Kirill Kronrod

M Posted 11 years 6 months ago

t 9 min read

In one of the previous blogs we looked at Search Impact Lifecycle and how a structured model can help SEO managers approach changes in search landscape and effectively drive SEO projects in large enterprises. Changes in search patterns can influence SEO and overall business content strategy. For example, shift in search trends from Branded (keywords that include company or product name) to Non-branded keywords suggests creation and optimization of content focused on themes built around these new search terms, for example, topics about specific product features and functionalities. Let’s take a look at the following case study.

Analysis of Branded and Non-branded keyword trends for one of the product showed an increasing trend towards use of Non-branded keywords (please see chart below, representing aggregate search volume for value keywords in both groups). This analysis is performed in the initial, “Change” phase of the SEO LifeCycle. Once we completed the analysis and identified opportunities, we created a POV, got a buy-in, and planned a pilot, when we created 15 pages (SEO-localizing these in 14 Geos) focused on specific product features, targeting high-value Non-branded keywords. In the implementation phase, we optimized and published pages, focusing on user experience. We ensured that Tech SEO was addressed (page template coding, URL naming convention, page indexing, Geo Targeting, etc.). We also tested and selected best-performing Title and Meta Description messaging to maximize CTR from search results and worked on creating cross-links to these new pages from select theme-relevant pages to enhance user experience and also help page indexing and theme.

Search engines indexed the new pages, established theme relevancy and we started to see a steady progress over time for the main SEO KPIs. When analyzing the impact, we looked at the visibility of target Non-branded keywords, using BrightEdge SEO platform. Specifically, we were interested in progress of rankings of preferred landing pages on first page of Google search results (blue area on the bar-chart, screenshot below).

Chart: page visibility in Google (source: BrightEdge platform)

We also tracked business SEO KPIs including visits, trials and units sold, using Adobe web analytics platform. Pages dedicated to Non-branded optimization started to contribute to the business with an increasing pace. Contribution of these pages to the overall SEO of the project increased from about 4% of all SEO visits in the first three months of the pilot to over 60% of SEO visits for the project after two years.

Chart: page visibility in Google (source: Adobe web analytics platform)

Based on the impact case study, we proceeded to identify additional opportunities and expanded content themes and optimization to cover more feature details, and also expand optimization to more Geos.

What’s next: In future posts we’ll cover other case studies on how Search Impact Lifecycle allows to steer SEO projects easier, including Technical SEO, Geo Targeting, SEO testing, and more.

A BrightEdger

M Posted 11 years 6 months ago

t 9 min read

Share15, the leading content and digital marketing industry event, is now accepting speaker nominations. Over 1000+ digital and content thought leaders, brands and agencies are set to gather at the Westin St. Francis hotel in the heart of San Francisco from September 21^st -23^rd. We encourage you to book your place now as capacity is limited.

The Share15 theme: Share insights – elevate performance 

The Share15 theme this year is based around two essential elements fundamental to the success of marketers regardless of their discipline – the sharing of insights and the subsequent elevation of performance. BrightEdge invests heavily in the success of the digital community, and at Share15 this year the objective of peer-to-peer knowledge transfer is, once again, top of the priority list. The Share15 elevate program is being specifically built to focus on the key trends that fuel the new digital and content marketing economy and deliver insights and practical takeaways to elevate personal and professional marketing performance.

Tracks, labs, forums networking events and more 

Following on from the outstanding success of Share14 the team at BrightEdge has been collaborating closely with speakers, customers and industry thought leaders to shape an agenda that reflects how our industry is evolving. Key topics will focus on practical strategies that help marketers take advantage of the Content Performance Marketing Sweet Spot where owned, earned and paid media converge. This year Share15 will have three dedicated tracks focused on:

• SEO Evolution
• Content Marketing Convergence
• Digital Marketing Integration

Breakout sessions will include practical case studies and knowledge centric from brands, agencies and Silicon Valley technology partners. General sessions will discuss the latest trends and the leading issues across SEO, Content Marketing and Digital marketing. In addition to these three breakout tracks hands-on labs will allow you to interact with product experts who will provide guidance and best practices with the latest products, features and solutions from BrightEdge and our partners. Special networking events are also being planned, alongside the now legendary BrightEdge party, with more detail and exclusive invitations to follow.

