下のボタンをクリックして、ダウンロードを開始してください。
尚、本レポートにいつでもアクセスできるよう、ダウンロード用リンクをメールさせていただきました。
こちらのレポートをダウンロードされた方は、以下のレポートもご覧になっています。
Les personnes qui ont téléchargé cette ressource aussi téléchargé:
Andere Ressourcen, die Sie interessieren könnten:
Googleがインターネット検索におけるプライバシー保護のためSSL検索を導入してから2年が経過しました。
より多くのマーケターが、SEO戦略において重要であるキーワードデータの不足を危惧しています。本レポートをダウンロードして、SSL検索の拡大と最も影響を受けている業種をご確認ください。
Vor zwei Jahren führte Google Secure Search ein, um die Vertraulichkeit von Internet Suche sicher zu stellen. Mehr und mehr Marketingfachleute finden, dass ihnen die entscheidende Keyword Data für ihre SEO Strategien fehlen.
Laden Sie jetzt diesen Bericht herunter, um den Wachstum von Secure Search zu sehen und finden Sie auch heraus welche Industrien am Meisten betroffen sind.
Cela fait maintenant 2 ans que Google a mis en place la recherche securisée afin d’assurer une réelle confidentialité dans les recherches internet. De plus en plus de marketers trouvent qu’ils n’ont pas assez de données concernant leurs mots clefs provoquant un frein pour leur stratégie SEO.
Téléchargez ce rapport pour observer la croissance de la recherche securisée et voir les industries qui sont les plus affectées.
THE PROBLEM
Rackspace’s SEO campaign has been active since 2011 and is driving a significant percentage of visitors to the company’s website. Rackspace’s overall goal is to increase revenue through lead generation and customer education. It can attain that goal by constantly improving search rankings on a large scale and continually increasing organic traffic to its website. Despite having hundreds of thousands of clients and an international reach, Rackspace still faces formidable competitors like Amazon Web Services (AWS), GoDaddy, Terremark, SOFTLAYER and Microsoft. These real-world competitors often translate to online competitors and can outrank Rackspace in the sheer volume of specific and targeted keywords. These heavy-hitters also can earn a greater share of voice for several targeted keywords. Using competitive analysis, Rackspace revealed a content gap with its largest competitor. The on-site content gaps are most acute with white papers, guides, videos, catalogs and FAQs.
THE SOLUTION
Increasing on-site production and launching an earned media campaign are necessary for Rackspace to realize movement on its chosen keywords. The earned media campaign leverages both syndicated and non-syndicated methods to place content across a wide variety of relevant online domains. Through targeted and persistent outreach, the PR team earns the placement of feature articles on blogs and other digital media outlets. This earned media is always relevant to the website’s content as well as its readership. The article usually features a link to Rackspace’s site and may include a brand mention. Other types of earned media can potentially include static or interactive infographics, social media mentions and shares, as well as traditional digital PR. PR specialists stay up to date on industry news in order to produce the most relevant content for both Rackspace and the audience of the site it is placed on. Specialists maintain regular correspondence with niche influencers in addition to identifying new opportunities; personalized outreach is done primarily through email and social networks. BrightEdge is used to help track the relationships established. It serves as an indicator that highlights specific sites where industry-specific audiences gather. Using BrightEdge, Rackspace is able to track more than 1,000 targeted keywords and determine share of voice for each keyword, receive recommendations for landing pages, and identify link-building opportunities.
THE RESULTS
Rackspace is an organization that already had a known brand, vast reach, and clientele, so moving keyword rankings to top 6 takes the right resources and expertise. Rackspace’s SEO and content campaign aims to rank for a wide range of keywords. Rackspace increased rank for 6 non-branded keywords an average of 61 positions, moved all onto the first page to average position 5.6, and increased traffic to their site by 212%.
We’re shifting from being very keyword-centric to focusing more holistically around the user experience and how the user interacts.
Request a demo of the BrightEdge platform today!
THE PROBLEM
Mining data can be nebulous, overwhelming, confusing, and geared toward paid media. It can also be difficult to figure out where to start. Once you pick a place to start, mining for scale can be difficult among the team. Internally, SEO teams need to figure out a way to find a balance between the right tools and the right training to drive scalability.
