We all know that content performance is a dynamic space and practitioners are constantly looking for new opportunities to expand their footprint or maximize their impact. One key area for growth is through new keyword opportunities, but most keyword discovery tools simply surface similar “relevant” keywords rather than identify the most strategic opportunities for growth.

With BrightEdge S3 you can leverage cutting-edge technology to build or expand your keyword portfolio to increase your organic search footprint and drive more relevant traffic to your site. BrightEdge S3 discovers and then prioritizes new keyword opportunities by those factors that drive the top and bottom line for your business, ensuring that practitioners target the keywords that are high-converting or within “striking distance.” With BrightEdge, potential revenue guides you to help choose which keywords to focus your efforts on.

• Build a keyword portfolio - With BrightEdge S3, build out or add to your keyword portfolio with confidence. Quickly identify your highest revenue driving branded keywords as well as a list of high converting, long-tail keywords (with the competitive landscape in mind) using BrightEdge’s patented, reverse index of the web: SEO X-Ray.

• “Bucket” keywords into categories - Grouping keyword into “buckets” is an essential component of organizing your data in BrightEdge. Categorize keywords by verticals and hierarchies, brand and non-brand, geographic locations and campaigns surrounding specific events for maximum insight into your content performance.

• Identify keyword gaps & opportunities - BrightEdge S3 helps you identify those keywords that your competitors are optimizing for but aren’t including in your keyword portfolio (gaps) and those keywords that your competitors haven’t yet optimized for but would drive relevant traffic to your site (opportunities).

• Prioritize keywords - Most digital marketers focus on increasing the traffic to their site, but the savviest realize that not all traffic is created equal. With BrightEdge S3, you can instantly prioritize your keyword opportunities by search volume, conversion rates, or “striking distance” so that you focus your content performance efforts on the low hanging fruit for quick wins, while continuing to move the needle on long term content performance strategies.

• Long-Tail scalability - Leverage SEO X-Ray, BrightEdge’s massive reverse index (half a billion keywords), to identify opportunities to expand into the high-converting long-tail while monitoring your competitors’ long-tail strategies.

What is Share of Voice?

In SEO Share of Voice is a percentage of the search traffic a brand gets on the SERPs compared to the competitors. Share of Voice helps to better understand competition and identify gaps in content coverage. 

Share of Voice in search is the same thing as rank because the click-through rate drops by roughly half for each position between 1st, 2nd, 3rd, and 4th. BrightEdge click-curve research shows that within Universal Search results, 1st position desktop gets roughly 30% of the traffic, 2nd gets roughly 15%, 3rd roughly 10%, and 4th roughly 5%. SEO performance in these above-the-fold positions can have a huge impact.  

Why is Share of Voice Important?

Both the number and types of digital channels that a practitioner can leverage to outrank their competition has exploded. Until now, practitioners had to guess their online market share and relevance across their web site, blogs, social media, video sharing, mobile content, and other channels manually, without the confidence of a proven system.

Share of Voice and Competitive Analysis

BrightEdge’s patented SEO Share of Voice technology bridges the knowledge gap between guessing and knowing who has the greatest share of voice in organic search, which is incredibly useful information for any SEO practitioner. Use Share of Voice to instantly understand each of your competitors combined on-page, off-page and site structure to boost their rankings on a given set of keywords. Share of Voice is also used to better identify gaps in content coverage. 

• Surface unknown competitors - Uncover competitors you aren’t tracking but who rank well for a particular keyword or keyword group
• Detailed competitive analysis - Identify a competitor’s rank for any particular keyword and the associated ranked pages for that keyword. Click into the associated URLs and view a comprehensive report including the page profile, backlinks, keyword rankings and search volume.
• Analyze by segment - Instantly map out all your competitors exhaustively by creating Share of Voice reports for each particular product or category using the corresponding keyword groups.
• Competitive benchmarking - Every time you run a Share of Voice report they are saved automatically, which can be used for historical benchmarking against the competition.
• Discover potential partners - In addition to providing an unbiased view into the competitive landscape, Share of Voice reports will help you uncover potential partners to reach out to for display ads or as sources of backlinks (white hat, of course).
• Trended Share of Voice - Track trends in the Share of Voice and assess the effectiveness of content strategies and tactics; take corrective measures, if needed.
• Support for large keyword sets - Track Share of Voice for keyword groups with up to 5,000 keywords.
• Refresh Share of Voice automatically - Automatically run Share of Voice in sync with weekly keyword analytics refresh.
   

