Shaun Oaklee

M Posted 10 years 7 months ago

t 9 min read

Social signals and marketing success

The impact of social signals on SEO has been a hotly debated topics for years among marketers. In January 2014, however, Matt Cutts of Google released a video that seemed to indicate that social signals were not particularly significant.

This announcement took the marketing world by storm, but rather than serve as a basis for marketers to abandon social and SEO integration, we would venture to argue that social continues to remain an important factor in the success of content. The critical integration between search, social and content continues to play a critical role in SERPs and how well content is able to reach its intended audience.

The role of social signals in search

Although Google has indicated that they do not particularly look at the number of Likes a piece of content has, there are still plenty of other social factors that can impact how well a piece of content ranks.

Google wants to display pieces that are engaging and informative. Quality and popularity signals impact SERPs, such as:

• the number of backlinks a piece of content has
• the number of views content has
• the bounce rates of visitors on the page

These factors are all influenced by social engagement. When your content receives a number of shares on Twitter, Facebook, or Google+, for example, your social media metrics in each of these categories will increase as well. Google indicated in the same 2014 video with Cutts that while they might not look at social signals specifically, the Google spiders do look at social media pages the way they would any other website.

This means that when material is shared in crawlable networks, then your backlink count will increase. The crawlable major social media pages are all considered reputable sources and rank highly on Google. Links coming from these sources would likely be considered high quality backlinks.

When pieces are shared regularly through social media, you will also increase the number of views the content has. People who share content through social media are vouching for it, which makes their followers more likely to click and engage with the material. This high number of views and strong engagement metrics will also influence the SERP ranking of the material.

To be able to leverage the power of search and social signals, however, you need to produce quality content. Content that adds value for the page visitor will be the material that attracts the desired social attention and shares. It is also the content that has strong engagement rates because the information draws in the reader and encourages them to explore all that the website has to offer.

How to leverage social signals with your SEO strategy

Know the topics that are trending on social media

You should leverage tools like Twitter Trending on BrightEdge to gain a firm understanding of what topics are trending on social media. Know what people are interested in reading about to gather ideas about good topics to post. The more traction your content gains on social media-- the more powerful the search and social intersection will be for you.

Develop high quality content

Content is the cornerstone to any digital marketing strategy. Your content will not gain the signals you want to see unless you take the time necessary to develop high-value material appreciated by your readers. Use the topics researched in step one and use your research and personal experience to interest and educate your page visitor.

Ensure your material is optimized for social signals

For your material to get more views on social, you have to be sure that it is optimized for viewing on the different platforms. The use of images and the right keywords, for example, can impact how many people pay attention to your postings. Tools like the BrightEdge Social Site Audit allow you to see how well you are leveraging Open Graph implementation and will help you ensure that your content is appealing to page visitors.

Make sure your social pages are ready to compete

Social profiles themselves also have a tremendous impact on the success of search. Profiles on major social sites rank highly, and thus will often be on the first page of search results for a company. An appealing profile will also attract more attention from visitors, which can therefore increase your content consumption. Tools like the Facebook Preferred Marketing Developer can help you make sure that your pages have been optimized for search while also helping you analyze the success of your efforts and measure the overall impact of your social campaign.

Measure, refine and improve

As you adjust your social media presence to better meet the demands of modern web users and improve the success of your content strategy, few steps are more important than monitoring your progress. Monitor the metrics of your content as you begin to integrate social signals into your strategy. Use dashboards to see how your progress compares to your competitors and look for areas to improve. Refine your techniques to better match what your customers want to see from you.

The impact of social signals on SERPs has been a hotly debated topic. The intersection of search and social continues to be a powerful motivator for content success. By leveraging social signals, you can improve your search performance and witness the content acquisition power of social sharing. You might also like: Using the Marketing Funnel to Improve Your Conversion Rates.

