Digital demand and supply: the psychology of self-development for digital careers

English, British
News Item Title
Digital demand and supply: the psychology of self-development for digital careers
News Item Author Name
Jim Yu
News Item Published Date
News Item Summary

The digital talent war continues as demand for data-driven marketing professionals soars to new heights. Wired announced the war for digital talent began back in 2014, when statistics revealed over 90% of companies in the UK — even those that worked in IT — lacked digital skills to keep up with the times.

1+1=3. The Power of an Integrated Search Strategy

Default avatar
Chad Hallert
M Posted 9 years 6 months ago
t 9 min read

Chad Hallert of Noble Studios wrote a guest post on the value of an integrated search strategy. To learn more from Chad's insights, join us at Share16 to hear him speak live on October 26.

Let’s face it: if you’re like the majority of companies out there, you’re probably managing your SEO and SEM efforts from two distinct groups within your company. And at first glance, it probably seems to have worked just fine for you in the past. Yet, it’s hard to overlook the huge fact that organic and paid listings are displayed to the same searchers and are often both interacted with prior to a customer converting during their buyer’s journey.

Maybe it’s time to ask: why are we managing them separately?

Typically, companies and agencies are structured in such a way that separates these two different marketing approaches by skillset - putting the uber-competitive number crunchers and direct response marketers in charge of paid search. These teams look at ROIs and focus on constantly tweaking the system in order to get an incremental lift in results. On the SEO side, you have the more technical and content-focused (hopefully both) long-game players focusing on site crawlability, content optimization, schema, earned links, keywords, and other organic content boosting efforts.discover a great integrated search strategy for your business - brightedge

The result is that the “integrated approach” we all speak about really means nothing more than combining SEO and SEM results into a single report. In 2016 that’s no longer sufficient. A true integrated search strategy means data, process, and people integration. We will discuss how to do it at Share16.

Silos Don’t Work: The Integrated Search Strategy Value

First, it’s important to look at why the silo approach is no longer viable. One example of this is the keyword discovery process. What we often see is that there is a robust process around keyword discovery from an SEO standpoint, resulting in hundreds of viable keywords with the identification of new keywords based on semantic similarity. This is an amazing deliverable that helps prioritize optimization of current content as well as future content creation.

For paid search campaigns, we generally see a much different process. Oftentimes, there’s a small seed list of keywords that are entered into AdWords at which point the marketer will rely exclusively on Google’s keyword suggestions and Keyword Planner tool to recommend additional keywords.

Organic vs. Paid

Is the SEO process that much better? In reality, they both have pros and cons. Let’s review a few of them and discern which should be combined into a single keyword discovery process for both SEO and SEM.

  • You can still read better than Google: Don’t trust Google to tell you all of the keywords you should be targeting.
  • Do your homework: What are your competitors ranking for that you are not? Leverage great tools like BrightEdge’s Data Cube to unlock niche keywords that provide content creation opportunities for SEO as well as attractive terms to advertise on with paid search.
  • Better prioritize your efforts. How are you prioritizing which search terms to focus SEO and SEM on? Search volume? Search volume + your personal opinion of the keywords value? The max CPC bid data provided in AdWords can provide a valuable guide to which versions of search terms are producing the best results for others. See two versions of a keyword that are similar with one having a max bid 3x higher? This may be an opportunity to focus your SEO efforts on the more expensive and better performing keyword.
  • Action is best. To catch a fish you have to have your hook in the water. The AdWords Keyword Planner does provide you with quick inputs that are generally high quality. This tool creates a seed list for you to start your SEO keyword discovery. If you find some no-brainer terms, go advertise them while you are developing the more robust list.

Extra Credit: As a recent BrightEdge blog post discussed, keywords that are focused on a purchase intent are much more likely to see 4 paid ads at the top of the SERPs. This decreases your overall SEO opportunity. Document the position of the keyword in the buyer’s journey during your keyword discovery to know which strategy offers the greatest likelihood of impact. BrightEdge’s now builds this process directly into Data Cube.

Mobile-First?

A fair question that often comes up often is whether taking a mobile-first mindset alters the integrated search strategy approach you should take.

In short, no. We know that roughly 62 percent of SERP rankings differ from mobile to desktop, and that the way ads are presented to these audiences differ slightly from each other. The BrightEdge platform is designed to help you with this. The key is segmentation. By evaluating SEO success individually for both mobile and desktop, you can uncover the fact that your content resonates better with audiences on a certain device type that you didn’t expect. Breaking out both marketing approaches and isolating their performance on each device can give you an even clearer picture of how users are interacting with your content.

In the end, a truly integrated search strategy simply translates to better results.

When working with a large West Coast destination marketing client on its digital presence, we were tasked with providing clarity and guidance to visitors looking for the perfect place to shop, eat, and stay during their visit.

Rather than logging only page visits, we monitored how users interacted with different sections of the site. We implemented JavaScript to track outbound links for partner stakeholder referrals to show financial impact of the SEO traffic. Next, we identified which SERPS had considerable “noise” above the fold from universal listings. In those cases, we implemented more aggressive bids in AdWords. Simultaneously, we evaluated which keywords had both the top paid and organic position. In situations where competition was low and the top organic spot had plenty of visibility, we lowered our max CPC to free up budget.

Through this approach our client has doubled its paid search traffic while maintaining a flat budget. Through an integrated strategy, our efforts helped boost organic search traffic by 111 percent over the previous year.

Bringing It All Together

At my session at Share16 you will have a better understanding of how user intent impacts your SEO and SEM potential on the SERPs.

Share 16 represents a great opportunity for diving into the hottest topics of conversation, including integrated search strategy, with some of the greatest minds in the tech software industry. Exchange ideas, learn, and excel in online marketing when you come to this event.

