Windsor Store Leverages BrightEdge To Drive Image Results And Improve SEO Rank
See how to drive results by monitoring performance and refining strategies based on results
59%
increase in page one ranks
55%
increase in ranking image results
Windsor Store Leverages BrightEdge To Drive Image Results And Improve SEO Rank
See how to drive results by monitoring performance and refining strategies based on results
BACKGROUND
Windsor Store is a fashion company with a mission to inspire and empower women through clothing and accessories that make them feel beautiful. Prior to leveraging BrightEdge's SEO Platform, Windsor was working with other external solutions for expert SEO recommendations.
"We made a strategic pivot to focus on driving SEO performance. The initial goals centered around building an internal SEO team, launching an SEO platform to monitor performance, and providing data-driven insights," said Angelique Tavizon, Digital Marketing Analyst of SEO at Windsor Store.
"The key to success was not just understanding SEO performance but also: what keywords are driving organic traffic; ranking of focused keywords; what does and doesn't perform; and website page reporting for PLPs and PDPs," she said. They sought to perform keyword research, identify technical SEO insights, and to better understand how the organic channel works in tande, with other digital marketing channels.
SOLUTION
The Windsor marketing team consists of one full-time SEO and an extensive team that assists in SEO production including creative, eCommerce, IT, influencer marketing, affiliate marketing teams, and more. The team leverages the entirety of the BrightEdge SEO Platform including Data Cube, Site Report, Dashboards, ContentIQ, Keyword Reporting, and more as the key SEO tools to analyze organic opportunities in order to increase traffic and exposure to windsorstore.com.
In order to maintain up-to-date content, Windsor built authority through original content including images, and optimized for both the users and the customers at different experiences. They performed extensive keyword research through BrightEdge to maximize organic ranking opportunities and define critical keywords and optimized using technical and strategic tactics. Then, they refined SEO efforts based on team collaborations and keyword analysis in order to optimize in a most detailed effort. They optimized further down to an individual PDP (product detail page) level which can be important for many eCommerce sites to focus on.
The team executed on-page SEO efforts including optimizing title tags, meta descriptions, and image SEO for all content including blog posts. For technical SEO efforts, they resolved all technical errors including orphan pages and duplicate pages, and focused on decreasing page load times with their IT department.
Windsor also re-platformed their website to Shopify in early August and focused on Google images where they found an opportunity to help consumers shop via images. The team drove results by updating file format, server location, and leveraging structured data for images. They continued to refine strategies based on the results they received.
RESULTS
Within six months, Windsor Store saw a 55% increase in ranking image results and a 59% increase in page one keyword rankings. Furthermore, they've seen an increase in impressions by more than 73%, improved average rank, and an increase in the overall number of relevant ranking keywords.
The BrightEdge team has been a strategic partner from the start, their data-driven approach helps us act on opportunities enabling us to optimize our website in an efficient manner to drive increased keyword rank, impressions, webiste traffic and ultimately sales through the organic channel."
Paycor Leverages Data Cube And Sees 994% Organic Lead Growth
See how 25 hours each week can increase organic traffic
308%
increase in site visits
25
hours per week to optimize
Paycor Leverages Data Cube And Sees 994% Organic Lead Growth
See how 25 hours each week can increase organic traffic
BACKGROUND
Paycor, an online platform that provides payroll and human resources software to small and medium sized businesses, initially paired up with BrightEdge to gain visibility into content performance, share of voice, and secure recommendations to better strategize for SEO.
Prior to working with BrightEdge, the Paycor marketing team scarcely provided proper attention to SEO. "Now, there are two of us in-house who are working on SEO at least some of the time, but neither of our roles are 100% dedicated to SEO...we're stretched thin," said Leslie Handmaker, Sr. Digital Marketing Strategist, at Paycor. Even so, Paycor's small SEO team spends nearly 25 hours each week on both on-page and technical optimization strategies.
SOLUTION
At the beginning of 2020, Paycor completed two sizable site migrations to support their overall master brand strategy. The team leveraged Data Cube to evaluate high-performing content from each Paycor domain and mapped out a plan to rebuild using both new and published content. "Both migrations went well and contributed to our growing domain authority," said Handmaker. Paycor has also deployed Autopilot for SEO on their site to assist in offering users an overall better UX when finding relevant content.
