enewton@brightedge.com

M Posted 13 years 1 month ago

t 9 min read

What do Cisco, Microsoft, Salesforce, and Oracle have in common? A few things actually, they are all BrightEdge customers, technology leaders, and each offers industry reputed technical certifications. We’re taking a cue from these valued customers, and offering our users an opportunity to earn a BrightEdge certification.  

Get certified at Share13

I’m excited to announce we’re introducing our training and certification at Share13 in San Francisco on August 23rd. Share13 is less than a month away, and this is yet another reason that Share13 is the must attend digital marketing event of the year. At Share13, you’ll benefit from in-person training taught by leading experts from the BrightEdge Client Service team. Be among the first group of people to receive the cutting edge BrightEdge Professional Certification. And, take advantage of the unique opportunity to ask questions, and leave Share13 with a credential and a badge for your resume.  

Why did we create a professional certification?

Our core value is customer success, which includes training our users on the essential features of our technology and empowering users to maximize their value from the BrightEdge platform. We also believe that as the search industry continues to evolve, it is critical to create a standard to ensure that the talent, best practices and workflow for organic search are available to enterprises around the world. BrightEdge S3 is the leading enterprise grade SEO platform with more than 20,000 global users. With that, we want our users to benefit from the growing demand for validated skills in using search and digital marketing technology.  

What’s the certification program all about?

The BrightEdge Certification Program is a user-level certification covering the core BrightEdge functionality including: Dashboards, Search Engines, Recommendations, and Analysis. A BrightEdge certification validates a user’s ability to leverage the full BrightEdge platform to deliver value from search and digital marketing.  

Benefits of a BrightEdge Certification 

BrightEdge User:

• Official designation – BrightEdge Certified Professional badge that can be used on business cards and social profiles
• Recognition in the BrightEdge platform – BrightEdge Certified Professional badge appears when logged into BrightEdge
• Professional community – Inclusion in an exclusive LinkedIn group for BrightEdge Certified Professionals
• Certificate PDF – Electronically delivered certificate that can be proudly displayed
• Marketable skill – A BrightEdge Certification validates a users skill and provides differentiation in the marketplace

Business:

• Hire skilled professionals – Tap into a network of certified professionals, and validate that your employee base has the proven skills to help succeed in search and digital marketing
• Maximize value of platform – Ensure users fully leverage the BrightEdge platform to drive results

Nag

M Posted 13 years 1 month ago

t 9 min read

Jason Tabeling, Partner at Rosetta, is speaking and moderating the Global and Mobile SEO panel at Share13. In this post he discusses critical industry issues with marketing, content and digital thought leader Andy Betts. SEO marketers at global companies aspire to reach customers worldwide, and drive traffic, leads, and revenue through global SEO initiatives. Leveraging marketing initiatives beyond a single country also helps them demonstrate a greater ROI on investments. Search engines typically deliver country-specific results. Hence optimizing campaigns across engines such as Google, Yahoo, Bing, Baidu and Yandex are critical components of a global concerted approach to SEO. Not only does this boost marketing ROI but also maintains global brand consistency while accommodating local nuances.

According to our recent Search Marketing Survey, Global SEO & Ranking is a key priority for brands and agencies in 2013 with over two-thirds of marketers surveyed stating that global ranking is going to be important in 2013. As Share13 clients will share insight into how we should be prioritizing geo location and device in search within the Global perspective. Leading brands such as Adobe, Gap and Symantec will talk through strategy and tactics that get results from organic search in the face of the changing global landscape. In parallel as the adoption of mobile and tablet devices surges, many brands are seeing more searches from mobile devices, making it imperative that marketers understand the differences in how people search from different devices. We will explore ways to leverage this trend.

Jason Tabeling from Rosetta Marketing talks Global SEO and Mobile at Share13

AB: Welcome to Share13 Jason. It’s great to have you on board

JT: I am excited and honored to be speaking at Share13.  This event brings together some of the best brands and brightest agencies in the country to discuss the future of the industry.  BrightEdge as a platform is helping us do great things for brands.  The Share conferences provide an unmatched opportunity to discuss ideas and learn new things from the leading minds in this space.

AB: Can you tell us more about your panel and topic?

JT: My topic on Global and Mobile SEO addresses two of the biggest areas of opportunity for our clients.  Mobile is becoming a major factor as it steals one-third of the search traffic for companies, especially in eCommerce. Hence the implications to SEO are monumental.  Global has always been a big area of opportunity, and now with the tools and scale that is available there are new possibilities that cannot be ignored.

AB: How does Mobile fit into the Global search marketing equation?

