What is user-generated content?

User-generated content describes material that is produced by people rather than a brand. The term describes the articles, reviews, videos, and posts people publish that contribute to the brand’s reach and reputation. For example, social media platforms are filled with user-generated content as people create posts that reflect their experiences.

Why is user-generated content so important?

User-generated content can be incredibly powerful for businesses. According to Nielsen, word-of-mouth marketing is the most trusted form of advertising. Similarly, Reevoo found that 70 percent of people found content produced by their peers to be more valuable than content produced by brands-- even professionally written material. Having customers create high-quality, positive content about your organization can have a powerful impact on your brand’s reputation.

User-generated content can also help you build a community and following around your content. This allows you to tap into the psychological principle known as the ‘bandwagon effect’. When people notice their friends and family-- people whose opinion they trust-- using a particular brand, they feel more inclined to try that brand as well. A strong community also helps to build loyalty, which means that your customers will feel more inclined to stick with your brand rather than finding alternatives.

How do I use user-generated content?

Communication is the key to convincing people to create user-generated content. For example, you can encourage people to post pictures of themselves using your products or post success stories after using your services by offering rewards or prizes.

Encourage conversation on your social media pages by asking questions and then participating in, but not dominating, the resulting dialogue. Offering people opportunities to write guest posts for your blog or website about their experiences can also be a fantastic way to encourage bonding and loyalty. Building a strong social media page can be instrumental in encouraging user-generated content.

User-generated content is a wonderful way to build loyalty with customers and also receive trustworthy, free advertising that can improve your brand reach and reputation. Brands should incorporate methods of generating this type of content into their broader marketing schemes to take advantage of the social nature of the modern digital ecosystem.

 

 

Related Resources

User-generated content describes material that is produced by people rather than a brand. The term describes the articles, reviews, videos, and posts people publish that contribute to the brand’s reach and reputation. For example, social media platforms are filled with user-generated content as people create posts that reflect their experiences.

Why is user-generated content so important?

User-generated content can be incredibly powerful for businesses. According to Nielsen, word-of-mouth marketing is the most trusted form of advertising. Similarly, Reevoo found that 70 percent of people found content produced by their peers to be more valuable than content produced by brands-- even professionally written material. Having customers create high-quality, positive content about your organization can have a powerful impact on your brand’s reputation.

User-generated content can also help you build a community and following around your content. This allows you to tap into the psychological principle known as the ‘bandwagon effect’. When people notice their friends and family-- people whose opinion they trust-- using a particular brand, they feel more inclined to try that brand as well. A strong community also helps to build loyalty, which means that your customers will feel more inclined to stick with your brand rather than finding alternatives.

How do I use user-generated content?

Communication is the key to convincing people to create user-generated content. For example, you can encourage people to post pictures of themselves using your products or post success stories after using your services by offering rewards or prizes.

Encourage conversation on your social media pages by asking questions and then participating in, but not dominating, the resulting dialogue. Offering people opportunities to write guest posts for your blog or website about their experiences can also be a fantastic way to encourage bonding and loyalty. Building a strong social media page can be instrumental in encouraging user-generated content.

User-generated content is a wonderful way to build loyalty with customers and also receive trustworthy, free advertising that can improve your brand reach and reputation. Brands should incorporate methods of generating this type of content into their broader marketing schemes to take advantage of the social nature of the modern digital ecosystem.

 

 

Related Resources

What Attribution Theories Work Best?

Which Attribution Theory Examples Work Best?

Each of the models here have some benefits and drawbacks, leaving brands to determine the model that will best suit them. You will need to think carefully about your goals for your marketing strategy as you consider the type of attribution theories you want to use. You also need to think about the ability of your organization to measure the impact of the different touch points.

For example, if your brand is in the early stages of marketing and has not dealt with attribution too much in the past, then it might be preferable to start with a one-touch attribution model as you begin to get the hang of the process. As your marketing matures, you may have the bandwidth to handle a more complex attribution model.