My session will focus on:

  • Using earned organic keyword rankings as a starting point for SEM campaigns
  • How to use paid search cost data as a guiding light for SEO priority
  • Developing an understanding of how to interpret the interplay between your organic and paid listings
  • Mastering the process to unlock even greater efficiencies

We look forward to seeing you at Share16 and my session on Wednesday Oct. 26th. If you have not registered yet, visit the event page to learn more about how the conference can help drive digital marketing performance.

Wells Fargo Global SEO and Content Marketing Portal

Wells Fargo Global SEO and Content Marketing Portal

Welcome to the Wells Fargo SEO portal we maintain with our SEO and Content platform provider BrightEdge. Below you will find assets and educational material that will help you develop and run your SEO programs. I encourage you to take the BrightEdge certification training and test. Contact me at Shannon.Mickle@wellsfargo.com to let me know how I can help you use content and organic search to grow your business.

Shannon Mickle, Matthew Bier, Client Service Director

FAQs

  1. Carefully choose queries your audience uses to look for your product or service.
  2. Create high quality content around your target personas.
  3. SEO-optimize your content.
  4. Measure results.

Why is it important to focus on organic traffic for conversions?

According to our own research here at BrightEdge, an estimated 51 percent of your website traffic is due to organic search. This information is mirrored by studies which have found that an estimated 94 percent of B2B buyers conduct research online before making a purchase. In other words, people who are most interested in making purchases often start by doing research online. Focusing on providing better quality content for those arrive through organic searches can have an enormous impact on your bottom line.

What is organic traffic? BrightEdge

Organic Traffic Channel Performance Graph in BrightEdge Story Builder

How can I improve my SEO traffic?

For your website to turn a new visitor who arrives from an organic search query into a customer, you need to begin by providing content that adds immediate value. These new visitors might not be familiar with your brand or company personally. Even if they have heard of your brand, they likely have not purchased from you before. Your content needs to make your value clear. It needs to encourage your customers to read more and learn what you have to offer.

How do I increase organic traffic to my website?

  1. Start by understanding your buyer personas. This will give you information on of the type of person that you are marketing to and what matters most to them in their purchasing decisions.
  2. Map these personas to their buyer’s journey so that you can identify the type of information these people are going to be most interested in throughout their journey.
  3. Use data research to better understand what your customers want to read and the types of keywords that will help you get the most traffic.
  4. Create high-value content that will inform and engage the reader so they know they can trust you to answer their needs.
  5. Build a strong web presence so this new visitor has ample opportunities to get to know you better, such as accounts on the major social media platforms, landing pages that offer webinars or ebooks and mailing lists that will keep them updated on your brand.
  6. Create personalized content for customers throughout their journey and coax them closer to the conversion point.

Organic traffic is one of the most important factors in your revenue rates. Since customers are now in control of the buying process, they are more likely to perform searches when they need a new product or service. Preparing your content to answer this need will help you grow your company and revenue.


Learn More

What are high-quality backlinks?

Within the context of SEO, backlinks are a form of acknowledging the authority and knowledge of another site. When another site links to yours, they are trusting their visitors and traffic to you. They are telling their valued audience that you are a good source for them if they want to learn more about a particular topic.

High-value backlinks are the links that come from quality websites. Analyzing these backlinks help search engines understand how reputable your site is. 

How do I get quality backlinks?

Here are six steps on how to get backlinks:

The best way to get high-quality backlinks the right way - brightedge

  1. Create your target buyer personas and map them to their buyer's journey.
  2. Create content that offers high value to a specific persona at a particular point in their journey.
  3. Distribute your content wisely across social media, newsletters and email to attract as much attention to it as possible.
  4. As more people are exposed to your content, they are more likely to link to your website.
  5. Use this content to establish yourself as a thought leader in your industry.
  6. Look for opportunities to write guest posts on other websites or for industry publications.

High-quality links have a tremendous amount of value to site owners. They help to establish credibility so that Google knows they can trust your website, therefore raising your ranking and possibly helping to gain a Quick Answer box. They can also help draw more traffic to your site when people click through links on other websites to learn more. Cultivating these links takes work, but when you follow these steps, you will be able to make the power of the backlink work for you.

What is the value of high-quality backlinks?

Search engines are always looking for ways to understand how reputable your site is and whether people trust the information you publish. Backlinks are regularly viewed by algorithms as a factor in determining the value of your website.

Google interprets backlinks from quality sites as an indication that this is another quality, trustworthy site. Building a good backlink profile, therefore, can help boost your rankings in the SERPs.

Backlinks can also help you increase your traffic, especially if they are high-quality backlinks. As more people link to your site, you will have visitors that arrive from these other various web properties, interested in learning more about the topic at hand. This will grow your brand awareness and can further boost your rankings through higher traffic and engagement rates.

Is there any danger from bad backlinks?

Just like Google wants to see high-quality backlinks coming from high-quality sites, it also does not want to see links from low-quality, spam sites. Although it is not clear whether or not these links can actually harm a site’s ranking, it is recommended that you disavow any links that you do not want included in your backlink profile. By disavowing the links, you let Google know that you want no part of them.

<< Back to the SEO Glossary main page


Learn More

The changing SERP: understanding and optimizing above and below the fold

English, British
News Item Title
The changing SERP: understanding and optimizing above and below the fold
News Item Author Name
Jim Yu
News Item Published Date
News Item Summary

Google SERPs continue to change regularly to better reflect the needs of the end-user. For brands to successfully attract organic traffic, they need to be able to keep up.

Thank you for your interest in becoming a part of Content Central program.

A member of our team will be in touch with you shortly to go over your application.

In the meanwhile feel free to check out these SEO Resources and share them with your colleagues.

