United SEO Uses BrightEdge to Make the Case for SEO
SEO Manager Jerome Harvey uses BrightEdge to resolve technical errors from site migration, praises Dashboards and Community for SEO insights and support
Transcript of United Airlines' SEO Story:
Right now, we're working on a massive content migration to a new CMS. We have a lot of technical issues right now with our website. We're also building a lot of the new pages in the React JavaScript framework. That's been a big challenge for us. We have about 180,000 pages indexed right now. And about 1000 of those are content pages and those are the ones that we're focusing on with this migration.
We're working on international SEO, as part of our content migration and our new CMS has the capability to translate in nine different languages. We're in the process of getting all the hreflang tags set up. Getting site maps set up for every different language version.
I'm a big fan of the BrightEdge dashboards. I'm able to log in, look at the dashboards, find the data that I need rather quickly. I can go in with data and show the leaders of our company, how much money they could potentially be getting from SEO and it's really caught a lot of people's attention at United.
But in March of this year there was a core algorithm update, and we lost 17% of our traffic. Without BrightEdge I wouldn't have the data I need to make a case for SEO.
B2B Financial Service Company Increase Performance and Leads with BrightEdge
Joey Lampe of CBIZ uses BrightEdge to simplify day-to-day SEO, track ROI metrics and build overall support for SEO
Transcript of CBIZ's SEO Story:
Right now, some of the challenges with SEO is just differentiating our various service lines. We provide somewhere upwards of 20 to 30 different services. So just differentiating those services and ranking highly for each of those services is one of our main challenges. Organically, we range anywhere from 50% to 70%. It's a very large percentage and that's why we're really focused on SEO for our site.
Traffic - we try to funnel it into B2B lead gen. Just to capture their information to further nurture them through drip campaigns to kind of warm up the lead before we close our sale.
We've been gaining in our gap analysis from competitors. It's extremely challenging, just because the number of players in the space, but we've definitely gained some traction on some key keywords for various service lines.
The ease of, especially the reporting side for BrightEdge, has been extremely crucial for us. In my position, I have to work with various service line marketing managers. And BrightEdge allows me to really show a more visual picture of what their SEO is doing. Instead of showing spreadsheet after spreadsheet, it's just a nice way to convey dense information in a simplified way.
Our support for SEO has really skyrocketed in the past probably two and a half years once I got in this position.
SEO was kind of on the back burner for a little while, but we realized the importance of how much traffic is coming from organic - that we really needed to focus on and do pretty much an entire sweep of how our SEO is doing across the website and that's kind of where BrightEdge helped. It allowed us to pull all of our on-page SEO for all of our hundreds of pages on our site.
BrightEdge provides a quick look to see certain pages are doing well. But if they're not, even more importantly, just to make sure to see where we need to put our resources to increase those pages that might be falling off.
I probably do SEO somewhere between five to 10 hours a week. I'm in the platform, close to that amount of time.
The gains could be anywhere from tens of thousands to hundreds of thousands of dollars per client. And that's where the importance from differentiating our service lines from one another and making sure we're ranking highly on each of those service lines is extremely important.
Without BrightEdge, it would just make everything a lot more difficult.
CBIZ Share19 Customer Story
L'Oreal SEO Finds Website Insights Using BrightEdge
Dhanesh Shelat uses BrightEdge to enhance L’Oreal’s Technical SEO and Mobile Strategy, driving product-specific content to support strong customer experiences.
Transcript of L'Oreal's SEO Story:
Increasing the performance of our site from the technical side is super important as well as really scaling our content with a data-first approach.
I'm the only one leading web projects and SEO side, but I work quite closely on the brand side. It's generally to raise awareness and then to actually have a fantastic customer experience actually to really help us understand how people are searching. And then so that we can really produce the highest performing content.
We heard the mobile dawn was happening several years ago; 60 to 70% of our traffic is mobile. It can be kind of challenging right when you're working on a desktop all day to always think mobile first in design, performance, etc., approaching everything we do from a mobile perspective.
So, I've used BrightEdge mostly for the Data Cube. I said prior to my role currently I'd used BrightEdge at Group M. From the technical side, I find some of the insights on the homepage as you log into the platform to be super helpful at showing which pages are particularly slowing down your site. So, we’ve taken note of that and that's been our cue to triumph.
A few of our objectives: improving the things on the technical side, improving site performance. We have a couple of brand launches coming up, particularly on acne.
It's a new vertical. And we're looking to really produce content that fits our niche. On the content side it's essentially ensuring that we haven't left any of the high priority strategic brand areas; we haven't left them on the table.
Services have experienced fantastic growth. Our content at the moment is linked to those product launches. I think the key thing with BrightEdge, it really is. I think it more of an SEO toolkit.
I think the features that allow both those who are slightly more advanced when it comes to SEO skills, but also those who are actually not super technically SEO. You can essentially put a URL in or even just a keyword, and it's able to assess this is the kind of data points they’re looking to get out of it.
When it comes to beauty ingredients it’s actually a big part of how users are searching and begin their kind of awareness or their consideration. So when it comes to ingredients, we often use the Data Cube to understand how people are searching for particular ingredients, particularly the longtail feature when it comes to specifically optimizing for that piece.