In this situation, consider the goals of your campaign. If you want to pay close attention to brand awareness, then a first touch attribution model may fitThe attribution theory examples you should consider - brightedge your needs best. On other other hand, if your content for the beginning of the buyer’s journey regularly performs well and you need to pay close attention to the end of the journey, then a last-touch attribution model may be the direction that you need to go.

One-touch models may also work well for businesses who have a very short buyer’s journey. Certain e-commerce brands, for example, that typically sell to people on the first or second time they visit a page, may find that a one-touch attribution model works well for them.

Many other businesses will want to gain a more accurate picture that can be obtained through the multi-touch attribution models. These models do a better job of measuring the impact of the different touch points along the way, understanding that not one moment deserves all the credit for converting a lead into a customer. The truth of this position may be strengthened for businesses who have a significantly longer buyer’s journey. For example, someone preparing to buy a car often think about the decision for a while before making a purchase. The touch points along the buyer's journey, therefore, will likely have a greater significance.

These organizations may find that the u-shaped attribution model fits them best, allowing them to accurately see the value of the different touch points along the way while also acknowledging the importance of the first and last moments in the journey.

Consider your business model when determining the attribution model that will fit best for you. Think about which one most accurately aligns with what you need to track for the future of your digital marketing campaigns.

The data you collect from your attribution model will likely have a significant impact on how you run your digital marketing strategy moving forward. When you know which touch points perform the best, it becomes easier to construct campaigns that will have the maximum impact. Therefore, think carefully about how you want to set up your attribution model.

Which Attribution Theory Examples Work Best?

Each of the models here have some benefits and drawbacks, leaving brands to determine the model that will best suit them. You will need to think carefully about your goals for your marketing strategy as you consider the type of attribution theories you want to use. You also need to think about the ability of your organization to measure the impact of the different touch points.

For example, if your brand is in the early stages of marketing and has not dealt with attribution too much in the past, then it might be preferable to start with a one-touch attribution model as you begin to get the hang of the process. As your marketing matures, you may have the bandwidth to handle a more complex attribution model.

In this situation, consider the goals of your campaign. If you want to pay close attention to brand awareness, then a first touch attribution model may fitThe attribution theory examples you should consider - brightedge your needs best. On other other hand, if your content for the beginning of the buyer’s journey regularly performs well and you need to pay close attention to the end of the journey, then a last-touch attribution model may be the direction that you need to go.

One-touch models may also work well for businesses who have a very short buyer’s journey. Certain e-commerce brands, for example, that typically sell to people on the first or second time they visit a page, may find that a one-touch attribution model works well for them.

Many other businesses will want to gain a more accurate picture that can be obtained through the multi-touch attribution models. These models do a better job of measuring the impact of the different touch points along the way, understanding that not one moment deserves all the credit for converting a lead into a customer. The truth of this position may be strengthened for businesses who have a significantly longer buyer’s journey. For example, someone preparing to buy a car often think about the decision for a while before making a purchase. The touch points along the buyer's journey, therefore, will likely have a greater significance.

These organizations may find that the u-shaped attribution model fits them best, allowing them to accurately see the value of the different touch points along the way while also acknowledging the importance of the first and last moments in the journey.

Consider your business model when determining the attribution model that will fit best for you. Think about which one most accurately aligns with what you need to track for the future of your digital marketing campaigns.

The data you collect from your attribution model will likely have a significant impact on how you run your digital marketing strategy moving forward. When you know which touch points perform the best, it becomes easier to construct campaigns that will have the maximum impact. Therefore, think carefully about how you want to set up your attribution model.

What is an Attribution Theory Example?

What is an Attribution Theory Example?

There are several attribution theory examples. Since it is impossible to know exactly what touch points deserve the most credit for converting prospects into leads, marketers turn to one of a few different theories to make the best possible guess regarding attribution. These theories generally have their benefits and drawbacks that might appeal to different marketers.

The first-touch attribution model

The first-touch attribution model assumes that the first interaction between the brand and the customer is the most important. In other words, Attribution theory in marketing - brightedgesince this touch point engaged the customer enough that they felt encouraged to continue to learn about the organization, it deserves the credit if the lead converts.