BrightEdge Technologies, Inc.’s (“BrightEdge,” “we,” or “us”) Content Central platform helps connect writers and SEOs (collectively, “Providers”) with BrightEdge customers (“Customers,” together with Providers, “Users,” “you” or “your”) who are interested in obtaining and/or optimizing blog posts, web page text, white papers and similar materials (collectively “Content”) for their websites. The following Terms of Service govern your use of Content Central. 


1.    ACCEPTANCE OF TERMS

Use of the BrightEdge website (the “Site”) is governed by the site Terms of Use found at: http://www.brightedge.com/legal (“Terms of Use”), including the BrightEdge Privacy Policy found at http://www.brightedge.com/privacy (“Privacy Policy”). Content Central is available at http://www.brightedge.com/content-central and the various content, features, and services offered on and in connection with this site (collectively, the “Services”) are owned and operated by BrightEdge and can only be accessed and used by you under the Terms of Service described below (“Terms of Service”). PLEASE READ THESE TERMS OF SERVICE CAREFULLY.  BY ACCESSING OR USING THE SERVICES, YOU AGREE TO BECOME BOUND BY THESE TERMS OF SERVICE, THE TERMS OF USE, AND THE PRIVACY POLICY.  IF YOU DO NOT AGREE TO ALL THE TERMS REFERENCED HEREIN, THEN YOU MAY NOT ACCESS AND USE THE SERVICES.


2.    MODIFICATIONS OF TERMS OF SERVICE

BrightEdge may, in its sole discretion, modify these Terms of Service at any time effective upon posting the modified Terms of Service on and in connection with the Services, with or without additional notice to you. You are responsible for regularly reviewing information posted on the Site to obtain timely notice of such changes, and if you do not agree to the amended terms, you agree to immediately stop using the Services and to provide BrightEdge notice to remove you from any distribution lists or other communication list that are available to you through your use of the Services. YOUR CONTINUED USE OF THE SERVICES AFTER SUCH POSTING (OR OTHER NOTIFICATION, IF ANY) MEANS YOU ACCEPT AND AGREE TO BE BOUND BY THE MODIFIED TERMS OF SERVICE.


3.    USE OF THE SERVICES

SSubject to full compliance with these Terms of Service, BrightEdge grants you a nonexclusive, nontransferable, nonsublicensable, terminable license to access and use the Services for your internal business use. You agree to not access, reproduce, duplicate, copy, sell, re-sell, modify, distribute, transmit, or otherwise exploit the Services or any of their content for any purpose without the express written consent of BrightEdge.  BrightEdge may modify, update, suspend or discontinue the Services, in whole or in part, at our sole discretion for any or no reason, at any time and with or without notice.  BrightEdge shall not be liable to you or any third party for any such modification, update, suspension or discontinuance.


4.    USER CONDUCT

As a condition of your access and use of the Services and provision of your contact and related information and materials (“Information”), you agree not to use the Services for any purpose that is unlawful or prohibited by these Terms of Service, or any other purpose not reasonably intended by BrightEdge. By way of example, and not as a limitation, you agree not to:

  • a.   intentionally or unintentionally violate these Terms of Service, other applicable agreement with BrightEdge, and any applicable local, state, national or international law, and any rules and regulations having the force of law;
  • b.   use the Services in any manner that violates any relevant law or that infringes, misappropriates or violates any third party's rights, including, but not limited to, transmitting any content that may infringe, misappropriate or violate a third party's rights of publicity, contractual rights, fiduciary rights or intellectual property rights;
  • c.    use the Services for any purposes not authorized by this Terms of Service, including the submission or transmission of any information that contains advertisements, promotional materials, junk mail, or any other form of solicitation;
  • d.    impose an unreasonable or disproportionately large load on our infrastructure, interfere or attempt to interfere with the proper working of the Services or any activities conducted on the Services;
  • e.    harass, threaten, intimidate, impersonate, or attempt to impersonate, any other person, falsify your contact or other information, misrepresent a relationship with any person or entity, including misrepresenting a relationship with BrightEdge, or otherwise attempt to mislead others as to the identity of the sender;
  • f.    knowingly provide or submit false or misleading information;
  • g.   use the Services if you are under the age of eighteen (18);
  • h.   attempt to gain unauthorized access to the Services, other user accounts, or other computer systems or networks connected to the Services;
  • i.    use the Services in any way that could interfere with the rights of BrightEdge or the rights of other users of the Services;
  • j.    attempt to gain unauthorized access to any portion or feature of the Services, or any other systems or networks connected to the Services or to any server used by BrightEdge by hacking, password 'mining' or any other illegitimate or unauthorized means;
  • k.   transmit or submit any transmission or other materials that are encrypted or that contains viruses, Trojan horses, worms, time bombs, spiders, cancelbots or other computer programming routines that is likely or intended to damage, interfere with, disrupt, impair, disable or otherwise overburden the Services;
  • l.    access, download, monitor, or copy any information contained on the Services through artificial means, or in any way reproduce or circumvent the navigational structure or presentation of the Services or any content, to obtain or attempt to obtain any materials, documents or information through any means not purposely made available through the Services; or
  • m.  probe, scan or test the vulnerability of the Services or any network connected to the Services, nor breach the security or authentication measures on or of the Services or any network connected to the Services. You may not reverse look-up, trace or seek to trace any information on any other user of the Services, or any other customer of BrightEdge, including any BrightEdge account not owned by you, to its source, or exploit the Services or any service or information made available or offered by or through the Services, in any way where the purpose is to reveal any information, including but not limited to personal identification or information other than your own information, except as expressly authorized by BrightEdge and provided for by the Services.

5.    REGISTRATION INFORMATION

We may require that you create an account to use or access certain parts of the Services and use certain products and features. As a condition of your use of the Service, you agree to (a) provide BrightEdge with true, accurate, current and complete Information as prompted by the BrightEdge's registration forms, when registering for or using the Services and (b) update and maintain the truthfulness, accuracy and completeness of such Information. As a condition of submitting any information to the Services, you agree that you represent that you own or have secured all legal rights necessary for the Information submitted by you to be used by BrightEdge in these Terms of Service. You grant BrightEdge and its affiliates and assignees a worldwide, perpetual right and license to use in any medium all information and material you submit to or through the Site, including without limitation, all blog comments.


