SEO is the Heart of Integrated Marketing

There are six things we know and believe about Organic Search:

  1. Organic is the keystone of all search channels
  2. Organic is the largest channel
  3. It evolves on a regular basis
  4. It allows you to preempt your competition
  5. Data and insight are critical
  6. The industry is standardizing

SEO is the keystone of integrated marketing because it allows you to target demand and intent, optimize content for the SEO channel and other digital channels, and it helps you measure your integrated results. It helps you prioritize, contextualize, optimize, and capitalize.

BrightEdge is built for scale and durability. You can see our leadership in SEO, content, social, and big data.

Windsor Store Leverages BrightEdge To Drive Image Results And Improve SEO Rank

See how to drive results by monitoring performance and refining strategies based on results

Download Case Study
59%
increase in page one ranks
55%
increase in ranking image results

BACKGROUND

Windsor Store is a fashion company with a mission to inspire and empower women through clothing and accessories that make them feel beautiful. Prior to leveraging BrightEdge's SEO Platform, Windsor was working with other external solutions for expert SEO recommendations.

"We made a strategic pivot to focus on driving SEO performance. The initial goals centered around building an internal SEO team, launching an SEO platform to monitor performance, and providing data-driven insights," said Angelique Tavizon, Digital Marketing Analyst of SEO at Windsor Store.

"The key to success was not just understanding SEO performance but also: what keywords are driving organic traffic; ranking of focused keywords; what does and doesn't perform; and website page reporting for PLPs and PDPs," she said. They sought to perform keyword research, identify technical SEO insights, and to better understand how the organic channel works in tande, with other digital marketing channels.

SOLUTION

The Windsor marketing team consists of one full-time SEO and an extensive team that assists in SEO production including creative, eCommerce, IT, influencer marketing, affiliate marketing teams, and more. The team leverages the entirety of the BrightEdge SEO Platform including Data Cube, Site Report, Dashboards, ContentIQ, Keyword Reporting, and more as the key SEO tools to analyze organic opportunities in order to increase traffic and exposure to windsorstore.com.

In order to maintain up-to-date content, Windsor built authority through original content including images, and optimized for both the users and the customers at different experiences. They performed extensive keyword research through BrightEdge to maximize organic ranking opportunities and define critical keywords and optimized using technical and strategic tactics. Then, they refined SEO efforts based on team collaborations and keyword analysis in order to optimize in a most detailed effort. They optimized further down to an individual PDP (product detail page) level which can be important for many eCommerce sites to focus on.Windsor increases page one rankings with BrightEdge

The team executed on-page SEO efforts including optimizing title tags, meta descriptions, and image SEO for all content including blog posts. For technical SEO efforts, they resolved all technical errors including orphan pages and duplicate pages, and focused on decreasing page load times with their IT department.

Windsor also re-platformed their website to Shopify in early August and focused on Google images where they found an opportunity to help consumers shop via images. The team drove results by updating file format, server location, and leveraging structured data for images. They continued to refine strategies based on the results they received.

RESULTS

Within six months, Windsor Store saw a 55% increase in ranking image results and a 59% increase in page one keyword rankings. Furthermore, they've seen an increase in impressions by more than 73%, improved average rank, and an increase in the overall number of relevant ranking keywords.

The BrightEdge team has been a strategic partner from the start, their data-driven approach helps us act on opportunities enabling us to optimize our website in an efficient manner to drive increased keyword rank, impressions, webiste traffic and ultimately sales through the organic channel."

2020 BrightEdge Holiday Planning Guide

With the holiday season fast approaching, are you be prepared for how this year will be different?

That's right, the happiest time of year is upon us and while the excitement will likely still be the same, it's time to be sure you're prepared during what is traditionally your peak season. Due to the COVID-19, many businesses are wondering what this season will hold.

  • Will the volume of purchases in a given day slow down?

  • Is Black Friday going to be as critical this year?

  • Will Cyber Monday be bigger than ever?

  • How will businesses handle supply-chain and shipping concerns?

Shopping trends have already shifted and using BrightEdge data, we’ve seen many these trends first-hand. We examined analytics of 144 e-commerce clients from a wide variety of business sizes and diverse product profiles. Our insights into shopping behavior over the past year show how brands will need to adapt to meet new consumer shopping behavior.

Find out how augmented reality, digital marketing, and SEO solutions will all be beneficial to your business going forward, especially this holiday season. Use this holiday shopping guide to get started on planning for your SEO and digital marketing strategies in Q4.

Use the full report to guide you through your holiday shopping marketing strategies.