This attribution model will definitely help brands better understand what strategies help them get their brand name out in front of customers and how well they succeed in bringing in the new leads. Unfortunately, the data you collect from this strategy will be heavily slanted towards top-of-the-funnel content, not taking into account the value and important role of bottom-of-the-funnel content.

Using Multi-Touch Attribution

The last-touch attribution model

The last-touch attribution model works on the opposite system of the first-touch attribution model. With last-touch attribution, the last touch point customers have with an organization before converting receives the most credit. The thinking here assumes that the one that convinced the person to actually click the ‘buy’ button should receive the most credit. It does not take into account the importance of the earlier content. This content convinced the person to engage with the brand and then nurtured them until they felt ready to buy.

With these shortcomings of the last-touch attribution model, it makes sense that this model gives too much credit to the end-of-funnel content. This makes it a challenge to accurately measure the importance of the content produced for those earlier in the buyer’s journey. Of course, to successfully convert leads into customers, brands need access to a wealth of engaged leads, which means that high-quality top-of-funnel content is also important for a successful digital strategy.

One popular variation of the last-touch attribution model is the last non-direct click model. This model eliminates the last clicks that come through the customer typing your web address into the search bar. Assuming that if they type your address, you have already successfully nurtured this lead. This helps to eliminate some of the bias toward end-of-funnel content while maintaining simplicity, but still doesn't adequately measure top-of-funnel influence.

Linear attribution model

The linear attribution model assigns equal value for the conversion to each touch point the customer encountered along the way. It attempts to maintain the simplicity of the one-touch models without neglect the importance of the top, middle, or bottom part of the buyer's journey.

While this model does help you gain a more accurate picture of how your prospects interact with your site while leading up to a purchase, it does not do a good job of differentiating between strategies.

Time-decay attribution

Attribution theories in marketing - brightedgeTime-decay attribution assumes that as people get closer to conversion, their touch points carry more weight. Therefore, it assigns an increasing value to each of them as the lead gets closer to purchasing. The top-of-the-funnel content, therefore, will receive the least credit, while the bottom-of-the-funnel action that the customer took right before clicking ‘buy’ receives the most.

This model attempts to give credit to all of the touch points along the buyer’s journey while also acknowledging that not every one has the same impact. It assumes that as customers get closer to conversion, the ones that keep them moving forward have the most impact.

U-Shaped Attribution

U-shaped attribution also tries to better understand how different touch points might differ in their effectiveness to nurture leads. This specific model believes that the first and final ones have the greatest impact on the behavior of a lead. The first one is the one that interested them in the brand and the final one is the one that drove them to finally convert. The touch points in the middle receive an even division of the remaining credit. In other words, this model attempts to combine the benefits of all the previous models. Typically, this model works with 40 percent of the credit going to the first and last touch points and the remaining 20 percent getting divided evenly among the ones in the middle.

After you've chosen the attribution model you want to go with, you'll need to begin tracking attribution by setting up a model. You can set up models through Google Analytics and some social media platforms, including Facebook.

What is an Attribution Theory Example?

There are several attribution theory examples. Since it is impossible to know exactly what touch points deserve the most credit for converting prospects into leads, marketers turn to one of a few different theories to make the best possible guess regarding attribution. These theories generally have their benefits and drawbacks that might appeal to different marketers.

The first-touch attribution model

The first-touch attribution model assumes that the first interaction between the brand and the customer is the most important. In other words, Attribution theory in marketing - brightedgesince this touch point engaged the customer enough that they felt encouraged to continue to learn about the organization, it deserves the credit if the lead converts.

This attribution model will definitely help brands better understand what strategies help them get their brand name out in front of customers and how well they succeed in bringing in the new leads. Unfortunately, the data you collect from this strategy will be heavily slanted towards top-of-the-funnel content, not taking into account the value and important role of bottom-of-the-funnel content.