6.    WRITER CLASSIFICATION 

With respect to Providers, BrightEdge merely provides the platform for Users to communicate and share information with one another.  You understand and agree that any pay rate, work hours, employment dates and working conditions will be established or confirmed by the Customer and not by BrightEdge, and that you will not have any contract on the BrightEdge Site or with BrightEdge regarding such employment terms; any information in the platform is solely for the purpose of enabling Customers to communicate with Providers.  Provider acknowledges and agrees that he/she is not an employee of BrightEdge, and that he/she will not be providing any services to BrightEdge (directly or indirectly) while engaged by the Customer.  Provider acknowledges that Provider, and not BrightEdge, will be responsible for timely and professionally completing all work that he or she is assigned while working for a Customer.

The Services are not an employment service and BrightEdge is not an employer of any Provider. As such, BrightEdge is not responsible for and will not be liable for any tax payments or withholding, including but not limited to unemployment insurance, social security, disability insurance or any other applicable federal or state withholdings in connection with your use of any services of a Provider. 


7.    USE OF LIKENESS

Each Provider who provides to BrightEdge any depiction of his or her likeness, whether embodied in photographs, video, voice, or other recordings, (collectively, “Depictions”), in exchange for the right to use the Services, hereby irrevocably grants to BrightEdge the non-exclusive, fully-paid, royalty-free, transferable, sublicensable, worldwide, unrestricted, and perpetual right to use, and permit to be used, such Provider’s likeness, name and identity in connection with the Services, in advertising, marketing, and/or publicizing of the Services in any media.
Each Provider hereby waives all rights and releases BrightEdge from, and shall neither sue nor bring any proceeding against any such parties for, any claim or cause of action, whether now known or unknown, for defamation, invasion of right to privacy, publicity or personality or any similar matter, or based upon or relating to the use and exploitation of such Provider’s identity, likeness or voice in connection with the Services.

Each Provider acknowledges that BrightEdge shall not owe any financial or other remuneration for using the Depictions provided hereunder by such Provider, either for initial or subsequent transmission or playback, and further acknowledges that BrightEdge is not responsible for any expense or liability incurred as a result of such Provider’s recordings or participation in any recordings, including any loss of such recording data. 


8.    NO ENDORSEMENT

BrightEdge is not a party to the dealings between Customers and Providers, including posts, proposals, screening, selection, contracting, and performance of services.  BrightEdge does not introduce Providers to Customers or help Providers find engagements.  BrightEdge merely makes the Services available to enable Providers to identify and determine the suitability of Customers for themselves and to enable Customers to identify and determine the suitability of Providers for themselves.  BrightEdge does not, in any way, supervise, direct, or control Provider or Provider’s work.  BrightEdge does not set Provider’s work hours, work schedules, compensation or location of work. BrightEdge makes no representations about, and does not guarantee the quality, safety, or legality of, the services performed by any Provider; the truth or accuracy of Provider’s listings on the Services site; the qualifications, background, or identities of Providers; the ability of Providers to deliver the Provider’s services; the ability of Customers to pay for the Provider’s services; or that a Customer or Provider can or will actually complete a transaction.
Any reference to a Provider being certified or credentialed in some manner, (or similar language) designation indicates only that the individual has completed the BrightEdge platform training program and does not represent anything else. Any such description is not an endorsement or guarantee by BrightEdge and is not verification of their identity and whether they or they are licensed, insured, trustworthy, safe or suitable. Instead, any such description is intended to be useful information for you to evaluate when you make your own decisions about the identity and suitability of anyone you contact or interact with via the Services, including but not limited to Providers. You should always exercise responsibility, due diligence and care when deciding whether to have any interaction with any Provider. BrightEdge is not responsible for any damage or harm resulting from your interactions with Providers.

BrightEdge cannot and does not guarantee the accuracy, integrity, quality or appropriateness of any Content provided by any Provider. You acknowledge that BrightEdge simply acts as a passive conduit and an intermediary for businesses to connect with Providers. You understand that BrightEdge does not control, and is not responsible for any Content. You agree that you must evaluate and make your own judgment, and bear all risks associated with, the use of any Content. Your dealings with any Provider and any other terms, conditions, representations or warranties associated with such dealings, are between you and such Provider exclusively and do not involve BrightEdge. You should make whatever investigation or other resources that you deem necessary or appropriate before hiring or engaging Providers. BrightEdge is not required to and may not verify any feedback or information given to us by Users, nor does BrightEdge perform background checks on Providers.

Without limiting the foregoing, your correspondence or business dealings with third parties found on or through the use of the Services, and any other terms, conditions, warranties, or representations associated with such dealings, are solely between you and such third party. You agree that BrightEdge shall not be responsible or liable, directly or indirectly, for any loss or damage of any sort incurred as the result of any such dealings or as the result of the presence of such third parties on the Services. 


9.    TERMINATION OF ACCESS

BrightEdge may terminate your privilege to use or access the Services immediately and without notice for any reason whatsoever.  Upon such termination, you must immediately cease accessing or using the Services and agree not to access or make use of, or attempt to use, the Services. Furthermore, you acknowledge that BrightEdge reserves the right to take action -- technical, legal or otherwise -- to block, nullify or deny your ability to access the Services.  You understand that BrightEdge may exercise this right in its sole discretion, and this right shall be in addition to and not in substitution for any other rights and remedies available to BrightEdge.

All provisions of these Terms of Service which by their nature should survive termination shall survive the termination of your access to the Services, including, without limitation, provision regarding ownership, warranty disclaimers, indemnity, and limitations of liability.