How to Calculate Share of Voice in SEO?

Basically you want to analyze your site's performance vs. a named set of competitors on a topic that can encompass multiple keywords. Define a set of keywords, calculate the rank for a set of competitors, multiply the click rates stated above by the query volume and this will give you a weighted average Share of Voice on the topic. On a large set of thousands of keywords this is not practical, which is why most larger and more mature brands employ a platform like BrightEdge to handle their Share of Voice tracking and calculations. Request a demo today to learn how you can use Share of Voice reporting to improve your competitive tracking and response.

<p>A crucial component of a successful content performance program includes “white hat” backlink management, specifically backlink tracking, acquisition of high quality backlinks, and competitive backlink discovery. Because backlinking is such a critical component of content performance programs, the accuracy and volume of backlink data is of the utmost importance.</p>

<p>BrightEdge has a firm commitment to <a href="/node/141">data integrity,</a> which includes integration of Majestic’s industry leading “Fresh Index” backlink database. The BrightEdge S3 platform provides backlinking analysis, competitive insights, and actionable recommendations with workflow. Partnering with Majestic provides BrightEdge customers with the most comprehensive backlink insights for <a href="/node/100">enterprise</a>.</p>

<h2>Integration with Majestic</h2>

<ul>
<li><strong>World’s Largest Backlink Database —</strong> Majestic currently tracks 150 Billion URLs in their “Fresh Index,” and 3.8 Trillion URLs in their Historical Index.</li>
<li><strong>Highest Quality &amp; Most Current Data — </strong>Majestic performs daily updates of its enormous Fresh Index, enabling BrightEdge to incorporate the freshest large-scale database commercially available today.</li>
<li><strong>Seamless Integration —</strong> Majestic metrics are available in BrightEdge S3 platform with minimal latency.</li>
</ul>

<h2>Integration with Moz</h2>

<ul>
<li><strong>Industry Standard Backlink Management</strong> <strong>—</strong> Integration of Moz's Linkscape index of 617 billion link. Linkscape, which powers popular tools such as Moz's Open Site Explorer, provides data on over 617 billion links from 58 billion pages across 135 million root domains.</li>
<li><strong>Seamless Integration —</strong> Majestic metrics are available in BrightEdge S3 platform with minimal latency.</li>
</ul>

Integrating web analytics as part of your content performance strategy is a best practice, providing a complete picture to inform critical business decisions. The BrightEdge Connect API integrates with major web analytics solutions including Google Analytics, Coremetrics, Webtrends, and Adobe Genesis/SiteCatalyst, providing comprehensive insight into integrated traffic and revenue data alongside organic search data.

Whether you use Google Analytics, Coremetrics, or Webtrends, there are several reports that your web analytics integration with BrightEdge S3 provides, giving digital marketers unparalleled insight into what their analytics really mean:

Sophisticated Analytics Reporting:

• Traffic & Rank – Correlates number of visits with ranking; see traffic in terms of total visits, page views, time spent on site, bounce rate, etc.
• Conversion & Rank – Map out performance goals and track them in BrightEdge; measure conversions aligned with goals, and measure visits, registrations, or sales.
• Revenue & Rank – View rank alongside revenue from orders and total revenue to help discover new opportunities. Identify keywords you may not be tracking that are currently driving revenue.
• Total Content Performance – View overall traffic to your site on a weekly basis (across all keywords, not just keywords you are tracking). Identify keyword gaps that drive traffic or revenue with potential for you to manage and optimize.

Search engine optimization (SEO) plays a critical role in making your content visible on search engine results pages (SERPs) for the topics that matter to your business. To win in SEO, you need to understand how content improvements contribute to key business results, such as increasing website visits, conversions, and revenue.

Our deep integration with Adobe Marketing Cloud pulls the analytics data you’ve come to trust into the BrightEdge search and content platform. By blending web analytics and organic data, you can enhance direct optimization efforts and demonstrate the impact that such efforts have on business metrics.

"On any given day, there are thousands of places on my website that need attention. By importing my Adobe Analytics data I can now assess possible site improvements together with business metrics, like traffic and conversions. This helps me take a data-driven approach to SEO to pinpoint which changes to make first."

Optimize for all critical topics – including those missing due to secure search

By importing your web analytics into your BrightEdge platform, you can bring back keyword-level data that is missing due to secure search. You can discover new and important search topics and optimize your content for these topics to drive more traffic, conversions, and revenue on the site.

