BACKGROUND

As an innovative product design firm, Atlanta-based Thrive needs to be visible to the right buyer at the right time. Apart from trade shows, industry conferences, and referrals, Thrive’s best opportunity to get in front of new buyers is through their website.

As a means of generating more business, creating an SEO campaign to drive website traffic was a critical foray for Thrive. They partnered with Atlanta-based digital marketing and SEO company, AIS Media, to create an SEO campaign designed to meet aggressive business goals.

THE SOLUTION

The business team needed to understand Thrive’s target audience in order to develop an effective keyword strategy that captured their buyers’ decision making. AIS Media leveraged BrightEdge’s Data Cube to determine which keyword opportunities would be most valuable for their goals. AIS Media developed a keyword strategy broken into two keyword-specific groups that mapped the content of the site to nurture ranking growth and benefit user flow. AIS Media segmented the needs of each audience by developing content that would Leverage BrightEdge’s preferred landing pages and recommendations engines.

AIS Media then developed additional content for each keyword group to bolster content for case study work, expertise areas, and staff pages. Because Thrive worked with high-profile companies, such as Chick-Fil-A, Coca-Cola, and The Home Depot, case studies helped Thrive’s website appeal to their audiences and supported their journey through Thrive’s thought leadership content.

THE RESULTS

12 months into the SEO campaign, the site had an 87.8% increase in page #1 Google-US rankings for these two keyword groups. As a result, Thrive’s organic traffic increased 64.8% compared to the previous year. Google’s first-page visibility also allowed Thrive to increase online market share, as measured by the BrightEdge Share of Voice tool. According to Jon, CEO at Thrive, their organic leads helped source and secure major client deals.

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When Google determines which websites are the most relevant to a particular query, two criteria examined is the publish date and date on the page. Particularly for time-sensitive queries, such as news articles, the date of publication will have a huge impact. Take, for example, the query, “Google’s algorithm update.” Considering that Google regularly updates […]

The post Your Web Page Dates: Why They Matter for SEO Freshness and How to Manage Them appeared first on BrightEdge SEO Blog.

BACKGROUND

Founded in 1932 Rocky Brands, Inc. designs, develops, manufactures, and markets premium-quality Outdoor, Work, Western, Duty, and Military footwear as well as Outdoor and Work apparel and accessories. The wholesale side of the Rocky Brands family of brands includes, Rocky Boots, Georgia Boot, and Durango Boots. Prior to a year ago, there had not been a dedicated focus on creating SEO-friendly content and optimizing for organic search across these three sites. Now, with a dedicated in-house SEO specialist, Rocky Brands has seen organic growth across the three ecommerce sites.

THE SOLUTION

The Data Cube has been an essential research resource for the foundation of any SEO-friendly content Rocky Brands has put on their sites. They use the keyword and domain research to make informed decisions about what keywords should be the target for each page as well as to conduct competitor research. The Data Cube also proved essential in making sure that the sites are tracking the proper keywords for reporting purposes and highlighting growth to the top-level domain for Rocky, Georgia, and Durango.

Using BrightEdge Recommendations, they optimized the page title and meta tags and enhanced existing content to improve SEO performance. Where content didn’t exist, they developed SEO-friendly content explaining the features of each boot or boot category using the language their consumers use when searching with both direct and semantically-related target keywords. Lastly, they added internal links with appropriate anchor text.

From the beginning of every project to the end, they use StoryBuilder dashboards to track the performance of their content and share successes with the broader team and executives. Having the ability to customize each report to fit the needs and KPIs of each brand has proven instrumental, and the visuals in each chart supplement the data. The Keyword and Page Reporting capabilities have also provided quick on-the-fly metrics when in meetings or when they have needed data for a specific page or group of pages and keywords. On top of this, these reporting features show insight to granular data when a keyword fluctuates in Blended Rank and aids in problem solving and explaining the trends in the keywords that are happening. This has allowed Rocky Brands to edit content to reflect the appropriate target keywords.

THE RESULTS>

Across the primary brands they saw an increase of 1,479 organic keywords on page 1 in Google US in 2018. Organic search revenue is up 30% since January 2018. During the critical holiday shopping month of November, all 3 brands saw an average lift of 13.3% in new users and an average growth of 73.6% in revenue vs. the prior year.

BrightEdge has allowed us to collect research and then implement informed SEO techniques and content on our sites with detailed reporting capabilities that highlight growth in a way that is easy to follow.

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THE PROBLEM

MERITENE®, a brand of Nestlé Health Science, offers nutritional products designed to meet the needs of adults over 50 years old, such as ready-to-drink beverages and flavored powders. Due to the characteristics of its target audience, often not being actively digital, Meritene needed to increase its organic relevance through enriched content that added value to its consumers. One of the territories to explore was focused on “Healthy Living” and the food components -- a strong demand territory with an average of 388,000 searches per month.

THE SOLUTION

Working with its seo agency, NEO, to obtain the desired relevance in search engines, the team’s strategy was based on prioritizing keywords with the highest search volume. They first used BrightEdge Data Cube to discover high-value keywords with a minimum of 29,000 monthly searches.

Using BrightEdge Recommendations, they optimized the meta tags and existing content to improve SEO performance. Where content didn’t currently exist they developed SEO-friendly content based on “habits of healthy living” and food suplements using the language their consumers use in search.

From the beginning of the project to the end, Meritene used StoryBuilder Dashboards to track the performance of their content and share successes with the broader team.

THE RESULTS

Meritene understood and responded to the concerns of its audience in the health space, positioning itself above Wikipedia for terms such as “Resveratrol” or “Healthy Life.” They started from being unranked on generic terms on page one to ranked with more than 90 terms related to health on page one. This increased traffic from a nascent 435 users in Q1 to 67,735 in Q4. Additionally, Meritene has managed to reach 73% more users in its target age range of 45 to 65.

Through BrightEdge data, we are able to create ranked content that allows us to connect with our audience and establish a conversation, to be top-of-mind, and become their main option when making purchase decisions.

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