SEO management means integrating different parts of SEO best practices to accomplish your online goals, including driving more leads, increasing your brand exposure and growing your share of traffic. With more than 51% of traffic coming from organic search, doing SEO effectively becomes increasingly important. Search algorithm enhancements have driven the growing complexity of SEO optimization. Increasing competition is pushing many companies to create more content and to make it better quality, more engaging, and mobile optimized. All these factors make SEO efforts sophisticated and require a clear framework and an appropriate technology. With 8 years of close cooperation with such top SEO performing brands as Microsoft, Twitter, Facebook, Home Depot, Deloitte, 3M, and many others we developed a solid 4-step methodology for efficient SEO management. Our BrightEdge platform helps to make each of these 4 steps faster and easier – saving time on analysis, measurement, and reporting. This frees you to concentrate on content creation and bringing more value to your customers. The platform covers the entire SEO cycle – from context-based goal setting and understanding the audience to optimizing the workflow. 

SEO management in 4 steps

1. Identify demand
2. Benchmark competition
3. Optimize content
4. Measure Impact

Identify demand

Targeting demand means learning which topics interest your audience and uncovering the queries your customers use to look for your product or service. First, you want to understand which topics your website already ranks for and what keywords are already driving good traffic. Make sure to preserve and defend those results in the first step of SEO management. Second, do keyword research to find new topics to expand your reach and new traffic or further engage your intended audience. The research and analysis involved in targeting demand makes it one of the most complex stages in the SEO cycle. Competitive pressure pushes companies to create more content and target more keywords. Marketers usually require multiple tools to get the necessary information and insights. High-quality targeting consumes a considerable amount of time. Even with free or inexpensive tools, marketers must find the hours needed to track down the information. That is why scalability remains a major SEO management challenge – doing a due diligence this way on 100s of keywords is possible, but it can hardly be done for 1000s of keywords. BrightEdge’s SEO management platform solves the scalability issue. The BrightEdge Data Cube is a unique, patented technology that makes targeting demand straightforward and drastically improves the efficiency and effectiveness of the research process. Data Cube is a resource in BrightEdge's SEO management platform that allows you to perform research both by domain and by keyword. On the keyword level, it suggests other potential keywords and allows you to track them with a click of a button. This feature will often identify relevant ideas and topics that you had not previously considered for SEO management. The Data Cube also segments its suggestions into High-Ranking Keywords, Long-Tail keywords and Universal Content results. On the domain level, the DataCube provides insights on the keywords for which the site ranks. This allows you to identify ‘quick wins’ where you can focus your optimization and SEO management efforts. Apart from your own keyword research, it is also important to understand the tactics that worked well and benefit your competitors.

Benchmark competition

Competition usually presents a challenge for marketers, but it is also a big source of opportunity. Each of your competitors is playing their own SEO game to increase their share of voice, and you can leverage their SEO management results for your own benefit. Understanding competitive analysis and which keywords and pages worked best for your competitors can guide your own keyword selection and make it easier to create content that will drive traffic. Data Cube and other features of the BrightEdge SEO management platform provide key insights for data-driven demand targeting and decision making:

• Show which keywords drive the most traffic to your competitors’ sites and identify the pages ranking for each keyword
• Provide keyword gap analysis – the words that your competitors rank for that you do not
• Show the top-10 pages ranking for a keyword with information on all the important on-page SEO factors, including the H1, title tags, meta description and alt tags
• Show trended SEO performance of your domain authority versus your competitors
• Generate a Keyword Gap Analysis target list vs. each of your competitors

Backed by such a robust data set, you can strategize your SEO management and do demand targeting more efficiently to have more time for content creation

Create and optimize content

Creating content is always manual – it requires words and images and sticking to your planned cadence to keep your content fresh and your website breadth expanding. To have enough time for content creation, you need full SEO management platform functionality. As SEO analysis, content creation, optimization, and content measurement become more efficient, you will engender a culture of content in your company. The culture of content means motivating everyone in the content value chain to contribute ideas and assets to content production in their area of expertise. This distributed content creation labor can significantly boost your production capacity and keep the cadence highly competitive without impacting variable or project budget. Creating content efficiently is only the first step of SEO management, however. This new content also needs to be “findable” by the search crawlers. To rank and drive leads and new revenue, your content needs to be SEO-optimized. Optimizing content means utilizing technical SEO to improve page rank in the SERPs. Several key questions arise when approaching this step:

• Which pages serve as landing pages for which keyword topics?
• Which pages need to be optimized?
• Which optimizations are the “quick wins” that will make the fastest impact?
• What should be done on each page?
• How do I track our progress in a bigger SEO team?