10.    TRADEMARKS AND COPYRIGHTS

BrightEdge and other Services graphics, logos, designs, page headers, button icons, scripts, and service names are the trademarks or trade dress of BrightEdge in the U.S. and/or other countries.  These trademarks and trade dress may not be used, including as part of trademarks and/or as part of domain names, keyword advertisements, or email addresses, or in connection with any product or service in any manner that is likely to cause confusion. 

You should assume all materials made available on the Services are protected by copyright law. All materials, including but not limited to all text, graphics, logos, icons, images, audio and video clips, downloads, data compilations and software are the exclusive property of BrightEdge and/or its licensors and are protected by all United States and international copyright laws.


11.    DELAYS AND ACCESSIBILITY

The Services may be subject to limitations, delays, failure, and other problems inherent in the use of the Internet and electronic communications. BrightEdge is not responsible for any delays, failures or other damage resulting from such problems.


12.    WARRANTY DISCLAIMERS

YOU ACKNOWLEDGE THAT BRIGHTEDGE HAS NO CONTROL OVER, AND NO DUTY TO TAKE ANY ACTION REGARDING THE CONDUCT OF ANY USER OR ANY CONTENT THEY PROVIDE. BRIGHTEDGE MAKES NO REPRESENTATIONS CONCERNING ANY CONTENT, AND BRIGHTEDGE WILL NOT BE RESPONSIBLE OR LIABLE FOR THE ACCURACY, COPYRIGHT COMPLIANCE, LEGALITY OR DECENCY OF MATERIAL CONTAINED IN ANY CONTENT. BRIGHTEDGE MAKES NO GUARANTEE OR WARRANTY, EXPRESS OR IMPLIED, AS TO THE RELIABILITY, ACCURACY, TIMELINESS OR COMPLETENESS OF THAT INFORMATION AND ASSUMES NO RESPONSIBILITY FOR ANY ERRORS OR OMISSIONS THEREIN.

YOU ACCESS AND USE THE SERVICES AT YOUR OWN RISK. THE SERVICES ARE PROVIDED ON AN 'AS IS, AS AVAILABLE' BASIS WITHOUT WARRANTY OF ANY KIND AND ANY AND ALL WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE OR NON-INFRINGEMENT ARE SPECIFICALLY DISCLAIMED. NEITHER BRIGHTEDGE NOR ITS AFFILIATES, EMPLOYEES, AGENTS OR THIRD PARTY CONTENT PROVIDERS SHALL BE LIABLE FOR ANY LOSS RESULTING FROM USE OR UNAVAILABILITY OF INFORMATION OR CONTENT ON OR IN CONNECTION WITH THE SERVICES, INCLUDING BUT NOT LIMITED TO ANY LOST PROFITS, LOSS OR DAMAGE TO DATA, OR ANY DIRECT, INDIRECT, SPECIAL, CONSEQUENTIAL, COMPENSATORY OR INCIDENTAL DAMAGES, EVEN IF THEY HAVE BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. 

ANY MATERIAL ACCESSED, DOWNLOADED, OR OTHERWISE OBTAINED THROUGH THE USE OF THE SERVICES IS DONE AT YOUR OWN DISCRETION AND RISK AND YOU WILL BE SOLELY RESPONSIBLE FOR ANY DAMAGE TO YOUR COMPUTER SYSTEM OR LOSS OF DATA THAT RESULTS FROM THE DOWNLOAD OF ANY SUCH MATERIAL. NO ADVICE OR INFORMATION, WHETHER ORAL OR WRITTEN, OBTAINED BY YOU FROM BRIGHTEDGE OR THROUGH OR FROM THE SERVICES SHALL CREATE ANY WARRANTY NOT EXPRESSLY STATED IN THE TERMS.

BECAUSE SOME STATES OR JURISDICTIONS DO NOT ALLOW THE EXCLUSION OR THE LIMITATION OF LIABILITY FOR CONSEQUENTIAL OR INCIDENTAL DAMAGES, IN SUCH STATES OR JURISDICTIONS, BRIGHTEDGE'S LIABILITY SHALL BE LIMITED TO THE EXTENT PERMITTED BY LAW.

BRIGHTEDGE SHALL USE REASONABLE EFFORTS TO PROTECT INFORMATION SUBMITTED BY YOU IN CONNECTION WITH THE SERVICES, BUT YOU ACKNOWLEDGE AND AGREE THAT YOUR SUBMISSION OF SUCH INFORMATION IS AT YOUR SOLE RISK, AND BRIGHTEDGE HEREBY DISCLAIMS ANY AND ALL LIABILITY TO YOU FOR ANY LOSS OR LIABILITY RELATING TO SUCH INFORMATION IN ANY WAY.


13.    INDEMNITY

You agree to indemnify, defend and hold harmless BrightEdge, its officers, managers, owners, employees, agents, directors, successors, assigns, and suppliers from and against all losses, liabilities, expenses, damages, claims, demands and costs, including reasonable attorneys' fees and court costs due to or arising from: (a) any violation of these Terms of Service by you; (b) the classification of BrightEdge as an employer or joint employer of any Provider; any employment-related claims, such as those relating to employment termination, employment discrimination, harassment, or retaliation; and any claims for unpaid wages or other compensation, overtime pay, sick leave, holiday or vacation pay, retirement benefits, worker’s compensation benefits, unemployment benefits, or any other employee benefits; or (c) the information or Content provided by you to BrightEdge or any User or that you submit, transmit or otherwise make available through the Service, including, but not limited to the extent such information may infringe on the intellectual rights or other rights of a third party or otherwise be illegal or unlawful.  BrightEdge will have sole control of the defense of any such damage or claim. BrightEdge reserves the right, at its own expense, to assume the exclusive defense and control of any matter otherwise subject to your indemnification. You will not, in any event, settle any claim or matter without the written consent of BrightEdge. 


