Tombras Drives SEO Results for Orangetheory Fitness and Great Clips

Ryan Edwards leads Tombras' Integrated Search team, using BrightEdge HyperLocal to optimize content and SEO strategy for franchise locations

Transcript of Orangetheory Fitness and Tombras' SEO Story

Hi, my name is Ryan Edwards. I’m the Senior Vice President, Integrated Search at the Tombras Group. Right now, we have a team of about 11 SEO specialists and we work a lot with hyper-local clients, multi-unit retail, franchise dealership-based business, Great Clips, Orangetheoryfitness, Atrium Health, for exampe; businesses with thousands of locations.

What we’re trying to do right now is use BrightEdge's Hyperlocal custom engine tracking to bring visibility and hyperlocal keyword rank and share of voice, competitive tracking all the way down from the enterprise level to the dealership franchise location level. And with that, do it at scale in a way where you can bubble up data insights that you wouldn’t find at the aggregate level.

We’re using BrightEdge Hyperlocal tracking every Monday morning. My team gets in there. T hey’re looking at which locations that have opportunities and which ones in the last week have fallen out of the 3-pack. We take hyperlocal action, content creation, technical and we find ways to bubble them up and beat the competition. 30% gain on detail pages on Share of Voice organic traffic year over year. With Orangetheory Fitness even more than that. We’re thrilled with the BrightEdge technology and innovation.

BrightEdge helps us save tons of time. Without BrightEdge UI, especially the platform itself, it saves the SEO team dozens of hours every single week being able to find insights; automated insights.

Being able to create custom alerts for when certain things are happening--that’s totally customizable. Not just at an aggregate level but at a location, custom search engine right here based on a zip code or based on latitude, longitude. It enables us to find insights, automated insights and create custom alerts.

Every day I get notes from the team about new products coming out, the StoryBuilder, the content module, and how they’re using it to create solutions for our clients. The clients love it, and my team loves it.

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Industrial Products Company Tennant Uses BrightEdge to Elevate Brand

See how Tennant’s Global Marketing Operations uses BrightEdge to help kickstart and amplify International SEO Strategy and Brand Awareness

Transcript of Tennant's SEO Customer Story

I chose BrightEdge for Tennant because it fulfills the requirements we need to be successful with our SEO program.

I am on AEM for my SEO platform, and there's an integration into BrightEdge. There again it can be more efficient with my operations.

Right now I have a team of three, but I also have global partners that are dotted line to me, solely focused on SEO. I actually just hired one person who will be totally dedicated to the organic channel.

Some of the business value that I get from the SEO tactics that we're doing is creating awareness and discoverability and the authority for the Tennant brand. One of my favorite components of BrightEdge is the dashboard StoryBuilder to really showcase the value that my team adds to the organization. BrightEdge is invaluable to my role, and it really helps to kickstart and amplify my content and SEO strategy.

We do international SEO and really having BrightEdge is going to enable me to scale and be efficient with my operations. Some of my other goals to finish the year is really to increase organic channel by at least 3% to 4% year-over-year.

I really value my relationship with my CS managers. I've used BrightEdge at three different companies and it's some of the strongest partnerships and networking groups that I have. And that goes from the CS manager to some of the local user groups or people that I continue to meet through using BrightEdge.

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

 

Travel Nevada Sees 126% Increase in Page 1 Ranked Keywords

Find out how they used BrightEdge to turn their relentless SEO efforts into massive success

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135%
increase in position one keywords
126%
increase in page one keywords

BACKGROUND

Travel Nevada is the official destination marketing organization for the state of Nevada. They have historically relied on paid search and media to gain visibility in front of their target audience and drive traffic to their website. While the results of these campaigns have been positive, their team was able to use marketing intelligence tools such as Google Analytics to identify a large opportunity for "always on" visibility through an investment in search engine optimization (SEO) services. In 2018, Travel Nevada partnered with Noble Studios to elevate their marketing efforts with a variety of digital services including SEO utilizing BrightEdge.

THE SOLUTION

Beginning with their existing content and site architecture, Noble Studios found opportunities to take advantage of quick wins using Anomaly Detection and Recommendations. Using BrightEdge ContentIQ, they discovered technical fixes including ADA-compliance issues that were passing down from previous site migrations and negatively impacted SEO.

By analyzing the top 300 site pages for traffic and seeking pages where keyword rankings had either dropped or plateaued, Travel Nevada started their journey to better SEO by updating internal linking, meta descriptions, page titles, and image alt text. Next, they tackled opportunities for existing and new keywords to rank well for Google's People Also Ask and Quick Answers. BrightEdge Page Reporting and Keyword Reporting were used to monitor progress. Finally, by diving into BrightEdge's Gap Analysis technology, Noble Studios located Travel Nevada's major SEO and business competitors to determine target topics for new content creation.