Most of these questions can only be answered with an enterprise-grade SEO management platform. BrightEdge tracks all your pages and provides key insights for optimization:

• Provides a list of pages to optimize
• Creates a to-do list for each page
• Identifies “quick wins”
• Develops a campaign module to make step-by-step optimization easy, even for non-SEOs
• Uses a task module for easy SEO management within a team

SEO optimization with the help of the platform not only simplifies the entire process, but it also ensures that the group does everything consistently, without skipping steps. Many of our BrightEdge customers boosted their SEO efficiency by optimizing their existing workflow and standardizing it around the Campaigns and Tasks features of the platform. One of the most common SEO optimization pitfalls or mistakes is doing it in the “vacuum”. In today’s competitive search landscape, optimization means optimization in the web-wide context. When numerous players compete for the top rankings, it is important to understand what helps the market leaders win. BrightEdge provides that insight and helps you do SEO management and optimization in the existing context. BrightEdge’s SEO management keyword and page grouping functionalities provide greater insight and more ways to approach the organic data. On a page level, instead of manually uncovering the pages to optimize, you can structure work by creating separate groups for the main website pages, blog pages, specific campaign pages and more. On a keyword level, it gives you the convenience of separating new from existing keywords, research-sourced keywords from competitive-sourced ones, or dividing sets of words according to the SEO team working on them. Possessing all these insights makes your efforts easy to tune, execute and scale, but most importantly it allows you to generate new revenue quickly.

Measure content

So how well is SEO working for you and your SEO management team? This is the question many marketers fail to answer, resulting in low SEO budgets and limited ROI. The lack of data on how SEO drives revenue makes it hard to influence senior decision-makers and help them see the benefits of SEO. Measure. Measuring SEO ROI is a challenge. At BrightEdge, we found a way to make this process fast and easy – our StoryBuilder marries analytics data with metrics linked to ROI. The platform provides a precise look at how your SEO initiatives generated revenue and helped achieve business-specific goals. Report. Once you have all the right data in place, the next step in SEO management is reporting it to your stakeholders. Reporting usually means telling a story that answers 4 key questions:

• What happened?
• Why?
• How did this impact revenue?
• What do we do now to continue seeing success?
• While analytics engines show what happened, they usually fail to explain why and provide actionable responses.

The SEO management BrightEdge StoryBuilder answers all these questions and more. It offers you powerful multi-dimensional dashboards from templates that we designed with top SEOs from multiple industries. It also automates reporting so you can create and send various reports to different stakeholders on a preset schedule. This is how StoryBuilder can help you customize and improve your internal & external communications and build a stronger authority for SEOs. Content monitoring is also an essential part of the measuring process. The more content your company creates, the harder it is to track bugs, broken links, duplicate content, or drastic metrics changes. Keeping track of all those changes manually is next to impossible, and the majority of free or lower-end tools provide just a portion of this necessary insight. BrightEdge regularly scans your site with site audits to find any existing issues and notifies you whenever there is a significant change that impacts the major parameters you are tracking for your own domain and those of your competitors. BrightEdge helps you with SEO management by enabling you to set up Anomaly Detection which will inform you whenever the data triggers certain levels or events.

What do I do now?

Register for a demo. Our product experts will bring these 4 steps to life in a compelling online demo. During this presentation, you will be able to see what can be done for your specific business and industry case. In each demo we offer insights about your website performance and show how effective SEO can be with the right technology. This approach to SEO management will help you make the case to management and more importantly generate business outcomes. This 4-step methodology for efficient SEO management was developed in close cooperation with top SEO-performing brands, like Microsoft, Nike, Wiley, Marriott, Open Table, Home Depot, Deloitte, and 3M. Learn more about each step and see how to save time and increase efficiency on each stage of SEO cycle – from context-based goal setting and understanding the audience to optimizing the workflow.

