Manulife Singapore Improves Visibility & Keywords Move Into Page One
Learn how they leveraged BrightEdge to increase results on page one
90%
reduction in site errors
38%
increase in organic traffic YoY
Manulife Singapore improves Organic Visibility with 60% of Priority Keywords Moving Into Page One
Learn how they leveraged BrightEdge to increase results on page one
BACKGROUND
Established in 1980, Manulife Singapore provides insurance, retirement and wealth management solutions to meet the financial needs of our customers across various stages of their lives. Globally, Manulife Financial Corporation, is a leading global financial services group providing relevant financial, insurance, and wealth and asset management advice and solutions for our individual, group, and institutional customers.
With a digital team in-house, Manulife Singapore was trying to measure how they fared against the competition in the organic space, spending countless hours consolidating data from various SEO tools in vain. A more structured approach would be critical to their success.
Manulife partnered with BrightEdge to leverage the SEO platform that they could not only track keywords, improve ranking, but also identify opportunities and detect site errors needing technical fixes.
“The BrightEdge team provided us with a value-add by not just providing us with a SEO tool, but they would make recommendations based on data. It was like having an additional SEO consultant with the regular sync-ups,” Alvin Lim, Manager, Digital Marketing of Manulife Singapore.
THE SOLUTION
Prior to partnering with BrightEdge, Manulife was “only scratching the surface” when it came to SEO efforts. While they spent time optimizing meta tags, there was minimal optimization beyond that.
Since partnering with BrightEdge, the Manulife Digital Marketing team is able to prioritize specific SEO strategies and works in-house to implement both on-page and technical SEO such as optimizing meta tags. They utilize ContentIQ - pre and post-migration - to prioritize technical SEO fixes to advance the site’s overall health. They also emphasize focus around achieving superior content performance.
With BrightEdge, the Manulife team has been able to reduce 75% of their time spent on data compilation. “Prior to using BrightEdge, we spent days to compile the data to analyze for insights. Today with BrightEdge, we are able to easily glean actionable insights and take action to capture new opportunities in less than a day,” Lim said.
THE RESULTS
With BrightEdge, Manulife Singapore saw a 38% increase in organic visits YoY from 2018-2019 and 60% of Manulife’s priority keywords moved into page one.
Following a Site Audit of Manulife’s URLs, the team was able to reduce 90% of the website errors found following their site migration. Manulife’s SEO team uses Dashboards to report SEO successes to C-level management. “The data and insights are rolled up to our Regional dashboard which is shared with the C-level audience. It helps us to show our growth story from organic search channel,” said Lim.
“Unlike most SEO tools that are disparate and have to be used in conjunction, BrightEdge consolidates all the necessary SEO data and turns them into actionable insights to help focus on continuous performance optimization.”
CION Investments Increases Position One Keywords 58%
Follow how they avoided competing with their own ranking content using BrightEdge
98%
increase in position two keywords
100%
increase in position 5-10 keywords
CION Investments Increases Position One Keywords 58%
Follow how they avoided competing with their own ranking content using BrightEdge
Background
CION Investments, a B2B finance company based out of New York, has always used SEO best practices to optimize their website and remain very user-friendly. Their SEO goal was to anchor down on paid search and increase organic traffic. CION utilized BrightEdge and the expertise of several team members, including marketing and operational positions, to play important roles in regular optimization.
The Solution
CION used BrightEdge to check in on data on a weekly basis. They drive simple wins for better optimization. Alison Tyler, Digital Marketing Strategist at CION, says BrightEdge acts as a home base for them to come back and reference daily.
Their various team members utilized Recommendations and Keyword Research to take advantage of SEO opportunities that led directly back to their goals. Keeping strategy in mind, CION dove into keyword grouping where they created multiple principal keyword groups to focus on. They understood the importance of differentiating articles and content to avoid in-house competition. Using those keyword groups, CION created unique content that steered them around and away from their existing pages.
The Results
CION used BrightEdge to help guide customers straight to their product pages. Tyler said, "BrightEdge lets us perform better organically". That helped keep the bounce rate low and time spent on site high with BrightEdge.
At CION, they write and optimize content their consumers want to read, including educational pieces that elevate CION Investments as a thought leader in the finance industry. From the end of their first quarter to the end of the second quarter using BrightEdge, CION saw a 58% increase in keywords ranked in position one, a 97.9% increase in keywords ranked in position two, and a 100% increase in keywords ranked in position five through ten.