THE SOLUTION
Matt Saunders, Director, SEO Strategist at Rosetta agency, faced this issue with his global team. He decided to leverage BrightEdge’s Data Cube to mine big data for all facets of content marketing research, including blog content, rich media, and local search. His first step was finding colleagues across the teams to determine who could benefit from the platform and who would be a good advocate for it. Creating that core group of people, training them daily, and getting them all BrightEdge certified allowed valuable knowledge transfer to all of the other SEOs in the company instead of Saunders being the single point of contact for mining big data.
THE RESULTS
Matt successfully got several members of his team ramped up to scale data mining and found multiple ways to gain valuable insights each within 60 seconds. Using BrightEdge’s Share of Voice report, the team was able to find content expansion ideas by taking competitor URLs, putting them in Data Cube, and finding new keyword and page opportunities, which resulted in 6 new target keyword representing 37k monthly searches. Aligning rich media with the SERP landscape, Data Cube revealed how large an opportunity can be with rich media based on competitive insights and SERP landscape. For Local SEO optimization knowing which queries trigger local listings is half the battle. Saunders quickly saw in the data that local points of interest were a substantial untapped opportunity. The Google SERP carousel has ramped up the urgency for local optimization as prominent competitors become more visible across a substantial number of carousel results. Putting 
competitor names into Data Cube yields keywords that trigger local listings which in turn can substantially increase your local footprint.
That’s really what Data Cube is built on... Doing all of this complex gathering of information and making it super easy for you to get actionable insights out of it.
THE PROBLEM
As content marketing becomes more important for generating organic traffic, it becomes more important to have a well-defined process for identifying themes, producing content, repurposing content and most importantly measuring the overall gains from multiple channels.
THE SOLUTION
Ali MacDonald, Content Marketing Manager at Seagate approaches content marketing like this:
1) Identify themes
2) Perform keyword research
3) Develop a content plan
4) Create content
5) Measure progress
For MacDonald, the content plan in step 3 includes the marketing objective, the media asset, and the key performance metric (KPI) to measure the performance.
Tracking in BrightEdge
THE RESULTS
The BrightEdge report captures the dramatic improvement in ranked keywords from 5 to over 32, a 6- fold increase. In addition, the volume and quality of traffic was high with a 15% increase on referred traffic on that topic with a 20% increase in new visitor traffic. The clickthrough rate on the calls to action increased 8% and the campaign was regarded as success by management.
BrightEdge has been huge for us, very helpful.
THE PROBLEM
A few years back, Adobe found that overall organic traffic to their website for non-branded keywords was very low. They had one product page with all of their features on it (more than 30 of them), but no detailed features page. Though the content was completely relevant, Google was unable to apply one theme to the page, which resulted in low or no rankings for any one specific keyword.
THE SOLUTION
Kirill Kronrod, Senior Global SEO Manager at Adobe, was tasked with figuring out how to improve overall organic traffic to the website from non-branded keywords. With so many features, the existing page he had was quite long and very dense. He decided that he would run a pilot creating 15 individual pages for 15 of the features. Each of these pages was specific to not only one feature, but also to one of the non-branded keywords they wanted to rank for. He found these keywords through his analytics platform, Google Webmaster Tools, and the BrightEdge SEO platform. He used BrightEdge’s Share of Voice report to see how his test performed, not only in regard to traffic gain, but also to see if and how Adobe was able to capture a larger slice of the pie from its competitors.
THE RESULTS
In the first year, organic traffic for non-branded keywords grew 8% along with improvement in conversions. Adobe then rolled out individual feature pages for the remaining product features and now 63% of all non-brand organic traffic is attributed to the new individual feature pages. Additionally, the Share of Voice report from BrightEdge now shows that Adobe claims about 66% of the traffic from those non-branded keywords, meaning the 5 competitors they’re tracking through BrightEdge only account for the remaining 34% of volume.
BrightEdge Share of Voice report shows for our set of competitors that we identified... how we were able to establish a really big dominance on non-brand optimization and, based on the findings, how we can expand.