Read the full white paper now.

On September 18^th and 19^th, leading brands and marketers across the search, content, and digital marketing community will come together at Share19 in NYC. Over the course of 2 days the BrightEdge community will learn new best practices, shares their own expertise, and make connections that last a lifetime. 

Our focus this year is on optimizing the customer journey in real-time. At Share19, explore the latest technology and innovations that will enable you to create and optimize dynamic content and activate it across all your digital channels.  

Today is your last chance to register at our early bird discount price.

Early Bird Registration is available until August 1st, REGISTER HERE

5 Reasons to Attend Share  

1. Drive performance to maximize personal and professional impact on your journey to CMO 

Share19 offers two specifically designed tracks to help you develop the new SEO and digital marketing skills, tools, and techniques that will make you the CMO of tomorrow. 

• Get ahead of real-time search and master your understanding of your customers. 
• Drive immediate lift by dynamically optimizing content for mobile and digital with speed and accuracy. 

2. Gain actionable takeaways 

Share19 offers you the opportunity to engage with SEO, mobile optimization, and platform experts in personalized clinics, labs, and demos.  

• Gain the ultimate competitive advantage at hands-on sessions where you can delve into a topic and receive expert one-on-one guidance and analysis of your site. 

3. Be part of an event that shapes the industry 

Stay ahead with the latest trends, leading innovations, and successful best practices. If you are an SEO or digital marketing professional, practitioner, or executive, you cannot afford to miss this event. 

4. Master your understanding of the BrightEdge platform 

On Day 1 of Share19, you will have the opportunity to become BrightEdge Certified or get re-certified. Training and Certification is specifically designed for Digital Marketers and SEO Specialists to provide you with the most accelerated and relevant platform knowledge. 

5. Network with the highest concentration of leading SEOs and Content Marketers 

Share19 will be packed with stimulating and thought–provoking content from top brands, industry pioneers, and peers who will share their experiences as SEO and digital marketers. Network with this community and build lasting relationships. 

BrightEdge wants to inspire, innovate, and create an impact on the industry with you.  

Join us at Share19 to receive actionable insights that will propel your personal and professional development. Gain the power to respond in an instant and scale SEO impact across your organization. 

Don’t miss out on our early-bird pricing until August 1st!  

REGISTER NOW

BrightEdge was founded with the mission of making it easier for marketers to deliver a better customer experience and increased performance across all digital channels, content marketing, and organic search. One of the first SEO innovations we introduced in 2008 was Recommendations, which provide marketers with the ability to improve the organic performance of their site with prescriptive instructions for every content page. As new search algorithms have been released and SEO techniques have evolved, BrightEdge recommendations have continuously evolved in lock step with these changes. 

In today’s world SEO is changing faster than ever before. SERPs are evolving and responding using real-time technology. These changes bring more economic opportunities but also make the work of SEOs increasingly complex. Real-time business changes require real-time technology. With BrightEdge Instant we empower marketers to optimize at the speed of search, understand the customer experience as it’s happening, improve workflow and operational efficiency, optimize in real-time, and discover in-the-moment opportunities as they arise.

We’re happy to say BrightEdge Recommendations now leverage real-time technology, and all of our customers have access. Powered by BrightEdge Instant, Real-Time Recommendations now refresh in under 30 seconds! 

Take action on instantly identified content opportunities

• Gain prescriptive instructions for every content page
• Open BrightEdge Instant Recommendations in one tab and your CMS in another, make a change, hit Refresh Recommendations and see the change instantly reflected in BrightEdge
• Surface prescriptive on-page recommendations, including page title, H1 tag, meta description and more

Real-Time Technology Research, Rankings, and Recommendations

BrightEdge Instant is a truly a game changer for SEO. In the two months since we’ve announced this innovation, it’s been met by rave reviews from our customers. Check out this quick video to hear what a few of BrightEdge customers have to say about Instant.