14.    LIMITATION OF LIABILITY

YOU EXPRESSLY UNDERSTAND AND AGREE THAT BRIGHTEDGE, ITS OFFICERS, EMPLOYEES AND AGENTS WILL NOT BE LIABLE UNDER CONTRACT, TORT, STRICT LIABILITY, NEGLIGENCE OR ANY OTHER LEGAL THEORY FOR ANY INDIRECT, INCIDENTAL, SPECIAL, PUNITIVE, COMPENSATORY, CONSEQUENTIAL OR EXEMPLARY DAMAGES (EVEN IF BRIGHTEDGE HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES) (COLLECTIVELY, "DAMAGES"), WITH RESPECT TO THE SERVICES, INCLUDING, BUT NOT LIMITED TO: (A) THE USE OR INABILITY TO USE THE SERVICES; (B) DISCLOSURE OF, UNAUTHORIZED ACCESS TO OR ALTERATION OF YOUR TRANSMISSIONS, DATA, INFORMATION, OR CONTENT; (C) CONTENT YOU RECEIVE OR ACCESS FROM ANY PROVIDER; (D) STATEMENTS OR CONDUCT OF ANY PROVIDERSOR OTHER THIRD PARTY IN CONNECTION WITH OR THROUGH THE SITES AND SERVICES; (E) ANY OTHER MATTER RELATING TO THE SERVICES; (F) ANY BREACH OF THESE TERMS OF SERVICE BY BRIGHTEDGE OR THE FAILURE OF BRIGHTEDGE TO PROVIDE THE SERVICES UNDER THESE TERMS OF SERVICE OR (G) ANY OTHER DEALINGS OR INTERACTIONS YOU HAVE WITH ANY PROVIDERS(OR ANY OF THEIR REPRESENTATIVES OR AGENTS). TO THE EXTENT BRIGHTEDGE, ITS OFFICERS, EMPLOYEES AND AGENTS ARE FOUND LIABLE FOR ANY DIRECT DAMAGES RELATED TO THESE TERMS OF SERVICE OR THE USE OF THE SITE AND SERVICES, LIABILITY FOR DAMAGES SHALL NOT EXCEED $100 IN THE AGGREGATE. THESE LIMITATIONS SHALL APPLY TO THE FULLEST EXTENT PERMITTED BY LAW. In some jurisdictions, limitations or exclusions of liability or damages are not permitted. In such jurisdictions, some of the foregoing limitations and exclusions may not apply to you.


15.    RELEASE

In addition to the recognition that BrightEdge is not a party to any contract between Users, you hereby release BrightEdge, our affiliates, and our respective officers, directors, agents, subsidiaries, joint ventures, and employees from claims, demands, and damages (actual and consequential) of every kind and nature, known and unknown, arising out of or in any way connected with any dispute you have with another User, whether it be at law or in equity.  This release includes, for example and without limitation, any disputes regarding the performance, functions, and quality of any services provided to Customer by a Provider and requests for refunds based upon disputes.  

TO THE EXTENT APPLICABLE, YOU HEREBY WAIVE THE PROTECTIONS OF CALIFORNIA CIVIL CODE § 1542 (AND ANY ANALOGOUS LAW IN ANY OTHER APPLICABLE JURISDICTION) WHICH SAYS: “A GENERAL RELEASE DOES NOT EXTEND TO CLAIMS WHICH THE CREDITOR DOES NOT KNOW OR SUSPECT TO EXIST IN HIS OR HER FAVOR AT THE TIME OF EXECUTING THE RELEASE, WHICH IF KNOWN BY HIM OR HER MUST HAVE MATERIALLY AFFECTED HIS OR HER SETTLEMENT WITH THE DEBTOR.”


16.    NOTICE

By use of the Services, you consent to receive electronic communications from BrightEdge (via email or via a posting on the Site), and you agree that any such communications satisfy any legal requirement to make such communications in writing. You also agree that BrightEdge may communicate any notices to you under these Terms of Service, through electronic mail, regular mail or posting the notices on the Site and Services. All notices to BrightEdge will be provided by either sending: (i) an email to Legal@brightedge.com; or (ii) a letter, first class certified mail or nationally recognized courier service, to BrightEdge Technologies, Inc., 989 E. Hillsdale Blvd, Suite 300, Foster City, CA 94404 Attn: Legal. 


17.    ENTIRE AGREEMENT

These Terms of Service and other agreements, rules, and policies incorporated by reference to these Terms of Service including, without limitation, the Terms of Use and the Privacy Policy, constitutes the entire agreement between you and BrightEdge regarding the subject matter. It supersedes any prior or contemporaneous negotiations, discussions or agreements, whether written or oral, between you and BrightEdge regarding the subject matter contained in these Terms of Service. Additional terms and conditions may exist between you and third parties. You represent and warrant that those third party agreements do not interfere with your obligations and duties to BrightEdge under these Terms of Service.


18.    GOVERNING LAW

These Terms of Service and the relationship between you and BrightEdge will be governed by the laws of the State of California, notwithstanding the choice of law provisions of the venue where any action is brought, where the violation occurred, where you may be located or any other jurisdiction. You agree and consent to the exclusive jurisdiction of the state or federal courts located in San Mateo, California and waive any defense of lack of personal jurisdiction or improper venue or forum non conveniens to a claim brought in such court, except that BrightEdge may elect, in its sole discretion, to litigate the action in the county or state where any breach by you occurred or where you can be found. You agree that regardless of any statute or law to the contrary, any claim or cause of action arising out or related to your use of the Services or these Terms of Service shall be filed within one (1) year after such claim or cause of action arose or will forever be barred.


