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Are you ready to cultivate your marketing knowledge?
BrightEdge Best Marketing Books Checklist
Are you ready to cultivate your marketing knowledge?
Marketers have no license requirement, so they must tackle the task of self education. With the abundance of marketing books available one of the biggest challenges is knowing how to sort the wheat from the chaff, or where to even start your research. To help with that task we put together a reading list of some of the best material we've encountered in SEO, digital marketing, B2B, and marketing in general.
57% of Search Traffic is Now Mobile, According to Recent Study
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Matt Southern
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According to a new report from BrightEdge, 57% of search traffic is now coming from smartphones and tablets. BrightEdge also discovered ranking positions for a vast majority of keywords were different depending on whether the search was conducted on mobile versus desktop.
The Gap Between Mobile and Traditional Desktop Search Widens
New BrightEdge data shows dramatic differences in mobile and desktop search results and the divergence of the desktop and mobile content experience
SAN MATEO, CA--(Marketwired - August 23, 2017) - New data released by BrightEdge, the leader in enterprise SEO and content performance marketing, reveals that mobile website traffic is outpacing traditional desktop traffic with mobile searches on Google now representing 57 percent of all search traffic. In addition, the research also indicates a significant shift to a new mobile-first index.
In October 2016, Google announced that it was running experiments to make rankings dependent on website mobile optimization, as well as show mobile site previews in search results. BrightEdge research data confirms that two distinctly different content experiences are already being presented to mobile and desktop users. Going forward, BrightEdge will continue to report on mobile and desktop disparity monthly.
Key finding #1: Mobile Traffic Outpaces Desktop as Mobile Revenues Accelerates
According to BrightEdge research, mobile searches represent 57 percent of all search traffic on Google. With Facebook recently reporting that mobile advertising drove 87 percent of ad revenue, mobile alters the traditional digital advertising landscape and presents challenges to marketers to deliver a consistent customer experience across devices and channels.
"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
Key finding #2: Google's Mobile-First Index Is Becoming More Prominent
BrightEdge data tracked Google's experimentation with the mobile-first index since the index was initially announced in 2016. In June, 79 percent of all searches were different across mobile and desktop. This indicates that marketers must optimize for both mobile and desktop to deliver the best customer experience.
Key finding #3: Optimizing for Mobile & Desktop is Mission-Critical
The new research confirmed that emergence of two separate search indexes -- one for desktop and one for mobile -- with 47 percent of keywords in positions 1-20 rank differently on search on mobile and desktop SERPs.
The nuances and implications of a mobile-first index are significant. For example, brands will find that their rank changes across mobile and desktop, driving changes in conversions and revenue.
Different types of content will appear for the same search term based on if the user is using a mobile device or traditional desktop computer.
Key finding #4; Winning with Micro-Moments Requires a Fresh Look at Content Strategy
Not only does Google rank differently across mobile and desktop, it is also surfacing different content across mobile and desktop 23 percent of the time.
The range across verticals is 14-35 percent, a trend that is likely driven by the following factors:
Google is optimizing the customer experience -- which is different across mobile and desktop.
Brands thinking about micro-moments must identify customer intent, and through these findings drive content creation to win those specific micro-moments.
Even though marketers are moving toward responsive sites, it is important to recognize how devices are driving and influencing the search intent and providing insights into customer needs.
In June, BrightEdge analyzed the content shown for particular queries and found that the top-ranking page was different between mobile and desktop for an average 23 percent of the time among the top 20 ranking keywords.
This means that while a brand may appear on the first page for a desktop query, 23 percent of the time it will also return a different top-ranking page on the mobile SERP.
Brands that don't track mobile carefully will have traffic arriving on pages that are almost certainly different than they expect.
BrightEdge Advisory: Making the most of the mobile opportunity
BrightEdge has found that not all mobile content is created equally; what works and reads well on one device type may not work on another (for example, mobile vs. tablet). Mobile content success is based on understanding the customer experience and serving content for the customer in key moments along their purchasing journey.
To take advantage of this opportunity, BrightEdge advises that marketers:
Design and optimize their websites for speed and mobile friendliness
Identify and differentiate mobile vs. desktop demand
Understand different online consumer intent signals
Produce separate mobile and desktop content that resonates on multiple device types
Focus on optimizing mobile content and mobile pages to improve conversions
Track, measure, and compare mobile and desktop results continuously
BrightEdge, the global leader in enterprise organic search and content performance, empowers marketers to transform online content into business results such as traffic, conversions and revenue. The BrightEdge S3 platform is powered by a sophisticated deep learning engine and is the only company capable of web-wide, real-time measurement of content engagement across all digital channels, including search, social and mobile. BrightEdge's 1,500+ customers include global brands such as 3M, Microsoft and Nike, as well as 57 of the Fortune 100. The company has eight offices worldwide and is headquartered in Foster City, California.
