<p><a href="https://www.brightedge.com/technology/universal-search">Universal Search</a> presents a huge opportunity for marketers. Thumbnails of images, videos, places, and news in search results attract the most attention from users. Ranking for this content drives greater conversions while also grabbing market share from competition, since real estate on the first page of search results is limited.</p>

<p>Marketers face challenges when trying to optimize content performance for universal search across multiple types of content, in addition to text. They also have limited visibility into keyword performance for the different types of content, for their own companies as well as competitors’.</p>

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<p>BrightEdge S3 helps marketers outrank competition and drive greater conversions by optimizing their sites for images, video, places, and news, while also understanding their true rank with Blended Rank.</p>

<p>Search engines focus on delivering the best possible user experience, by providing <a href="https://www.brightedge.com/glossary/improve-content-quality&quot; target="_blank">high-quality content</a> and relevant results. Last year, Google made waves with their broad sweeping <a href="/content/google-panda-update">Panda </a>and Penguin <a href="/glossary/major-google-updates">algorithm updates</a>, rewarding those websites with a solid content strategy with improved rankings and visibility.</p>

<p>In the current search climate, it’s more important than ever to invest in unique, compelling, web friendly content, and optimizing for search performance. Consistent with a history of innovation, BrightEdge has developed unique technology enabling marketers to take a content and page based approach to managing content performance.</p>

<p>Enterprise project management can require the coordinated effort of multiple roles within an organization. BrightEdge enables you to turn your business intelligence into actionable tasks through a single integrated environment. Turn your BrightEdge content performance recommendations into assigned tasks which you can track and close, or have BrightEdge S3 close implemented recommendations automatically.</p>

Part of an effective digital marketing program includes utilizing web analytics. The challenge digital marketers face is integrating web analytics with data, leaving them stuck toggling between two tools or manually attempting to combine data in one place, consuming significant time and resources. BrightEdge does the heavy lifting for you by integrating web analytics data with content performance and social data in BrightEdge S3, providing a complete view and single source of truth for your program.

The most sophisticated content performance and SEO strategies require in-depth competitive SEO analysis. Conducting that competitive analysis requires a wide array of tools to collect high-value data on competitors' SEO and get actionable insights out of it. With BrightEdge you will be the first to know about the campaigns that your competitors have rolled out, their latest backlink strategies, the individual pages and page templates that are driving organic traffic, and much more.

“White hat” backlinks building strategies are one of the foundational elements for a successful content performance program. Google interprets backlinks as a way to determine if a site is trusting and credible. Because backlinking is such a critical component of content performance programs, the accuracy and volume of backlink data is of the utmost importance.

BrightEdge provides the most accurate and complete set of backlinking reporting, encompassing backlink tracking, discovery of high-quality backlinks, and competitive backlink insights with actionable, keyword-level backlink recommendations supported by built-in task & workflow management. Building your backlink profile will result in better results for your organic opportunities.

The idea of negative SEO is a controversial one. Although the major search engines generally say that it is difficult but not impossible to hurt another site through negative SEO, there are also reports of brands saying that their websites were impacted by backlinking from spammy sites. It is always a good idea to check your backlinks and make sure that they are from reputable sites and can help your search engine rankings. If you find links that are not up to your quality standards, it is possible to disavow them so that Google knows that you do not want this site counted among your backlinks.

Backlinks are the fundamental structure of the Internet and are a quality signal to search engines that your content is valuable and that people appreciate what you offer. The key to leveraging this signal to increase your page’s ranking is producing high-quality content and getting it in front of the people who are likely to link to it. Follow the best practices, and use the tools available to you to get the most out of your backlink building and optimization efforts.

BrightEdge has published though-leading posts, like 10 Simple Link Building Ideas You Can Do In a Day to help BrightEdge community members at any level of SEO expertise make backlink and SEO porgress. Contact us for a demo today to start addressing your backlinking opportunities.