BACKGROUND

Atomic212 works across both SEO and SEM for Torrens University, meaning that digital campaigns and learnings are always complementary between channels. Coming into the beginning of 2019, CPCs across education keywords were rising to a point of economic inefficiency. Thus, organic presence needed to improve to further support paid spend efficiency and drive lead volumes and quality. Further, Torrens University was faced with the objective of simultanously improving their on-site mobile experience for users as well as future-proofing the site for a more voice-search-active audience.

THE SOLUTION

Since volume and quality of conversions were the key measures of success for stage one of using the BrightEdge platform, Atomic212 utilized SEM data to populate BrightEdge with keywords that represented the highest conversion values. Further, all of these recommendations were supported by BrightEdge's Opportunity Forecasting to project business results. Thus, all on-page Recommendations from BrightEdge informed upgrades that were conversion-focused with hundreds of unique insights aiding the amplification of Torrens' organic performance.

Further, researching in Data Cube where Torrens' best opportunities to secure organic SERP features were, these keywords were assigned target pages to inform optimization. Following this, Atomic212 worked with Torrens' CRO team to create a new design of course pages to suit mobile best practice and ensure pages were in an optimal structure to achieve in-SERP features, including Quick Answer, and subsequently trigger audible voice search responses. Atomic212 then utilized digital PR to build authoritative and relevant links to the Torrens domain and these course URLs in particular.

THE RESULTS

Following the publishing of all new pages in February 2019, the first two months of being live saw a 39% improvement in the number of featured snippets related to specific courses available on the Torrens website - each of which were recited audibly when the relevant voice search was made on mobile. The site also experienced a 14% increase in the number of non-brand queries organically appearing on page one. All of which culminated in a 76% YoY increase in organic conversions/leads on course-related pages. Since initiating the use of BrightEdge in October 2018, the Torrens website experienced a 101% improvement in non-brand visibility and a 105% increase in the number of Quick Answers.

BrightEdge allowed us to amplify and accelerate our SEO initiatives. The key insights, recommendations, and the different metrics we are tracking in our dashboards were integral to our SEO strategy. This led to marketing budget efficiency with organic channels supplementing our paid lead acquisition activities. With more indexed pages and better on-page SEO content structure, we've also increased the visibility of our web pages and future-proofed it for voice search, especially on relevant keywords. - Maricel Custodio, Head of Digital Marketing, Laureate International Universities ANZ

BACKGROUND

As an innovative product design firm, Atlanta-based Thrive needs to be visible to the right buyer at the right time. Apart from trade shows, industry conferences, and referrals, Thrive’s best opportunity to get in front of new buyers is through their website.

As a means of generating more business, creating an SEO campaign to drive website traffic was a critical foray for Thrive. They partnered with Atlanta-based digital marketing and SEO company, AIS Media, to create an SEO campaign designed to meet aggressive business goals.

THE SOLUTION

The business team needed to understand Thrive’s target audience in order to develop an effective keyword strategy that captured their buyers’ decision making. AIS Media leveraged BrightEdge’s Data Cube to determine which keyword opportunities would be most valuable for their goals. AIS Media developed a keyword strategy broken into two keyword-specific groups that mapped the content of the site to nurture ranking growth and benefit user flow. AIS Media segmented the needs of each audience by developing content that would Leverage BrightEdge’s preferred landing pages and recommendations engines.

AIS Media then developed additional content for each keyword group to bolster content for case study work, expertise areas, and staff pages. Because Thrive worked with high-profile companies, such as Chick-Fil-A, Coca-Cola, and The Home Depot, case studies helped Thrive’s website appeal to their audiences and supported their journey through Thrive’s thought leadership content.

THE RESULTS

12 months into the SEO campaign, the site had an 87.8% increase in page #1 Google-US rankings for these two keyword groups. As a result, Thrive’s organic traffic increased 64.8% compared to the previous year. Google’s first-page visibility also allowed Thrive to increase online market share, as measured by the BrightEdge Share of Voice tool. According to Jon, CEO at Thrive, their organic leads helped source and secure major client deals.

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BACKGROUND

Noble Studios began its engagement with the Yosemite/Maripossa County Tourism Bureau in 2016 as the Destination Marketing Organization was merging its two sites: Yosemiteexperience.com and Yosemite.com. The goal was to consolidate traffic under a single domain while driving more traffic to the region -- including Yosemite National Park -- in a traditionally slower season.

THE PROBLEM

With a strong desire to increase visits to its business stakeholders, particularly during slower seasons, Yosemite Mariposa County brought Noble Studios on to help establish KPIs and a strategy for improving organic traffic performance.

The primary goal was to increase traffic to its partners -- both digitally and in person. The DMO's secondary goals included increasing organic traffic, newsletter signups, and enticing potential visitors to download a Yosemite Mariposa County vacation planner.

By tapping into BrightEdge's SEO platform and Data Cube, Noble quickly identified keywords competitors were ranking for that Yosemite.com was not. Noble also began grouping these keywords into four distinct categories for better targeting: dining, lodging, things to do, and general partner referrals.

THE RESULTS

Noble's plan involved a combination of new content creation to capture net-new demand along with the optimization of existing content that was already ranked on the second or third page of Google and was of high quality. BrightEdge's in-depth keyword tracking tool ensured Noble's plan went off without a hitch. At the start of 2017, many of Yosemite's high-priority keywords weren't even ranked in Google. Today, 91% of those keywords rank on either page 1 or 2 of Google's SERPs with 73% of them on page 1.

In June 2017 Yosemite.com saw a 25% spike in organic traffic, then a 54% jump in July. For new users there was a 41% increase in July. By the end of summer, Yosemite.com reached 235% of its annual partner referral goal, 127% of its annual organic traffic goal, and roughly 400% of its annual email signup and vacation planner download goals.

Our partnership with Noble Studios and BrightEdge has allowed us to quickly uncover opportunities to dramatically increase organic traffic to Yosemite.com!

- Terry Selk, CEO/Executive Director, Yosemite/Mariposa County Tourism Bureau

As Noble began to see substantial ranking improvements and traffic gains with its content optimization, it turned to BrightEdge’s StoryBuilder tool to visualize results for the client. By providing this executive-level snapshot, Noble was able to quickly show the client a direct correlation between the SEO strategy being implemented, the boost in traffic, and increased visits to the DMO’s stakeholders.