Do you ever feel overwhelmed by the volume of data you need to consume and understand every week? Then you’re in the same position as most digital and search marketers who are trying to uncover practical insights about their market, customers, and competition from the torrent of content performance data at their disposal. It’s complex […]
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Google is rolling out the first phase of the new Google Search Console (GSC) Beta this week to all of its customers. Google says it will be releasing additional functionality in the new GSC over the next rest of the year. For Google Webmaster Tools diehards, it will allow you to toggle back if you […]
The post Digesting the GSC Enhancements and How BrightEdge Customers Can Stay Ahead appeared first on BrightEdge SEO Blog.
BACKGROUND
Set high in the Sierra Nevada mountains on the border between California and Nevada is Lake Tahoe. Its most vibrant area is the south shore, better known as Tahoe South, which is marketed by the Lake Tahoe Visitors Authority. LTVA's longstanding agency is Noble Studios of Reno, Nevada.
Together, LTVA and Noble Studios work to increase visibility of South Lake Tahoe's business stakeholders and, ultimately, drive tourist traffic and revenue to the region.
THE PROBLEM
A recent BrightEdge Research channel performance report re-validated that over 51% of most trackable website traffic is from the organic search channel. This means that all other digital marketing channels pale in comparison.
LTVA understands this priority, and started its quest to improve the site traffic for TahoeSouth.com: the need for quality web visitors who would eventually convert to real-time destination visitors, which means an increase of revenue for local businesses.
THE SOLUTION
With the use of its proven methodology along with BrightEdge, Noble Studios identified the key topics that the people who are most serious about visiting Lake Tahoe are interested in. Next, it set out to develop content tailored to them.
Using BrightEdge's content performance marketing platform to generate and validate opportunities, Noble identified dozens of long-tail search terms specific to the area (e.g. "Best Tahoe Aprés Ski") with lower traffic but tons of relevance and aggregate traffic potential.
Noble used these findings to identify opportunities to both create new content and expand optimize content for long-term results.
RESULTS
Leveraging the BrightEdge SEO platform to analyze mounds of search data, Noble quickly realized that local events drove the most qualified traffic to TahoeSouth.com. These visitors had a lower bounce rate, spent more time on more pages, and converted more often than other visitors.
After optimizing these event pages, the keywords quickly rose in rank. For example, "Dierks Bentley Events" moved from the 101 spot in the SERP to the 16th spot after it was optimized and the number one "Dierks Bently Tahoe" rank was owned by TahoeSouth.com; beating out sites like livenation.com, ticketmasters.com, and Facebook.
After combining seasonal and long-tail keywords with a proven ongoing optimization methodology, the year-over-year results were incredible. Overall traffic to the mobile version of TahoeSouth.com has jumped by 134%, while page views are up 102%. The mobile site also saw a 345% increase in organic search traffic. Overall traffic to the desktop site increased 14% and page views are up 32%. Desktop traffic saw a 38% increase in organic search.
Working with Noble Studios and BrightEdge has helped us better understand what's working, what's not working, and where we have opportunities. This has focused our SEO efforts on the most effective content in order to 'own' the destination in organic search.
The SERP is changing. Only focusing on ranking #1 on organic search results is no longer effective to succeed in website traffic acquisition. Keyword prioritization must account for whether this keyword has any chance to be shown above the fold organically. BrightEdge visual parsing technology is the solution to this problem. According to recent BrightEdge […]
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An incredible 50% of local mobile searches will lead to store visits within one day, and 18% of those searches will result in a purchase within that same timeframe. The power of local search optimization to reach customers with the information they want and entice them to try particular local businesses cannot be understated. We […]
The post Local Search Optimization: The Opportunity, and How to Compete appeared first on BrightEdge SEO Blog.
Google vs. Bing — should you put all of your resources into optimizing for one search engine instead of the other. This post makes the case for investing in both. Google and Bing dominate Search both domestically and on an international scale. Together, they comprise more than 90% of the search market. When customers need […]
The post Understanding Google vs. Bing: Using Them To Grow appeared first on BrightEdge SEO Blog.
Google called for “HTTPS Everywhere” (secure search) at its I/O conference in June 2014 with its Webmaster Trends Analyst Pierre Far stating: “We want to convince you that all communications should be secure by default,” and it anticipated some resistance and skepticism from the SEO industry. In 2016, 2 different Google representatives advocated for HTTPS: […]
The post HTTP vs HTTPS and SEO : HTTPS Chrome Warning Starting in October 2017 appeared first on BrightEdge SEO Blog.
THE OPPORTUNITY
Digital publisher STACK Media delivers authoritative content on stack.com to help athletes meet their training goals. The editorial team, which leads content development for the site, faced a challenge familiar to digital marketers: how to prioritize their content and SEO efforts to maximize impact. In their quest to acquire new and engaged visitors, and to improve related KPIs (including ranking #1 on SERP), the team turned to the latest BrightEdge innovations to identify keywords that would deliver the best results in the quickest time possible.
THE SOLUTION
The STACK team followed a simple process to find the keywords with the highest potential. Within one month, they launched new, high-performing content by leveraging rich data about opportunities and threats – data they lacked prior to using the BrightEdge SEO platform.
1. Initial target keywords. First, the team used BrightEdge Data Cube to identify 120 keywords that had high search volume and were relevant to the fitness category.
2. SERP visibility. Then, they turned to BrightEdge Intent Signal to analyze the SERP visibility of these keywords. Intent Signal is the first and only solution that tells you whether a keyword has any organic result above the fold on SERP, and whether your content ranks above the fold for that keyword. Within minutes, Intent Signal revealed a subset of keywords with the most promise: keywords with organic listings above the fold where STACK’s content was also within striking distance of ranking above the fold. These keywords were assigned to the “Optimize” category in the Intent Signal dashboard.
3. Competitive research. They then used BrightEdge Share of Voice to analyze the competitive landscape of these keywords, inspecting the content themes and content structure of the page URLs that ranked high on SERPs.
4. Implementation. Next, the team embarked on a clear and manageable action plan. They redesigned the page template to include a new content structure, based on the competitive research. In this new structure, every fitness page would provide readers with comprehensive information on the topic, including performance tips, common mistakes, how-to instructions, and training videos. Then, they launched new web pages with fresh content for their “Optimize” keywords and redirected old pages to the new ones to preserve historical SEO equity.
THE RESULTS
In just one month, the results proved the success of their approach. The keywords in this optimization project increased site visits by 61%, with average bounce-rate-by-page reduced by 73%. Some keywords jumped in ranking significantly. For example, stack.com didn’t rank for the keyword “hip thrust” in March; by May, the company had gained the #1 organic web listing on the SERP for that term.
BrightEdge Intent Signal is a huge time saver for us. Within minutes, you can identify the organic ranking opportunities you're missing and take prioritized actions to win in the moments that matter the most.
Request a demo of the BrightEdge platform today!