Call for speakers now open 

Due to the overwhelming response and requests to speak at Share already we are opening submissions early. If you have an interesting success story to share, practical insights or performance-related case studies then we want to hear from you. In fact, the Share15 attendees and BrightEdge community of over 20,000 marketing professionals want to hear from you! See videos from our outstanding speaker lineup from Share14. To submit a speaking proposal or nominate a speaker, please fill out the speaking submission form. Identify the track and proposed topic. At this early stage we are open to your topic suggestions to help formulate and shape track topics of most value to the community. Because of the high expected number of submissions not all speakers will be selected. Over the coming weeks we will be adding topics to tracks based on speaking proposals and community feedback. Elevate performance and join the best marketers at Share15.

Read more about Share:

Share15: Shaping The Future of Organic Content Performance

Share Insights Blog Posts Share15 Website

ssharma@brightedge.com

M Posted 11 years 6 months ago

t 9 min read

In an attempt to reward sites creating quality content, keep searchers secure and to deter blackhat SEO tactics that focus solely on keyword ranking, Google no longer shows you how your site ranks for keywords. However, any SEO professional worth their weight in salt understands that keywords are still an important part of search engine optimization.

The important question most of the SEOs have is: How to get keyword-level data which is actual and not an estimate?

It's not good enough to simply estimate your rank and visits especially when those estimates might be way off. You'll need to find the right SEO platform to provide the information that Google once offered.

BrightEdge’s Page-Based SEO and Real Metrics Based on Actuals

BrightEdge is the first and only platform to solve secure search to reproduce keyword-level data. We use various APIs to integrate seamlessly with your Analytics and Google Webmaster tools data enabling you view the keyword data at page level. Through and API the BrightEdge platform imports actual performance data from Adobe Analytics, Google Analytics, Coremetrics and Webtrends. Google Webmaster Tools data is integrated within BrightEdge labs. We know that SEO for the greater part of a decade has focused on keyword research and usage. There's no denying that this has been effective, but with Google’s shift towards 100% secure search, the metrics and methodology SEO practitioners have been using have dramatically changed.

BrightEdge saw the shift to secure search coming and doubled-down on its page reporting solution and created the Secure Search Manifesto as a guide book on the not provided highway.  SEO in 2015 can use some of the tried-and-true tactics that incorporate keywords, including site structure; however, search engine optimization must now be more than that. This is why page-based reporting and SEO makes so much sense. But what exactly does this method mean? This page-centric approach does away with the single-keyword optimization, for example. Webmasters and SEO experts alike need to recognize when multiple keywords apply. However, not all keywords are created equal, either. Prioritizing is important with page-based optimization efforts.

Let's say your website sells shoes, and woman's shoes are among the most popular. When creating the page for this category, there are obviously several semantic keywords you can use. But you should prioritize high heel shoes over woman's oxfords if those are the more popular product. To continue with your page-centric search engine optimization, you'll want to beef up internal links to your site's most popular pages. After all, that's what people are looking for, isn't it? Then, you'll want to use traditional SEO tactics such as earning quality backlinks to your most popular pages not just to your domain.

You'll want to follow suit by promoting these pages via social media, too. Share the newest styles of women's dress shoes on Pinterest, post coupons for a specific category on Facebook and let people know when you've updated stock on Twitter. Every post can include a keyword to help your SEO efforts. Plus, page-specific promotion helps to draw in visitors who want to do more than just window shop. For each of these shares, you'll want to use tracking links that you can plug into your SEO.

Making the Move to an SEO Platform

Obviously, it takes more time and effort to optimize and promote multiple pages than it does to work with a single page, but your results should prove more fruitful. You'll need to have the right tools to verify this, however. Site analytics you can get from a single source, whether it be Google, Facebook or Twitter, are limited and don't always paint an accurate picture of your entire SEO campaign. You might get information about keywords from one tool but have to use another to analyze keywords. That's why you need a rounded SEO platform such as BrightEdge.

A full-fledged SEO platform provides answers to multiple questions and integrates with social media and other tools you already use, so you truly get the big picture and not just estimates. There are other perks to BrightEdge including the ability to scale with the possibility of tracking millions of pages and the associated data, which is important for larger sites and even enterprises that are concerned with SEO. However, there's no point to an SEO tool that is this robust if it's rigid. Fortunately, BrightEdge is flexible, and you can customize it to your own needs to track specific data that might be important to you.

