Andy Betts

M Posted 11 years 11 months ago

t 9 min read

Real-time social media marketing can be a powerful way to engage with your brand’s followers by tapping into current events or trending topics. In this post, we’ll look at ways to stay relevant through real-time marketing, and how search and social data can work together to boost results.

Real-time marketing with Twitter

While the World Cup is long over, real-time marketing lessons from the sporting event live on. Twitter emerged as the clear winner in its social media battle with Facebook for dominance in World Cup coverage, announcing that there were 672 million tweets related to #WorldCup, setting an all-time Twitter record for an event. Of all the brands vying for real-time Twitter engagement, Adidas emerged as the most successful “with over 1.6 million tweets, retweets and replies mentioning the brand” – but not without months on end of careful preparation and planning for each and every possible scenario, according to this report by AdAge. You don’t have to be an Adidas-sized brand to leverage Twitter for real-time marketing, or depend on an event as globally anticipated as the 2014 World Cup. However, you do need a real-time marketing strategy that incorporates your brand’s message, and the right tools to execute it successfully.

Check out this post from Twitter on how to use its tools to engage in real-time marketing around events, as well as several case studies showing how others succeeded with their campaigns to help you get started with yours. And keep in mind the other tactics you can use to be a part of the conversation in real time. Besides events-driven Twitter conversations, there are also spontaneous discussions around news. Referred to as “news-jacking,” brands have been known to use current events to be a part of the discussion on Twitter. However, the principle remains the same: a well thought-out brand message that informs and engages, as opposed to a sales blast. Check out these fails for what not to do.

Twitter trending for SEO

An informed social media strategy that incorporates SEO can also drive organic search results. In collaboration with Twitter, BrightEdge developed an innovative tool, “Twitter Trending,” within its S3 platform that allows brands to leverage Twitter for effective real-time marketing and SEO. By tracking topics that are trending on Twitter aligned with your brand’s Web content, you can drive traffic to your site by tweeting that content relevant to those conversations. As this BrightEdge case study of Tiny Prints shows, the online boutique realized a 47 percent increase in organic search rankings on long-tail keywords and URLs that were trending on Twitter by utilizing search and social data together.

This post on Twitter about Tiny Prints’ success highlights the ROI: “Follower engagement on pages and keywords grew 300 percent over a month long campaign that aligned Tweets with digital content.” More data from the case study show how search and social worked together to create great results:

Visibility across search and social — Tiny Prints used BrightEdge Twitter Trending to measure and track the influence of social engagement on organic search rankings. They were able to easily track page and keyword level social sharing on Twitter and correlate these against search ranking of the same pages. Actionable Opportunities — With visibility across social and search, Tiny Prints was able to identify keywords and URL opportunities where rich social engagement and exposure could influence organic search performance. Armed with this data Tiny Prints created compelling tweet content that engaged followers who subsequently retweeted them.

BrightEdge CEO Jim Yu details how Twitter Trending SEO technology (which he refers to as an “SEO-Social super group”) works in this article for Search Engine Land.

An integrated SEO-social strategy: Adobe case study

Beyond Twitter Trending, BrightEdge’s S3 platform informs brands on how social media as a whole drives search results. As Susan Kuchinskas reports for ClickZ, while speaking at the BrightEdge Share 12 conference, Adobe Systems senior manager of global search marketing, David Lloyd, said the following:

Adobe uses the BrightEdge search optimization platform to understand how social media drives organic search results. For example, the platform allowed Adobe to see that seven tweets improved Adobe's rank on the keyword phrase "social analytics" from twenty-eighth to second in one case. In another case, the organic search rank went from fourth to second after 28 tweets and six Facebook actions.

Describing how Adobe achieves its SEO-Social synergy, David said that its content optimization efforts go beyond keyword, URL and link analysis, as the SEO team “organizes its content into ‘product stories,’” which then become a “messaging kit for editorial staff” so “the people doing the writing have search data to back up their stories.” From the report:

Keywords and URLs are shared with the social media team, so that they can optimize blogs, video and help pages, among other content. Social teams link back to the highest-converting target pages on Adobe.com where revenue can be captured. This strategy creates a virtuous circle in which search keywords inform some social media content. Those social conversations drive search equity and help the team make enhancements. These enhancements then improve social ranking, while social conversations inform the keyword strategy.