Using Multi-Touch Attribution

The last-touch attribution model

The last-touch attribution model works on the opposite system of the first-touch attribution model. With last-touch attribution, the last touch point customers have with an organization before converting receives the most credit. The thinking here assumes that the one that convinced the person to actually click the ‘buy’ button should receive the most credit. It does not take into account the importance of the earlier content. This content convinced the person to engage with the brand and then nurtured them until they felt ready to buy.

With these shortcomings of the last-touch attribution model, it makes sense that this model gives too much credit to the end-of-funnel content. This makes it a challenge to accurately measure the importance of the content produced for those earlier in the buyer’s journey. Of course, to successfully convert leads into customers, brands need access to a wealth of engaged leads, which means that high-quality top-of-funnel content is also important for a successful digital strategy.

One popular variation of the last-touch attribution model is the last non-direct click model. This model eliminates the last clicks that come through the customer typing your web address into the search bar. Assuming that if they type your address, you have already successfully nurtured this lead. This helps to eliminate some of the bias toward end-of-funnel content while maintaining simplicity, but still doesn't adequately measure top-of-funnel influence.

Linear attribution model

The linear attribution model assigns equal value for the conversion to each touch point the customer encountered along the way. It attempts to maintain the simplicity of the one-touch models without neglect the importance of the top, middle, or bottom part of the buyer's journey.

While this model does help you gain a more accurate picture of how your prospects interact with your site while leading up to a purchase, it does not do a good job of differentiating between strategies.

Time-decay attribution

Attribution theories in marketing - brightedgeTime-decay attribution assumes that as people get closer to conversion, their touch points carry more weight. Therefore, it assigns an increasing value to each of them as the lead gets closer to purchasing. The top-of-the-funnel content, therefore, will receive the least credit, while the bottom-of-the-funnel action that the customer took right before clicking ‘buy’ receives the most.

This model attempts to give credit to all of the touch points along the buyer’s journey while also acknowledging that not every one has the same impact. It assumes that as customers get closer to conversion, the ones that keep them moving forward have the most impact.

U-Shaped Attribution

U-shaped attribution also tries to better understand how different touch points might differ in their effectiveness to nurture leads. This specific model believes that the first and final ones have the greatest impact on the behavior of a lead. The first one is the one that interested them in the brand and the final one is the one that drove them to finally convert. The touch points in the middle receive an even division of the remaining credit. In other words, this model attempts to combine the benefits of all the previous models. Typically, this model works with 40 percent of the credit going to the first and last touch points and the remaining 20 percent getting divided evenly among the ones in the middle.

After you've chosen the attribution model you want to go with, you'll need to begin tracking attribution by setting up a model. You can set up models through Google Analytics and some social media platforms, including Facebook.

What is Marketing Attribution?

What is Marketing Attribution?

Marketing attribution describes the process of looking at how customers moved through your buyer’s journey towards conversion in an attribution model. You attempt to determine which touchpoints had the biggest impact on the person’s decision to make a purchase. A quality attribution strategy will help you better understand what moments matter the most to prospective customers and how to design your buyer’s journey to be as effective as possible.

With a quality attribution theory, you will learn what marketing strategies are most effective and which ones need some work. You will learn how to improve your sales funnel and better engage with prospects.

Understanding the modern customer

The modern consumer does not typically interact with a brand only one time before deciding to make a purchase. Instead, they will typically Attribution model explained here - brightedgeinteract with brands across multiple channels and platforms as they research their pain points and potential solutions.

When a person realizes that they have a problem they want to solve, they often turn to the internet to learn about potential solutions. Online, they get to learn about potential products and services they can buy to help them solve their problems. They begin to uncover the different companies who claim to have the capacity to help.

These companies then want to begin to build relationships with these prospective customers. You want to help them see that they can trust your organization. They want to know that you are a thought leader and that you can solve their problem in the best possible way.

The content you produce lays the foundation for this relationship. It provides you with an opportunity to educate these potential leads and customers and encourage them to continue engaging with your brand. This relationship entices people to pay attention to what you have to say and consider what you have to offer when they prepare to buy.

What can you learn from an attribution model?

The problem many brands run into is that they need a way to tell how successful their various strategies are. They need to be able to track which strategies work well, what needs improvement, and how their various changes and updates impact lead generation and conversion. This is where the importance of attribution theory comes into play.