BrightEdge and Webmaster Tools

While your marketing efforts will undoubtedly become easier when you use a capable platform such as BrightEdge, this doesn't mean that you won't find tools such as Google's Webmaster Tools useful. In fact, Webmaster Tools and BrightEdge work quite well together, and we've got some advice that will help them marry you to understand your metrics even better. BrightEdge can fill in the gaps while Webmaster Tools still provides with data about click-through, clicks, impressions and backlinks -- the very real analytics we've been focusing on this entire time. In fact, Webmaster Tools even enabled site owners and SEO pros to filter by specific keywords, which is crucial to getting the most out of your SEO campaign efforts. BrightEdge also has a feature that will "reverse index" your website to determine exactly which keywords are working for your pages. With this feature, you can even find keywords that might be helping you even though you're not actively utilizing them in your SEO strategy. You can then add any of those keywords to your campaigns to leverage them.

How well does BrightEdge work with individual page reporting? You'll get actual analytics detailing visits, backlinks and even social media mentions of specific URLs. BrightEdge will also show you changes in revenue and visits over time. BrightEdge integration with Webmaster Tools is nearly seamless after initial setup, and there's one extra key feature to point out.

With BrightEdge, you're not just limited to search and visit data in the last 90 days. This enables you to form a more complete picture of your search engine optimization success over time without having to export data to spreadsheets to ensure you can still see it three months in the future!

Webmaster Tools integration is just one of the features the engineering team at BrightEdge has worked hard to leverage. The innovations at BrightEdge have resulted in a comprehensive platform that provides more benefits than any singular SEO tool or even a multitude of tools awkwardly combined together. Any webmaster who also keeps these tenets in mind will be able to develop strong and comprehensive search engine optimization strategies that won't just work in 2015 but into next year an beyond! You'll be able to roll with any changes from Google, even if those changes suddenly exclude data you'd been relying on for years. But tracking these real analytics would be nearly impossible without an all-encompassing SEO platform, especially if you had only relied on Google's tools in the past. Don’t forget:

1. You need real and not estimated analytics
2. Rank will always matter for CTR and traffic
3. Focus on page-centric search engine optimization
4. All data is important and connected to other data
5. The platforms and partners you rely on for SEO must be trustworthy and provide data and recommendations based on actuals and not estimates

The ability to report on actual business metrics is hyper-critical to your overall SEO program as it gives you the best foundation on which to react, make decisions and generate forecasts. Page Reporting is the only SEO technology that enables measurement of actual traffic and conversion in the world of Secure Search.

enewton@brightedge.com

M Posted 11 years 6 months ago

t 9 min read

CRM is customer relationship management and your business is probably using it to acquire track and help close leads. Salesforce.com defines CRM as a system that “allows businesses to manage business relationships and the data and information associated with them.” Before computers, the most popular CRM tool was known as the Rolodex. Today, CRM enterprise software supports not just one person but multiple departments and initiatives, from Marketing to Sales to Customer Success. Worldwide, CRM software grew nearly 14 percent in 2013, according to Gartner. Major players include salesforce.com, SAP, Oracle, Microsoft and IBM. The demand for software as a service (SaaS) drove nearly half (41 percent) of the total CRM revenue in 2013 and was due to “organizations of all sizes seeking easier-to-deploy alternatives to replace legacy systems, implement net-new applications or provide alternative complementary functionality,” Gartner stated in a press release. So, how does a marketer make CRM work for them?

How CRMs Work for Marketers

Data is being created every day between a business and its prospects and customers. Because of the high number of touch points, CRMs have scaled to provide a single, unified view of the customer journey. CRMs now support campaigns and customizable workflows to enable marketers to build highly automated programs. CRM today can aid in everything from customer service via social media (listening to what’s being said and responding in real time) to email marketing (sending personalized messages via email at the moment it matters) and more. These personalized touch points are going to become the norm in the future of brand communications. Aseem Chandra of Adobe argued this point in his article at Forbes, but says marketers still aren’t taking full advantage of it. CRM helps create visibility for different people in the organization, which improves collaboration and decreases account and management conflicts. All of your marketing campaigns should be set up to feed into the CRM, so you can better determine which programs and channels contribute to success or what the specific ROI of each campaign and channel is. Typically, a javascript file captures the campaign id from the url of a visitor or a lead and publishes it through the API into the CRM.

Implement marketing today with the following basic steps in your CRM

1. Hire a CRM analyst or CRM admin

While I don’t usually like to make hiring part of the recommendations in a blog, getting value out of CRM and the reports it generates requires expertise. You should invest in training and certification for an existing staff member, hire a skilled contractor to get started or, if you can manifest the budget and req, hire a certified admin. Without that expertise, you will have trouble gaining traction and value.

