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.

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PRIOR TO BRIGHTEDGE

UL, a global independent safety science company with over a century of expertise innovating safety solutions, had no former SEO practice prior to Brandon joining their team. Within a few years, the need to create more SEO awareness around their business became critical. Leveraging his prior experience in SEO, he brought in the BrightEdge platform as an investment into their practice to easily show the value in tracking key metrics for their business. These were vital metrics that aligned with their executive team and created an SEO champion within their CMO. Two of the biggest areas their marketing team struggled with were identifying which keywords they ranked for and understanding their competitors’ performance.

DELIVERING SOLUTIONS WITH BRIGHTEDGE

By utilizing the power of Data Cube, Brandon has been able to provide topical research and keyword gap analysis to instantly provide a clear idea of what their marketing teams should target. The result of these insights have increased their page impressions by over 2 million within the last six months (compared to previous 6 months).

In addition, StoryBuilder reports have been able to cater to the dozens of divisions within their large company. This allows Brandon’s team to create over 60 monthly reports for the various sections and owners of their website. For a super-lean team, BrightEdge provides a scalable solution by enabling unlimited access and training to empower internal teams to report their own metrics and self-serve their various needs.

FUTURE INITIATIVES

UL is planning a large-scale site migration in the next year. This initiative will involve new URLs, revised site architecture, updated taxonomy, and a content overhaul which makes maintaining SEO performance a critical goal. Brandon’s team will rely on BrightEdge to make SEO a main focus and identify areas to prioritize within the migration.

Our SEO program received the kickstart it needed, since bringing BrightEdge on about a year and half ago...it helped build a champion within our senior leadership by enabling us to capture the key metrics our marketing teams care about.

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THE OPPORTUNITY

Digital publisher STACK Media delivers authoritative content on stack.com to help athletes meet their training goals. The editorial team, which leads content development for the site, faced a challenge familiar to digital marketers: how to prioritize their content and SEO efforts to maximize impact. In their quest to acquire new and engaged visitors, and to improve related KPIs (including ranking #1 on SERP), the team turned to the latest BrightEdge innovations to identify keywords that would deliver the best results in the quickest time possible.

THE SOLUTION

The STACK team followed a simple process to find the keywords with the highest potential. Within one month, they launched new, high-performing content by leveraging rich data about opportunities and threats – data they lacked prior to using the BrightEdge SEO platform.

1. Initial target keywords. First, the team used BrightEdge Data Cube to identify 120 keywords that had high search volume and were relevant to the fitness category.

2. SERP visibility. Then, they turned to BrightEdge Intent Signal to analyze the SERP visibility of these keywords. Intent Signal is the first and only solution that tells you whether a keyword has any organic result above the fold on SERP, and whether your content ranks above the fold for that keyword. Within minutes, Intent Signal revealed a subset of keywords with the most promise: keywords with organic listings above the fold where STACK’s content was also within striking distance of ranking above the fold. These keywords were assigned to the “Optimize” category in the Intent Signal dashboard.

3. Competitive research. They then used BrightEdge Share of Voice to analyze the competitive landscape of these keywords, inspecting the content themes and content structure of the page URLs that ranked high on SERPs.

4. Implementation. Next, the team embarked on a clear and manageable action plan. They redesigned the page template to include a new content structure, based on the competitive research. In this new structure, every fitness page would provide readers with comprehensive information on the topic, including performance tips, common mistakes, how-to instructions, and training videos. Then, they launched new web pages with fresh content for their “Optimize” keywords and redirected old pages to the new ones to preserve historical SEO equity.

THE RESULTS

In just one month, the results proved the success of their approach. The keywords in this optimization project increased site visits by 61%, with average bounce-rate-by-page reduced by 73%. Some keywords jumped in ranking significantly. For example, stack.com didn’t rank for the keyword “hip thrust” in March; by May, the company had gained the #1 organic web listing on the SERP for that term.

BrightEdge Intent Signal is a huge time saver for us. Within minutes, you can identify the organic ranking opportunities you're missing and take prioritized actions to win in the moments that matter the most.

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THE PROBLEM

Twilio is a cloud communications platform-as-a-service (PaaS) company. Twilio allows software developers to programmatically make and receive phone calls and send and receive text messages using its web service APIs. The company's services are accessed over HTTP and are billed based on usage. In 2017, Ruiz decided to work on the longtail and page speed as 2 core SEO initiatives.

THE SOLUTION

Ruiz used Data Cube gap analysis vs. competitors to identify the topics to go after and distributed them to his extensive content producers using the Tasks feature in BrightEdge. His goal is to drive the page publishing cadence up from 5 to 10 per month to 40 or 50, so he needs to identify topics on an ongoing basis.

In addition, he initiated technical projects to enhance page load speed, which helps performance across the site. "The platform isolated a lot of issues on our site so that we can get a top performing site speed." He tracked results in StoryBuilder and elevated SEO by sharing dashboards with stakeholders and executives.

See Sam describe his projects in this video.

THE RESULTS

Twilio saw an 86% increase in traffic to the pages Ruiz created for this longtail project.

BrightEdge helps us empower our product managers to find topics that work best for the different personas.

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