By using attribution strategies, organizations can better determine what touchpoints customers interacted with as they got closer to conversion. You will have a better understanding of what content and platforms impact customers the most before they convert. You can then use this information to better allocate budget and resources to improve your buyer’s journey and your ability to engage with prospects.

What is Marketing Attribution?

Marketing attribution describes the process of looking at how customers moved through your buyer’s journey towards conversion in an attribution model. You attempt to determine which touchpoints had the biggest impact on the person’s decision to make a purchase. A quality attribution strategy will help you better understand what moments matter the most to prospective customers and how to design your buyer’s journey to be as effective as possible.

With a quality attribution theory, you will learn what marketing strategies are most effective and which ones need some work. You will learn how to improve your sales funnel and better engage with prospects.

Understanding the modern customer

The modern consumer does not typically interact with a brand only one time before deciding to make a purchase. Instead, they will typically Attribution model explained here - brightedgeinteract with brands across multiple channels and platforms as they research their pain points and potential solutions.

When a person realizes that they have a problem they want to solve, they often turn to the internet to learn about potential solutions. Online, they get to learn about potential products and services they can buy to help them solve their problems. They begin to uncover the different companies who claim to have the capacity to help.

These companies then want to begin to build relationships with these prospective customers. You want to help them see that they can trust your organization. They want to know that you are a thought leader and that you can solve their problem in the best possible way.

The content you produce lays the foundation for this relationship. It provides you with an opportunity to educate these potential leads and customers and encourage them to continue engaging with your brand. This relationship entices people to pay attention to what you have to say and consider what you have to offer when they prepare to buy.

What can you learn from an attribution model?

The problem many brands run into is that they need a way to tell how successful their various strategies are. They need to be able to track which strategies work well, what needs improvement, and how their various changes and updates impact lead generation and conversion. This is where the importance of attribution theory comes into play.

By using attribution strategies, organizations can better determine what touchpoints customers interacted with as they got closer to conversion. You will have a better understanding of what content and platforms impact customers the most before they convert. You can then use this information to better allocate budget and resources to improve your buyer’s journey and your ability to engage with prospects.

How Do I Write SEO for My Website?

How Do I Write SEO for My Website?

Writing for SEO requires an in depth understanding of exactly who you want to reach. SEO involves targeting particular queries that matter the most to your target audience so that you produce material that interests your potential customers. This gives you the chance to start building a relationship with these prospective customers. You can show them that you are a trustworthy source of information and that they can count on you to help them solve their problems.

Writing for SEO, therefore, requires a solid understanding of your buyer personas. Speak with your existing customers to learn more about why they chose you over your competitors. Ask them about their journey toward a purchase. See what they wanted to know at each stage and what obstacles they needed to overcome before buying. This will help you better understand the persona you want to target. Market research can also help you fill in the information about this journey and customer needs.the basics of writing for seo - brightedge

You, then, need to know the keywords to target to write effectively for SEO. These keywords should align with your personas as they move throughout the buyer's journey.

As you prepare to produce optimized content, you also want to use a style that works well for SEO. Remember that visitors and Google want to see trustworthy and authoritative content. Incorporating research and original ideas into the content can help show that you are a leader to be trusted. Well-cited material, even if someone else produced the research, can also bolster your rankings.

As you physically write, you also want to think about your layout. Engaging with people on the page can encourage them to stay on your site and even click to other pages on your domain. This also sends positive signals to the search engines that you offer content people want to read.

Therefore, you want to build you page with modern readers in mind. People today do not spend time reading every line. Instead they skim and skip to the parts that are the most relevant to them. You want to build a page that will help them find the material that matters the most to them. Use numbered lists, bullets, and clear headlines are valued in SEO writing.

Request a personalized demo of the BrightEdge platform today.

How Do I Write SEO for My Website?

Writing for SEO requires an in depth understanding of exactly who you want to reach. SEO involves targeting particular queries that matter the most to your target audience so that you produce material that interests your potential customers. This gives you the chance to start building a relationship with these prospective customers. You can show them that you are a trustworthy source of information and that they can count on you to help them solve their problems.