2. Create a campaign A CRM campaign is a collection of contacts who are being tracked and pursued at a particular time. Campaigns are so prevalent that it may be easy to miss them. Were you going to email a reminder to your customers about the dinner next week? Was your PR agency going to reach out to reporters today to promote last week’s product release? Targeting a list with a webinar message. Anything that you do to a group of people is a campaign, by definition.

3. Create a consistent naming structure for your campaigns Before you amass 30 campaigns, now is the time to lay the groundwork for reporting success. Use common words, in the same pattern, across all your campaigns. For instance, you could name all your campaigns in the following pattern “[Who] [How]”. Using the examples from the previous paragraph, you would create the following campaigns “Customers Email”, “Reporters Call” and “Prospects Webinar.” This way you can report on the success of all your campaigns containing the word “Prospects” or the click through rates of all your “Email” campaigns.

4. Create a dashboard It’s great to be organized by creating consistently named campaigns but don’t overlook this last but critical step. While you don’t have any results to speak of right now (because you just created the campaign and you haven’t sent the email yet or made any calls), create at least 1 report to show the number of emails, calls or whatever the activity or success metric is. Then place that 1 report in a brand new dashboard. It will look silly to have an empty dashboard showing 0 results but as the activity happens, you’ll see results flow in to your reports.

The more systematically you use CRM the more it will help you define, organize, track and distribute information about your marketing and sales funnel activities and support improved results through the funnel.

A BrightEdger

M Posted 11 years 6 months ago

t 9 min read

An evening with BrightEdge

Last night over 25 of the industry’s leading content and search marketers gathered at an exclusive BrightEdge hosted event at the Silicon Valley Capital Club in downtown San Jose. Leading brands from the likes of Adobe and Sony met to discuss strategies and share insights with their peers on how to win on the content marketing battleground. At BrightEdge customer success is our top value and we invest significantly in the content and digital marketing communities. Since 2011 BrightEdge, in addition to our leading industry event (regularly hosts exclusive dinners and community events with many of the industry’s brightest marketers. 

Brad Mattick, VP of Marketing, previewed some game-changing product innovations with the audience that will redefine the way that marketers optimize, measure and attribute content marketing performance.

“Our commitment to customer success, customer feedback on the roadmap and building innovative products enables marketers to win on the content battleground)”

Join The BrightEdge Community At Share15 This year, the industry’s leading, brand-driven, peer-to-peer content marketing and SEO event takes place on September 21 to 23 at the Westin St. Francis, right in the heart of San Francisco. This year at Share15, we are setting the industry bar even higher with a larger venue, multiple tracks, visionary keynotes and numerous networking events and opportunities that only a Share conference can provide. We expect more than 1,000 people to attend this year and already have speakers lined up from the world’s largest brands. Find out more about Share15, here. Hope to see you there. Feel free to test your knowledge with BrightEdge Digital Marketing Quiz or SEO Quiz.

Matt Saunders

M Posted 11 years 6 months ago

t 9 min read

Did You Know…

That the BrightEdge platform can give you detailed information about prospective clients without access to their site analytics or Webmaster tools accounts? BrightEdge can help you to beat the competition and win new business opportunities with little upfront setup. Talk with your agency CSM for more ideas on driving BD insights for your next pitch! Utilize Share of Voice for important keyword groups to determine the sites actual organic competitors:

1. Develop initial priority keywords
2. Assign keywords to relevant groups
3. Determine top organic competitors in each keyword group segment

Leverage Data Cube to determine content performance relative to top performers:

1. Analyze content performance for top SOV domains and pages
2. Compare relative content score for BD site vs. top competitors
3. Identify new content optimization and expansion opportunities

Perform a Site Audit to uncover both major site issues and quick wins:

1. Develop list of URLs to spider or kickoff domain crawl
2. Visualize a summary of major technical and content issues plaguing site
3. Prioritize list and determine relevant fixes then propose timeline to remedy

Analyze device type and localized ranking visibility:

1. How does the site perform in mobile search
2. Determine geo-localization impact on rankings
3. Develop strategy to improve poor local rankings and local strategy for key markets and show it in SEO reports

enewton@brightedge.com

M Posted 11 years 6 months ago

t 9 min read

Preparing your resume can be a daunting task if you’re a student looking to land your first job post-graduation. It can be difficult to know what information to include, especially when you don’t want to go over that one-page size. As a recruiter who looks at hundreds of resumes every day, here are a few hints on what we’re looking for and how to get started:

1. Deliver the outline. When I look at resumes, I am usually quickly scanning them for relevant information, and the easiest way to do that is by having clearly defined sections. In general, every resume should contain the following information:

• Name
• Contact information
• Education
• Experience
• Optional: objective/summary, volunteer experience, honors/awards, extracurricular activities, projects

2. Fill in the content. When building your resume, I’d recommend initially being over-inclusive. This will allow you the ability to edit your resume for each application.