JT: Mobile search is not just taking traffic away from desktop, but is adding incremental volume.  It is extremely important to understand mobile search and its impact on your brand.  Impact in this case cannot be solely defined by sales.  The definition of mobile has to be viewed through a different lens.  What are the user behaviors with mobile?  How does keyword volume differ?  What are the consumers’ expectations of mobile search under different contexts (time of day, location, device)?  These are the important questions that we need to understand with mobile in 2013.  It is no longer if or when mobile, but how.

AB: One of the key themes at Share13 is the rise of earned media. What are your thoughts on this and how do you view earned, paid and owned media at Rosetta?

JT: At Rosetta we actually renamed our group Paid, Owned, and Earned media to signal to our clients that the space is not either/or, but that these pieces are inherently intertwined.  It is the intersection of these components where real marketing magic takes place.  Where brands struggle here is with organizational design and access to data. They struggle because these two components often create incentives that are driven by siloed performance.  Data can also lie in certain areas not available to others, not because it is impossible to acquire, but the correlations between the channels and the understood value of those insights isn’t yet recognized. Andy and Jason went on to talk in much more detail about the role of content and publishing in SEO and we will be sharing further commentary and insight from Jason and other key speakers on this in the coming weeks. Jason will be moderating the Global and Mobile SEO panel on day 1, 22^nd August at 2.10pm. Full panel details and agenda are below:

1. Speaker/Moderator: Jason Tabeling, Partner, Rosetta
2. Speaker: David Lloyd, Sr. Manager, Global Search Marketing, Adobe
3. Speaker: Ken Yamada, Digital Marketing / Business Development, GAP
4. Speaker: Chuo-Han Lee, Sr. Manager, eCommerce, Symantec

Click here to see the full agenda at BrightEdge Share13. A big thanks to Jason for sharing his insight. Stay tuned for more from Jason and other key speakers shortly!

About Jason Tabeling Jason Tabeling is a Partner at Rosetta responsible for all things paid, owned, and earned media. Jason has a deep understanding of digital marketing, including paid search marketing and online display advertising. He has successfully managed dozens paid search campaigns, and has developed integrated strategies across all connected devices for various clients focusing on each core competencies in both the online and offline channels.

About Andy Betts Andy Betts has 15 years of strategic marketing, content and digital marketing experience working with many of the industry’s leading global agencies and brands across key strategic and marketing growth functions. Andy works with BrightEdge on strategic marketing, content and digital strategy whilst also writing and ghost writing for leading publications such as Huffington Post, Search Engine Watch and Econsultancy. Andy’s articles have appeared in Search Engine Land, Venture Beat, Mediapost, and the NYT. You can reach Andy on Twitter as @andybetts1 and on LinkedIn.

Beth Corneglio

M Posted 13 years 1 month ago

t 9 min read

I am Beth Corneglio an SEO/Traffic Consultant at Relevance™. I've worked with multiple Fortune 500 clients to assist with their SEO and inbound marketing needs. One of the biggest challenges SEOs face in improving search performance is identifying true competition and their focus areas in SEO.  I will walk through a live example on how to gain this powerful insight using BrightEdge Share of Voice.

Filtering Out The Fake Threats With Share Of Voice

Clients and SEOs alike are always curious about who their actual search competitors are. Unfortunately with the rising use of Google’s personalized search, it’s increasingly difficult to “just go check the SERPs” to find an accurate list of companies that may be cutting into your business. How can you be sure who is an actual competitor in your niche, and who simply shares the keyword? With the help of the Share of Voice Tool provided by BrightEdge, you can figure it out quickly and easily. This tool can vastly increase efficiency by uncovering search competitors, and I’ll show you how. Here’s how the inbound marketing consultants at Relevance™ use the tool for clients—and how you can use it to keep track of your own search competitors.

Nag

M Posted 13 years 1 month ago

t 9 min read

Last week, Eric Papczun, President of Performics US took out time to chat with content and marketing thought leader Andy Betts as part of the Share13 interview series. Prior to his current role, Eric managed Performics' general operations and led its optimization services group, which includes search engine optimization (SEO), content marketing, strategy and optimization, and feed marketing.

Eric has earned accolades as a thought leader for the search industry. He frequently speaks at major conferences such as SES, SMX and Pubcon. He is a regular contributor to Search Engine Land with a monthly video column and has been featured in DMNews and other publications.

At Share13, Andy will be moderating the panel on The Future of Search on August 22nd. In this interview, Andy Betts(AB) talked to Eric Papczun(EP) about a number of topics related to the session.  

AB: Hi Eric, many thanks for taking the time to share some insights with us. Welcome to Share13!