THE RESULTS
Handmaker tracks the number of users who are arriving to the site organically but not signing in to the platform. Paycor uses the term "non sign-in organic traffic" as an in-house metric. Using this metric, her team receives insights into their prospect growth. Currently, the YoY growth for these site visitors are up 308%. The team has also seen a YoY increase of 994% for Net New Organic Leads.
Due to the 2020 pandemic, Paycor saw a jump in search volume and moved into position one for keywords including "sick leave laws" and "hiring process". They also saw a massive shift in search demand for relevant keywords including "coronavirus mask policy" and "rehiring furloughed employees". The content team created content and provided value on the topics to assist employers in their current challenges. "The organic channel is continuing to perform strong and exceed revenue goals," said Handmaker.
BrightEdge has been helpful in creating dashboards that get sent out automatically to internal team members. It saves me time to have it automated. Our writers get in and access Data Cube and it helps inform our content strategy and prioritize what content we create. - Leslie Handmaker, Sr. Digital Marketing Strategist, Paycor
Paycor Case Study
Manulife Singapore Improves Visibility & Keywords Move Into Page One
Learn how they leveraged BrightEdge to increase results on page one
90%
reduction in site errors
38%
increase in organic traffic YoY
Manulife Singapore improves Organic Visibility with 60% of Priority Keywords Moving Into Page One
Learn how they leveraged BrightEdge to increase results on page one
BACKGROUND
Established in 1980, Manulife Singapore provides insurance, retirement and wealth management solutions to meet the financial needs of our customers across various stages of their lives. Globally, Manulife Financial Corporation, is a leading global financial services group providing relevant financial, insurance, and wealth and asset management advice and solutions for our individual, group, and institutional customers.
With a digital team in-house, Manulife Singapore was trying to measure how they fared against the competition in the organic space, spending countless hours consolidating data from various SEO tools in vain. A more structured approach would be critical to their success.
Manulife partnered with BrightEdge to leverage the SEO platform that they could not only track keywords, improve ranking, but also identify opportunities and detect site errors needing technical fixes.
“The BrightEdge team provided us with a value-add by not just providing us with a SEO tool, but they would make recommendations based on data. It was like having an additional SEO consultant with the regular sync-ups,” Alvin Lim, Manager, Digital Marketing of Manulife Singapore.
THE SOLUTION
Prior to partnering with BrightEdge, Manulife was “only scratching the surface” when it came to SEO efforts. While they spent time optimizing meta tags, there was minimal optimization beyond that.
Since partnering with BrightEdge, the Manulife Digital Marketing team is able to prioritize specific SEO strategies and works in-house to implement both on-page and technical SEO such as optimizing meta tags. They utilize ContentIQ - pre and post-migration - to prioritize technical SEO fixes to advance the site’s overall health. They also emphasize focus around achieving superior content performance.
With BrightEdge, the Manulife team has been able to reduce 75% of their time spent on data compilation. “Prior to using BrightEdge, we spent days to compile the data to analyze for insights. Today with BrightEdge, we are able to easily glean actionable insights and take action to capture new opportunities in less than a day,” Lim said.
THE RESULTS
With BrightEdge, Manulife Singapore saw a 38% increase in organic visits YoY from 2018-2019 and 60% of Manulife’s priority keywords moved into page one.
Following a Site Audit of Manulife’s URLs, the team was able to reduce 90% of the website errors found following their site migration. Manulife’s SEO team uses Dashboards to report SEO successes to C-level management. “The data and insights are rolled up to our Regional dashboard which is shared with the C-level audience. It helps us to show our growth story from organic search channel,” said Lim.
“Unlike most SEO tools that are disparate and have to be used in conjunction, BrightEdge consolidates all the necessary SEO data and turns them into actionable insights to help focus on continuous performance optimization.”
Manulife Singapore improves Organic Visibility with 60% of Priority Keywords Moving Into Page One
Solomon Colors Increases Organic Rank And Traffic
Solomon Colors SEO Strategy Focused on Image Optimization and SEO Best Practices to Achieve Results
85%
Increase In Keywords Ranked On Page One
113%
Increase In Ranking Image Results
Solomon Colors Increases Organic Rank And Traffic
Solomon Colors SEO Strategy Focused on Image Optimization and SEO Best Practices to Achieve Results
Background
Solomon Colors, a global leader in architectural concrete products, has provided service and quality to their customers for 90 years while remaining family-owned and employee-owned. Solomon is no stranger to providing customers with the innovative solutions they want and need. Brian Jester, Media Marketing Developer at Solomon Colors says, "From equipment, to color, to training - every improvement we make is about meeting our customers' needs to help you do your business better."