Download Your Copy

U
E
:
ò

By clicking “Submit” below, you agree the information in this form may be shared with an authorized BrightEdge partner in order to fulfill your request for further information about BrightEdge products and services.

SWK Technologies sees over 700% increase in B2B leads

Learn how Hector Bonilla has made marketing profitable for SWK Technologies

Transcript of SWK Technologies' SEO story:

So SWK technologies is a software reseller. We’re more or less a retailer of B2B software. As a content writer I am also the de-facto SEO.

Our main metric and focus in digital marketing is our B2B leads.

I use BrightEdge in order to aggregate a lot of that data. I can tell you our site has increased, from when I started, we've had an increase of around 700% in leads.

An SWK executive said "I can't believe marketing is actually profitable now."

Request a personalized demo to see what the BrightEdge SEO platform can do for you.

CION Investments Increases Position One Keywords 58%

Follow how they avoided competing with their own ranking content using BrightEdge

Download Case Study
98%
increase in position two keywords
100%
increase in position 5-10 keywords

Background

CION Investments, a B2B finance company based out of New York, has always used SEO best practices to optimize their website and remain very user-friendly. Their SEO goal was to anchor down on paid search and increase organic traffic. CION utilized BrightEdge and the expertise of several team members, including marketing and operational positions, to play important roles in regular optimization.

The Solution

CION used BrightEdge to check in on data on a weekly basis. They drive simple wins for better optimization. Alison Tyler, Digital Marketing Strategist at CION, says BrightEdge acts as a home base for them to come back and reference daily.

Their various team members utilized Recommendations and Keyword Research to take advantage of SEO opportunities that led directly back to their goals. Keeping strategy in mind, CION dove into keyword grouping where they created multiple principal keyword groups to focus on. They understood the importance of differentiating articles and content to avoid in-house competition. Using those keyword groups, CION created unique content that steered them around and away from their existing pages. 

The Results

CION used BrightEdge to help guide customers straight to their product pages. Tyler said, "BrightEdge lets us perform better organically". That helped keep the bounce rate low and time spent on site high with BrightEdge.

At CION, they write and optimize content their consumers want to read, including educational pieces that elevate CION Investments as a thought leader in the finance industry. From the end of their first quarter to the end of the second quarter using BrightEdge, CION saw a 58% increase in keywords ranked in position one, a 97.9% increase in keywords ranked in position two, and a 100% increase in keywords ranked in position five through ten.

As organic search is our number one website traffic driver, BrightEdge empowers our team to move with speed and confidence. Whether it's identifying content opportunities in Data Cube or optimizing our existing content using ContentIQ, we leverage BrightEdge daily to inform and enable our SEO strategy. This allows us to ensure we're ranking effectively for both branded and non-branded keywords we want to win on while staying focused on hitting our brand awareness goals throughout the year. - Alison Tyler, CION Investments

Request a demo of the BrightEdge platform today!

AGA Coordinates SEO with Multiple In-House Teams Using BrightEdge

Discover how AGA utilized their Communications, Marketing, and IT teams to build their SEO efforts

Download Case Study

THE PROBLEM

AGA - American Gastroenterological Association - didn't address SEO until their recent website redesign. SEO took priority following the redesign as AGA lost SERP authority and traffic due to inaccurate redirects.

They utilize three teams to successfully execute SEO strategies, including the Communications, IT, and Marketing teams - all for different but relevant reasons. The IT team applies their tech knowledge directly onto the back end of the site to code, fix errors pertaining to JavaScript, and more.

The Communications team at AGA is the main group of BrightEdge users utilizing the platform. They work with the Data Cube and ContentIQ, Keyword and Page Reporting, and set up dashboards to later report to VPs or their board. AGA's marketing team turns to IT to make sure the programs and events they plan gain plenty of exposure.

THE SOLUTION

AGA made use of the Data Cube and ContentIQ to expand reach through organic search, exposure, and understanding how they can continue to increase it while pushing out new, patient-targeted content to ensure they're reaching the right audience. This helps keep AGA competitive with other websites, including Web MD and Wikipedia. "BrightEdge has a huge impact on the content we produce at AGA as everything is tied essentially to how it performs," said Arnulfo Moreno, Senior Communications Manager of AGA.

AGA is going through another redesign using the knowledge gained from their SEO efforts using BrightEdge and their original redesign to avoid repeating the same site errors.

THE RESULTS

While using BrightEdge, AGA switched to a mobile-first website and discovered that while their site is mobile-friendly, their page load speed wasn't where it needed to be. AGA saw increases in rank, including their priority patient GERD page moving onto page one. AGA utilizes BrightEdge to focus on creating SEO-driven content and to display their wins as well as identify their potential wins.