19.    MISCELLANEOUS

If you breach any term of this Terms of Service or other agreement with BrightEdge, BrightEdge may pursue any legal or equitable remedy available, including but not limited to, direct, consequential, and punitive damages and injunctive relief. BrightEdge's remedies are cumulative and not exclusive. Failure of BrightEdge to exercise any remedy or enforce any portion of the Terms of Service at any time shall not operate as a waiver of any remedy or of the right to enforce any portion of the Terms of Service at any time thereafter. If any provision of the Terms of Service is found to be unenforceable or invalid, that provision shall be limited or eliminated to the minimum extent necessary so that the Terms of Service shall otherwise remain in full force and effect and enforceable. This Terms of Service is not assignable, transferable or sublicensable by you except with BrightEdge's prior written consent. We may transfer, assign or delegate the Terms of Service and its rights and obligations without consent. Users of the Services are responsible for compliance with all applicable regulations and laws. No joint venture, partnership, employment or agency relationship exists between you and BrightEdge as a result of these Terms of Service or use of the Services. 


20.    CONTACTING US

If you have any comments or questions regarding these Terms of Service, or wish to report any violation of these Terms of Service, please contact us at BrightEdge Technologies, Inc., 989 E. Hillsdale Blvd, Suite 300, Foster City, CA 94404. 

These Terms of Service were last modified on October 11, 2016.

Understand Website Ranking To Impact Your Success

enewton@brightedge.com
enewton@brightedge.com
M Posted 9 years 6 months ago
t 9 min read

Your website ranking is how high and where your site appears in the SERP for relevant keywords. This positioning impacts your site visibility and your click-through rate and thus your brand growth and success. One recent study indicated that as many as 71.33 percent of searches are answered by clicking on results on the first page of an SERP, with only 5.59 percent of searches having clicks on page 2 or page 3. Even within the first page, the top five results are able to capture 67.60 percent of the clicks. Add this information to BrightEdge research, which has shown that as much as 51 percent of the traffic that arrives on your site comes from organic sources, and it is clear how the position of your website on the SERP can impact your brand growth and the success of the website. Although many people like to talk about web optimization, it is common for many to not understand how web ranking works and what exactly site owners have control over. Here is what all brands should know about the key types of factors that impact your site position in the search engine results pages.

What impacts website ranking?

To understand website ranking, you must first consider Google’s main goal: to provide results that answer the user’s needs so that they are willing to return to the major search engine. Google wants to please its users; it does not have a vested interest in making businesses themselves happy. The search engine instead wants to uncover the sites that are authoritative, provide value, and will offer thorough and complete answers for the user. There are over a billion websites available on the web, and that is a lot of information for the search algorithm to sort through. For websites to rank highly, they must be able to stand out from this massive crowd and show the search engines that they have what it takes to provide the best possible answer for the user. Although the exact Google algorithm is unknown, that does not mean that search professionals cannot derive search engine optimization tips based upon what they have uncovered as factors impacting rank through experiments. Google has also offered occasional insights into algorithm changes they have made, shedding even more light on how to succeed in search optimization.

  • Domain authority
  • Relevance
  • Location

1. Domain authority. Google looks at the reputation of the entire domain as a whole as part of determining the website ranking for a specific page. For example, news stories originating from CNN.com will automatically have a higher domain authority than a local blogger. If everything CNN.com published had to compete with the local bloggers on equal footing, then users would likely not receive the best information about major news topics in a timely way.  

Domain authority also explains why certain websites are able to publish new content and see the material rank on the first page within just a day or two - or sometimes even just hours - of hitting publish. At the same time, other sites must wait several weeks for their content to earn the authority to move up to the top page. To interpret domain authority, Google wants to see how reputable the site is and how much people trust its information.

To cultivate more domain authority around your site, therefore, you want to:

  1. Focus on building backlinks. Backlinks to your domain show the major search engines that others regard your material as helpful and valuable, which is important in a website ranking. They are vouching for you to a degree by linking to your page and promoting your material to their own readers. You want to focus on building backlinks from reputable sites by distributing your content. Any backlinks from spam or poor-quality sites should be disavowed with Google.
  2. Publish a regular stream of quality content and build social media communities around your brand. To build brand trust you want to have a steady audience who knows they can rely your material and thus come back to your website regularly for answers to their questions. Blogs and public social media communities provide excellent ground for sharing your material and starting to cultivate these regularly returning visitors.
  3. Build internal links. Internal links will guide both your site visitors and search engine robots around your site so they can see how your material is connected. This helps to build links between the content showing your depth of knowledge and your relevance in the semantic web.
  4. Make sure your technical SEO has been optimized. This means that your site navigation should be clear and easy to use. Your site should also load quickly and provide a positive user experience for all who land on your website.

2. Relevance. Google also wants to display pages that are highly relevant to the query at hand. This means that it will be looking at the keywords you use in a particular piece of content as well as the topics covered in your site as a whole. You want to show your depth of knowledge for a particular subject by creating content silos. These silos should link relevant content together in particular categories that start with broad topics at the top and get increasingly more specific as they progress further down. This type of structure will help you to cover the different aspects of a specific subject, which will help your content stand out in the semantic web. You also want to make sure that you use keywords related to important topics throughout your material. You should be identifying keywords through research that will help you understand the topics that matter the most to your target audience. Use the keywords naturally throughout the content. Not only does this include the body of the material, but also the alt tags for your images, your meta description, the URL, title, and your headings.

3. Location. When it comes to local searches, location itself is also highly relevant. This means that the results displayed for the user are dependent upon where the search is made - just a few miles in one direction could impact the results. Ninety three percent of searches with local intent are also answered by Google’s local 3-pack. Therefore, attracting the attention necessary to appear in this section can have a big impact on the success of your brand. To succeed in local search you need to:website ranking phone

  • Claim your Google+ business and fill out the entire profile. This includes using important local keywords and adding high-quality images.
  • Cultivating reviews on Google through customer satisfaction, reminding customers of the option after a transaction, and including a link to your profile in emails and other correspondence.
  • Ensuring that your Name, Address, and Phone Number (NAP) are correct and consistent across all of your listings.