A BrightEdger

M Posted 10 years 7 months ago

t 9 min read

Content Quality and SEO Results

In between hitting the California surfing waves and running the award-winning digital marketing agency 97th Floor, Chris Bennett found time to sit down and chat with us about our mutual excitement for Share15 this September and the changes he has seen in the industry. It was a fantastic conversation.

About changes in the digital marketing industry

BrightEdge (BE): What has been the biggest change you have witnessed in the search landscape over the last year?

Chris Bennett (CB): One of the things I have seen the most is that people are finally starting to accept that quality does matter and that they should not be taking short cuts. Brands are finally starting to focus on the user and are building something of value for them instead of just trying to game the system. I am really seeing that across the board - people willing to invest in the long haul and the user. I think this is a fantastic thing. For a long time, people were saying that they believed that it was important to value the user, but they still looked for the quickest way to get to the top. As an agency, this has also been great. We find that our clients are more willing to listen to us about how to succeed and build content. I think over the next year, this mentality is going to become even more widely accepted.

While I am excited to see what will result from this trend, it is important to note that this growing recognition of the importance of quality means that the digital space will only become more competitive in the coming year. I highly recommend that people get a jump on high quality routes now to get a competitive edge. People also need to start implementing quality measurements. Metrics are the biggest thing that can help keep you from shooting in the dark. The more you know about how/why/where content is working the better you can refine your content strategy. I tell people that they should not only be measuring your own site, but also those of your competitors. You want to see how you compare, if there is anything they are doing that you need to adapt or if there are certain weaknesses in their marketing campaigns that you can leverage to bring in more of the customer base.

The importance of bringing paid, owned, and earned media together

BE: What are your thoughts on the convergence of paid, owned and earned media?

CB: I love when these three specialities come together. I think they all need to be married into one big happy family. They are each different disciplines and you want to have people who are specialized within each area, but they all need to be working together as well. You want to have an organization where they all know what the others are doing. Each discipline can also give you great insights that can impact the others. For example, paid advertising can give you useful competitive research. It is also a great traffic driver. When these three work together, the results can be tremendous.

Exploring metrics at Share15

BE: What will you be speaking about at Share15?

CB: I am going to speak about how to use metrics and competitive analysis. I will explore the marriage between content and SEO - content and search - from a tracking perspective. I will dive into to the planning side and how it works - or doesn’t work - and how to report back to your team and your higher ups. I have numerous case studies I will be sharing that help to show the process from start to finish, including tools used, metrics and competitive analysis and how to use that information to adjust campaigns. Like I said, people are finally getting the message that quality content matters. While this is wonderful for the user, it does mean that the web is going to get increasingly competitive. Properly using metrics can help you avoid being left behind. I really think that my talk will help people feel comfortable with using these metrics and really get why they are so critical.

The value that BrightEdge offers

BE: How do you use the BrightEdge platform in your content campaigns?

B: I have been familiar with BrightEdge from the beginning. Many of our clients have used the platform and we learned it to better serve them. It turned us into big fans of the technology. We use a variety of the different features, including keyword research and competitive analysis. It really helps put more ammo in my corner - I can show how successful my ideas and campaigns are likely to be even before they begin. We are certified on BrightEdge, which helps us when we want to offer the technology to new clients who did not already use the platform. The technology allows us to go in-depth in our analyses to such an incredible level. I love being able to see where competitors are and seeing precisely when we surpass them.

The fun stuff

BE: Can you tell us something interesting about yourself?

CB: Well, I start every day with a large glass of butter. Yes, butter. I put two tablespoons of butter into my tea. It has such a tremendously positive impact on mind and my body. It helps me wake up quickly and dive right into my work. It also helps keep me full so I can work all morning without stopping to eat. I usually have a nice meal after lunchtime. I got started on this idea when I was just beginning my business. My wife had just had twins, and needless to say I was not getting much sleep. I started eating very poorly and gaining weight. I got blood drawn and realized that I was having a variety of health problems. I got very passionate about health and learned about the benefits of these fats. I have not looked back since.