Ensure that your content is written for high-demand, high-value topics

Identify topics that are searched for the most on Google. Then compare this data with your web analytics data, such as visits and revenue from these keywords. By assessing topics according to these two dimensions, you can focus on optimizing for the topics that are high in demand and also instrumental to contributing to your bottom line.

Analyze website page performance across the buyer’s journey

Track how pages geared towards awareness, consideration, and decision stages rank on search engines and ultimately perform. By understanding how these topics influence the online behaviors of your customers, you can devise new strategies and SEO tactics to achieve better outcomes from organic search. 

Import Adobe Web Analytics data in a snap

Quickly and easily configure your Adobe integration using the Adobe Analytics API. Fully customize the data imported with the metrics that matter the most to your business. A simple setup process can get you up and running within one business day.

Over 250 brands have integrated their Adobe web analytics data with BrightEdge:

Learn more about other BrightEdge partnerships

Digital marketers require a consistent view of marketing performance across all their programs based on a common set of Key Performance Indicators. With content performance growing in importance as a main driver of revenue, web analytics are central to providing trusted metrics for online business performance. The key challenge digital marketers face in deciphering analytics data, is integrating site performance metrics from their web analytics provider with other critical metrics such as search and social signals and business intelligence data.

BrightEdge Connect seamlessly links search and social performance with web analytics and other business data. BrightEdge Connect is a REST-based API that provides the 1,500+ brands that are actively using the API with a way to measure the effects and correlation between one indicator (e.g. search rankings, social signals, or backlinks) with analytics metrics (e.g. number of visits or conversions) and business intelligence KPIs.

BrightEdge Connect allows users to integrate BrightEdge data from major web analytics solutions including Google Analytics, Adobe Analytics, Coremetrics, and Webtrends with other platforms that leverage REST-based APIs. 

Bring Site, Search, and Social into the CMO suite

• Connect content performance to business metrics – integrating analytics into BrightEdge’s Customizable Dashboards connects the dots between content performance and revenue
• Maximize the value from web analytics platforms – enable deeper insights into how search and social efforts drive site performance
• Prioritize projects – contextualize among email and other marketing programs, and deliver on your most promising opportunities
• Leverage consistent metrics – use a trusted set of metrics and attribution models
• Easy setup – an experienced Client Services manager with a solid background in web analytics platforms works closely with you to setup BrightEdge Connect. Standard integrations do not require the support from your IT department.
• Immediate visibility – the API (a REST based protocol) integration setup works almost immediately.

Integrate BrightEdge metrics with your own enterprise architecture:

• Save time and effort on manual import/exports, and reduce errors with manual swivel chair processes by automatically pulling data into your company’s reports.
• Seamlessly integrate rank data for preferred landing pages and keywords into your own enterprise architecture providing visibility into content performance metrics that drive business decisions.

As brands become publishers, content is being created, consumed, and shared at unprecedented scale. Now more than 27 million pieces of content are shared each day— making content marketing more strategic for businesses than ever. Brands are eager to understand what content performs and measure how that content impacts their business.

Win in the Content Battleground

We believe that the digital world is a battleground. As consumers interact with dozens of brands, every brands’ content is fighting a battle. To remain competitive, marketers need to understand who they are competing with, and what their competitors are doing to succeed. BrightEdge has built technology that enables brands to address this challenge head on and create content that wins in the content battleground.  What’s unique about BrightEdge is that we don’t just rely on first party data, instead we analyze the web at scale to provide actionable insights of what it takes to win.

With Content Optimizer 3.0, BrightEdge brings the power of BrightEdge directly inside Adobe Experience Manager (AEM) to support proactive content optimization during the content creation process. Content Optimizer 3.0 provides that crucial competitive edge: the ability to tap into web-wide competitor content data. With competitive analysis alongside actionable recommendations, Content Optimizer 3.0 helps marketers to produce quality content that is targeted for the user, optimized at the time of creation, and measured at scale. When a marketer knows where their competition is succeeding and failing, they can be significantly more strategic.

BrightEdge + Adobe

BrightEdge is an Adobe Accredited Application Partner, with a five-year history of developing several integrated technology offerings. BrightEdge Content Optimizer brings the most powerful features and the intelligence of BrightEdge seamlessly into Adobe Experience Manager through an enterprise ready integration.

