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BrightEdge enables B2B marketers to launch and scale demand generation marketing campaigns, turning your website into an efficient engine that promotes thought leadership, boosts brand affinity and generates more leads.

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Achieve your demand generation goals more efficiently by prioritizing your work with real time content performance data. Gain comprehensive insights of content distribution, discoverability, conversion and social sharing all within one central hub with Page Reporting. Maximize marketing ROI by investing in a well-balanced digital marketing mix with insights from Intent Signal.

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Measure campaign portfolio ROI with conversion metrics across multiple campaigns. Review how site visits and conversions has trended over time across campaigns. Measure channel effectiveness with campaign performance across organic, paid, social and other channels with Site Report.

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BrightEdge Research: Mobile-First Index, Rank and Content Differences

BrightEdge SEO Blog
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enewton@brightedge.com
enewton@brightedge.com
M Posted 8 years 7 months ago
t 9 min read

Since mid-2015, when Google first announced that mobile search had overtaken desktop in the United States and a few other countries, mobile growth has drawn attention from brands across the board. This announcement occurred around the same time as Google’s announcement of the April 2015 mobile SERP algo change, which rewarded mobile-optimized sites and thereby penalized unoptimized sites.

BrightEdge Latest Research on the Mobile SERP

At BrightEdge, we conduct research to help our clients and the industry remain abreast of these changes and challenges within the digital ecosystem. The better people understand how customers use their mobile devices and what they expect to see when interacting in the digital space, the easier it is to meet these expectations. We researched the behavior of mobile users as well as how the SERP differs between mobile and desktop.

Percentage of differences between mobile SERP & tablet versus desktop - brightedge

Some of our key findings included:

  • 57 percent of traffic now comes from mobile and tablet search
  • 79 percent of keywords overall change in rank between mobile and desktop
  • 47 percent of keywords in positions 1-20 rank differently between mobile and desktop
  • 35 percent of the time the first page that ranks for a domain on a query differs between mobile and desktop

brightedge mobile serp example - what is seo

What the Latest Mobile SERP Research Means for Marketers

It is clear from the information taken from our research that a fundamental shift must take place for marketers. Instead of creating websites for desktop users and then ensuring that those websites are "compatible" with mobile devices, some of the website content should be created and optimized for mobile users first.

When this shift takes places for marketers, they will find that mobile optimization strategies for users will come more naturally. They will need to start performing mobile-specific keyword research and tracking to better understand the phrasing that mobile users employ when making queries.

"Mobile traffic is huge for us and our industry — above the 57% BrightEdge is reporting. We are developing content with a mobile-first perspective to connect with our users with info, use advice, and reviews – especially when they are near a store where they can easily purchase."

Carlos Spallarossa, Director of SEO, L'Oréal

Brands also need to design websites that will be friendly for mobile users, including the navigation menus, the style of content -- some videos, for example, do not play on mobile devices, and even basic functions like buttons should be built with mobile, and their touchscreens, in mind.

The continued growth of mobile means that brands cannot overlook the importance of their on-the-go users. The impending mobile-first algorithm from Google is only one sign of these rapid changes. Our BrightEdge research on the mobile SERP and usage clearly demonstrates that the time for a mobile-first mentality is now.

Access BrightEdge's full list of how to improve mobile planning and results by reading the full report.

 

Since mid-2015, when Google first announced that mobile search had overtaken desktop in the United States and a few other countries, mobile growth has drawn attention from brands across the board. This announcement occurred around the same time as Google’s announcement of the April 2015 mobile algo change, which rewarded mobile-optimized sites and thereby penalized […]

The post BrightEdge Research: Mobile Share, Mobile-First Index, and Rank and Content Differences appeared first on BrightEdge SEO Blog.

Understand how SEO drives content performance

Page Reporting identifies the content that drives brand engagement and customer actions so you can repeat success, over and over.

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Page Reporting provides deep insights to help you identify the content that drives business results. Slice and dice the data to develop page-level insights, or click to review detailed SEO recommendations, thanks to the power of the BrightEdge platform.

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You can view content performance across desktops, smartphones, and tablets. Gain page URL-level insights on search ranking, backlinks, social signals, and website metrics, such as conversion rate. Customize your view with column field chooser, and save your data view by directly adding the chart to StoryBuilder dashboard for faster access in the future.

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Build the business case for organic search

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StoryBuilder is mission control for digital marketers. With robust and flexible visualization capabilities, StoryBuilder can help you make data-driven decisions and elevate the role of the website. Use executive dashboards to showcase the positive impact on brand equity and revenue from website optimization efforts. Build convincing business cases for additional resources.

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BrightEdge StoryBuilder helps us drive SEO support throughout the company by painting the picture of where we were in search and how we could improve.
Jeanne Quach, Maxim Integrated

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StoryBuilder enables quick decisions and actions. Pull web analytics data into dashboards to understand how content investments drive website traffic, conversions, and revenue. Inspect charts and tables further by directly clicking to detailed Page Reporting, Keyword Reporting, Share of Voice, and other reports.

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Maximize performance across all digital channels

Use Site Report to track the performance of marketing channels that drive website traffic. Identify the best-performing content pages to codify winning formulas.

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Site Reporting helps you to track and analyze your sites to ensure they are driving business and bringing content to the right pages.

