THE PROBLEM

Cabela’s is a national physical and online retailer of hunting, fishing, and camping gear. Jesse Farley, SEO manager for Cabela's, wants to develop and deploy content that guides customers through their journey to purchase and the use experience they sought. With a large catalog of products, Cabela’s needs to prioritize where to put the content marketing focus to maximize results.

THE SOLUTION

Farely describes a concept he calls “digital curb appeal” that engages his prospects. His content objective is attachment to the products and the brand. “You have to think about where they are in their buy cycle. Content takes a long time to do. You have to build it over time. I have been working on this for two years and I am nowhere near where I need to be.” BrightEdge enables him to demonstrate the effectiveness of content marketing and has allowed the SEO department to get budget that they’ve never really had before.

THE RESULTS

At the end of the day, “data never lies” and business is about increasing revenue, but it starts with good content getting distribution and engagement.

Positioning is key. Content must have curb appeal. It must have something they can look at and say, ‘I want to do that. I want to be part of that.’
- Jesse Farley, Online Marketing Strategist, Cabela's

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THE PROBLEM

WellBiz Brands manages three separate franchise entities: Fitness Together, Elements Therapeutic Massage, and Fit 36, with a total of over 400 locations in 36 states. The parent company looks to provide marketing and guidance to support the growth and revenue of its franchisees.

Yuthas’ challenge was to customize reporting and search engine optimization recommendations to each location or website within a brand in unique markets. She wanted each franchise owner to receive custom reports highlighting SEO successes and opportunities at a brand level as well as an individual studio level. She also wanted to give them the ability to improve the SEO on studio microsites and track results.

See Danielle's Share video.

THE SOLUTION

Yuthas took the following approach:

1. Create a dashboard for each location
2. Create a location-filtered Data Cube report for each location
3. Map each location to the local Google search engine in BrightEdge
4. Create local Share of Voice reports for each location
5. Add keyword tracking progress reports for each location
6. Train and enable each franchise representative to use the reports

THE RESULTS

Individual franchises saw dramatic improvement on targeted keywords and started appearing in the first page of the search results. Many locations achieved highly visible Local 3-Pack results for key terms, increased site traffic, store traffic, and revenue.

Educating the franchisees on SEO was a huge challenge. I made training videos on how to use the reports. BrightEdge shows the business value of impacting the Google search results.

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THE PROBLEM

Kroll is in the business of asset investigations, intelligence, risk analysis, cyber security, data breach response, and e-discovery. Their campaign objective was to increase lead generation for their asset search service by 50% for the year.

THE SOLUTION

Kroll decided to invest their efforts in the organic search channel. Looking at the BrightEdge dashboards, Parker identified their “striking distance” keywords on Pages 2 and 3. She then looked at how to improve on-page optimization and increase site content and backlinks. The BrightEdge site recommendations capability identified the specific on-page tactics to address. The campaign metrics were Share of Voice, Visitors, Form Fills, Won Cases, and New Revenue.

THE RESULTS

Parker and Kroll increased their exposure on the target search terms and nearly tripled their traffic at the expense of all of their tracked competitors. She recommends a cross-channel holistic strategy centered around clear goals and a platform with properly integrated data flow and tracking. See Whitney's Share video.

71% of traffic goes to Page 1 of the search results. Getting from Position 2 to Position 1 doubles the traffic we get to our site and that translates into another $300,000 in revenue. That is a powerful message for a CEO.

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BACKGROUND

The Container Store is the leading specialty retailer of storage and organization products in the United States and the only national retailer devoted solely to the category. The company has strong roots in physical retail and ecommerce is an emerging channel for them.

The Container Store did not have a methodical approach to content marketing and for capturing organic traffic. Prior to hiring a dedicated SEO manager, the website development and marketing groups didn’t focus on organic search. They needed to leverage technology to capitalize on the organic traffic opportunity.

THE SOLUTION

SEO Manager Cade Burk used the BrightEdge platform to create page groups, populate with logical keywords, on-page recommendations, and identified the best pages to map the keyword topics. In addition, he took an active role in content generation and HTML tagging and used BrightEdge backlink technology to map backlinks and target new sources of links.

THE RESULTS

In just 7 months, the results were dramatic: 30% increase in keywords in 1st rank position (more than 1000 keywords), 93% increase in organic traffic, 68% increase in organic traffic conversion, and 96% increase in organic traffic revenue.

BrightEdge is programmed to help with business SEO efforts at any level, know what kind of content is being searched, and enables us to create better-performing pages.

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