EP: Thanks Andy, its great to be asked. I am really looking forward to the event as an opportunity for leading brands and marketers to discuss key topics and trends and exchange insights about our strategies and solutions for moving forward.  

AB:  It is great to have you on the Future of Search panel.   I would like to ask you a few short questions on important topics that you and your team at Performics address on a daily basis.  

AB: How has content developed to become a key focus and central part of search and digital marketing?

EP: We believe that content has always been the core of any digital marketing campaign. Without relevant and engaging content search visitors are certain to bounce off landing pages at a higher rate and web pages have little chance of ranking in organic search. However, we also believe content strategies and execution have garnered more attention as marketers recognize content’s role in influencing decisions and as a means to drive higher conversions resulting in improved ROI from ad spend. We are also enjoying a closer relationship between performance marketers and web dev/IT as internal barriers have broken down over the years.  

AB: How do you view the relationship between Earned and Owned and Paid media – is it a battle or is it part of a holistic marketing solution?

EP: We don't see this as a battle between one form of content versus another but instead a symbiotic relationship between them all. Paid builds awareness, promotes offers, and captures demand; owned content provides depth and understanding; and earned content provides context and verification. The best marketers know the right balance between all three.  

AB: What is your approach to publishing content and measuring performance across channels like site, search and social?

EP: Performics evaluates each piece of content on its ability to engage and influence, as well as, how visible it is to others via search engines and social distribution. We suggest measuring bounce rates, and monitoring the efficacy of participant journeys.  

AB: How important is mobile search in 2013?

EP: It's obviously more important than ever as more of us have smartphones and other mobile devices. Mobile search is now almost 30% of our clients' search volume and increasing every month. What's less understood is how poor mobile experiences are hampering mobile conversion rates and mobile search rankings. This is really the largest opportunity in mobility today.  

AB: Yes, definitely agree!  That’s great, Eric – thanks so much for your time. I really appreciate it.

EP: A pleasure, look forward to seeing you and the BrightEdge team at Share!  

About Eric Papczun

Eric Papczun traded his computer geek card for a button-down collar and a finance degree at Kent State University when he realized that showing off his Atari 800XL computer was not going to get him a date in the 80s. After that, it was all kismet as he found himself in leadership and entrepreneurial roles in the exploding early days of the tech industry.

At the age of 21, Eric’s first business was a building a credit union from the ground up for students at his college, which ultimately become a successful venture that still exists today. He leveraged his experience into a consulting career training other credit unions to achieve a sales and service culture, and then jumped into retail entrepreneurship with a specialty website and physical store selling high-end golf memorabilia called Golf Links to the Past. Having “skin in the game” with his own business meant that Eric had to learn internet marketing as the tactics themselves were being invented and perfected. He started with banners and paid search in the very early days of search advertising, then taught himself search engine optimization (SEO) tactics. He eventually sold the company, but found himself hooked on internet marketing and ready for a new challenge. He joined Performics in 2005.

Prior to President of Performics US, Eric managed general operations and led the optimization services group, which includes search engine optimization (SEO), content marketing, strategy and optimization, and feed marketing. In his previous role as vice president of client services, Eric led a number of Performics’ dedicated account teams in strategy, project management and analysis of clients’ performance marketing programs. He was also the architect of Performics’ modern day SEO practice and assembled the experts who identify important technical, content and linking roadblocks that impede the navigation and ranking of a Web site and its relevant content.

About Andy Betts

Andy Betts has 15 years of strategic marketing, content and digital marketing experience working with many of the industry’s leading global agencies and brands across key strategic and marketing growth functions.

Andy has been part of some the industries largest acquisitions such as Latitude (£50m), DoubleClick Performics  ($3.1bn), Publicis and Performics ($60m), Dentsu and Innovation Interactive ($200m) and Experian and Techlightenment/Alchemy social (undisclosed).

Andy has also worked at VP level with brands such as – Google, MSN, Apple, HP, HSBC, United Airlines, Lexis Nexis, Saxo Bank, Motorola, American Express, Fidelity and Fidelity International.

Andy works with BrightEdge on marketing, content and digital strategy whilst also writing and ghost writing for leading publications such as Huffington Post, Search Engine Watch and Econsultancy. Andy’s articles have appeared in Search Engine Land, Venture Beat, Mediapost, and the NYT. You can reach Andy on Twitter as @andybetts1 and on LinkedIn.

Jim

M Posted 13 years 1 month ago

t 9 min read

Following on from a fantastic year for BrightEdge, I am delighted to share more details on Share13, our premier industry event to be held August 22-23 at the stunning Palace Hotel in San Francisco. 2013 has been an epic year for Digital Marketing. The convergence of search, social and content marketing, technical changes, increased local and mobile adoption and the fusion of big data have resulted in massive impact and a positive shift for our industry. Share13 is focused on aligning the key drivers of digital marketing and the central role of content within this market shift and bringing together leading minds, brands and talent to learn about the resulting technology changes, trends, best practices and case studies. 

