The Business Challenge

With a goal of driving more footfall to their physical locations with local seo, National Tyres and Autocare set out to improve its presence in Google’s local 3-pack, capture more local searches, and, as an extension of that goal, improve the website’s authority through targeted blog content. By leveraging BrightEdge’s enterprise SEO platform and localized SEO features, National Tyre’s team identified new high-value keywords and came up with a successful content strategy to achieve their growth goals.

The BrightEdge Solution

Using BrightEdge’s keyword research and local SEO solutions, National Tyres and Autocare worked to identify and quantify the opportunities for both local SEO and content development. This was far more efficient than hiring an agency to conduct local SEO or trying to build localized SEO tools in-house. By partnering with BrightEdge, National Tyre created an effective and efficient localized SEO strategy.

The Results

The National Tyre team was able to successfully increase traffic to their website, improve page rankings for local listings, and saw huge increases in non-branded keywords. They were able to do all of this within the BrightEdge enterprise SEO platform, instead of having to hire an agency or local SEO service.

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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

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.

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BACKGROUND

Founded in 1932 Rocky Brands, Inc. designs, develops, manufactures, and markets premium-quality Outdoor, Work, Western, Duty, and Military footwear as well as Outdoor and Work apparel and accessories. The wholesale side of the Rocky Brands family of brands includes, Rocky Boots, Georgia Boot, and Durango Boots. Prior to a year ago, there had not been a dedicated focus on creating SEO-friendly content and optimizing for organic search across these three sites. Now, with a dedicated in-house SEO specialist, Rocky Brands has seen organic growth across the three ecommerce sites.

THE SOLUTION

The Data Cube has been an essential research resource for the foundation of any SEO-friendly content Rocky Brands has put on their sites. They use the keyword and domain research to make informed decisions about what keywords should be the target for each page as well as to conduct competitor research. The Data Cube also proved essential in making sure that the sites are tracking the proper keywords for reporting purposes and highlighting growth to the top-level domain for Rocky, Georgia, and Durango.

Using BrightEdge Recommendations, they optimized the page title and meta tags and enhanced existing content to improve SEO performance. Where content didn’t exist, they developed SEO-friendly content explaining the features of each boot or boot category using the language their consumers use when searching with both direct and semantically-related target keywords. Lastly, they added internal links with appropriate anchor text.

From the beginning of every project to the end, they use StoryBuilder dashboards to track the performance of their content and share successes with the broader team and executives. Having the ability to customize each report to fit the needs and KPIs of each brand has proven instrumental, and the visuals in each chart supplement the data. The Keyword and Page Reporting capabilities have also provided quick on-the-fly metrics when in meetings or when they have needed data for a specific page or group of pages and keywords. On top of this, these reporting features show insight to granular data when a keyword fluctuates in Blended Rank and aids in problem solving and explaining the trends in the keywords that are happening. This has allowed Rocky Brands to edit content to reflect the appropriate target keywords.

THE RESULTS>

Across the primary brands they saw an increase of 1,479 organic keywords on page 1 in Google US in 2018. Organic search revenue is up 30% since January 2018. During the critical holiday shopping month of November, all 3 brands saw an average lift of 13.3% in new users and an average growth of 73.6% in revenue vs. the prior year.

BrightEdge has allowed us to collect research and then implement informed SEO techniques and content on our sites with detailed reporting capabilities that highlight growth in a way that is easy to follow.

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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.

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THE PROBLEM

Dumpsters.com launched in late 2009 with the goal of owning top SERP positions for high-value keywords. The primary challenge lay with its low domain authority compared to competitors, and they knew they had to get strategic and creative to generate quick wins for long-tail keywords that would then improve relevance for more impactful head terms. With that in mind, they prioritized the pages that could have the greatest impact in the shortest timeframe and started with the pricing page for their core business line: roll-off dumpster rentals. Their goal was to earn high-impact keyword rankings for the roll-off dumpster pricing page six months after launching a brand-new site.