RESULTS

The BrightEdge DataCube score gave Noble Studios and Travel Nevada insight into their relentless SEO efforts by proving their YoY growth rate of 1842%. Total keyword visibility increased by 24% and keywords ranked on page one saw a 126% increase. Most importantly, Travel Nevada’s keywords ranked in the prized position one saw a 135% increase. Noble Studios utilized StoryBuilder to produce custom reports to present these excellent results to the Travel Nevada team and their board.

Request a demo of the BrightEdge platform today!

Melton Trucking Increases Traffic by 25% Without New Content

Proven SEO success with BrightEdge builds case for SEO program

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25%
increase in traffic
ZERO
new content created

THE PROBLEM

"I did extensive research looking for the best SEO and content tool. The first thing that made me choose BrightEdge over the competitors was the Data Cube--the fact that it uses actual data versus extrapolated data. Every other one I looked at was extrapolated data. Extrapolated data provides an educated guess, but it’s still a guess versus real data. That made a big difference."

THE SOLUTION

"After a software purchase, a lot of time the service and attention just falls off. But the BE team, every one I’ve had over the years, has just been better and better, and that’s incredible. The service is so hands-on that it’s almost like a part-time head count.

BrightEdge is a really invaluable to help build buy in for content. It’s really hard to try to explain to people that we work to rank for 'this' keyword. You can’t rank for a word you don’t have content for.

On our main site, position and traffic are good but similarly we still need to expand content. I have a new boss, so we did this thing I called an SEO 'deep dive.' I brought her in and did a 50K foot overview of all the different components that make up my job and when we got to certain ones, particularly content and search, I pulled BrightEdge up. I did a comparison between us and some competitors, and I was actually fairly shocked at the recent progress."

THE RESULTS

"The green arrows and up percentages were the best I’ve seen. We gained 25% on 10 striking distance key words, so that’s impressive and perfect timing, so thanks to BrightEdge for that. That was just month-over-month and we picked up 25% traffic volume without the benefit of new content. There are just some keywords that due to scale, we may never get first rank, but if we can move up just a few places that’s a big win. That helped me immensely with 'buy in' for content production going forward." -- Frank Priboy, Advertising Manager, Melton Truck Lines

Request a demo of the BrightEdge platform today!

soak.com Increases SEO Channel Contribution 30%

Learn how soak.com overcame legacy challenges to achieve their SEO goals and increase organic traffic

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BACKGROUND

soak.com is an online bathroom retailer operated by Luxury For Less Limited. Based in Nuneaton, Warwickshire, soak.com supplies bathrooms, radiators, and lighting.

soak.com’s SEO manager, Hannah Bryce, was interested in a way to streamline SEO activities in order to prioritize the most lucrative on-site actions, while managing off-site and technical activity across three large ecommerce websites. The main aims of implementing BrightEdge were to improve search engine rankings and to increase share of organic search traffic–both with the aim of increasing organic conversions.

THE SOLUTION

“With BrightEdge, the adage of ‘you get out of it what you put in’ is certainly true. By taking time to input the most relevant data at the start, the recommendations the platform created were extremely effective. The results speak for themselves and now I keep the site well maintained with BrightEdge Recommendations. The support of the BrightEdge team has also been valuable to us from advising when to change keywords to onsite training. Another bonus is the professional services team as it’s always good to have another opinion on technical issues from international migrations to algorithm updates.” 

Since joining Brightedge in 2018, soak.com has utilized the full platform suite to achieve their SEO goals and overcome legacy challenges. Anchoring predominantly on Recommendations, Data Cube research, and the platform’s extensive and detailed reporting capabilities, the company has increased the organic channel’s contribution to all sessions by 30%. 

Request a demo of the BrightEdge platform today!

 

Social Media Impact on Google and SEO POV

Are Twitter and Facebook tweets and likes an SEO ranking signal?

Social content matters because it is crawlable content that lives on an authoritative domain. It can appear alongside your own site content in the SERPs, especially SERPs for branded queries using a content calendar.

Backlinks on social media platforms, however, are all NoFollow, and Google itself has stated that "tweets and likes" are not a ranking signal in its search engine. So does that mean that the impact of social media activity doesn't matter for SEO?

The answer is that it's not so simple. Read BrightEdge's exclusive point-of-view on the impact of social media and SEO to find out why.

Leverage social media to drive traffic to your site using this downloadable guide.

 

 

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