Writing for SEO, therefore, requires a solid understanding of your buyer personas. Speak with your existing customers to learn more about why they chose you over your competitors. Ask them about their journey toward a purchase. See what they wanted to know at each stage and what obstacles they needed to overcome before buying. This will help you better understand the persona you want to target. Market research can also help you fill in the information about this journey and customer needs.the basics of writing for seo - brightedge

You, then, need to know the keywords to target to write effectively for SEO. These keywords should align with your personas as they move throughout the buyer's journey.

As you prepare to produce optimized content, you also want to use a style that works well for SEO. Remember that visitors and Google want to see trustworthy and authoritative content. Incorporating research and original ideas into the content can help show that you are a leader to be trusted. Well-cited material, even if someone else produced the research, can also bolster your rankings.

As you physically write, you also want to think about your layout. Engaging with people on the page can encourage them to stay on your site and even click to other pages on your domain. This also sends positive signals to the search engines that you offer content people want to read.

Therefore, you want to build you page with modern readers in mind. People today do not spend time reading every line. Instead they skim and skip to the parts that are the most relevant to them. You want to build a page that will help them find the material that matters the most to them. Use numbered lists, bullets, and clear headlines are valued in SEO writing.

Request a personalized demo of the BrightEdge platform today.

Health Provider Ochsner Recommends BrightEdge

Kristin Fletcher relies on the BrightEdge platform and customer service to build content and mobile SEO strategies, using Hyperlocal and Recommendations for optimization

Transcript of Ochsner's SEO Story: 

We use BrightEdge. They help us to find keywords to help incorporate on our web pages, so we can show up in Google. They also help us to find content that our patients are looking for; so we can develop content catered to them.

We're more than just the health care system. We want our communities to be healthy overall, have a healthy lifestyle, and they help us to find the content that our patients want.

I really like the Recommendations. If a page, for instance, if the service line leader is like "we're not showing up on Google," I really like the Recommendations and going there and planning out how we can optimize our pages so we can show up in Google.

Local strategy is just to cater to our local patients and each region. Like I mentioned earlier, wer'e more than just the health care system. We want our patients to be healthy overall. The majority of our users are mobile users. We're very focused on being mobile friendly and BrightEdge has definitely been helping us with that.

We've just mainly been using BrightEdge and we're very happy with their service. BrightEdge has helped us to develop really good content for our patients. Just letting us know what our patients are looking for and searching within our regions.

We have a CSM. And his name is Chris and he is very helpful. If I have any questions within the platform he is always there to help me out to better use it and to get content and keywords to help with our Google listings.

I would definitely recommend BrightEdge to other customers.

Request a demo of the BrightEdge platform and see how you can utilize Recommendations for your company!

SVS SEO Revenue up 200% with BrightEdge

Keenan Davis, Sr. Director of Marketing at SVS, advocates for BrightEdge's ease of use and deep, actionable insights

Transcript of SVS's SEO Story:

SVS is a home audio brand. We try to create immersive audio experience. Imagine watching your favorite shows--Game of Thrones--in surround sound.  We try to produce products that allow people to experience some of their favorite movies, music, streaming TV in such a way that it's just a much more enjoyable experience.

I've been a BrightEdge customer for going on nine years now, since 2011. So, I'm a bit of a lifer.

As I move roles, move companies, I always wind up going back to BrightEdge, bringing them on board. For me, the level of insight that you get through Data Cube initially. There's a lot of innovations coming up now; but all these various tools in my toolbox, at my disposal, to help me evangelize SEO in my companies; it's just super-powerful.

There's one thing with me by myself saying this is important. It's a completely other thing, when you can bring the numbers and the data to support you behind it. And the way the BrightEdge dashboard presents things in such a user friendly in way, that even the highest execs of my company can get it in an instant. That’s the part of our BrightEdge is just really strong.

