The Business Challenge

Presented with both a challenge and opportunity in the pandemic, Stanley Steemer found themselves in a unique position to take advantage of market trends. Pivoting to a professional services company, with a larger set of offerings, they needed a way to connect with customers and convey their new focus to people who needed cleaning services. SEO was a clear lever for increased performance, and identifying the local markets through SEO research would help identify customers and behavior.

The BrightEdge Solution

To move quickly, the team would first need to understand how prospective customers were searching for professional services they offered, and how those searches varied across local markets. Using BrightEdge Instant and Hyper Local Analysis the Stanley Steemer Digital Marketing team was able understand the impact organic search has on traditional traffic-driving services.

Results

Facing long odds as the impacts of the pandemic rolled on, Stanley Steemer set substantial growth targets for SEO. Their goals for SEO were less about what seemed realistic, and more about closing the gap from the lost business brought on by the pandemic. With the help of BrightEdge they were not only able to hit those targets, but exceed them in most cases.

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The Business Challenge

Historically, the Meta Global Business Marketing (GBM) SEO team had seen great success in driving traffic to their pages with branded keywords and topics. Now they needed to do the same for non-branded traffic, which historically converted at even higher rates. And with more and more businesses looking to grow digitally, there was huge upside in these non-branded keywords.

The BrightEdge Solution

The team began by creating a baseline understanding of the opportunities and threats around SEO. Using BrightEdge’s Keyword Reporting feature, they were able to assess rankings and identify opportunities for growth. The team then leveraged another BrightEdge capability, Site Report, to isolate severe site errors in a visual report. They used the visual insights to communicate with the development and engineering teams and collaborate on effective solutions.

Results

Historically, the organic search channel has earned Meta’s highest levels of engagement and lowest bounce rate. Simply preserving the channel’s position as the leading source of high-quality traffic would have been a significant achievement for the SEO team in the face of a corporate rebrand. What they accomplished, however, went well beyond status quo.

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The Business Challenge

With a goal of driving more footfall to their physical locations with local seo, National Tyres and Autocare set out to improve its presence in Google’s local 3-pack, capture more local searches, and, as an extension of that goal, improve the website’s authority through targeted blog content. By leveraging BrightEdge’s enterprise SEO platform and localized SEO features, National Tyre’s team identified new high-value keywords and came up with a successful content strategy to achieve their growth goals.

The BrightEdge Solution

Using BrightEdge’s keyword research and local SEO solutions, National Tyres and Autocare worked to identify and quantify the opportunities for both local SEO and content development. This was far more efficient than hiring an agency to conduct local SEO or trying to build localized SEO tools in-house. By partnering with BrightEdge, National Tyre created an effective and efficient localized SEO strategy.

The Results

The National Tyre team was able to successfully increase traffic to their website, improve page rankings for local listings, and saw huge increases in non-branded keywords. They were able to do all of this within the BrightEdge enterprise SEO platform, instead of having to hire an agency or local SEO service.

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The Business Challenge

Teradata’s website is an important source for generating awareness and driving top-of-funnel engagement with prospective customers. In early 2021, Digital Marketing Director, Ron Weber and the Teradata SEO team sought to establish baseline analytics for SEO and understand where the website was underperforming.

Conducting technical site audits can be challenging, especially when you have to do it by yourself. Luckily, the Teradata team had the support of BrightEdge and our suite of SEO and website audit products. 

The BrightEdge Solution

The SEO team leveraged BrightEdge to help organize and prioritize the initiative, employing it for keyword research and keyword and page ranking analysis, then tracking the growing traffic following implementation.

With the help of BrightEdge, the Teradata team was able to track page ranks, identify drops in keyword rankings, and build a solid plan of action to improve key SEO performance metrics.

The Results

The team saw huge success from their efforts around keyword research and page optimization. Within the first 12 months they saw huge increases in traffic and visits to top-performing pages achieving their goals for SEO performance.

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The Business Challenge

The start of the pandemic in 2020 left people spending more time at home, isolating from friends, school, work, and family. Customer demand and search habits were heavily impacted, leaving Crayola to take a closer look at their content strategy to adapt to the world's new normal and to continue inspiring the creative application of their products. Already leveraging BrightEdge, Crayola turned to the enterprise SEO software to assist in pivoting their content strategy to determine the change needed from new search behavior they were starting to see with the change in the market.

The BrightEdge Solution

Crayola uses comprehensive BrightEdge's search data & insights to inform not only its approach to organic search, but to help inform the company's broader marketing strategy. "Search informs a lot of decision making," says Kate Matelan, Content Marketing Strategist for Crayola said. "BrightEdge helps us make go, no-go decisions before resources are committed. Search also supports content and strategy cross-functionally. "We've found success using BrightEdge to identify trends and opportunities, but also to find themes, terms, and phrases that work in social, text messaging, email, paid and so on," Matelan said. "The search information we gather from BrightEdge helps us tell customers that we have what they need, that we speak their language. When we find those synergies, we have the most successful campaigns."

BrightEdge helped Crayola to quickly pivot by providing near-real time search data to help inform their search strategy while laddering to the greater marketing strategy.

The Results

Identifying behavioral trends and scaling SEO growth was a great opportunity for Crayola to meet the needs of their customers. The success of being able to pivot their marketing strategy to meet the newly discovered demand found through data allowed them to continue producing fantastic products to their audiences.

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