Leveraging search and social data plus the power of real time in Twitter is a win-win for multiple channels and your brand’s marketing strategy. If you’re not yet combining channels and tactics like organic search and social, start thinking about how you’ll incorporate your multichannel campaigns in 2015 using the data that’s available to you.

A BrightEdger

M Posted 11 years 12 months ago

t 9 min read

There’s much that goes into a successful corporate culture, and here at BrightEdge's SEO company, that “much” equates to both investing in and showing appreciation for its people. When building the company seven years ago, CEO Jim Yu and co-founder/CTO Lemuel Park devoted untold hours defining their shared vision for BrightEdge’s culture, centered on the people with whom they wanted to work.

BrightEdge’s first company “events” took the form of celebrating small milestones of success: after every new release, every five weeks, they would hold a “Release Celebration” that was all about good food and fun for all who contributed: the handful people who then made up BrightEdge. This first celebratory tradition lives on, expanding with the company’s success and its growing staff that now includes more than 250 people, to encompass so much more. From small yet meaningful events like its weekly “Thank-You Thursdays” to extraordinary annual events such as “President’s Club Trips” to places like Hawaii, being a part of the BrightEdge team of innovators is a rich and rewarding experience! Here’s a sampling of the happenings that the people of BrightEdge enjoy:

• Hack-a-thons: BrightEdge Hack-a-thons provide our R&D, product, and engineering teams an opportunity to participate in a competition where they can think creatively, work collaboratively, build incredible SEO technology, and win extremely cool prizes!
• Thank-You Thursdays: This is a set day when BrightEdge staff have the opportunity to call out a team member who was especially supportive of their efforts, or a colleague who went out of her way to help close a deal, or just someone who brightened their day. It’s a great way to make people feel noticed and special!
• "All Hands" Celebrations: Every year, we hold an end-of-summer companywide picnic, where we spend some quality time outdoors. We start off with socialization and yummy food, then move on to games of all kinds: volleyball, touch-football, croquet, basketball, Frisbee, softball and much more!
• BrightEdge Active Club: Our engineering team is a heart-healthy bunch, and started a small running crew. As the word spread, the group has grown to about 10 team members, running anywhere from 2 to 5 miles per week!
• Catered Friday Lunches: A tradition since 2010, we cater a companywide lunch every Friday. During each lunch, different departments rotate to present a project they are working on.
• Giant’s Games: When the San Francisco Giants are playing at home, BrightEdge teams enjoy a game together at AT&T Park.
• Halloween Party: Every year, we hold a companywide Halloween costume competition. We have several categories by which costumes are judged: Most creative, funniest, and of course, craziest!
• Potluck Lunches: A number of different departments like to plan an impromptu team lunch onsite, where everyone can bring a special dish. We’re a competitive bunch, so naturally we hold a contest with several “dish” categories. As you might imagine, many volunteer to be judges!
• President’s Club Trip: As part of our sales incentive program, we offer a trip for the top performers and achievers of the year. One year, it might be Vegas, while the next, Hawaii. No doubt, the destination is always a blast!

Becoming a part of the BrightEdge family is an awesome adventure, personally as well as professionally. If you’re interested in pursuing a career with us, we encourage you to take a look behind the scenes at BrightEdge, and check into the opportunities we have available. You can also email us directly via recruiting@brightedge.com. We’d love to have you join us!

enewton@brightedge.com

M Posted 12 years ago

t 9 min read

Sure, you’ve got content – but how is it performing? Is it targeted to what our users are searching for? Is it producing results? These are the questions explored in this session at the BrightEdge Share 14 event, which wrapped up last Friday. Brands like Adobe, OpenTable, Rosetta and SearchLaboratory all gave tips on how to mine data for content and SEO performance insight. Denis Scott of OpenTable was up first. Just some of the questions data can answer, he says, are as follows:

• Business trends
• Types of customers
• Sources of traffic and impact on results

He’s going to focus on the last point. At one point, OpenTable and toptable needed to do a brand/site migration when OpenTable acquired the other. They had a lot of work ahead of them, says Scott.