Prior to discovering SEO best practices using BrightEdge, Solomon allocated budget to promote Google Ad campaigns. With customers and the future in mind, Solomon believed their SEO footprint wasn't big enough and while self-education got Jester started, he sought after a greater understanding of SEO best practices. Solomon Colors paired up with BrightEdge to build a new corporate website with SEO at the forefront of it all.
The Solution
In order to construct a website that both created an ideal customer experience and drove organic traffic continuously, Solomon utilized BrightEdge to combine five existing sites under one URL. "From the very beginning of this huge undertaking, SEO was at the front of every decision I made," Jester said.
Learn More About How Solomon Colors Increased Their Page One Rankings!
Solomon Colors Case Study
SWK Technologies sees over 700% increase in B2B leads
Learn how Hector Bonilla has made marketing profitable for SWK Technologies
Transcript of SWK Technologies' SEO story:
So SWK technologies is a software reseller. We’re more or less a retailer of B2B software. As a content writer I am also the de-facto SEO.
Our main metric and focus in digital marketing is our B2B leads.
I use BrightEdge in order to aggregate a lot of that data. I can tell you our site has increased, from when I started, we've had an increase of around 700% in leads.
An SWK executive said "I can't believe marketing is actually profitable now."
Request a personalized demo to see what the BrightEdge SEO platform can do for you.
SWK Technologies Customer Story
AGA Coordinates SEO with Multiple In-House Teams Using BrightEdge
Discover how AGA utilized their Communications, Marketing, and IT teams to build their SEO efforts
AGA Coordinates SEO with Multiple In-House Teams Using BrightEdge
Discover how AGA utilized their Communications, Marketing, and IT teams to build their SEO efforts
THE PROBLEM
AGA - American Gastroenterological Association - didn't address SEO until their recent website redesign. SEO took priority following the redesign as AGA lost SERP authority and traffic due to inaccurate redirects.
They utilize three teams to successfully execute SEO strategies, including the Communications, IT, and Marketing teams - all for different but relevant reasons. The IT team applies their tech knowledge directly onto the back end of the site to code, fix errors pertaining to JavaScript, and more.
The Communications team at AGA is the main group of BrightEdge users utilizing the platform. They work with the Data Cube and ContentIQ, Keyword and Page Reporting, and set up dashboards to later report to VPs or their board. AGA's marketing team turns to IT to make sure the programs and events they plan gain plenty of exposure.
THE SOLUTION
AGA made use of the Data Cube and ContentIQ to expand reach through organic search, exposure, and understanding how they can continue to increase it while pushing out new, patient-targeted content to ensure they're reaching the right audience. This helps keep AGA competitive with other websites, including Web MD and Wikipedia. "BrightEdge has a huge impact on the content we produce at AGA as everything is tied essentially to how it performs," said Arnulfo Moreno, Senior Communications Manager of AGA.
AGA is going through another redesign using the knowledge gained from their SEO efforts using BrightEdge and their original redesign to avoid repeating the same site errors.
THE RESULTS
While using BrightEdge, AGA switched to a mobile-first website and discovered that while their site is mobile-friendly, their page load speed wasn't where it needed to be. AGA saw increases in rank, including their priority patient GERD page moving onto page one. AGA utilizes BrightEdge to focus on creating SEO-driven content and to display their wins as well as identify their potential wins.
"BrightEdge has actually helped us a lot in doing more SEO work because it lets us show the metrics and show the actual wins. And, more importantly, it lets us show the potential wins. I think when you see that all you need to do is make these small, little changes and you can gain a lot of impact, that's huge." - Arnulfo Moreno, AGA
Request a demo of the BrightEdge platform today!
AGA Coordinates SEO with Multiple In-House Teams Using BrightEdge
Health Provider Ochsner Recommends BrightEdge
Kristin Fletcher relies on the BrightEdge platform and customer service to build content and mobile SEO strategies, using Hyperlocal and Recommendations for optimization
Transcript of Ochsner's SEO Story:
We use BrightEdge. They help us to find keywords to help incorporate on our web pages, so we can show up in Google. They also help us to find content that our patients are looking for; so we can develop content catered to them.
We're more than just the health care system. We want our communities to be healthy overall, have a healthy lifestyle, and they help us to find the content that our patients want.
