THE PROBLEM

For two years IBM utilized an internal tool for their SEO needs that limited their capabilities in two main areas: 1) It did not allow them to track categories, making it difficult for their team to properly track data effectively, 2) The lack of data integration limited their ability to view trends to properly track the performance of their pages.

THE SOLUTION

Many of the IBM team members were already familiar with the BrightEdge platform from previous roles, making it an easy choice to select BrightEdge due to its access to robust data points and integration capabilities with other platforms to achieve their reporting goals. With the assistance of the BrightEdge team, IBM was able to seamlessly migrate a massive amount of data from their internal tool to the BrightEdge platform.

THE RESULTS

With the shift to BrightEdge, IBM is now able to:

• Create a clear page hierarchy to manage the amount of URLs for a large enterprise organization.
• Create a newly formed SEO framework to break down their priorities to a product level and enable their team to define what they want to achieve from an optimization perspective.
• Leverage dashboard capabilities to capitalize on integrated analytics data to accurately track their new product performance, providing their product owners with an end-to-end journey. Product owners can now focus their attention on which keywords they should be leveraging and how their pages are performing.
• Roll out an international expansion of their SEO solutions to key geographical teams by leveraging BrightEdge’s ContentIQ to prioritize technical fixes.

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PRIOR TO BRIGHTEDGE

UL, a global independent safety science company with over a century of expertise innovating safety solutions, had no former SEO practice prior to Brandon joining their team. Within a few years, the need to create more SEO awareness around their business became critical. Leveraging his prior experience in SEO, he brought in the BrightEdge platform as an investment into their practice to easily show the value in tracking key metrics for their business. These were vital metrics that aligned with their executive team and created an SEO champion within their CMO. Two of the biggest areas their marketing team struggled with were identifying which keywords they ranked for and understanding their competitors’ performance.

DELIVERING SOLUTIONS WITH BRIGHTEDGE

By utilizing the power of Data Cube, Brandon has been able to provide topical research and keyword gap analysis to instantly provide a clear idea of what their marketing teams should target. The result of these insights have increased their page impressions by over 2 million within the last six months (compared to previous 6 months).

In addition, StoryBuilder reports have been able to cater to the dozens of divisions within their large company. This allows Brandon’s team to create over 60 monthly reports for the various sections and owners of their website. For a super-lean team, BrightEdge provides a scalable solution by enabling unlimited access and training to empower internal teams to report their own metrics and self-serve their various needs.

FUTURE INITIATIVES

UL is planning a large-scale site migration in the next year. This initiative will involve new URLs, revised site architecture, updated taxonomy, and a content overhaul which makes maintaining SEO performance a critical goal. Brandon’s team will rely on BrightEdge to make SEO a main focus and identify areas to prioritize within the migration.

Our SEO program received the kickstart it needed, since bringing BrightEdge on about a year and half ago...it helped build a champion within our senior leadership by enabling us to capture the key metrics our marketing teams care about.

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THE PROBLEM

OnDeck's mission: To create and promote informative, educational, and inspirational content for the purposes of acquisition, brand awareness, and customer retention. Created to support and empower small businesses, OnDeck is 100% committed to serving its customers with the smartest financing solutions and world-class service. The company offers small business loans, issuing over $10 billion dollars in financing, providing business loans, lines of credit, and equipment financing. Its thought leadership content was available within the Small Business Blog Resource Center; however, it was not performing as expected. OnDeck had bypassed the first pillar of SEO success -- establishing the technical foundation for OnDeck.com.

THE SOLUTION

OnDeck used ContentIQ to audit the site and identify areas that needed attention. The audit found the following opportunities:

1. Resolve technical issues, like hreflang
2. Improve page load speed
3. Resolve 404s and other redirect errors
4. Make sure technical SEO will support content efforts
5. Improve on-page elements
6. Optimize their landing pages to increase engagement
7. Implement measurement capability for RC pages (current Google Analytics efforts)
8. Once completed, continue to scale

The team confirmed what they saw in ContentIQ with a separate tool and subsequently created an action plan to resolve those issues.

THE RESULTS

Improvements from January to July 2018:

• 970% decrease in minor errors
• 82% decrease in moderate errors
• 79% decrease in severe errors
• 231% increase in Quick Answers (13 in Jan vs. 43 in July)

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