Voice search and data: The two trends that will shape online marketing in 2017
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Jim Yu
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News Item Summary
As voice search and AI continue their rapid advance, columnist Jim Yu looks at how these technologies will change customer expectations and mold the future of marketing.
BrightEdge Announces 2017 Share Dates for New York, London, Chicago
SAN MATEO, CA (PRWEB) APRIL 04, 2017
BrightEdge, the leader in enterprise organic search and content performance, today announced the dates for its 2017 “Share Global Insights Tour,” a series of events dedicated to exploring the convergence of SEO and Content Marketing. Industry experts will discuss how to thrive with the explosion of voice search, the rise of local search and the emergence of intelligent content as a centerpiece for successful consumer experiences. The all-day events will include thought leadership keynotes, customer panel discussions, and networking forums.
In its seventh year, Share has been recognized by Forbes and Inc.com as a “leading industry event for digital marketers by digital marketers,” Following the success of Share16, which welcomed leading brand speakers from Google, YouTube, Microsoft, Facebook, REI, Home Depot, and Marriott, the Share17 Global Insights Tour will replicate this leading industry conference into a “road tour” format including an inaugural event in London.
“At BrightEdge, customer success is our No. 1 priority” said Jim Yu, CEO of BrightEdge. “And 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 are able to reach even more customers, while sharing the best practices needed to thrive in this changing landscape.”
“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.”
Share17 will kick-off on May 18 in New York City with featured speaker Collin Colburn of Forrester Research and global publishing company John Wiley & Sons. The single-day conference dates are as follows:
May 18: New York June 8: London September 21: San Francisco October 4: Chicago
“I spoke at the last four Share conferences and have found it to be one of the best conferences out there,” said Alex Volk, Traffic and Content Marketing Director at Microsoft. "It is fantastic to see BrightEdge bringing the Global Insights Tour to regional communities to help marketers stay ahead of industry trends via the sharing of insights and best practices. This really helps marketers boost both personal and professional performance.”
BrightEdge will announce additional Share17 speakers and panels in the weeks leading up to the event. Learn more about the tour programs and register on the new road 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’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.
Advanced Recovery Systems Increases SEO Revenue 87%
Elise Gould, Senior Director of Content at LaneTerralever, helped ARS remedy stale content and drive a 441% increase in organic traffic
THE PROBLEM
With rehabilitation facilities across the country, Advanced Recovery Systems (ARS) provides thorough and comprehensive treatment programs for addiction, substance abuse, eating disorders, and mental health issues. They were already spending significant marketing budget to use paid channels with modest results. Their organic performance was below their expectations, so they engaged the LaneTerralever agency and BrightEdge to help them succeed.
THE SOLUTION
The team made it a priority to identify keywords that demonstrated high intent and robust search volume to inform content creation that aligned with ARS’ services using the BrightEdge keyword research capabilities. Using primarily the competitor analysis in Data Cube and Opportunity Forecasting, they were able to recognize content opportunities and prioritize content production.
To remedy the challenge of stale site content in the eyes of Google, they immediately set a publishing cadence of three content pieces a week in the blog and bi-weekly core content publishing throughout the site as well as releasing one premium content piece, such as a short video, interactive quiz, whitepaper or guide per month. These pieces spoke the language of drug users seeking recovery, empathized with their supportive loved ones, and were distributed via syndication, manual outreach, native advertising, social media support, and influencer marketing.
THE RESULTS
The results were truly impressive: 441% increase in SEO visits, 188% increase in total organic listings, 87% increase in revenue, and a 51% decrease in average cost per admission.
The BrightEdge platform allowed us to see the opportunities and orient the content strategy in a way that generated quick, dramatic, high-impact business results.
3 steps to overcoming site issues that impact performance
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Jim Yu
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News Item Summary
Consumers and search engines alike have high expectations for websites, so unchecked problems and errors can have a big impact on SEO and content performance. Columnist Jim Yu discusses how to find and address these issues.