BE: Any fun facts about your company?

CB: I think it is a little funny that even though we are called 97th Floor, our offices are actually located on the 1st floor. We actually got the name from the idea of taking customers to the top, but just did not think 100th Floor had the same ring. It was fantastic to speak with Chris about the industry and the Share conference, which is just weeks away.

If you have not already registered to attend and see him and the other fantastic speakers we have lined up, you still have some time left. Visit our events page to learn more.

Conference details September 21-23 Westin St. Francis San Francisco, CA.

brightedge

M Posted 10 years 7 months ago

t 9 min read

Capture online sales in the holiday season

For retailers, the holiday season is critical to a successful year. In 2013, 19.2 percent of annual sales occurred just during the holiday season. The 2014 holiday season saw $72.03 billion in ecommerce sales and the 2015 season is expected to grow to $82.4 billion.

The holiday season offers multiple opportunities for sales and promotions. The weekend of Black Friday through Cyber Monday was responsible for an incredible amount of revenue, with online sales quickly becoming a major player. According to Adobe, Thanksgiving Day 2014 saw $1.33 billion in online sales and Black Friday saw $2.4 billion, setting new records for ecommerce over the popular shopping weekend.

Failing to capitalize on this incredible source of revenue will leave companies struggling as they enter the new year. Fortunately, there are a few steps and tools that you can leverage to properly engage your website and prepare for the holiday season of 2015.

1.   Understand where the best search demand is on a query basis

Organic is still the major driver of traffic to websites regardless of industry. At BrightEdge, we found that search is responsible for an estimated 51 percent of traffic to websites in retail alone. Display, email and referred email comes in second, followed by paid search, with social revenue falling into a distant fourth. Within the holiday season, it was reported that more than 20 percent of online holiday retail sales originated through organic search in 2014, surpassing all other sources of traffic.

For you to have a successful online holiday season, ensuring that you understand what your customers search for is crucial. It is only when you understand the types of information and products that your customers seek that you will be able to optimize your pages for the impending holiday traffic.

The BrightEdge Data Cube allows you to identify specific keywords and understand the activity of industry customers. By monitoring activity across millions of websites, the data produced will tell you exactly what people are searching for online.

For example, consider the travel and hospitality industry. In 2014 the Data Cube enabled identification a hot hospitality keywords that customers were looking for:

• Flight deals Cyber Monday
• Winter getaways in New England
• New York winter getaways
• LAX airport
• Flights to Florida

Using Data Cube also enables the break down of the information by type of transportation, such as air versus train, as well as the most popular sites, such as Expedia.com versus Kayak.com. Businesses could then use this information to optimize their own sites, such as a bed and breakfast in Vermont leveraging ‘winter getaways in New England’.

You can search by URL or through keywords and see information in real-time in Data Cute. With goal-based research you can specifically select what you are trying to accomplish with your optimization efforts, for example finding high-value or long-tail keyword, and the platform will then help you identify the best ways to capitalize on the holiday demand.

2. Understanding your competitors’ strengths and weaknesses in desired keywords

It is not enough for you to know what your intended audience seeks-- you must also know how the content of your competitors performs. This can offer you insights on where gaps in their keyword usage or content development are that you can use to improve your own rankings and visibility. You can identify strengths, such as particular keywords or optimization efforts, which might be helping them outrank you. This can then help you adjust your own strategies.

The BrightEdge Data Cube can also provide you with this data you need about the performance of your competitors. You can see how their sites rank along with their traffic and the keywords for which they have optimized their content. Under Goal Based Research, you can even identify specific videos and rich content strategies that your competitors are using so that you can learn from their successes and implement your own.

3. Leverage steps 1 and 2 to create a targeted keyword list

To create a valuable, targeted keyword list, you need to take the information you gathered through your demand research and your investigation into your competitors’ sites. You also need to carefully monitor the performance of your own site and know which words are producing the best conversion rates and the best value. These three sources of information should then be combined to create the optimal targeted list.

