Optimizing a page as you develop it can present a challenge: a number of different strategies and factors fight for your attention, and it can be overwhelming to know where to begin. When trying to retroactively optimize an existing site, the job can feel even more strenuous. To be successful, it is critical to know […]
The post BrightEdge Recommendations: Taking Your SEO to the Next Level appeared first on BrightEdge SEO Blog.
THE PROBLEM
As recently as three years ago, Cleveland Clinic's focus on SEO for its 20,000+ page website was limited soely to the work of two employees. While SEO performance would grow steadily each year, they struggled to get the necessary traction to make the leap in visibility they felt could be achieved. The team based that sentiment on the amount of content that gets generated in-house on a daily basis by other colleagues within the Marketing & Communications Division. In order to generate that growth, they realized that empowering their fellow caregivers with better SEO knowledge and helping them understand why this was critical for long-term success became one of their top priorities.
THE SOLUTION
After adding on a new member to lead their search marketing efforts, they continued to develop their own skills through online learning, including BrightEdge certification. That was followed by developing and presenting a comprehensive series of ongoing in-house SEO training and measurement sessions that were attended by more than 90 coworkers in the organization over the past three years. These additions to their in-house SEO partners include colleagues from individual service line marketing teams, content marketing, web development, patient education, and website maintenance.
These groups also help spread the importance of the SEO mindset across the organization by connecting directly with clinical staff and leadership. This has been crucial in helping keep SEO as a primary topic when reshaping their content planning strategy. This strategy included gathering feedback that helped writers craft content in a manner used by actual patients instead of relying entirely on complex medical jargon. The approach directly mirrors the organization's "Patients First" mantra.
During this time, BrightEdge has remained a key compotent in their content creation and optimization strategy. BrightEdge Data Cube has been invaluable for keyword research, competitive benchmarking, content gap opportunity analysis, and prioritizing content refresh opportunities for "striking distance" keywords related to key clinical areas of importance. StoryBuilder provides enhanced reporting. ContentIQ helps eliminate redundant pages. BrightEdge also helped them restructure their entire library of health content during their responsive website design project, which ran from the end of 2016 through the first half of 2018.
THE RESULTS
Since spreading the importance of SEO across the organization, these efforts helped drive significant lift in search engine visibility, traffic, and patient acquisition, including the following:
The efforts of Google to build an acceptable search engine for the Chinese market has generated a considerable amount of discussion and controversy in recent months. The search engine giant — who dominates the American market and numerous around the world — does not have much of a hold in the most-populated country on earth. […]
The post Baidu: What You Need To Know for SEO Success in China appeared first on BrightEdge SEO Blog.
In recent years there’s been a lot of discussion about personalized search and a personalized user experience on the web. A few years ago, search engines emphasized their efforts to create more personalized results on the SERP. Personalized search results attempted to connect the information you looked at before and how you interact with the […]
The post Personalized Search: Changes on Google and What they Mean appeared first on BrightEdge SEO Blog.
With over 3.5 billion searches made per day, ranking well on the SERP has tremendous power to drive traffic towards your site. BrightEdge Research tracks channel share and finds that SEO traffic is still the largest trackable channel and in the majority at 53% of traffic, which is a number people across the community use […]
The post Leveraging Organic and Paid Search Together: 6 Ways to Maximize Performance appeared first on BrightEdge SEO Blog.
No brand will make the decision to do a website migration lightly. These changes can benefit your SEO, such as if you go from an HTTP website to HTTPS, and they may be necessary in instances of renaming a company, a merger, or other company changes. Small missteps during the process, however, can cause site […]
The post The BrightEdge Platform and Successful Site Migration appeared first on BrightEdge SEO Blog.
Dumpsters.com launched in late 2016 with the goal of owning top SERP positions for high-value keywords. The primary challenge lay with its low domain authority compared to competitors, and they knew they had to get strategic and creative to generate quick wins for long-tail keywords that would then improve relevance for more impactful head terms. With that in mind, they prioritized the pages that could have the greatest impact in the shortest timeframe and started with the pricing page for their core business line: roll-off dumpster rentals. Their goal was to earn high-impact keyword rankings for the roll-off dumpster pricing page six months after launching a brand-new site.
Using BrightEdge’s Data Cube, the SEO team identified several target search terms that returned Quick Answers from competitors with specific prices for various dumpster sizes. Before launching any updates, the team set up a page-specific keyword group and used the Quick Answer filter within Keyword Reporting to keep an eye on progress for target terms. They also added a broader universal listing chart to their weekly StoryBuilder dashboard to capture any Quick Answer wins for keywords outside the primary group. Next, the SEO team worked with the in-house analytics group to calculate average prices across the country and displayed the proprietary size-specific pricing near the top of the page using a table. The choice to use an HTML table was based on several considerations:
The page launched with the new table in April 2017. Over the next few months, the page began to rank for much broader keywords than expected, and this caused the bounce rates to climb. To mitigate this, the team updated the above-the-fold CTAs in the hero image and on the table itself to drive customers to use the zip code search bar. This directed them to relatively high-converting local pages where location-specific content was available. The goal was to personalize the experience for customers while also encouraging them to move beyond the initial landing page. This update went live in Spring of 2018.
The search engine giant announced last week that they would be adding additional features to their new Google Search Console (GSC). This new Search Console was initially released in beta to a few users at the end of 2017 and then rolled out to all users beginning in early 2018. The initial beta version initially […]
The post The New Google Search Console: Mobile Compatibility and Link Reports appeared first on BrightEdge SEO Blog.
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