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80% of CEOs Do Not Trust Their CMO

Learn how to use BrightEdge Opportunity Forecasting to convert executives into SEO supporters

It’s true. A study polling 1200 large corporation and SMB decision-makers revealed that 80% of CEOs do not trust and value the opinions of their CMOs. 

And it’s no surprise, especially when marketers make these common mistakes:

  • Failure to align strategy with business objectives
  • Failure to understand ROI
  • Failure to predict, forecast, and fully own outcomes

In this webinar led by Scott McAndrew, Chief Digital Officer at LaneTerralever, you will learn:

  • How to become adept at BrightEdge Opportunity Forecast to build a winning plan for executives
  • What it takes to earn the respect that SEO deserves in the C-suite and beyond
  • How to deliver a convincing plan that will turn any skeptical CEO into an SEO believer excited to boost the SEO budget

This webinar will give you the framework you need to receive high-level support for your SEO initiative. You’ll learn how to set the foundation necessary to attain the results you already know are possible, so that no matter what level you are in your marketing organization, you’ll look like a hero.  

Download webinar assets now.

This is a joint webinar by LaneTerralever and BrightEdge. By downloading assets you are giving consent for your contact information to be shared with both companies.

Digital Marketers Unite – Share16 Speakers

BrightEdge SEO Blog
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Andy Betts
M Posted 9 years 8 months ago
t 9 min read

Recognized by Forbes and Inc.com as a must-attend conference – next week on October 24th -26th - Share16 plays host to a unique mixture of leading brands, search and content marketing practitioners and digital marketing influencers. Featuring over 70+ speakers from leading brands and technology titans, such as Google, YouTube, Microsoft, Facebook, Oracle, Salesforce, and Adobe…

Share16 will be the ONLY place to be in San Francisco. share16-brands This year, my 5th year as the Content and Speaker Chair, Share16 is also bringing together the highest concentration of brand marketers, thought-leaders, and technology executives in this industry and is the only event in the industry that focuses 100 percent on peer-to-peer learning and collaboration.

At Share16 we are delighted to host leading brand speakers from; REI, Marriott, Wiley, GroupOn, PennWell, Citrix, Centrify, VMWare, TimeInc, The Food Network, Forrester, OpenTable, Comcast, HP, Hallmark, Staples, The Denver Post and many, many more!

Sharing Share Insights – Speaker Snippets

Share’s program content is developed in conjunction with our partners, client brands, and industry thought-leaders. The focus is not only delivering inspiring content, but also ensuring that every session is jam-packed with information, case studies, best practice guidance, and actionable takeaways for peers. This year Share16 will have the following tracks:

  • Search Advancement – The latest from the top performers in the industry, including some advanced sessions for those who are ready to go deep.
  • Content Optimization and Digital Integration – How experienced marketers from learning companies are creating, optimizing, marketing, measuring, scaling, and collaborating across their organizations.
  • Business and Career Elevation – An exciting new track that focuses on how to grow digital marketing and its impact across your company and how you can use that to advance your career.

Below are just a few ‘content snippets’ from some of the speakers coming your way at Share16. Note: final session titles subject to change at the discretion of the speaker

Industry Keynotes

share16 marketing crossroads speakers Oracle, Joyce Boland, VP, Global Applications Marketing Oracle, Kelvin Gee, Senior Director, Global Marketing Transformation How Oracle has transformed from product-centric to customer-centric org Facebook, Rachna Sethi, North America Performance Marketing Lead How Facebook is making the world more open and connected share16 closing keynote speakers 97th Floor, Chris Bennett, CEO and Founder Search Intent, Content and Micro-Moments Google, Thao Tran, Global Product Partnerships Lead The future of the mobile web – AMP and the Progressive Web