BrightEdge makes it easy to track the necessary analytics to accomplish these goals. You have access to some of the most sophisticated analytics reporting in the industry. It includes viewing an in-depth analysis of your traffic, such as how long they spend on the site and the total pageviews. You can also map performance goals, how specific keywords drive revenue and access Google Analytics or other platforms’ metrics, such as bounce rates. This information will enable you to monitor your targeted keyword list and its performance continuously, allowing you to make necessary adjustments to capitalize on the holiday season.

4. Develop content to focus on those keywords

Once you have your optimal list of keywords, you then need to create high-quality content that will rank AND encourage people to convert. The content produced should focus on filling a need for your customers and provide them with information that they seek online. Creating compelling product descriptions and using adjectives that appeal to the senses of your customers are two excellent ways to create the type of content that will serve your business well.

For longer types of content, such as blog posts or articles, the BrightEdge Content Optimizer allows you to focus on topics that people are currently interested in. This makes it easy to take advantage of the various trends and topics that are high in demand yet low in competition to help get your site noticed.

5. Optimize your landing pages to improve conversion

Your landing page is your prime opportunity for bringing in traffic and driving them towards a specific conversion. Landing pages should therefore be optimized to help people find the website and motivate them to convert.

BrightEdge will soon be offering a landing page optimizer that will help ensure that you meet these goals. BrightEdge is an Adobe Accredited Application Partner and will be releasing a Landing Page Optimizer that seamlessly integrates with Adobe Experience Manager. You will be able design test ideas and test different potential pages while also getting real-time recommendations and comparing your projected performance with your competitors.

6. Use a platform that gives you a full picture

You want to make sure that the platform you use to monitor the organic traffic around your site takes into account your competitors’ sites and supplies you with all the necessary information so that you can ensure that your holiday season will not be spoiled by a better-prepared competitor. You should be able to accurately identify their optimization efforts and how that corresponds to their progress, so you can preventively take steps to avoid any loss in traffic or revenue before the peak of the holiday shopping season hits.

7. Prepare for mobile and offline/online cross-channel

According to our own data at BrightEdge, we found that e-commerce is no longer dominated by desktop. In fact, over the course of the first three quarters of 2014, we found that the average order size was almost equal between smart devices and desktop-- within a 10 percent range. Customers are clearly willing to buy both large and small items on mobile as well as desktop. No holiday optimization effort, therefore, would be complete without paying attention to mobile performance.

Customers also commonly use mobile (learn more about mobile e-commerce) in conjunction with activity offline, such as making a purchase in-store. Customers want to see improved cross-channel cooperation. For example, 69 percent say they expect prices online and in stores to be the same, but 31 percent say they can find better prices online. Another 69 percent say that the customer accounts they have in store and online are not connected. Customers want to see consistent promotions, prices and access to information about product availability. Creating these links between the various parts of the customer experience can improve satisfaction and the reputation of the brand.

Additionally, mobile and social, mocial if you will, influence buying behavior as people use apps, like Instagram, Snapchat, and Whatsapp to consult with friends and family to purchase items for themselves or their loved ones. Consider ways you can encourage that behavior and of course leverage customer social networks by incentivizing sharing of promotions and purchases.

Online sales has been playing an increasingly important role in the marketplace, particularly during the holiday season where people are often shopping on the go. BrightEdge offers the solution that uses data to create highly effective marketing campaigns that will catch the attention of your customers.