"BrightEdge has actually helped us a lot in doing more SEO work because it lets us show the metrics and show the actual wins. And, more importantly, it lets us show the potential wins. I think when you see that all you need to do is make these small, little changes and you can gain a lot of impact, that's huge." - Arnulfo Moreno, AGA

Request a demo of the BrightEdge platform today!

 

B2B Financial Service Company Increases Performance and Leads withSEO

Joey Lampe of CBIZ uses BrightEdge to simplify day-to-day SEO, track ROI metrics, and build overall support for SEO

Transcript of CBIZ's SEO Story:

Right now, some of the challenges with SEO is just differentiating our various service lines. We provide somewhere upwards of 20 to 30 different services. So just differentiating those services and ranking highly for each of those services is one of our main challenges. Organically, we range anywhere from 50% to 70%. It's a very large percentage and that's why we're really focused on SEO for our site.

Traffic - we try to funnel it into B2B lead gen. Just to capture their information to further nurture them through drip campaigns to kind of warm up the lead before we close our sale.

We've been gaining in our gap analysis from competitors. It's extremely challenging, just because the number of players in the space, but we've definitely gained some traction on some key keywords for various service lines.

The ease of, especially the reporting side for BrightEdge, has been extremely crucial for us. In my position, I have to work with various service line marketing managers. And BrightEdge allows me to really show a more visual picture of what their SEO is doing. Instead of showing spreadsheet after spreadsheet, it's just a nice way to convey dense information in a simplified way.

Our support for SEO has really skyrocketed in the past probably two and a half years once I got in this position.

SEO was kind of on the back burner for a little while, but we realized the importance of how much traffic is coming from organic - that we really needed to focus on and do pretty much an entire sweep of how our SEO is doing across the website and that's kind of where BrightEdge helped. It allowed us to pull all of our on-page SEO for all of our hundreds of pages on our site.

BrightEdge provides a quick look to see certain pages are doing well. But if they're not, even more importantly, just to make sure to see where we need to put our resources to increase those pages that might be falling off.

I probably do SEO somewhere between five to 10 hours a week. I'm in the platform, close to that amount of time.

The gains could be anywhere from tens of thousands to hundreds of thousands of dollars per client. And that's where the importance from differentiating our service lines from one another and making sure we're ranking highly on each of those service lines is extremely important.

Without BrightEdge, it would just make everything a lot more difficult. 

Request a demo of the BrightEdge platform and see how you can utilize Recommendations for your company!

SVS SEO Revenue up 200% with BrightEdge

Keenan Davis, Sr. Director of Marketing at SVS, advocates for BrightEdge's ease of use and deep, actionable insights

Transcript of SVS's SEO Story:

SVS is a home audio brand. We try to create immersive audio experience. Imagine watching your favorite shows--Game of Thrones--in surround sound.  We try to produce products that allow people to experience some of their favorite movies, music, streaming TV in such a way that it's just a much more enjoyable experience.

I've been a BrightEdge customer for going on nine years now, since 2011. So, I'm a bit of a lifer.

As I move roles, move companies, I always wind up going back to BrightEdge, bringing them on board. For me, the level of insight that you get through Data Cube initially. There's a lot of innovations coming up now; but all these various tools in my toolbox, at my disposal, to help me evangelize SEO in my companies; it's just super-powerful.

There's one thing with me by myself saying this is important. It's a completely other thing, when you can bring the numbers and the data to support you behind it. And the way the BrightEdge dashboard presents things in such a user friendly in way, that even the highest execs of my company can get it in an instant. That’s the part of our BrightEdge is just really strong.

From a research standpoint, for instance like the BrightEdge Recommendations is probably a really good example of that. Where if you're trying to implement technical SEO, instead of digging around and rooting around trying to find the right thing to do, it just serves up to you on a platter. But all that research aspect of it is not taken off our plate, all we have to do is execute.

A year and a half ago we had no quick answers whatsoever. We’re now at quick answers that are approaching 100 quick answers.

Everyone knows video is important, but we didn't realize how important it was for the universal search listings, so we started getting video popping up as well.

I've been with BrightEdge at SVS for four years now and have consistently grown by double digits every single year. Its peak was, I believe, two years ago when it was something like 60 or 70%. But it's no matter what it’s still consistent growth.

The revenue brought in by organic search prior to me working with BrightEdge at SVS since; it's up to 200%. It's really amazing how they were able to hone in using BrightEdge tools, how much I can run up traffic, and turn traffic into revenue.