Search Advancement Track

  1. Algorithmic change and response: SERP positioning and SEM alignment Exclusive, Nik Rajpal, VP of Marketing Sciences 15 Ways to Lose Your SEO Rankings Wellbiz Brands, Danielle Yuthas, Sr. Digital Media & Marketing Specialist The changing SERP - Making the most of 2016 and preparing for 2017 Performics, Ryan Sullivan, SVP, Performance Services The Future of  Optimization, Voice and Machine Learning  Learn more about this session here    
  2. Advanced Mobile Optimization: Accelerated Mobile Performance Google, Maile Ohye, Developer Programs Tech Lead Google and Mobile SEO - How things are changing Time Inc, Binti Pawa, Head of SEO, Director Food, Lifestyle & Luxury (FLL) Accelerated Mobile Pages – Are you AMPlified? Food Network, Jason Stevens, SEO Director Cooking with AMP Learn more about this session here
  3. Data Sources and Data Sets: Mastering Analytics and Integrations Google, Adam Singer, Analytics Advocate Taking Your Analytics Practice to The Next Level – What’s new with GA Marriott Digital, Freddie Blicher, Senior Manager, Corporate SEO How to Think Like an Analyst, Measuring Page Performance Majestic, Dixon Jones, Marketing Director How to Evaluate the Whole Web – A View from Space Learn more about this session here
  4. Technical Site Configuration: SEO Friendly Design, Build & Infrastructure Wiley, Austin Kane, Sr. Manager of Search Marketing Don’t Underestimate the Power of Technical SEO The Pampered Chef, Jacqueline Urick, Head of SEO (SEO Manager) How to Win Devs and Influence Sprints SEORadar, Mark Munroe, Founder and CEO Protecting your SEO from Technical Mishaps Learn more about this session here
  5. Global, Local and Mobile Search: SEO, PPC and Social Synergy Forrester Research, Collin Colburn, Researcher Marketing in the Post-Digital World Noble Studios, Chad Hallert, Director of Digital Strategy The Power of an Integrated Search Strategy Learn more about this session here
  6. Insights from In-house experts: Technical Tactics, Conversion Strategies Salesforce, Alex Bullo, Digital Marketing Mgr. SEO Audience & Acquisition Comcast, Sean Kainec, Director of SEO Adobe, Kirill Kronrod, Manager, Global SEO & Search Analytics Learn more about this session here
  7. Competitive Benchmarking and Building Your Ultimate CMO Dashboard Overdrive Interactive, Harry Gold, CEO BrightEdge, Brian Moore, Director, Client Services Learn more about this session here

Content Optimization and Digital Integration Track

  1. Intelligent Content for the Customer Journey: Engagement & Experiences Microsoft, Alex Volk, Director of Traffic and Content Strategy Leveraging External Signals to Drive Content and SEO Effectiveness YouTube, Jonathan Schmucler, Global Expert, Branded Content Strategy Creating for Impact on YouTube Learn more about this session here.
  2. The Content Management Cycle: Optimizing Content for Scale & Efficiency BFO, Steve Krull, CEO Sustainable Content Marketing Cycles Consumer Reports, Steven Saltzman, Managing Editor Building Content with a Plan: Content with a Purpose Groupon, David Langrock, Sr. Director, Marketing Services How Content & Ecommerce Work Together Learn more about this session here.
  3. Content Metrics That Matter: Traffic, Engagement, Conversion & Revenue PennWell, Eric Baudais, SEO Campaign Analyst Gaining Insights, Building Metrics from Combined Data Citrix Systems, Jaimee Stauffer, SEO and Content Marketing Strategist From Insight to Action: Using data to drive results Resolution Media, Dan Toplitt, Associate Director, SEO Cross-Channel Content Metrics that Matter Learn more about this session here.
  4. The Search, Social and Content Marketing Trifecta: Digital Branding & PR Search Laboratory, Chris Attewell, SVP Americas From SEO to Online PR – how we evolved our organization Croud, Clark Boyd, VP, Strategy Form and Factor - The Path to Meaningful Content Measurement Centrify, Rachel Freeman, Director of Integrated Marketing, Digital The Influence of PR on SEO: An In-house perspective Learn more about this session here.
  5. Managing Multiple Digital Channels: Finding the Perfect Mix Emarsys, Allen Nance, CMO Machine Learning + AI Scaling Digital with True Personalization VMware, Cindy Phan, Sr. Manager, Digital Demand Strategy Building and Integrated Digital Frameworks Performics, Paul Williams, VP Director Understanding Intent for Cross-Channel Experience Creation Learn more about this session here.