There is no one search optimization tip that will automatically take your website to the top, but the better you understand website ranking and the factors that influence it, the easier it will be to improve your positioning and grow your business.  

Take Your Marketing Channels and Create Campaigns

maspillera
maspillera
M Posted 9 years 6 months ago
t 9 min read

Marketing channels are the different platforms that you can use to connect with leads and promote your brand, products, and services. Each channel has its own audience that it is most effective at reaching. Understanding how the different channels interact and where your target audience is most likely to be found is critical for forming a successful multi-channel marketing strategy. multichannel digital marketing channels you should consider - brightedge Marketers around the world agree that multi-channel marketing is important for brand success. Ninety-five percent say that multichannel marketing is important for retargeting.

Despite this initial enthusiasm, however, only 14 percent currently have coordinated, cross-channel marketing efforts that allow them to take advantage of the full benefits of the multi-channel approach. Understanding how to optimize the use of the different marketing channels is essential for moving forward in the world of marketing technology so that brands are able to provide consistent, personalized experiences for their customers.

As the web becomes increasingly saturated and competitive - 50 percent of both B2B and B2C companies say they will be increasing their budgets for content marketing in the coming year - understanding how to provide this type of outstanding user experience is the key to standing out and growing your brand.

Understanding the different digital marketing channels

There are a variety of different digital marketing channels that you should be familiar with as you begin to develop your own cross-channel campaigns. Here are the main ones that you should examine to get started.

What is content marketing?

Content marketing refers to the organic marketing practices by which you create high-quality, optimized content that is designed to serve the needs of your target audience at precise points of the buyer’s journey. To effectively use content marketing, you need to understand SEO, use keyword research to identify topics and terms that matter to your target audience, produce quality writing, and access metrics that let you see how well your content is pulling in new customers.

What is paid marketing?

Paid marketing refers to your advertising efforts where you pay each time someone clicks on ads that you display on a number of different platforms. Your ads might appear on SERPs, on the borders of various ad-friendly websites, or on social media platforms. To succeed with paid marketing, you need to use keyword research to know the terms that will matter the most to your target audience, behavioral tracking that lets you know how well your ads are attracting the right people, and metrics that let you gauge your success.

What is social media marketing?

Social media marketing describes your interactions with people through the major social media platforms, such as Facebook, LinkedIn, and Twitter. It might include some paid advertisements you place to attract people to your page, promotions you run, the posts you make, the conversations you inspire, and the community you create. You need to build a strong, engaged following through regularly posting valued content, initiating and participating in conversations as well as hosting promotions and contests. You will need to track people’s behavior to see which posts and images are the most popular and beneficial as well as metrics that measure the impact of your following on brand success.

What is email marketing?

Email marketing describes the messages that you send out on a regular basis to maintain and nurture the relationships with your prospects. You have the goal of coaxing them closer to the conversion point so they become a paying customer. To effectively develop an email marketing list, you will need a good lead capture process, including strong assets that encourage downloads and effective landing pages. You will also need keyword research to know what interests people for your email content as well as metrics to gauge open rates and click-through rates to learn about the success you are having with your titles, content, and interest rates.

What is mobile marketing?

Mobile marketing means understanding that these digital marketing channels must also be compatible with and effective on mobile devices. There are now more searches performed on mobile than on desktop and nearly 2/3 of Americans are now smartphone owners. Mobile will only dominate an increasing percentage of American digital life as the devices become more prominent. Brands need to make sure that their various types of marketing strategies work well on mobile to capture the potential of these users. In addition brands need to increase their focus on apps, local, and multi-device communication as applicable.

Other channels

In addition to the digital marketing channels, many brands will also find it helpful to use offline channels, including TV advertising, radio, and in-store promotions. When brands intimately understand exactly who they are targeting, they will find it far easier to know when to use offline channel marketing strategies and which ones will be the most successful with their audience.

How to bring the different marketing channels together

To see success in multi-channel marketing, you need to bring these various marketing channels together around common goals and with a strong monitoring system that will let you gauge your success level.

  1. Your buyer personas are necessary. You must have a keen understanding of your target audience, including what is bothering them, what is motivating them, and what will drive them to pick your company over the competition. Taking your insight about your target buyers, you must then determine the types of topics these people are most likely to be interested in, the platforms on which they will congregate, and what they need to see from the brand to be persuaded to become a lead and then a customer.
  2. Develop a common campaign that stretches across multiple platforms. You need to build a campaign for a particular persona that has common goals across all of the platforms. You will need to understand how the different platforms interact and how they will work together to reach the preset goals. For example, as a brand succeeds on social media, they will generally see their traffic, backlinks, and engagement metrics improve. This in turn can improve their rankings on search.
  3. Measure the campaigns. There should be concrete KPIs in place that will let you see how each aspect of your campaign is performing. See how well the campaign as a whole is reaching your overarching goals, such as an increase in brand reach, share of voice, or revenue. You also want to see how well each component of the campaign performs, including the incoming traffic from each component and how those particular people convert. Look for the overall weakest and strongest aspects of the campaign and how the different marketing channels were able to work together
  4. Run the campaigns again. Once you had the chance to build the first multi-channel campaign, you now have the experience to use to build subsequent campaigns. Refine the weaker areas, capitalize on your strengths and build a fresh campaign that will take advantage of the latest in channel marketing.

Understanding the different channels and creating campaigns that draw the different options together can help your marketing efforts thrive and improve your ROI. The stronger the relationship you can cultivate between these different marketing channels, the easier it will be to create a consistent, personalized experience for all customers.

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