Marketers that invest correctly will reap the maximum reward from the high-powered holiday season. From identifying keywords to developing content opportunities to monitoring revenue on a comprehensive platform, with BrightEdge every step of the process is backed by concrete numbers that help deliver the bounty of holiday revenue.

enewton@brightedge.com

M Posted 10 years 7 months ago

t 9 min read

Rolling Panda Updates

When Google’s Panda update went live in 2011, it had a tremendous impact on the marketing industry. The first roll out of the change impacted nearly 12 percent of all queries in the United States. Another update a few months later impacted an estimated 6 to 9 percent of queries in many non-English languages. This change saw many established websites take tremendous hits in their rankings while other websites receive much needed boosts in SERPs. Although it has been over four years since that first rollout, the results of Panda can still be felt across the marketing industry. The regular updates continue to impact existing sites. Countless websites have also had to change their entire content development strategies. Here is what all marketers should know.

The focus of the regular Panda update

The regular Panda update was introduced to weed out weak and thin content. Google understands that when people use the search engine to find information about their particular topic, they want sites that help them answer their questions completely and thoroughly. Users want authoritative content that they can trust. Google’s tries to deliver the most appropriate content to those customers. When Panda rolled out, sites that managed to rank well despite having poor or thin content were generally hit hard.

Panda is a filter that runs periodically through the entire web to find content that manages to beat the algorithm itself and ranks higher than it really should. The filter needs to be run on a regular basis to catch any new content that does not meet the desired quality standards as well as to see if any of the penalized websites have improved. It is also necessary to check for false positives. The filter itself is regularly updated to better search through the Internet to sort quality content from poor content. Each of these updates tends to be the focus of regular conversations among webmasters trying to evaluate if their websites were hit by the updates.

Panda looks for content that does not seem to serve much of a purpose on its own, such as affiliate sites. These sites exist solely for the purpose of encouraging people to click through to other websites. Countless affiliate sites, even the veteran ones that have been around for years, have seen their rankings suffer with the regular Panda updates.

The regular Panda updates

Regular Panda updates have been a source of confusion and frustration for many site owners. There were 25 confirmed updates, including the original launch, between the original rollout date in the beginning of 2011 and March 2013. These different updates were aimed at refining different parts of the filter and often targeted different aspects of the web, such as international English-language websites. After the early 2013 update, however, Google announced that they were unlikely to confirm future Panda updates. Around the same time, Google also announced that the process of rolling out the Panda updates would be changing. Now the update would not be happening all at once. Instead, it would be rolled out slowly over the course of several days.

In March 2013 Matt Cutts said that Panda updates would also be integrated into the search algorithm itself and therefore the updates would be happening in real time and would not be pushed out manually. With the integration, webmasters would no longer see sudden changes in search engine rankings and would be able to test their Panda-friendly fixes without having to wait for the next update. Google has now gone back on that announcement and has admitted that as of 2015, the updates were still being pushed out manually. Gary Illyes also announced in the beginning of June 2015 that there would be another update in two to four weeks, which means that it has likely just taken place in July.

How webmasters can make their content Panda-proof

For website owners who want to make sure that their content is prepared to weather any upcoming Panda updates, there are a few steps to take to ensure that everything has been optimized for success.

1. Make sure that all content on the page is high quality. The Panda update was specifically designed to root out weak, uninformative content. Google wants to see that every page of your website provides value for the user and is not just a placeholder or an attempt to rank for new keywords. Pages with thin content often do not focus on the needs of the user but instead serve to point the user towards particular links or advertisements. Other times site owners use spun content or machine-generated content to fill space. Every page should focus primarily on the person arriving on the website, so take the time to develop the page correctly.
2. Watch out for duplicate content. Although it is possible for errors to cause duplicate content, such as a malfunctioning CMS, Google knows that it is often because the site is trying to create multiple pages just to rank better for certain keywords or just to spam people. Make sure that your website does not have duplicate content under any circumstances.
3. Watch your ad ratio. Google is also watching for websites that have a high number of ads relative to their amount of content. This tells the filter that your content might not have the best intentions and really just wants to serve as a landing page for ads. It also detracts from the user experience and therefore will be negatively impacted by the Panda.
4. Regularly monitor your site to make sure it is functioning well. Use Webmaster tools to carefully watch how your website is performing. Watch for broken links, redirects and other factors that will hurt the user experience and therefore the website ranking.