Business and Career Elevation Track

  1. The Digital Marketing Maturity Model: People, Process & Technology Kelly Rivard, SEO Strategist, Hallmark Cards 100 Years of History, 1 Year of SEO: Hallmark in the digital space HPE, Vicque Chan, Senior Digital Marketing Manager Build and Maturing Process to Effectively Drive Overall Performance Learn more about this session here.
  2. Creative Storytelling & Evangelizing Success: Selling Ideas, Building Cases Staples, Michel Kant, SEO Manager, Staples Europe Scaling In-House SEO by Integrating in the Org One Small Step at a Time HP, Amy Shipman, Global Digital Go-to-Market Strategist Problems, Solutions and Influence The Denver Post, Dan Petty, Senior Editor Evangelizing and Publishing Success Learn more about this session here.
  3. Digital Career Success Stories: Practitioner to Organizational Leader Open Table, Scott Lavelle, Director, Global SEO Marketing Career Development – How to break through internal and external barriers Mylan, Jolene Pierangeli, Associate Director, Digital Marketing Zero to Hero: How the Vivarin Site was Revived – A personal story Red Hat, Jairus Mitchell, Program Manager, Search Engine Optimization Corralling Chaos, The Open-Source Way    Learn more about this session here.
  4. The Digital Marketing Mind: The Psychology of Self Development Adobe, Dave Lloyd, Principal Consultant, Optimization and Personalization The 4 Areas of Self-Directed Career Growth Mel Carson, US Brand Ambassador, Majestic, Delightful Communications 7 Practical Tips on Personal Branding Success Merkle, Adam Audette, SVP of SEO How to Develop Hybrid Digital Marketing Skills Learn more about this session here.
  5. Organizational Design: Building Digital Centers of Excellence Garrett Mehrguth, CEO, Directive Consulting Managing and Organizing Marketing Teams by Their Inputs REI, Eric Hess, Senior Program Manager, Content and SEO REI, Ryan Ricketts, Senior Program Manager, SEO & UGC Learnings from REI on a Split SEO Program Learn more about this session here.
  6. Panel Discussion on Building an Extended Team: Working with Agencies and Contractors EXCLUSIVE, Nik Rajpal, VP of Marketing Sciences Performics, Ryan Sullivan, SVP, Performance Services 97th Floor, Wayne Sleight, COO Noble Studios, Michael Thomas, Chief Marketing Officer and Partner Learn more about this session here  Thats a lot of content !! We look forward to sharing more insights and hosting you all at Share16. Click here to Register for Share16  Venue Details October 24 to 26, 2016 Westin St. Francis, Union Square, San Francisco.

BrightEdgeで提供中のペンギンアップデート 4.0に関するサポート (Stephanie Kong 2016年9月28日)

BrightEdgeでは、最近実施されたペンギンアップデート 4.0をはじめ、Googleのアルゴリズム アップデートにいち早く対応いただけるようお客様に各種サポートを提供しております。

ペンギンアップデート 4.0：きめ細やかなクロールをさらに頻繁に実施してスパムを排除

前回の記事 でもご紹介した通り、Google はペンギンアップデート4.0を実施しました。ペンギンアップデート4.0は今や Google の中心的なアルゴリズムの一環となり、上位ランキングにランクインすることだけを目的としたキーワード スタッフィングやスパム リンクの使用などの「ブラックハット」的な戦略を対象とします。今回のアップデートや以前のアップデートを考慮すると、これらのアップデートで重視されているポイントは Google が常々強調していたポイントと一致していることが分かります。つまり、ユーザーエクスペリエンスを高め、顧客が再びコンテンツを求めてリピーターとなるような優れたコンテンツの作成を目指すべきなのです。

今回実施された４回目のペンギンアップデートでは、いくつかの特徴的な点があります。ペンギンアップデートがコア アルゴリズムの一部に組み込まれ、定期的に行われるクロール中にアップデートが可能になるため、サイトの変更がリアルタイムに反映されます（今までのように次回ペンギンアップデートが実施されるまで長期間待つ必要はなくなります。）さらに、よりきめ細やかな対応がとられることになり、ドメイン全体ではなく、「スパム シグナル」に焦点が置かれることになります。

前回の記事 では、自社サイトに向かって張られている外部リンクがペンギンアップデートに従っていることがいかに重要であるかをご紹介しました。またBrightEdge の 外部リンクチェッカー を活用することによって、評価の低いサイトからの外部リンクが自社サイトのパフォーマンスに悪影響を与えている箇所がないかチェックしたり、自社サイトのコンテンツが新規顧客や自社サイトに興味を持っていそうな読み手に届くように、他社サイトとつながりを持つ機会がないかを明らかにしたりすることができます。

BrightEdgeでは外部リンクに関する情報をページレベルで提供

外部リンクに関する情報は、BrightEdge プラットフォームの レコメンデーション機能 を用いることによってページレベルでチェックすることができます。自社サイト上の各ページに関して、パフォーマンスを向上させるためにBrightEdgeが提案する最適化すべき項目のリストを自動的に確認することができます。

Recommendations screenshot

各ページ URL に対するレコメンデーションを表示させる際には、[リンク構築オポチュニティー] をクリックします。すると、リンクを獲得してつながりを持つことによって自社コンテンツのリーチを拡大できるような良質なサイトがないか確認することができます。また [マイページへの外部リンク] では、該当ページに向かって張られている外部リンクについての情報（リンク元ドメインやリンクが存在しているページなど）を確認することができます。これらの情報を元に、Google の リンク無効化ツール を活用して自社サイトのパフォーマンスに悪影響を与えている外部リンクを削除することができます。

ちなみにレコメンデーション機能では、ページ上でキーワードを複数回登場させることでキーワード スタッフィングに関するガイドラインに違反するリスクがないか確認することができます。

BrightEdge Backlink Features Penguin

 

