Valley
The Atlantic Staff | October 14, 2014
Are we in a tech bubble? Is Snowden a hero? And what’s the hottest status symbol? In The Atlantic’s first Silicon Valley Insiders Poll, a panel of 50 executives, innovators, and thinkers answer these questions and more.
Content Marketing Is Getting More Personalized and Helpful
Nicole Fallon | October 14, 2014
Several years ago, "content is king" became the battle cry of marketers everywhere. Content marketing has come a long way since then, shifting from the occasional on-the-side blog post and social media update to a central tenet of any brand's marketing playbook. "Content is an integral part of marketing strategies all around," said Matthew Grant, director of content strategy for digital creative and marketing staffing firm Aquent. "[It is becoming] more and more difficult to distinguish content marketing from any other kind of marketing."
What Do Structured Snippets Mean To Your Page-Level Content Strategy?
Jim Yu | October 07, 2014
In early September, Google was up to something, and some spotted what looked like Knowledge Graph-driven facts being pulled into a web page’s search results listing. Fast-forward to September 22, and it was official: structured snippets were now a part of Google Search. But what are they? No, these snippets are not derived from structured markup on the page, nor does it seem that the facts showing in these snippets are pulled via a database in a Knowledge Graph-y type of way.
Up Close @ SMX: Making Mobile SEO Perform For You – Design, Approach & Speed
Andy Betts | October 06, 2014
Mobile SEO is very different from desktop SEO; therefore, ensuring you take the right approach to implementation is critical to success. This was the overarching mobile message at SMX East in New York this past week. I was lucky enough to attend the session titled, “What SEOs Should Be Doing With Mobile,” which was jam-packed with insights from Google, BrightEdge, Mobile Moxie and Covario. Below are some key takeaways. For many years now – seven, according to Michael Martin of Covario — marketers have been saying that it is the year of mobile. In fact, 40% of search is now conducted on a mobile device. Gary Illyes from Google expanded on this by stating that 77% of mobile users research products and services on their mobile phones.
"Content Performance Marketing" – 3 Steps to Future Success
Jim Yu | September 30, 2014
From more humble beginnings of White Hat SEOs touting "content is king" to massive campaigning from search engines and marketers around the idea of quality "content marketing," content marketing has come a long way. However, the path we’ve been on is coming to an end. As brands and marketers, we’re at a fork in the road when it comes to content; the next path we take will either elevate our journey to the next level, or throw us into a never-ending roundabout that takes us nowhere. The right path is marked "content performance marketing," and it’s less about how we get there and more about what we’ve accomplished along the way. In this post, we’ll talk about three key components of content performance marketing, where you’re not just creatingquality content, but also anticipating demand, optimizing content, and most importantly, measuring it.
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?
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.
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.
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.