I really like the Recommendations. If a page, for instance, if the service line leader is like "we're not showing up on Google," I really like the Recommendations and going there and planning out how we can optimize our pages so we can show up in Google.
Local strategy is just to cater to our local patients and each region. Like I mentioned earlier, wer'e more than just the health care system. We want our patients to be healthy overall. The majority of our users are mobile users. We're very focused on being mobile friendly and BrightEdge has definitely been helping us with that.
We've just mainly been using BrightEdge and we're very happy with their service. BrightEdge has helped us to develop really good content for our patients. Just letting us know what our patients are looking for and searching within our regions.
We have a CSM. And his name is Chris and he is very helpful. If I have any questions within the platform he is always there to help me out to better use it and to get content and keywords to help with our Google listings.
I would definitely recommend BrightEdge to other customers.
Ochsner Customer Story - Kristin Fletcher
SVS SEO Revenue up 200% with BrightEdge
Keenan Davis, Sr. Director of Marketing at SVS, advocates for BrightEdge's ease of use and deep, actionable insights
Transcript of SVS's SEO Story:
SVS is a home audio brand. We try to create immersive audio experience. Imagine watching your favorite shows--Game of Thrones--in surround sound. We try to produce products that allow people to experience some of their favorite movies, music, streaming TV in such a way that it's just a much more enjoyable experience.
I've been a BrightEdge customer for going on nine years now, since 2011. So, I'm a bit of a lifer.
As I move roles, move companies, I always wind up going back to BrightEdge, bringing them on board. For me, the level of insight that you get through Data Cube initially. There's a lot of innovations coming up now; but all these various tools in my toolbox, at my disposal, to help me evangelize SEO in my companies; it's just super-powerful.
There's one thing with me by myself saying this is important. It's a completely other thing, when you can bring the numbers and the data to support you behind it. And the way the BrightEdge dashboard presents things in such a user friendly in way, that even the highest execs of my company can get it in an instant. That’s the part of our BrightEdge is just really strong.
From a research standpoint, for instance like the BrightEdge Recommendations is probably a really good example of that. Where if you're trying to implement technical SEO, instead of digging around and rooting around trying to find the right thing to do, it just serves up to you on a platter. But all that research aspect of it is not taken off our plate, all we have to do is execute.
A year and a half ago we had no quick answers whatsoever. We’re now at quick answers that are approaching 100 quick answers.
Everyone knows video is important, but we didn't realize how important it was for the universal search listings, so we started getting video popping up as well.
I've been with BrightEdge at SVS for four years now and have consistently grown by double digits every single year. Its peak was, I believe, two years ago when it was something like 60 or 70%. But it's no matter what it’s still consistent growth.
The revenue brought in by organic search prior to me working with BrightEdge at SVS since; it's up to 200%. It's really amazing how they were able to hone in using BrightEdge tools, how much I can run up traffic, and turn traffic into revenue.
As BrightEdge continues to innovate and add more and more resources, introducing products, it allows me to walk away from some of the other things that I have to use. The user experience of the dashboard itself, night and day when you compare the two different platforms. Those two things in particular, the user experience one is really important because I have the younger, less experienced people on my team who are trying to understand SEO. BrightEdge presents the data in such a way that it's like a light bulb goes off. And that aspect of it becomes really easy for me to evangelize SEO throughout the organization.
SVS Customer Story - Keenan Davis
Teradata Achieves High Rank and B2B Lead Generation
Teradata's Global SEO Strategist, Ron Weber, utilizes BrightEdge to optimize all aspects of their Content and SEO strategies
Transcript from Teradata's SEO Story:
The current program at Teradata really was when I took over it was a house on fire. We had a lot of technical issues. We had a lot of content issues. And really it was starting from scratch. It was really analyzing what was happening with the site from all angles and figuring out what to do next.
I am the only person in SEO at our company. I do work with a content team. I have a vast array of resources at my disposal. We have a lot of content-rich assets that are already in place - just a lot of pages that needed to be optimized.
My digital team, which was four people back in March, is now eight. The commitment from management is there. We're pulling resources from all other departments. SEO-led, digital-led; is really what the call to arms is at my company.
The house was on fire when I took it over - a lot of technical SEO work had to be done. Now, we're to the point where we are driving leads. B2B lead gen is the sole focus of our website - that's what SEO is driving towards - that's what everything is driving towards.