• Name and contact information: This is the most self-explanatory section but also the most important. I’ve seen a few resumes where an email address or phone number wasn’t included, which makes it more difficult for the recruiter to get in touch. If you’re applying for jobs that are not local, I’d suggest including a note that you’re open to relocation and when you would be available to start.
• Objective/summary: This section is not required but is a good place to showcase skills or explain why you are interested in a specific position, especially if you are applying for a position that isn’t clear fit from your resume. However, if this is the case for you, I’d also recommend including more information in a cover letter. If present, this section shouldn’t take more than a few lines or about one sentence.
• Education: If you are a new grad, put your education at the top of the resume. Once you gain work experience, you can begin to move it behind the work experience, but right now you paid big bucks for your education – be proud and let it shine for you! In addition to your school, degree, major and graduation date, be sure to include anything that will make to stand out as recruiters are always looking for top performers. If you have a high GPA, are graduating with honors or have received other academic awards, be sure to include those there.
• Experience: The key to this section is “less is more.” We want to have a good understanding of your experience from employment and internships in a few concise bullets. Write down your responsibilities and what you accomplished, but avoid vague phrases and stick to concrete examples. For instance, replace “team player with great communication” with “worked closely with two team members writing weekly reports and meeting daily with management to complete the project.”
• Projects and extracurricular activities: If you don’t have much work experience, think about your projects and/or extracurricular activities. Anything where you can demonstrate teamwork, leadership or understanding of a technology or skill is appropriate resume material, especially if you can demonstrate a successful outcome.

3. Customize and research. After you’ve gathered all of the above content, your resume is probably much longer than one page. Now is the time to think about the types of jobs you are applying for and edit accordingly. For each application, read the job description carefully and make a list of the experience and skills required for the role. Then, edit your resume to highlight what’s on that list. That doesn’t mean you should delete everything, but definitely edit down the bullets for the less relevant positions. If you are including an objective in your resume, always update that for the position you are applying for. You don’t want to submit a resume for a sales position that has an objective of securing a position in IT! After you’ve edited the content, think if there is anything else you could update or improve to make you stand out as a top candidate.

4. Keep it simple. Before you start applying for jobs, make sure you edit for content and formatting and always remember to keep it simple. For the content, take a less-is-more approach and continue to edit until your resume is only one page. When formatting, make sure each section is clear and concise, and don’t over-include content to the degree that you would need to shrink fonts or sacrifice white space. Also, while substance is more important than fluff and font, be sure to choose a font and size that is easy to read, and avoid using bold colors or graphics that will distract from the content.

5. Edit, edit and edit some more. Finally, make sure you edit multiple times, and don’t just rely on spell-check. When you think your resume is perfect, show it to a friend or take it to your college’s Career Center to review. The more eyes you get on it, the more likely you are to send it out without any mistakes. A typo or spelling error is usually fatal for your prospects for that job.

6. No resume is perfect. Last but not least, remember that you can always go back and revise your resume. Be sure to keep it up-to-date with your academic information, relevant projects and employment. Good luck in your job search. Have a look at the awesome jobs BrightEdge has listed, and if you see one that looks like a fit, tune up your resume as per the above recommendations and submit it. Maybe the next call you get will be from me or one of the other BrightEdge recruiters!

enewton@brightedge.com

M Posted 11 years 6 months ago

t 9 min read

Cross-channel marketing, multi-channel marketing, integrated marketing – call it what you like, but each of these terms represents one of the biggest operational challenges brands face today in their marketing. In September 2014 , eMarketer declared cross-channel marketing hot, but not happening. In fact, only 10 percent surveyed said they were able to align messaging across multiple touch points, according to the eMarketer report. In this post, we’ll look at what it means to market across channels and an example of one brand that got it right.

How to do integrated marketing?