SEO and earned media are the CMOs imperative

These two channels have become the most efficient, measurable and profitable channels for reaching new and existing customers. Share is the only event focused on exploring the synergies between the two.

The Agenda

SEO – From Rank to Revenue

 Search has evolved to become the largest digital marketing channel. In our 2013 Search Marketers Survey, 98% of respondents confirmed that search is a strategic imperative for the CMO. But with the fragmentation of search results by device, locale, and algorithm updates, how do you measure and optimize revenue in addition to rank? In this track you'll hear from leading global enterprise SEO marketers how they achieve success today.

Earned Media: Maximize your Impact

Marketers have an ever increasing number of channels to understand and influence customers. Your initiatives can reach further than ever, enabling you to drive awareness, demand and revenue. But where do you start, and what channels deliver the greatest return? In this track digital marketing innovators share how they drive measurable business results with earned media and search. 

Please feel free to view the detailed agenda on the Share13 site by visiting http://www.brightedge.com/share13-agenda and check back often because we are adding speakers at a staggering rate.

Star-studded lineup of speakers & attendees

Share13 features some of the most accomplished and visionary search marketers including:

1. Abe Thomas - General Manager, Microsoft.com
2. Mike Grehan, Publisher of Search Engine Watch & ClickZ; Producer of SES international conferences
3. Elisabeth Osmeloski, Director of Audience Development, SEL, Marketing Land and SMX
4. Eric Papczun, US President, Performics
5. Jim Brigden - Global Chief Client & Commercial Officer, iProspect
6. Simon Heseltine, -  Director of Audience Development, AOL Inc / Huffington Post Media Group (HPMG)
7. Anthony Ha, Techcrunch
8. David Lloyd - Sr. Manager, Global Search Marketing, Adobe
9. Christopher Birkholm-Program Manager (SEO & Site Optimization), Digital River
10. Michael Kirchhoff - Director SEO & Product Support, PennWell Publishing
11. Steve Krull - CEO, BeFoundOnline
12. John Schulenburg - Director of SEO, Electronic Arts
13. Molly Scofield - Managing Director, Global Consulting, Global Strategies
14. Ken Shults - Managing Director, Global Consulting, Global Strategies
15. Lisa Williams - Director, Paid, Owned & Earned Media, Rosetta
16. Julia Gause - Director of Search Marketing, Scripps Networks
17. Kirill Kronrod - SEO Manager, Adobe
18. David Whitworth, SEO Manager, Rackspace
19. Marty Muse - Vice President, Client Solutions & Success, Relevance
20. Leo Haryono -  VP, Acquisition Marketing, Macy's
21. Dave McAnally, Director, Content Solutions,  Resolution Media
22. Jason Tabeling - Partner, Rosetta
23. Robin Francis -  Senior Manager, Search & Web Content, Autodesk
24. Holland Dauterive - SEO Specialist, ModCloth
25. Vincent Wehren,Bing Webmaster Tools Senior Program Manager, Microsoft
26. Mel Carson, Majestic SEO

Just a few of the 400 brands attending include Cisco, Citrix, Hilton, Humana, Netflix, Nike, Synopsis, Target and Western Union.

Training & Certification

Share13 is about learning from accomplished marketers on how to succeed in earned media. In addition Share is also a place for BrightEdge customers to share best practices on getting more out of the BrightEdge platform. This year, we are enabling that experience by introducing the BrightEdge Certification Program at Share13. I invite you to sign up for this training in-person training taught by leading experts from the BrightEdge Client Services and Professional Services teams. For more details, please visit - http://www.brightedge.com/share13-certification-training. Feel free to test your knowledge with BrightEdge Digital Marketing Quiz or SEO Quiz.

Networking

Needless to say, with the presence of the accomplished marketers from different industries, backgrounds and geographies, Share13 offers an excellent networking opportunity. Share is exclusively for search and digital marketing practitioners at leading brands making the networking that much more enriching! I would like to personally invite you all to be a part of this industry-shaping event. To give you a preview of what to expect at Share13, we will profile and interview the speakers at Share13 on this blog. Look out for these interviews and updates on more speakers in the coming weeks. Jim Yu Share13 is in San Francisco on August 22-23 Information and Registration: http://www.brightedge.com/share13 Follow updates on Twitter @brightedge #share13 Contacts: Asidana@brightedge.com  Abetts@brightedge.com