THE PROBLEM

Adobe works to cover as much organic search real estate as possible and does not want competitors or distribution partners to appear above it on search engine results pages. Quick Answers display at the top of the page and are part of the Google Knowledge Graph that presents factual how-to information on topics with high query volume. The Quick Answer boxes deliver incremental traffic that Adobe wants to capture.

THE SOLUTION

Kirill Kronrod, Senior Global SEO Manager at Adobe, has figured out what conditions increase the chances of securing the Quick Answer Box. Kronrod uses BrightEdge Data Cube to prioritize the most in-demand topics and phrases and BrightEdge Content Strategies and Universal Results report to track his progress in securing this valuable real estate.

THE RESULTS

Kronrod’s results are truly impressive with more than 5,900 Quick Answer boxes secured. Adobe has also shown a 17% incremental lift on topics on which it has secured the Quick Answer box. The results contribute millions of additional visitors to Adobe.com. Kronrod reports that within the subset of 2,000 How-To phrases, 60% produced Quick Answers, contributing to 84% share of voice with Quick Answer boxes for the main site and 98% including supporting sites. See Kirill's Share video.

Understand what really speaks to your customer, what value you can provide to your customers, optimize correctly, and measure the impact.

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THE PROBLEM

The Network Inc., now a Navex Global Company, is the leader in providing integrated governance, risk, and compliance (GRC) solutions that help organizations mitigate risk, achieve compliance, and, ultimately, create better, more ethical workplaces. The Network was competing with larger, better-funded providers and needed to be smart and efficient with their content to generate organic search results.

THE SOLUTION

Adolphsen approached the problem with a competitive content assessment to identify new content ideas, content gaps, the best content types, content mix, and what was working best for competitors. She did the content assessment by running a competitor content audit, creating a competitor dashboard in BrightEdge, and, most importantly, performing a keyword audit of competitors. “This is something our fantastic customer success reps at BrightEdge did for us.” Adolphsen said. She recommends selecting 3 content ideas you could add to your content calendar for the coming quarter to get started.

THE RESULTS

The thorough competitor content analysis paid off as Adolphsen, despite her smaller team and more-limited resources, produced a range of high-performing content that achieved higher rank, more than doubling words in positions 1-3 on major search engines. This led to a 41,600-visitor increase to the site and a stunning 50,500-visitor increase to the expanded blog, which contributed substantially to the revenue objectives and business growth. See Pia's Share video.

Are there topics or audiences out there that we are not addressing? Should we be providing more ungated or branded content? We used BrightEdge to answer these questions and we saw a 226% increase in traffic. Our blog had a 90% increase in traffic. Great news all around.

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THE PROBLEM

Kroll is in the business of asset investigations, intelligence, risk analysis, cyber security, data breach response, and e-discovery. Their campaign objective was to increase lead generation for their asset search service by 50% for the year.

THE SOLUTION

Kroll decided to invest their efforts in the organic search channel. Looking at the BrightEdge dashboards, Parker identified their “striking distance” keywords on Pages 2 and 3. She then looked at how to improve on-page optimization and increase site content and backlinks. The BrightEdge site recommendations capability identified the specific on-page tactics to address. The campaign metrics were Share of Voice, Visitors, Form Fills, Won Cases, and New Revenue.

THE RESULTS

Parker and Kroll increased their exposure on the target search terms and nearly tripled their traffic at the expense of all of their tracked competitors. She recommends a cross-channel holistic strategy centered around clear goals and a platform with properly integrated data flow and tracking. See Whitney's Share video.

71% of traffic goes to Page 1 of the search results. Getting from Position 2 to Position 1 doubles the traffic we get to our site and that translates into another $300,000 in revenue. That is a powerful message for a CEO.

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