今回のアップデートで以前よりも詳細な対応が行われることになったため、自社サイトのどこを優先的に修正すべきなのかいち早く確認するために適切な情報が必要になります。また、リアルタイムに修正点が反映されることを考慮すると、今までよりも積極的に自社サイトのパフォーマンスをモニタリングする必要があるでしょう。BrightEdge プラットフォームの異常検出機能を活用してランクやオーガニック検索におけるトラフィックに関する通知を設定することによって、これらのパフォーマンスに変化があればすぐに通知を受けることができ、問題の原因を明らかにして早急に問題解決に取り組むことができます。さらに ストーリービルダー のチャートを作成し、毎週電子メールで送信するよう設定することによってパフォーマンスを管理することも可能です。

検索アルゴリズムが進化を続けるにつれて、BrightEdge が提供するソリューションを利用して自社サイトにとって重要なページについて優先的に対応することができます。これによって、改善が必要な個所をいち早く特定し、トラフィックやコンバージョン、収益などのパフォーマンスをより後押しするようなコンテンツやリンクを構築が可能になります。

Google の検索結果ページに関する最新アップデート情報

ブライトエッジブログ記事一覧

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.

News Item Link
https://martechtoday.com/digital-demand-supply-psychology-self-development-digital-careers-191540

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

BrightEdge SEO Blog
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Default avatar
Chad Hallert
M Posted 9 years 9 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

Blog

Keep up-to-date on changes in SEO and Content Marketing

SEO Best Practices 2016: Seizing Opportunities
SEO Best Practices 2016: Seizing Opportunities

2017 SEO best practices 2017 are numerous, but can be divided into 5 categories: Multichannel & hybrid marketing Using Schema Micro-mome...

Using Keyword Analysis To Improve Content Strategy
Using Keyword Analysis To Improve Content Strategy

Performing a keyword analysis as you develop your content can help you accurately target your intended customers and create material that resonates wi...

Best Marketing Books 2019
Best Marketing Books 2019

Reading one of the best marketing books listed below is likely to change and improve the way you market. While there are many classic marketing books ...

White Papers

Dive deep on relevant and useful topics with these white papers

Google SERP Layout Changes
Google SERP Layout Changes

Changes to the Google desktop search engine results page (SERP) layout have left many digital marketers like you unsettled. Many are wondering wh...

Competitive Analysis eBook
Competitive Analysis eBook

On today’s online battleground, brands compete aggressively for consumer attention. Businesses with a blind spot as to how their digital campaigns sta...

How to Maximize SEO ROI White Paper
How to Maximize SEO ROI White Paper

SEO presents your brand with a significant opportunity, but it requires collaboration between multiple functions. Picking the players and setting the ...

Webinars

Educate yourself on interesting topics with insightful hosts

Noble Webinar - User Experience (UX) and SEO Success
Noble Webinar - User Experience (UX) and SEO Success

Too often, SEO and UX live in separate silos. But this disconnected approach has a steep price to pay: lost customers. It doesn’t have to be this way....

6 Ways to Do Competitive Benchmarking Assets
6 Ways to Do Competitive Benchmarking Assets

Competitive benchmarking is a best practice that is often discussed but less frequently used; BrightEdge research shows that 40% of marketers del...

SEO Needs Better PR II Assets
SEO Needs Better PR II Assets

Elevating SEO and content marketing and marshaling resources is a common challenge in the community. BrightEdge has analyzed the patterns of succes...

Videos

Find even more marketing insights and best practices in these videos

Content Marketing Video
Content Marketing Video

  A New Era of Content - Develop Content That Measurably Performs...

Share15 - S304: Scaling In-House – The Search Org Maturity Curve - Alex Volk
Share15 - S304: Scaling In-House – The Search Org Maturity Curve - Alex Volk

  Download Presentation   Alex Volk   Director Search Marketing   Microsoft < Back to all Share15 Videos...

Share15 - DM104: Content, Influence and Human Capital - Mel Carson
Share15 - DM104: Content, Influence and Human Capital - Mel Carson

  Download Presentation     Mel Carson   US Brand Ambassador for Majestic   Delightful Communications < Back ...

Case Studies

3rd party case studies are useful for execution and can help build an analogous case for our organization

Wiley Case Study
Wiley Case Study

THE PROBLEM Wiley is a 208-year old content publisher that is addressing a seismic transformation in the industry’s history -- digitization. They h...

Adobe Case Study 2
Adobe Case Study 2

THE PROBLEM Adobe works to cover as much organic search real estate as possible and does not want competitors or distribution partners to appear ab...

WellBiz Brands Case Study
WellBiz Brands Case Study

THE PROBLEMWellBiz Brands manages three separate franchise entities: Fitness Together, Elements Therapeutic Massage, and Fit 36, with a total of over ...

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.

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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.

News Item Link
https://searchenginewatch.com/2016/10/06/the-changing-serp-understanding-and-optimizing-above-and-below-the-fold/

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