Why SEOs can't afford to wait around for a mobile-first index
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Rebecca Sentance
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SEO and performance marketing agency BrightEdge today released a new report which sheds light on this question, and on the steadily widening gap between mobile and desktop search.
The one martech metric that really matters: Customer lifetime value
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Kevin Bobowski
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What is your company’s competitive advantage? It’s a simple question but a difficult one to answer. And it’s getting more difficult to answer by the day. Building a competitive advantage in today’s hypercompetitive world is elusive.
BrightEdge Embarks on 2017 Share Tour in San Francisco and Chicago
The Global Insights Tour, dedicated to the convergence of SEO and Content Marketing, features thought leadership, best practices, and networking with industry analysts and expert practitioners.
SAN MATEO, CA (PRWEB) AUGUST 22, 2017
BrightEdge, the leader in enterprise organic search and content performance, will embark on the last leg of the Share Global Insights Tour this fall, with speakers from Google, Cisco, and Adobe scheduled for the roadshow’s final stops in San Francisco and Chicago.
Share Global Insights is a series of all-day events designed for BrightEdge customers and the broader digital marketing community. In its seventh year, Share has been recognized by Forbes and Inc.com as a “leading industry event for digital marketers by digital marketers.” This year’s theme explores the convergence of SEO and Content Marketing, one of 2017’s major marketing trends.
An overwhelming majority of marketers –– 97 percent of those surveyed –– agree SEO and content marketing are converging, or have already converged. Industry experts speaking at Share will explain how the powerful combination of SEO and Content Marketing positions marketers to capitalize on the explosion of voice search, and also discuss the rise of local search and the emergence of intelligent content as a centerpiece for delivering marketing performance. The all-day events will include thought leadership keynotes, customer panel discussions, breakout sessions and networking forums.
“At BrightEdge, customer success is our number one priority,” said Jim Yu, CEO of BrightEdge. “As the role of SEO evolves into a strategic, mission-critical function, our customers are hungry for innovation and industry best practices. I am delighted that we can reach even more customers, while sharing the best practices needed to thrive in this changing landscape. It has been so inspiring to see our customer communities come together in New York and London to discuss the future of search and we are thrilled to kick off our last leg of the tour in San Francisco and close out our roadshow in Chicago.”
“The convergence of SEO and Content Marketing is creating new opportunities for marketers everywhere,” said Kevin Bobowski, SVP, Marketing of BrightEdge. “Understanding consumer intent enables marketers to create intelligent content, the centerpiece of a successful consumer experience and high-performing marketing departments. We were thrilled to see L’Oréal, IBM and Oracle take the stage in New York and London sharing global search insights and best practices surrounding the future of search.
The final two destinations of the fall Roadshow include San Francisco, which will feature keynotes from Google and Cisco along with breakout sessions led by Adobe and Twilio. The road tour finale will take place place in Chicago and include great local brands such as Lou Malnati’s. Also featured in Chicago will be panel discussions led by Careerbuilder.com, and Hallmark, as well as breakout sessions moderated by US Bank and Quill.com. The single-day conference dates are as follows:
September 21: San Francisco
October 4: Chicago
“I look forward to joining the BrightEdge community at Share SF so we can come together and share industry challenges in one forum,” said Adam Singer, Analytics Advocate at Google.” It is fantastic to see BrightEdge bringing together regional communities of marketers to share insights and best practices.” Adam Singer will lead a session titled “Improve Content Performance with Precise Measurements” which will focus on sharing analytic related insights that marketing practitioners can leverage for their content initiatives.
Learn more about the tour programs and register on the new Share Global Insights Tour website.
About BrightEdge
BrightEdge, the global leader in enterprise organic search and content performance, empowers marketers to transform online content into business results such as traffic, conversions and revenue. The BrightEdge S3 platform is powered by a sophisticated deep learning engine and is the only company capable of web-wide, real-time measurement of content engagement across all digital channels, including search, social and mobile. BrightEdge has over 1,500 customers including 57 of the Fortune 100. The company has eight offices worldwide and is headquartered in Foster City, California.
