BrightEdge released the updated 2017 BrightEdge Holiday Shopping Report in December 2017, revealing three key trends. First, holiday shopping is happening sooner, with browsing traffic spikes on the Sunday before Thanksgiving. Secondly, consumers are more comfortable making purchases on their mobile phone or tablet. Lastly, mobile Black Friday transaction volume surpasses mobile Cyber Monday, increasing […]
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Running an effective digital marketing campaign with a small team can seem daunting. It’s doable, however, with planning, training, and technology. This two-part series will offer advice to help brands see how to maximize the resources they have in their small teams. You can read part one here. When you have the members of your […]
The post SEO with a Small Team Part 2: Making Your Plan appeared first on BrightEdge SEO Blog.
SEO with a Small Team Part 2: Making Your Plan
Connecting SEO and Content Marketing Trends and Strategies With The People That Execute Them At BrightEdge, helping our customers succeed is at the heart of everything we do. And this year, we continued to build and expand our programs and events to help our customers thrive in the fast-paced and ever-changing digital marketing landscape. […]
The post A Year in the BrightEdge SEO Community: Looking Back on 2017 appeared first on BrightEdge SEO Blog.
A Year in the BrightEdge SEO Community: Looking Back on 2017
Doing SEO with a small team is often the reality. The lack in head count can be made up for in choosing the right kind of digital marketing talent and investing in cross-functional training. Running an effective digital marketing campaign with a small team can be daunting. It’s doable, however, with a combination of planning, […]
The post SEO with a Small Team Part 1: Building Your Team appeared first on BrightEdge SEO Blog.
SEO with a Small Team Part 1: Building Your Team
BrightEdge receives numerous questions from both clients and non-clients on a daily basis. These come in from a number of different places including customer support, social media interactions, and our BrightEdge Certified community forum. One of the most common asks we get is for guidance on how to perform any number of complex tasks related […]
The post Introducing BrightEdge Marketing and SEO Checklists appeared first on BrightEdge SEO Blog.
Introducing BrightEdge Marketing and SEO Checklists
Far too often, we are puzzled as to how to best measure content success. So we look online. We ask around. And we find that not much practical advice is available. Congratulations! If you’ve encountered this roadblock, it means that you’re a good digital marketer. A good digital marketer doesn’t just create content; they hold […]
The post A 4-Step Framework to Best Measure Content Success appeared first on BrightEdge SEO Blog.
A 4-Step Framework to Best Measure Content Success
Adobe Manages Major International Site Migration With ContentIQ
Yuliana Kronrod, Global SEO Manager for Adobe, leads a major migration following comprehensive product rebranding
Adobe Testimonial 1
L’Oréal Uses BrightEdge to Improve Positioning for Voice Search
Carlos Spallarossa uses striking distance reporting to position L’Oréal for voice search content strategy
L’Oréal Uses BrightEdge to Improve Positioning for Voice Search
Carlos Spallarossa uses striking distance reporting to position L’Oréal for voice search content strategy
THE PROBLEM
Voice search makes up 20% of queries now and is predicted by Comscore to exceed 50% of queries around 2020. The impact on the search landscape will be profound because many voice-controlled devices are both screenless and SERPless – the search results cannot be displayed. Only a single result will be delivered audibly, making it a winner-take-all proposition. BrightEdge recommends combining Quick Answer, long tail, and FAQ content campaigns to address voice search.
THE SOLUTION
“Voice search has had a big impact on our overall content strategy. So we’re taking a close look in BrightEdge at striking-distance keywords, understanding that we really need to be in the top position, and there really is only one result when it comes to voice search,” says Spallarossa, Director of SEO for L’Oréal.
“We use the BrightEdge striking distance report to take action on some of the pages that we feel we have the opportunity to really push up in the SERPs. And that’s become the cornerstone of our content strategy.
We approach voice-targeted content by answering the 5 Ws: the who, what, where, when, and why and also take into consideration the how. We find especially in the beauty industry that people are hungry for how-to videos, that people want to know what is the best product, how do you create this certain look, and so we are working very closely with our content strategy teams to make sure that we are taking a more voice-search approach to content creation.”
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THE RESULTS
“We’re implementing the recommendations that we see within BrightEdge, and we really are seeing growth.”
The way BrightEdge gives us that data and shows us how we’re positioned is the cornerstone of the whole strategy around natural language search.
Loreal Case Study
Wiley Uses BrightEdge to Demonstrate the Real Revenue Returns of Search and Content
Wiley Testimonial Video
Advanced Recovery Systems Increases SEO Revenue 87% in 1 Year
Elise Gould, Senior Director of Content at LaneTerralever, helped ARS remedy stale content and drive a 441% increase in organic traffic
188%
increase in organic listings
51%
decrease in average CPA
Advanced Recovery Systems Increases SEO Revenue 87%
Elise Gould, Senior Director of Content at LaneTerralever, helped ARS remedy stale content and drive a 441% increase in organic traffic
THE PROBLEM
With rehabilitation facilities across the country, Advanced Recovery Systems (ARS) provides thorough and comprehensive treatment programs for addiction, substance abuse, eating disorders, and mental health issues. They were already spending significant marketing budget to use paid channels with modest results. Their organic performance was below their expectations, so they engaged the LaneTerralever agency and BrightEdge to help them succeed.
THE SOLUTION
The team made it a priority to identify keywords that demonstrated high intent and robust search volume to inform content creation that aligned with ARS’ services using the BrightEdge keyword research capabilities. Using primarily the competitor analysis in Data Cube and Opportunity Forecasting, they were able to recognize content opportunities and prioritize content production.
To remedy the challenge of stale site content in the eyes of Google, they immediately set a publishing cadence of three content pieces a week in the blog and bi-weekly core content publishing throughout the site as well as releasing one premium content piece, such as a short video, interactive quiz, whitepaper or guide per month. These pieces spoke the language of drug users seeking recovery, empathized with their supportive loved ones, and were distributed via syndication, manual outreach, native advertising, social media support, and influencer marketing.
THE RESULTS
The results were truly impressive: 441% increase in SEO visits, 188% increase in total organic listings, 87% increase in revenue, and a 51% decrease in average cost per admission.
The BrightEdge platform allowed us to see the opportunities and orient the content strategy in a way that generated quick, dramatic, high-impact business results.