The Panda update caused significant changes in how site owners manage their website content and strategize their optimization efforts. The ongoing Panda updates remind us all that the quest for rooting out spam and poor content is an ongoing fight. Make sure your content is Panda-proof and watch closely to see how your site performs to avoid getting caught in a bear trap on one of the regular updates. To review a timeline of other significant Google Updates, view our blog post: Google Algorithm Updates.

ssharma@brightedge.com

M Posted 10 years 7 months ago

t 9 min read

SEO Forecasting leads to better decisions and greater ROI

People have been attempting to forecast the weather for millennia. Applying both science and technology, they've tried to understand patterns in atmospheric processes and have looked at data to project how the weather will be at a certain time and how it will evolve.

Because of weather forecasting, meteorologists and other weather specialists have been able to predict not only typical trends in weather, but they've also been able to predict extreme natural disasters days and even weeks before their occurrences.

As a result of SEO Forecasting, cities and individuals have been able to prepare, cost in damages reduced, and lives have been saved. Not altogether dissimilar is the forecasting many businesses perform when looking to predict and analyze trends that will determine how to best allocate their funds.

Truly successful businesses will spend time forecasting, looking at specific benchmarks because they know that doing so will garner a better understanding of trends and provide a higher ROI when acting on the information.

SEO Forecasting is no small task

Being able to accurately measure and then predict the financial value of SEO to a business is not an easy task, though a valuable one. But to be able to do so will help you make the most of SEO marketing in an industry that is relatively young but growing quickly.

If you're already using SEO to increase exposure and revenue for your business, it will be helpful to you to understand how to predict how valuable your SEO efforts will be. And if you're not already creating SEO reports, this might be just what you need to hear to convince you to get started.

So how valuable is SEO? Even after deep SEO analysis, it can be difficult to precisely define the ROI of SEO.

One of the reasons that SEO might often be discredited is because, if misunderstood, it can come off as too “wishy-washy.”

Another reason might be because so many digital marketers don't believe that there are hard numbers out there to support the ROI of SEO. Because of this gap in understanding, a lot of digital marketers don't make intelligent decisions when it comes to SEO.

This results in overconfident digital marketers, or SEOs, allocating either not enough or too many resources on keywords out of reach. They might be overly optimistic in their abilities or perhaps unaware of the returns that more resources could provide them.

Maybe the decision-makers see too little value in SEO and, mistakenly, discredit it before understand the returns it could bring. These thought-processes are flawed, and could be costly.

Enter the SEO Forecasting tool

The SEO Opportunity Forecasting tool created by BrightEdge makes predicting the ROI of your SEO efforts easy. You'll be able to see answers to questions that will clear up any doubts anyone might have about what SEO can do for you but also get the most out of what you put into it.

The BrightEdge SEO platform helps you focus on the keywords with the greatest potential for delivering results, to help you achieve forecasted business outcomes.

You'll be able to understand keyword opportunity and to see what the future of certain keywords looks like. It will help you identify and hone in on the keywords with the greatest potential for delivering results.

The answers to these questions, among others, will give digital marketers the tools they need to pitch a robust SEO strategy to those who have the power to decide what kind of resources will be allocated to an SEO game plan.

Ultimately, digital marketing is about making informed decisions, and the more data you have, the more success you will have.

A BrightEdger

M Posted 10 years 7 months ago

t 9 min read

Hospitality Marketing Best Practices

For professionals working in the hospitality industry, online marketing presents its own set of challenges. Our own research has indicated that businesses in these industries have a very high rate of engagement with online content - up to 87 percent. Customers are paying attention to what hotels have to say, but you need to make sure you are getting the right information in front of the right customer. We have worked to bring together some of the brightest minds in the industry to Share15 so that those representing hotel brands could walk away feeling confident in their online marketing strategies. We look to tackle some of the biggest issues facing this vertical.