As organic search is our number one website traffic driver, BrightEdge empowers our team to move with speed and confidence. Whether it's identifying content opportunities in Data Cube or optimizing our existing content using ContentIQ, we leverage BrightEdge daily to inform and enable our SEO strategy. This allows us to ensure we're ranking effectively for both branded and non-branded keywords we want to win on while staying focused on hitting our brand awareness goals throughout the year. - Alison Tyler, CION Investments
CION Investments Case Study
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
B2B Finance CION Investments on SEO Optimizations
Alison Tyler, Digital Marketing Strategist for Cion Investments, leverages BrightEdge to bring multiple teams together for site and content optimization
Transcript of CION Investment's SEO Customer Story:
We are always optimizing pages on our website and making sure that it's very user friendly. Our marketing team is pretty much involved; there's one person on our operations team who sometimes plays a role. And then we outsource the dev team which also plays a role.
I found Recommendations really useful either keyword groups or pages and understanding what we can adjust based on of what our goal is. I found that really interesting and insightful.
We have a few main keyword groups that we use. But understanding how we can differentiate different articles and pieces of content within those keyword groups so that they're not almost competing against each other is valuable.
We are using a local strategy in terms of territories, more so for the sales team, to enable them when they're doing individual emails or communications to understand what these people respond to. But local SEO could potentially be something we use, you know, in terms of marketing strategy in the future.
BrightEdge has really been able to guide us in terms of data or on a weekly basis what we can look into--just little things to optimize our site better. That's really helped guide us in that sense. We kind of have a home base to come back to and understand.
BrightEdge lets us perform better organically. What are these little things we can do? The way BrightEdge helps a lot with that keyword research is huge, something we need to be tapping into a lot more I think because of compliance reasons because of the nature of the financial industry, we can't sell product.
We can really guide people straight to our product page. In order for them to get there they have to be interested in where they land. And be able to stay on the page and continue browsing pages enough to get to that product page. It's really important to make sure that the content that they're getting is what they want to read.
Organically, the main driver is educational pieces, also thought leadership. Educational pieces to kind of pull them in and just understand who we are as a brand. They may bring up to their financial advisor that they're interested in alternatives, or even better Cion.
Request a demo of the BrightEdge platform and see how you can utilize Recommendations for your company!
Cion Securities Customer Story
OnDeck Capital Achieves Increase in Quick Answers
Learn how OnDeck won in Quick Answers with technical SEO using ContentIQ and Data Cube
79%
decrease in severe site errors
231%
increase in Quick Answers
OnDeck Capital Achieves a 231% Increase in Quick Answers
Learn how OnDeck won in Quick Answers with technical SEO using ContentIQ and Data Cube
THE PROBLEM
OnDeck's mission: To create and promote informative, educational, and inspirational content for the purposes of acquisition, brand awareness, and customer retention. Created to support and empower small businesses, OnDeck is 100% committed to serving its customers with the smartest financing solutions and world-class service. The company offers small business loans, issuing over $10 billion dollars in financing, providing business loans, lines of credit, and equipment financing. Its thought leadership content was available within the Small Business Blog Resource Center; however, it was not performing as expected. OnDeck had bypassed the first pillar of SEO success -- establishing the technical foundation for OnDeck.com.
THE SOLUTION
OnDeck used ContentIQ to audit the site and identify areas that needed attention. The audit found the following opportunities:
- Resolve technical issues, like hreflang
- Improve page load speed
- Resolve 404s and other redirect errors
- Make sure technical SEO will support content efforts
- Improve on-page elements
- Optimize their landing pages to increase engagement
- Implement measurement capability for RC pages (current Google Analytics efforts)
- Once completed, continue to scale
The team confirmed what they saw in ContentIQ with a separate tool and subsequently created an action plan to resolve those issues.
THE RESULTS
Improvements from January to July 2018:
- 970% decrease in minor errors
- 82% decrease in moderate errors
- 79% decrease in severe errors
- 231% increase in Quick Answers (13 in Jan vs. 43 in July)
OnDeck Case Study
Industry Webinar - Financial Services
Learn the SEO and digital marketing trends for financial services brands and how you can capitalize
Industry Webinar - Financial Services
Learn the SEO and digital marketing trends for financial services brands and how you can capitalize
Available on-demand!
A full 71% of financial services brands said they plan to increase digital marketing spend in 2019 according to a study by Econsultancy. In contrast to that large majority, however, the same study found that only 7% of financial services brands place creation of high-quality content as a top marketing priority, compared to 15% in other industries.
The digital channel, and SEO with it, is rapidly becoming a centerpiece of marketing efforts in an industry that has traditionally been seen a conservative one. The low numbers around prioritization of quality content might be discouraging at first glance, but they speak to the pronounced SEO opportunity for financial services brands that exists right now.
In this webinar we discuss some of the big opportunities that SEOs and digital marketers in financial services and fintech have to get in front of their customers.
Speakers
Erik Newton, VP of Customer Marketing, BrightEdge
Mark Aspillera, Product Marketing Manager, BrightEdge
Register now.
Industry Webinar - Financial Services
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