A marketing channel in the traditional sense of the term is a distribution channel; one example of a channel is direct selling to the consumer. This can be realized in a company selling its product on a website or a farmer selling fruit and vegetables at a stand - it’s direct. Multi-channel marketing is a somewhat newer term focused on reaching prospective customers through the use of both traditional forms of marketing like sending direct mail catalogues with new forms of marketing, such as online and interacting in social media. While the distribution of the product and transaction may still happen on the website, the channels that are driving the marketing message and prospects back to the site are numerous. Here are just a couple examples of channels, content types and devices that all can be considered as part of the integrated marketing campaign: Channels

• Organic Search
• Paid Search
• Social Media
• Display
• Blog
• Television
• Radio
• Email
• Direct Mail

Content Types

• Video
• Written/text
• Graphical

Within each of those, you have multiple considerations, depending on the channel, audience and goal of the marketing campaign. Devices

• Laptop/desktop
• Smartphone
• Tablet
• Wearable technology
• Television

Today, brands also need to consider how they are marrying their online and in-store experiences, adding complexity to it all. In fact, the trends of “showrooming” (visiting a store before buying online) and “webrooming” (researching online before buying in the store) are growing, and highlight the shifting multi-screen, multi-channel shopping experience consumers engage in today. In a recent report cited by InternetRetailing.net (EU-focused), it showed 77 percent of shoppers researched online before they bought in store, and 22 percent said they wanted to see Wi-Fi in stores. As you’re reading this, you’re probably wondering how anyone pulls off integrated marketing. But there are some brands that get it right – even if it’s just perfecting the use of a couple channels.

Budweiser: an integrated marketing example

You don’t have to master all channels to call yourself a winning integrated marketer. In fact, Budweiser focused only a handful to create a winning Super Bowl ad campaign in 2014, dubbed “Puppy Love.” (You may have seen its predecessor during this year’s Super Bowl – a sort of continuation of the #BestBuds story) Here’s the 2014 commercial: Budweiser paired with Google’s BrandLab for its distribution strategy and ultimately decided to generate buzz by releasing the commercial on YouTube six days prior to it airing at the 2014 Super Bowl. The campaign also leveraged the #BestBuds hashtag to tie in social media discussions. The results, as reported here, included:

• More than 50 million video views
• Eighty percent were earned views, not paid
• Budweiser was the No. 1 brand on January's YouTube Ads Leaderboard and Ad Blitz

And according to VisibleMeasures.com, the commercial was the most shared on social media out of all the Super Bowl commercials studied. Here, the head of media at Anheuser Busch talked about the strategy: And don’t forget that your analytics platform is going to be instrumental in reporting the results as a single unified story or campaign – so it needs to be able to collect and analyze data from a multi-channel, integrated marketing venture. As you can see, succeeding in multichannel, integrated marketing is possible – and manageable. You first need to identify the basics, including the message, channels, content types and target consumption devices and then ensure you’re orchestrating and rolling it out well.

Matt Saunders

M Posted 11 years 6 months ago

t 9 min read

Did You Know…

That the BrightEdge platform makes it easy to keep a pulse on changes to the SEO landscape? Features such as Share of Voice and Data Cube Time Machine provide insight into how tracked competitors are impacted and bring to light aggregate changes in the SERP landscape. Ask your agency CSM for more info!

Data Cube Time Machine can help to spot evolving trends in the search landscape.

In the example below, we have drilled down to view Universal Search results plotted over time. Between June and July 2014 the site experienced a sharp decline in “video” results appearing in SERPs. This change is indicative of a change Google had teased earlier in the year with regards to scaling back some instances of rich snippets within search results. This insight can help to better prioritize the roll out of structured data on your client’s site.

Trended Share of Voice (SOV) allow you to identify the impact of algorithm updates and/or manual penalties applied by Google.

In the example below, we see a major shift in SOV for a client site compared to a core tracked competitor. This data provides insight into why visibility may have suddenly increased for your client’s site at the expense of a competitor who didn’t fare so well with the latest update. Additionally, this info could help to solidify to your client that the work you’re executing is “white hat” and within the confines of Google’s rules or indicative that the strategy you’re executing is focused on anticipating future changes in the search landscape.

Events allow you to track external factors – such as algorithm updates – that influence performance.

Utilizing Events provides a quick reference point for any such updates and can appear in notations within Dashboards and overlaid against visibility and analytics data. Provide your clients better analysis and save time by maintaining a timeline of SEO changes right within the BrightEdge platform.