 

Following the outstanding success of the Share Global Insights tour in 2018, and a record-breaking year of innovation at BrightEdge, we are delighted to announce that Share19 registration is now open.

Recognized by Forbes and Inc.com as a must-attend conference –  this year, the industry’s leading, brand-driven, peer-to-peer learning event takes place on the September 18^th – 19^th at Convene, One Liberty Plaza right in the heart of downtown New York.

Make Real-Time a Reality at Share

Marketing today means operating in a real-time society where consumers expect information and services at their fingertips and preferences change in the blink of an eye. It’s no surprise, then, that over 86% of marketers, according to BrightEdge research, state that real-time research is critical to business success.

At Share19 gain the power to respond in an instant and scale SEO impact across your organization.

Evolve on Your Path to CMO

SEO increasingly feeds key insights to content marketing, paid marketing, mobile, email, social media and all marketing channels. As a result, executives now rely on and expect more from SEO. There has never been a better time and opportunity to elevate your role.

At Share19 learn how to develop the new SEO and digital marketing skills, tools and techniques that will make you the CMO of tomorrow.

Examples of past speakers include brands, such as Google, YouTube, Microsoft, Bing, Facebook, Twitter, Salesforce, Adobe, IBM, Oracle, Samsung, Cisco, VMWare, Dropbox, Groupon, Wiley, Macy’s, Adidas, Staples, IKEA, Comcast, Home Depot, 3M, Hilton, Marriott, Time, BlackRock, L’Oréal, NBC, and many more!

Agenda at a Glance

Over the course of two days, learn how to adapt to the customer journey in real-time, and explore the latest technology and innovations that will enable you to create and optimize dynamic content and activate it across all your digital channels.

Keynote and CMO Panels

BrightEdge Industry Keynote and Special Guests

CMO Insights Panel: From Search to the CMO

 

SEO Track: Real-Time Opportunity

Get ahead and stay ahead in search with real-time insights that tell you exactly what you need to do to maximize your impact in the exciting new era of SEO.

Session 1: The Real-Time SEO Opportunity | Instant Impact

Session 2: Voice and Video SEO | Better Together

Session 3: SEO for Commerce | Priming for Amazon

Session 4: Session topic and announcement to follow.

 

Digital Track: Delivering New Digital Experiences 

Drive immediate lift by dynamically optimizing content for mobile and digital with speed and accuracy.

Session 1: Driving Multi-Channel Lift | Integrating at Scale

Session 2: Doing SEO without SEO | Intelligent Automation

Session 3: How to get ahead in Mobile | Speed and Performance

Session 4: Session topic and announcement to follow shortly.

 

All session content will focus on best practice advice, research and trends, case studies and actionable takeaways. You can view the full agenda and sessions here.

 

SEO Clinics and Digital Marketing Labs

At Share19, we’re offering you the opportunity to engage with BrightEdge SEO experts in personalized, one-one-one SEO clinics.

Before the event, we’ll assess your unique SEO opportunity. In a tailored 25-minute session you’ll see how the latest BrightEdge innovations can propel your website over the long term, and we’ll review with you specific, actionable insights that will move the needle on your SEO immediately.

Space is limited and sessions are available by appointment only to registered Share19 attendees.

Please contact your BrightEdge account team to book your session.

Edgie Awards

BrightEdge’s awards program recognizes the excellent work done within the BrightEdge community by brands and agencies. We are looking for users’ best stories and results of 2019 in various categories to recognize and reward those outstanding individuals and organizations on their hard work.

1. Innovator Award
2. Performance and Results
3. Michael Kirchhoff Technical SEO Award
4. Digital Marketer
5. Elevating Award
6. Community Ambassador
7. Best International Campaign

The nomination form is now live and can be found here

Early Bird Registration

Early Bird registration is available now for a limited time only.

1. Get Ahead of real-time search now and master your understanding of your customers.
2. Stay Ahead with the latest trends, leading innovations and successful best practices.
3. Be Inspired by new insights and actionable takeaways from multiple brands and industries.
4. Network and build lasting relationships with industry pioneers and peers.
5. Drive Performance to maximize personal and professional impact on your journey to CMO.

(full price ticket is $950)