As an example, when I first took over SEO I realized that that our cloud section was under-served, under-utilized, under-optimized. I took the section, and I had an SEO led strategy which doubled the number of pages. We went from 14 pages to 28 pages within the span of six weeks put up those pages quickly. They all had SEO journeys in mind. They were all SEO optimized.
The number of keywords in the first position have doubled, the number of keywords in our second position have doubled, and the number of keywords, just across the board, have doubled rankings, all the way from page one to page four to 10. The net impact on the leads that we’re gathering specifically to cloud have been three times what they were back in June.
Our company focuses on megadata customers. I can't quantify what that is, but I do know that the number of leads that are coming from our megadata customers are significant; much more so than prior to doing SEO.
ContentIQ and, as I mentioned, our platform was on fire when I first started in and so being able to see that from BrightEdge perspective was great. And seeing that score tick up, week after week has been really part of my winning strategy.
BrightEdge affects my content strategy in the most impactful way which is looking at competitors. That is something that has served me well for the number of years I've had BrightEdge. And being able to know what my competitors are ranking for that we absolutely should be ranking for is one of those things that I can bring to any content team and bring them the reason to believe why they need to produce content.
Teradata Customer Story
Starkey.com Excels at SEO and Content Strategy with BrightEdge
BrightEdge provides Justin Young, Manager of Corporate Digital Marketing at Starkey, with the all-in-one SEO Platform to keep his SEO Program running at peak efficiency
Transcript of Starkey.com's SEO Story:
It's myself and an analyst who kind of give the direction and the consulting of SEO for Starkey.com. And we have three writers and a handful of creative people. We have a handful of people who do the measurement and analysis of SEO for our .com, as well as integrating with our content, writers, our creative team, and our development team to fill every need to make sure we rank as high as possible in the very competitive vertical of hearing aids and hearing related devices.
Our SEO program is pretty unique where we have to curate content for people seeking hearing aids for personal use and people seeking hearing aids to sell to patients. We've kind of developed our website to fill the need of needs of both - where people can research products and how they help people from a technical capacity.
BrightEdge has helped us develop the strategy to meet that unique need of fulfilling both of those audiences for Starkey.com
The goal of Starkey.com is to be the online experts of hearing loss and hearing aids. We have two pillars of the website itself. Where one side is all about hearing loss; it's the kind of upper funnel, if you will, of the user journey. Where people are exploring and understanding what hearing loss is, how it happened, how do you treat it, how is it preventable, and how to live with hearing loss once you realize you have it.
Then we have the other side of Starkey.com which is all about the hearing aids itself. We talk about our products features and benefits, a little bit about tiering and cost of the products. Because, again, it's a unique website where we have to have content for both the user and the seller.
The marketing executives are very aware of the shift to digital. They know how important it is to invest in digital tools and platforms to be present and combat, defend your visibility on search engines on the internet. That's part of why I'm here. They see the value in investing in search engine optimization and being present in a digital space. For a long time, even up until the last five years, print was still working very well in the hearing space.
The integration with Google Search Console and the supplement of ContentIQ are probably my favorite features in in the BrightEdge platform. ContentIQ is awesome because it gives the very easy direction to improve your website from a technical perspective. And then just feeding in Search Console data into BrightEdge gives that holistic view of what Google is seeing and how and the power of BrightEdge is combined. It creates this kind of magical spot of search tracking and insights and recommendations to make the right decisions to keep your web properties present on Google, Bing, Baidu, any of those search engines throughout the world.
We do lean very heavily on BrightEdge to give us the right recommendations, the right direction and decision-making powers to share those insights to our developers and content writers. I pull reports once a month to provide technical direction for our striking-distance keywords, low hanging fruits, to make those small tweaks to get present on page one.
Anything that we're not ranking for that is interesting content or instruct interesting phrases; I provide to our content writers to make pages for our blog posts and anything that's kind of the quicker content that we can develop and push out in that moment to get ranking on those keywords we're not ranking yet.
We used another platform for a little while. We found it, for lack of a better word, clunky, and it was hard to align one keyword to one page. Because we understood that there are many different phrases and pages that can be tied to a page on your website.
And also, the customer service we've heard of and received from BrightEdge, was also attractive at the time. Ever since joining BrightEdge, we've been able to get a better understanding of pages on our website by tying a primary keyword with a handful of secondary keywords to the page. It just fundamentally made more sense to approach search engine optimization that way.
The customer service and support and insights we've received from our BrightEdge team is unbelievable. I work with a lot of vendors and my favorite monthly calls are with BrightEdge.