OpenTable created a forecast for what the traffic might look like first on a line graph. They needed to show the strategy was working, so apart from traffic data, they wanted to look at other factors like PageRank, Scott says. And the team created weekly dashboards in BrightEdge to organize it visually.

The data showed that even though there were traffic dips, there were positive SEO signs. And data was measured in other channels, too, like PPC and email, during the rebrand. Scott says they put together PPC and SEO campaigns to see how it looked year over year, and found where SEO dipped, PPC picked up.

The takeaways, says Scott, are:

• Start with what you need to answer
• More data will exist than you need
• Tell the obvious story which is usually the answer

Next up was Chris Attewell (@twitter) of SearchLaboratory. He used Wal-Mart as an example for his talk on keywords. For a large retail sitelike Wal-Mart, each category may have multiple subcategories on the site. So, where do you focus? he asked. What keywords do you look at?

You need a strategic view to know where you can get the best ROI, says Attewell. The challenge is that there is a lot of data coming from multiple data sources, and putting it together into a meaningful, actionable system is key, says Attewell. SearchLaboratory used the “opportunity forecasting” tool in BrightEdge often to get a better picture of strategy.

Here are some tips, says Attewell, that came from how they went about mining keywords: Build new keyword groups – break it down into words, like “dresses” or “maxi” or “maternity,” then look at keyword group search volume. Measure the effectiveness of keyword groups right within BrightEdge, he says.

Then, mine the long-tail terms to uncover some great trends when doing so. In their research, they found “peplum” as a great opportunity that they weren’t even tracking.

Attewell says they also group keywords for seasonality, and prioritize for international markets. Here’s a tool that SearchLaboratory created a tool that allows people to slice and dice keyword data, available on their site, here. The next speaker was Kirill Kronrod from Adobe. Kirill’s talk is centered on the search impact lifecycle, and how SEO data fits into it. [Side note: Check out Kronrod’s guest post on the search impact lifecycle for the BrightEdge blog, here.]

He shared a content case study. He had a product that had only one page on features, and was dense in content. Because of all the topics on one page, Google could not distinguish the theme, he says. So, the SEO team wanted to spin out 15 pilot feature pages, each focused on a specific feature, to see if it moves the needle.

Based on pilot findings, the team expanded the pilot to 30 pages, says Kronrod. The results were a growth in traffic and conversions, and a greater Share of Voice showing in the BrightEdge data. Another case study in utilizing data was targeting Hreflang. They used BrightEdge to see rankings for targeted keywords across geos. As soon as they implemented Hreflang, they saw significant ranking improvements, more than a 720 percent daily visit boost.

A third case study Kronrod shared in data mining was migrating to a CMS, and determining if it would be a good move. They used the BrightEdge Data Cube to validate the impact of the migration of pages. They also used BrightEdge for rankings and looked in Adobe Analytics for conversions. They were able to determine that the move was a good idea.

The takeaways, says Kronrod:

• Focus on the right data
• Align reporting to the stakeholders
• Prioritize recommendations
• Do a pre- and post-analysis, tell the story

Matt Saunders of Rosetta was the final speaker. He talked how to mine big data quickly. Big data: where to start? Go to the BrightEdge Data Cube, he says. It’s a complex gathering of information, and makes it easy to get insights, says Saunders. Here, he shows the Data Cube going head-to-head with a keyword tool:

Saunders said the basic strategy for keyword research and analysis is outlined in the following slide:

Next, he shared four use cases in data mining. The first was competitive gap analysis. His team needed to identify content expansion opportunities around wedding bands. So they checked out the Share of Voice report, and found Overstock.com had a significant share of voice due to one particular URL. If you dig down into the tool, he says, you can see what a page that is doing well is up to and what they are ranking for. You can identify a handful of new terms you may not have tracked before.

Another scenario on the content marketing side. Look at a URL for the competition, and paste it into the BrightEdge Data Cube, and you can see how you stack up against competitors.

Another scenario is gauging rich media opportunity, says Saunders, through the BrightEdge tool.

And, finally, Saunders shared a use case for local optimization and Google’s local carousel results. He says you can build out a strategy to see which terms trigger carousel results in the aftermath of Pigeon, for example.