As BrightEdge continues to innovate and add more and more resources, introducing products, it allows me to walk away from some of the other things that I have to use. The user experience of the dashboard itself, night and day when you compare the two different platforms. Those two things in particular, the user experience one is really important because I have the younger, less experienced people on my team who are trying to understand SEO. BrightEdge presents the data in such a way that it's like a light bulb goes off. And that aspect of it becomes really easy for me to evangelize SEO throughout the organization.

Kiddie Academy Manages Franchise Network SEO with BrightEdge

Andy Seguin with Kiddie Academy uses BrightEdge ContentIQ, Insights, and Hyperlocal to support franchise locations' SEO efforts

Transcript of Kiddie Academy's SEO Story:

In our reasoning behind giving direction to our locations on how to implement their local websites, we also work with our education team to deliver highly valuable content around our brand, our curriculum, and provide resources to parents on how to raise great kids.

We work closely with our operations team to talk about everything that's happening at all of our locations. We help implement best practices for our academies to use their websites. We focus a lot on SEO.

My first [favorite feature] is BrightEdge Insights. Getting immediately actionable items to move the needle is very important. I'm obviously very excited about today's announcements and looking forward to using that as quickly as possible. My second favorite [feature] one is ContentIQ. Because in technical SEO there's lots of moving parts, and the crawls that this tool does for you gives you actionable and immediate results.

Local is king on the consumer side of our business. We focus everything on local. with all the websites templated. We have location listing management; we have online review monitoring in place. We focus heavily on local. We’re looking in BrightEdge to help drive better results at the hyperlocal level, moreso than at the domain level for organic search.

We've had months, recently, where mobile has been 70% of our traffic, which is above the standard. And we're monitoring everything from Google My Business actions to mobile website traffic and the difference between conversions on our website from mobile to desktop to tablet to try to optimize all three.

We just redesigned our website. It was designed mobile-first. The other thing that I think about when I think about mobile is Google and the knowledge graph and owning the top of the SERP and being on the local three pack.

I had a franchisee in the last few months send me a screenshot of their mobile device that was clearly a Google SERP with their academy information. It was their knowledge graph or their location and called it their website.

Everything that represents your brand on mobile is your location. We try to control and implement best practices across the board on mobile. We went through a long process, probably took four or five months, to narrow the list to about five or six. We even debated, "do we bring talent in".

We needed a solution that we knew was innovating constantly, was trying to keep up or stay ahead of Google, and was bringing extra value to the table. One that over time we can integrate into our content strategy; that we can coordinate with our paid search strategy, that could handle both our B2B business, and also our B2C Hyper-local business. We had some flexibility, as well, and that was what won the day. In helping us get comfortable with all the new features that are rolling out helping us think through how to effectively build out our platform. They've been super helpful in our migration process. And they're always thinking ahead, which is really great.

I would have to go back and say I have five members of my team, and BrightEdge is one of them.

Request a demo of the BrightEdge platform and see how you can utilize Recommendations for your company!

Teradata Used ContentIQ for Technical SEO and Saw Triple B2B Leads

Download Case Study
32%
increase in page one keywords
3x
increase in ranked keywords

THE BACKGROUND

In June 2019, the Teradata site and SEO program had a lot of both technical and content issues. It required analyzing what was happening with the site from all angles and figuring out next steps.

THE SOLUTION

BrightEdge ContentIQ enabled Ron Weber, Sr. Global Digital Strategist at Teradata, to see what technical fixes were required. "Seeing that score tick up, week after week has been a key part of my winning strategy." Weber realized that their cloud section was under-served, under-utilized, and under-optimized. He had an SEO-led strategy which doubled the number of pages optimized from 14 to 28 within a six-week time span.

"BrightEdge affects my content strategy in the most impactful way, which is looking at competitors. That is something that has served me well for the number of years I've had BrightEdge. Being able to know what my competitors are ranking for that we absolutely should be ranking for is one of those things that I can bring to any content team and bring them the reason to believe why they need to produce content to capture it."

THE RESULTS

For Teradata, the number of keywords in the first and second search rank positions have doubled and the number of keyword rankings across the board have doubled. Teradata's number of keywords that rank have increased by three times and, in the last six months alone, they've seen more than a 32% increase in keywords ranked on page one.

The net impact that the leads we're gathering is up three times what they were back in June 2019. The number of leads that are coming from our mega-data customers is significant -- much moreso than prior to doing SEO. --Rob Weber, Teradata

Request a demo of the BrightEdge platform today!

Pages

Subscribe to RSS - Search Marketing