The way that I approach it is just don't get so focused on that particular keyword just answer that in the best way that you can from a user perspective. You want to answer the question in a way that satisfies the user intent.
L'Oreal Customer Story - Dhanesh Shelat
Daltile Drives Content Marketing Success with BrightEdge
Amy Rehmeyer, Director of Digital Marketing, leverages BrightEdge to produce video and top-of-funnel content for Daltile
Daltile Customer Story Amy Rehmeyer
400k
increase in organic impressions
2.5%
clickthrough rate
Philips Blog Pilot for SEO Drives 10,000 Visits Per Month in a Single Market
Learn how Philips Hue built out a full content strategy and launched its UK blog with help from the BrightEdge platform.
BACKGROUND
Philips Hue, a leading smart lighting brand, offers more than the convenience of wireless light control. Philips Hue believes in giving consumers the best lighting experience to enrich their daily lives. The main website focuses on providing relevant content about the brand and product experience. However, to reach online consumers looking for a lighting solution that fits their needs, Philips Hue decided to inspire and educate through enriched content via blog posts.
THE SOLUTION
The team worked together to brainstorm the content strategy with the help of internal experts who use BrightEdge for keyword research and internal reports. They created clusters of non-branded and generic keywords which were then transformed into relevant topics for the target audience. The goal was to prioritize keywords with high search volume that align with the brand campaign calendar plan. Using the BrightEdge product, the team was able to identify popular lighting topics with low competition, host the new blog, and automatically and manually optimize the content to improve SEO performance.
THE RESULTS
With the help of the BrightEdge team, Philips hue was able to launch their blog as a pilot in the UK, which increased the visibility of non-branded keywords, such as “bedroom lighting ideas,” “living room lighting ideas,” etc. This also helped the team expand the brand’s content strategy from focusing only on core brand content keywords to capturing new traffic with a data-driven, SEO-focused, topical content strategy.
In 6 months, their website accrued an additional 400K organic impressions with a clickthrough rate of 2.5%. The team is now rolling out the blog to other key markets, such as the United States, the Netherlands, and more.
Request a demo of the BrightEdge platform today!
Philips Case Study
BrightEdge User Group - Stock Image Schema Case Study
Harinder Singh shares his case study on how Adobe configured schema tags for stock images
Adobe - Harinder Singh - Stock Image Schema Case Study
BrightEdge User Group - HelpX Site Indexation & Geo Targeting
Harinder Singh of Adobe shares his experience with Google indexation of HelpX sites and geo targeting
Adobe - Harinder Singh - HelpX Site Indexation & Geo Targeting
Nestlé's Meritene and NEO Agency Grow Organic Traffic & Take Top Rank
Veronica Diaz, Digital Manager, Nestle Health Science Spain outranks Wikipedia
90+
page one rankings
68,000
visits by Q4, up from 435 in Q1
Nestlé's Meritene and NEO Agency Exponentially Grow Organic Traffic and Take Top Rank from Wikipedia
Veronica Diaz, Digital Manager, Nestle Health Science Spain outranks Wikipedia
THE PROBLEM
MERITENE®, a brand of Nestlé Health Science, offers nutritional products designed to meet the needs of adults over 50 years old, such as ready-to-drink beverages and flavored powders. Due to the characteristics of its target audience, often not being actively digital, Meritene needed to increase its organic relevance through enriched content that added value to its consumers. One of the territories to explore was focused on “Healthy Living” and the food components -- a strong demand territory with an average of 388,000 searches per month.
THE SOLUTION
Working with its seo agency, NEO, to obtain the desired relevance in search engines, the team’s strategy was based on prioritizing keywords with the highest search volume. They first used BrightEdge Data Cube to discover high-value keywords with a minimum of 29,000 monthly searches.
Using BrightEdge Recommendations, they optimized the meta tags and existing content to improve SEO performance. Where content didn’t currently exist they developed SEO-friendly content based on “habits of healthy living” and food suplements using the language their consumers use in search.
From the beginning of the project to the end, Meritene used StoryBuilder Dashboards to track the performance of their content and share successes with the broader team.
THE RESULTS
Meritene understood and responded to the concerns of its audience in the health space, positioning itself above Wikipedia for terms such as “Resveratrol” or “Healthy Life.” They started from being unranked on generic terms on page one to ranked with more than 90 terms related to health on page one. This increased traffic from a nascent 435 users in Q1 to 67,735 in Q4. Additionally, Meritene has managed to reach 73% more users in its target age range of 45 to 65.
Through BrightEdge data, we are able to create ranked content that allows us to connect with our audience and establish a conversation, to be top-of-mind, and become their main option when making purchase decisions.
Meritene Case Study
IBM Transforms Its SEO Practice with BrightEdge
Tanu Javeri, Sr. Global SEO Strategist, IBM increases SEO traffic
6%
organic traffic increase
13%
increase in traffic engagement
IBM Transforms Its SEO Practice with BrightEdge
Tanu Javeri, Sr. Global SEO Strategist, IBM increases SEO traffic
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.
IBM Case Study
