BE305 Organizational Success: Learnings From A Split SEO Program at REI

Learnings from REI on a Split SEO Program

Eric Hess

Senior Program Manager, Content and SEO
REI

Ryan Ricketts

SEO Program Manager
REI

Eric Hess and Ryan Rickets, Program Managers of SEO at REI, addressed the idea of splitting up SEO into Content and Technical Aspects. The two of them are a team where one handles the technical and one handles the content and they find that the system works well by leveraging the strengths of each.

Share16 - BE305: Organizational Design: Building Digital Centers of Excellence - Eric Hess, Ryan Ricketts

Winning with Search: How Adobe Converts More Customers

Explore how Adobe increases online conversion through natural search

Winning with Search: How Adobe Converts More Customers

Explore how Adobe increases online conversion through natural search

Customers prefer natural search over all other channels. And it shows in the results. Natural search drives more traffic, conversions and revenue than any other channel.

Adobe's Sr. Manager of Global Search Marketing Dave Lloyd and BrightEdge VP of Products and Marketing Brad Mattick will explore how marketing leader Adobe increases online conversion through natural search.

You will learn how to:

Identify the high-volume topics your customers want to hear about
Scout your competitors' tactics and high-performing content
Optimize your content to attract and convert more customers
Measure the impact to show your results

Download webinar assets now.

Winning with Search: How Adobe Converts More Customers Assets

Schneider Drives SEO Maturity and Adoption Through BrightEdge

Fisher scaled to huge SEO program and results, ran smooth and effective site migration

Download Case Study

500

BrightEdge Users Worldwide

Schneider Drives SEO Maturity and Adoption Through BrightEdge

Fisher scaled to huge SEO program and results, ran smooth and effective site migration

THE PROBLEM

Schneider Electric is the global leader in energy management and automation, operating in over 100 countries with over 170,000 employees and selling BtoB and BtoC. They already have over 500 registered users of the BrightEdge platform. Fisher’s goal is to permeate SEO and content performance into every aspect of website ownership, development, and content creation, and to make SEO experts out of everyone who touches the site.

THE SOLUTION

“The transformation that I’m really trying to bring about is that today marketers are data scientists. If you’re not running your process by the numbers, it may not be an issue now, but you run the risk of being eclipsed by your competitors who are. One of the ways that we’re trying to run the business by the numbers is by making the numbers more easily available. We’ve worked closely with the analytics team to integrate everything into BrightEdge. We use dashboard features to automatically deliver this data in a really consumable format at regular intervals, which takes the pressure off a person to make reports and gives the task to BrightEdge to do it best.” See David's video.

THE RESULTS

david fisher global search marketing schneider electric “BrightEdge helps us in globalizing and standardizing our approach to SEO so we have standard topics and standard keywords groups that each country and language can leverage, which makes sure that there are no content gaps or misses as we globalize and localize our SEO approach. In our first six months with the BrightEdge platform we had 500 users logging in regularly to check their statistics. We also underwent a massive web migration to an entirely new platform, entirely new design, and entirely new brand. We used BrightEdge professional services to help us with that migration and as a result we’ve seen an increase in organic traffic each month since then.”