Content Authors: Bridge the Gap Between Content and Performance at the Time of Content Authorship

Now, for the first time content writers can increase the impact of their content while at the same time increasing their productivity. Armed with the machine learning insights into demand from BrightEdge (powered by the BrightEdge Data Cube), authors can focus on the right topics. Through an intuitive user interface, Content Optimizer guides writers in a step-by-step fashion to create content that is optimized for maximum traffic, conversions, and revenue without breaking or slowing down their content creation flow in AEM. Key benefits for content authors:

• Integrated Workflow — Access Content Optimizer’s step-by-step guided user interface within the existing AEM page-editing menu sidekick (AEM 5) or within the top navigation Content Optimizer icon (AEM 6), enabling seamless optimization in parallel with the content creation process.
• Competitor Analysis — With the BrightEdge Data Cube, utilize a detailed analysis of competitors’ digital content, with immediate insights to quickly take action. Webpage content is broken into page components, along with recommendations to create content that wins from day one.
• Consumer Demand Targeting — Guides content writers to topics that are highest in demand and lowest in competition, ensuring content is optimized from day one.
• Content Optimization Progress Tracking — Focus on what matters with up to 16 on-page recommendations that have the most impact on search performance. Recommendations guide content authors seamlessly through each step directly within AEM, prompting optimization recommendations for highly effective content.

Recommendations show the steps needed to drive performance – before authoring content

Online Marketers: Maximize Revenue From Content

With BrightEdge Content Optimizer, organizations are provided with recommendations that evolve along with the search landscape, and are compliant with the complex structure of large websites. Key benefits for online marketers:

• Policy Compliance Across an Organization — Manage policies with out-of-the-box support for multiple teams, templates, websites, and policies. Set guidelines at the account level, or for all site-wide content and enforce compliance across multiple teams and templates.

• Page to Content Pairing — Pair content with targeted web pages to rank in organic search for the correct content without cannibalizing other pages.

• Powerful Competitive Insights — Track top competitor strategies on page elements and use the insights to optimize pages for best performance.

Administrators: Leverage a Flexible, Seamless, and Adaptive Integration

Organizations can easily customize the impact level of content for their different business units with automated web content policy management, all while maintaining a secure enterprise environment.

• Designed for Enterprise Architecture — Working with current infrastructure and IT investments, data is transferred through HTTP proxy and standard package share installation.

• Enterprise Grade Security — Secure API access with government level encryption policies.

• Trusted Technology — BrightEdge actively supports over 7,200 account integrations via the BrightEdge Connect API.

Online Marketers: Measure Compliance Across Your Content Authoring Team

Understand specific areas of your site where optimizations are being made, or still need to be made, and create a culture of content optimization

Content performance success is dependent on optimizing your most valuable webpages. Digital marketers are often faced with the overwhelming task of performing analysis on each and every webpage, and optimizing areas they notice could be improved. In many cases, what needs to be improved on one page is quite different from the next due to the complexity of websites and contributors from a myriad of teams. Marketers often struggle to identify all the areas for improvement across numerous pages with varied page structure, code, internal backlinks, text length, and writing styles, and are left with a time consuming, ineffective process.

BrightEdge streamlines this process with Page Manager, which adds to the powerful BrightEdge S3 recommendation suite for keywords, social, backlinks, and competitive analysis.

BrightEdge S3 Provides:

• Prescriptive best practices – Comprehensive on-page, backlink, internal link, and social recommendations guide you to success.
• In-depth prioritized recommendations – Uncover the highest impact opportunities to increase rank. BrightEdge analyzes +32 elements for each unique webpage—including duplicate content, and provides recommendations for title, header, image, and meta-tags, URL, content, backlinks, and social engagement.
• Customizable recommendations – Control the prioritization of recommendations and specify unique recommendation parameters that cater to your business needs.
• Ability to target multiple keywords per page – Effectively target similar phrases or complementary phrases to boost overall page ranking.
• Tasks & Workflow – Take action on recommendations by assigning tasks to team members. Align content performance efforts and track progress from start to finish.
• Competitive Intelligence – Uncover the top 10 competing webpages and see your chances of ranking in the top positions

Complete insight into your internal links:

Many organizations today are undertaking internal link cleanup and optimization initiatives, as internal links are essential for establishing a site architecture that’s easy to navigate and spreads link juice across your website. And, having a link structure that’s easy for search engines to crawl is necessary for proper search indexing and rankings.

• Identify Internal Links – See a complete list of all internal links directing to each URL, and if the anchor text contains your target keywords.
• Take Action – Assign tasks to team members and streamline the process of identifying and optimizing for internal links across your site.

Group and analyze pages by category

• Focus on what matters – Easily group pages by categories such as departments, seasons, promotions, and business units. Each team member can easily view and filter recommendations that matter to them.