From a research standpoint, for instance like the BrightEdge Recommendations is probably a really good example of that. Where if you're trying to implement technical SEO, instead of digging around and rooting around trying to find the right thing to do, it just serves up to you on a platter. But all that research aspect of it is not taken off our plate, all we have to do is execute.

A year and a half ago we had no quick answers whatsoever. We’re now at quick answers that are approaching 100 quick answers.

Everyone knows video is important, but we didn't realize how important it was for the universal search listings, so we started getting video popping up as well.

I've been with BrightEdge at SVS for four years now and have consistently grown by double digits every single year. Its peak was, I believe, two years ago when it was something like 60 or 70%. But it's no matter what it’s still consistent growth.

The revenue brought in by organic search prior to me working with BrightEdge at SVS since; it's up to 200%. It's really amazing how they were able to hone in using BrightEdge tools, how much I can run up traffic, and turn traffic into revenue.

As BrightEdge continues to innovate and add more and more resources, introducing products, it allows me to walk away from some of the other things that I have to use. The user experience of the dashboard itself, night and day when you compare the two different platforms. Those two things in particular, the user experience one is really important because I have the younger, less experienced people on my team who are trying to understand SEO. BrightEdge presents the data in such a way that it's like a light bulb goes off. And that aspect of it becomes really easy for me to evangelize SEO throughout the organization.

L'Oreal SEO Finds Website Insights Using BrightEdge

Dhanesh Shelat uses BrightEdge to enhance L’Oreal’s Technical SEO and Mobile Strategy, driving product-specific content to support strong customer experiences.

Transcript of L'Oreal's SEO Story:

Increasing the performance of our site from the technical side is super important as well as really scaling our content with a data-first approach.

I'm the only one leading web projects and SEO side, but I work quite closely on the brand side. It's generally to raise awareness and then to actually have a fantastic customer experience actually to really help us understand how people are searching. And then so that we can really produce the highest performing content.

We heard the mobile dawn was happening several years ago; 60 to 70% of our traffic is mobile. It can be kind of challenging right when you're working on a desktop all day to always think mobile first in design, performance, etc., approaching everything we do from a mobile perspective.

So, I've used BrightEdge mostly for the Data Cube. I said prior to my role currently I'd used BrightEdge at Group M. From the technical side, I find some of the insights on the homepage as you log into the platform to be super helpful at showing which pages are particularly slowing down your site. So, we’ve taken note of that and that's been our cue to triumph.

A few of our objectives: improving the things on the technical side, improving site performance. We have a couple of brand launches coming up, particularly on acne.

It's a new vertical. And we're looking to really produce content that fits our niche. On the content side it's essentially ensuring that we haven't left any of the high priority strategic brand areas; we haven't left them on the table.

Services have experienced fantastic growth. Our content at the moment is linked to those product launches. I think the key thing with BrightEdge, it really is. I think it more of an SEO toolkit.

I think the features that allow both those who are slightly more advanced when it comes to SEO skills, but also those who are actually not super technically SEO. You can essentially put a URL in or even just a keyword, and it's able to assess this is the kind of data points they’re looking to get out of it.

When it comes to beauty ingredients it’s actually a big part of how users are searching and begin their kind of awareness or their consideration. So when it comes to ingredients, we often use the Data Cube to understand how people are searching for particular ingredients, particularly the longtail feature when it comes to specifically optimizing for that piece.

The way that I approach it is just don't get so focused on that particular keyword just answer that in the best way that you can from a user perspective. You want to answer the question in a way that satisfies the user intent.

Request a demo of the BrightEdge platform and see how you can utilize Recommendations for your company!

BrightEdge promises ‘self-driving SEO’ with new Autopilot offering - SEL

English, British
News Item Title
BrightEdge promises ‘self-driving SEO’ with new Autopilot offering
News Item Author Name
SearchEngineLand
News Item Published Date
News Item Summary

One of the promises of machine learning and AI is that mundane tasks can be automated leaving people to do more strategic or creative work. That’s what BrightEdge is saying about its new Autopilot SEO product, which the company likens to a self-driving car.

News Item Link
https://searchengineland.com/brightedge-promises-self-driving-seo-with-new-autopilot-offering-323268

Learn How To Do Content Marketing Successfully

How To Do Content Marketing?