Ensure your content can be found by search engines

See the number of indexed pages over time for your site and your competitors’ sites. Identify and address content or technical issues to ensure all your pages are discovered by search engines.

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Analyze Clicks and Impressions to understand how often your content pages show up on SERPs, how that visibility trends over time, and how often customers click on your content links, translating into organic traffic.

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Website visitors acquired through organic, PPC, social, direct, and other channels may not convert at the same rate. Site Report helps you identify top-performing channels by measuring conversions and revenue.

Take quick action on insights

From Site Report, you can easily add a chart or table to StoryBuilder to customize your dashboards. Site Report also gives you quick access to Keyword Reporting or Page Reporting to review SEO recommendations based on keyword or website page.

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Expand market share with insights that matter

Share of Voice reveals the full set of competitors for key topics. Identify competitive URLs that outrank your pages and inspect their content to win back coveted SERP real estate.

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The competitive landscape is always changing. New content is published every second. Understanding who is outranking your content for the topics you want to own on the SERP is critical. Share of Voice accurately maps key competitors to prioritize competitive content marketing work plans.

Understand competitive moves by topic or user device

Your competition on the SERP can vary widely by search topic or user device. Enrich your content strategy with insights on how aggressively competitors are targeting search topics and how their content performs in smartphone, tablet or desktop searches.

Analyze competitive URLs with 360° perspective

Share of Voice provides comprehensive insights into how winning content is constructed. For any content topic you can understand how the competition structures on-page factors, including page title, H1 tag, or backlinks and review the full list of keywords that the competitors’ winning URL is ranking for.

Reach targets faster and bolster SEO authority with content partners

Not all winning URLs on SERPs compete with you directly. Share of Voice helps you increase your SEO authority by identifying sites that can help you reach your target audience with paid ads or other partnership opportunities, such as co-authorship, or backlinking opportunities.

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Grow site visits with actionable SEO recommendations

BrightEdge Recommendations improves the SEO performance of your site with prescriptive instructions for every content page.

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Recommendations help you improve organic visibility and relevance with your target audience by providing detailed SEO recommendations of your existing content. Review detailed optimization instructions and assign tasks to relevant team members.

Boost organic visits and conversions with optimized content

Recommendations lift the veil of key SEO ranking factors and provide you with prescriptive instructions to optimize. Each recommended action is unique to your content page and its own competition. Review estimated impact on SEO by each optimization tactic to prioritize your resources for maximized outcome.

Complete winning strategies to improve each page

Based on existing content, Recommendations surface comprehensive on-page and off-page enhancement recommendations, including page title, H1 tag, backlinks, and others. But its power doesn’t stop here. The AI-powered engine adapts to new sets of recommendations if new target keywords are added or new customized SEO rules are defined. All from within Recommendations.

We can drill into any page and look at the specific recommendations on a page level. This helps us improve our content marketing. BrightEdge innovations really have helped us drive forward in our overall strategy.
Dave Lloyd, Adobe Systems Incorporated

Scale SEO optimization programs to launch content faster

Assign each optimization action to relevant subject matter owners from directly within the platform. Once the task is completed an automated site event tag will be created to help you keep track of the content change history. Tie business ROI to SEO optimization by correlating these events with improvements in site metrics.

Drive productivity with Copilot Generative AI

Copilot is seamlessly integrated into BrightEdge Recommendations’ workflow, leveraging the full power of the BrightEdge platform to suggest accurate and high-quality optimizations. There's no need to navigate to another page or utilize a separate tool to tap into the benefits of Generative AI. It is all in one place and ready to go when you are. And with a simple single click, you can not only record a suggestion into the BrightEdge Recommendations but also effortlessly track its activation on your website.

Optimize Multiple Pages at Once with Google Search Console Integration

Elevate your SEO workflow with Copilot for Mass Recommendations! This system integrates directly with Google Search Console, aligning the most impactful keywords to each page. Harness the power of Generative AI to create the perfect titles and descriptions across multiple pages on one screen. Boost SEO productivity and target with unprecedented accuracy directly from Google. Eliminate time consuming individual page edits and amplify your entire site's optimization—in just minutes!

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Forecast the Impact of SEO

Opportunity Forecasting provides you with the projected impact content and search optimizations will have on key metrics to help you prioritize projects and make stronger business cases for your initiatives.

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Forecast SEO performance with confidence. Building the business case for SEO has never been easier. Opportunity Forecasting automates the process to calculate the total addressable market and your potential gains in revenue or site traffic with the push of a button. Create campaign targets for your content projects and prioritize efforts based on predicted ROI.

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View forecasts in several modes for each keyword group: revenue, conversions, website traffic, and more. Build your business cases for different stakeholders using the SEO forecasting data.

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Maximize the reliability and relevance of your forecasts by viewing projections in aggressive, medium, or conservative scenarios. Customization variables include revenue estimates for conversions, conversion rate, search volume increase, or ranking improvement for selected keywords.

Get Recommendations to Improve Rank and Customer Engagement

Clarify your course of action with just a few clicks. Click Recommendations to view top SEO optimization and keyword-level performance reporting recommendations for any keyword. Use the insights to establish, confirm, adjust or redirect your course of action.

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