THE SOLUTION

Using BrightEdge’s Data Cube, the SEO team identified several target search terms that returned Quick Answers from competitors with specific prices for various dumpster sizes. Before launching any updates, the team set up a page-specific keyword group and used the Quick Answer filter within Keyword Reporting to keep an eye on progress for target terms. They also added a broader universal listing chart to their weekly StoryBuilder dashboard to capture any Quick Answer wins for keywords outside the primary group. Next, the SEO team worked with the in-house analytics group to calculate average prices across the country and displayed the proprietary size-specific pricing near the top of the page using a table. The choice to use an HTML table was based on several considerations:

• Google likes to show featured snippets in the form of bulleted lists and tables and competitors were ranking with similarly structured content
• By inserting the price information in an HTML table, the information would be crawlable and replicable directly in search results

The page launched with the new table in April 2017. Over the next few months, the page began to rank for much broader keywords than expected, and this caused the bounce rates to climb. To mitigate this, the team updated the above-the-fold CTAs in the hero image and on the table itself to drive customers to use the zip code search bar. This directed them to relatively high-converting local pages where location-specific content was available. The goal was to personalize the experience for customers while also encouraging them to move beyond the initial landing page. This update went live in Spring of 2018.

THE RESULTS

• 22 Quick Answers by EOY 2017 and 35 Quick Answers by June 2018 (high of 38 in April 2018)
• 134 page-one rankings by EOY 2017 and 230 page-one rankings by June 2018
• Drove 25% of all organic sessions by EOY 2017 and 36% of all organic sessions by June 2018
• Reduced bounce rates from 65% in February 2018 to 34% in June 2018

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BACKGROUND

Since 1979, Sweetwater has been committed to giving music makers the ultimate shopping experience. As a pioneer of ecommerce in the early '90s, Sweetwater has methodically leveraged the Internet to expand the business. As a result, Sweetwater.com now serves as the #1 online retail destination for music gear in the United States. Whether it's Sweetwater's human approach to building personal relationships with their customers, the numerous free value-adds, or their unparalleled "too-good-to-be-true" customer service, Sweetwater.com continues to be the preferred shopping destination for music makers — beginner and rock star alike.

THE SOLUTION

With over 30,000 products and more than 125,000 pages on Sweetwater's website, page taxonomy, navigation, and site search help connect Sweetwater customers to products that meet their needs. Sam Dickinson, Sweetwater's Data Strategy and Analytics Manager, leverages the BrightEdge SEO platform to organize Sweetwater content for both customers and search crawlers. Organic search is one of Sweetwater's largest sources of traffic, so gains in SEO have a profound impact on the business as a whole.

Three Technical Solutions

Taxonomy – Sam and the Sweetwater Content Team (led by Jon Schafer) identified high-potential concepts using BrightEdge Data Cube and BrightEdge Ignite Analysis, reorganizing Sweetwater.com content to better align with search behavior. BrightEdge served as an objective reporting source while Sam and the Sweetwater Web Team (led by Josh Gustin) rolled the resulting SEO-optimized internal linking strategy out across Sweetwater.com.

Pagination – Sam noticed individual component pages of multi-page categories competing for SERP placements in his BrightEdge reporting and worked alongside the Sweetwater Web Team to establish rel="next" and rel="prev" relationships for all multi-page Sweetwater.com results, eliminating competition between individual parts of a single concept.

Prioritization – BrightEdge continues to provide the SERP context necessary to prioritize Sweetwater.com organic search concepts via Data Cube and tracked keywords as well as the long-term SERP and site structure reporting with which Sam gauges the success of his modifications via ContentIQ and StoryBuilder.

RESULTS

Comparing Project Start to End:

• +63% Sweetwater.com Page 1 Ranked Organic Keywords
• +39% Sweetwater.com Overall Ranked Organic Keywords
• +38% Sweetwater.com Organic Search Assisted Transactions
• +20% Sweetwater.com New Organic Sessions