To do content marketing, you'll need to take into account what customers want to read about online and then producing material that appeals to them. Some content marketing examples can include blogs, white papers, FAQs, and more. The do you know how to do content marketing? use this guide to successfully learn - brightedgematerial can be featured prominently on the search engines.

Content marketing requires careful analysis of what people search for and thus what they want to find online. To do content marketing successfully, you must have a thorough understanding of who your target customers are and what they want to read when they decide to research on the Internet. Therefore, you will want to follow these steps.

  1. Understand precisely who your target personas are. This requires market research as well as regular conversations with your existing customers. You want to understand what these target customers want to see as they move through the buyer’s journey, and to do that, you must understand their pain points. Develop a firm understanding of why customers choose you over your competitors.
  2. Lay out your buyer personas along their buyer journeys. You must also understand how the content needs of these customers change as they get closer to conversion. You will want to understand the questions they have as they move from their initial investigation surrounding their pain point to evaluating their options and finally onto conversion.
  3. Develop a list of keywords that help you target specific topics. These should be of interest to prospective customers at each stage of their journey. You want to look for keywords that have high traffic rates, which indicates that many people search for this topic, but low competition, which indicates that you will be able to rank for this keyword significantly easier than other keywords.
  4. Write the content. Use your keyword naturally throughout the content so that your topic and target remain clear. Remember that the key to successful content marketing consists of providing value for your readers. Do not just produce content for its own sake, make sure that the material you create offers something unique that contributes to the conversation about the topic. Let your expertise shine through.
  5. Make sure your content is optimized. As you produce your content, go through the material and carefully optimize it. This entails using keywords naturally throughout the material. It also means using relevant images and including keyword rich alt text. Linking the page you produce with the rest of the content you have on your site and then promoting it through email and social media can also benefit your piece's optimization strategy.

Writing for content marketing requires careful consideration of your target audience and what they want to accomplish online. The better you can align the content you produce with the needs of your target audience, the easier you will find it to achieve success.

How To Do Content Marketing?

To do content marketing, you'll need to take into account what customers want to read about online and then producing material that appeals to them. Some content marketing examples can include blogs, white papers, FAQs, and more. The do you know how to do content marketing? use this guide to successfully learn - brightedgematerial can be featured prominently on the search engines.

Content marketing requires careful analysis of what people search for and thus what they want to find online. To do content marketing successfully, you must have a thorough understanding of who your target customers are and what they want to read when they decide to research on the Internet. Therefore, you will want to follow these steps.

  1. Understand precisely who your target personas are. This requires market research as well as regular conversations with your existing customers. You want to understand what these target customers want to see as they move through the buyer’s journey, and to do that, you must understand their pain points. Develop a firm understanding of why customers choose you over your competitors.
  2. Lay out your buyer personas along their buyer journeys. You must also understand how the content needs of these customers change as they get closer to conversion. You will want to understand the questions they have as they move from their initial investigation surrounding their pain point to evaluating their options and finally onto conversion.
  3. Develop a list of keywords that help you target specific topics. These should be of interest to prospective customers at each stage of their journey. You want to look for keywords that have high traffic rates, which indicates that many people search for this topic, but low competition, which indicates that you will be able to rank for this keyword significantly easier than other keywords.
  4. Write the content. Use your keyword naturally throughout the content so that your topic and target remain clear. Remember that the key to successful content marketing consists of providing value for your readers. Do not just produce content for its own sake, make sure that the material you create offers something unique that contributes to the conversation about the topic. Let your expertise shine through.
  5. Make sure your content is optimized. As you produce your content, go through the material and carefully optimize it. This entails using keywords naturally throughout the material. It also means using relevant images and including keyword rich alt text. Linking the page you produce with the rest of the content you have on your site and then promoting it through email and social media can also benefit your piece's optimization strategy.

Writing for content marketing requires careful consideration of your target audience and what they want to accomplish online. The better you can align the content you produce with the needs of your target audience, the easier you will find it to achieve success.

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