Dealing with an international audience

By their very nature, hotels and others in the hospitality industry regularly welcome people from far outside their local area. Many larger brands are also interested in growing their brands beyond their native borders to other countries where they can further serve their clientele.

Learning how to write content to engage and international audience is crucial. Creating an international website requires careful thought and consideration. Translations themselves can often be an issue as the literal translation of an English word might not be the term used in another language. It is also important to know about the search engines that dominate other countries and how to reinforce a brand when facing an international audience. Melissa Walner, the Director of Global SEO for Hilton Worldwide, will be one of 6 speakers who will be addressing these issues for those in the hospitality industry and others interested in international search. Her unique perspective on taking a hospitality brand worldwide should offer fantastic insight for those in the hotels vertical.

Facing the competition in an engaging and competitive marketplace

There are nearly 53,000 hotel and lodging properties with at least 15 rooms in the United States and the total industry revenue was $163 billion in 2013. Those in the hospitality industry face stiff competition as they seek to get their locations noticed. Richard Mastriani of Wyndham Hotels and Resorts will be speaking about how brands can find their unique spot in the digital ecosystem and engage with customers across search and social through outstanding content. His insight into reaching audiences across the various parts of the web will providing an incredible amount of information for attendees.

Felipe Carreras of Best Western will also be speaking about making content stand out in an intensely competitive marketplace. Along with his co-speakers, he will focus on using tools and strategies to manage content and brand strategies. They will touch upon leveraging the different channels and how to use amplifications, influencer marketing and other techniques to ensure that the brand’s information is heard.

The role of earned, owned and paid advertising for hotels

Earned, owned and paid advertising all have vital roles for hotels. People traveling for both professional and personal reasons often end up staying in hotels for lodging. Surveys conducted by TripAdvisor found that 70 percent of those who travelled during the summer of 2013 planned to stay in a hotel. The high rates of hotel booking and value per transaction means that those who offer lodging can also use paid advertising to drive traffic to their websites when people search for travel terms or visiting sites related to travel, such as booking a flight or researching attractions. As already discussed, hotels tend to experience high engagement with their content, which means that their owned media is also critical. An estimated 57 percent of all travel reservations are made online and 65 percent of hotel reservations made on the same day are made from a smartphone. These customers expect content that answers their needs. It is also worth noting that hotel guests read 6-12 reviews before booking according to another TripAdvisor survey.

The value of earned, owned and paid media cannot be overlooked in the hospitality industry. Those who learn to get these components to work together will experience tremendous online success. That is why Alex Edlund of Marriott International will be joining a few co-speakers to explore the intersection of these three components and how to leverage them for online success. The hotel industry continues to grow and change to meet the demands of modern consumers.

At Share15, we believe that we have brought together a fantastic lineup of experienced professionals who can offer you unique insights about how to succeed in the competitive modern marketplace. If you have not yet registered to attend, we invite you to do so on our event page. We look forward to seeing you there!

Conference Details September 21-23 Westin St. Francis San Francisco, CA.

Matt Saunders

M Posted 10 years 7 months ago

t 9 min read

Replatfrom and Migration

The BrightEdge platform can provide detailed reporting and analysis following site migrations for you when you're looking to track results. Whether moving to a new CMS or changing your domain address entirely, BrightEdge provides the tools to successfully manage major technical site updates. Talk with your agency CSM prior to implementing major technical site updates for additional ideas.

Dashboards: Side-by-side comparison of two domains makes tracking transfer of rankings for target terms from the old domain to new domain extremely simple.

Site Audit: Visualize technical errors trended over time and quickly identify any SEO issues immediately upon site launch.

Data Cube: Track results and aggregate performance of the new domain vs. old domain to demonstrate successful transition of rankings across the BrightEdge 3 million+ Data Cube keyword index.