THE PROBLEM

Right now, some of the challenges with SEO are just differentiating the various service lines as CBIZ provides six core service lines ranging from benefits and insurance to financial services. Just differentiating those servives and ranking highly for each of those servives, which at times share similar audiences, is one of the main challenges. Organically, CBIZ ranges anywhere from 50% to 70% traffic share. "It's a very large percentage, and that's why we're really focused on SEO for our site," Joey Lampe, Sr. Marketing Specialist at CBIZ, Inc.

THE SOLUTION

Lampe probably does SEO somewhere between five to 10 hours a week. "We try to funnel traffic into B2B lead gen. Just to capture their information to further nurture them through drip campaigns to kind of warm up the lead before we close our sale. We've been using BrightEdge Gap Analysis and gaining on competitors."

"The ease on the reporting side for BrightEdge has been extremely crucial for us. In my position, I have to work with various service line marketing managers. BrightEdge allows me to really show a more visual picture of what their SEO is doing. Instead of showing spreadsheet after spreadsheet, it's nice to convey dense information in a simplified way."

THE RESULTS

"Our support for SEO has really skyrocketed in the past two and a half years once I got in this position. The gains in new accounts could be anywhere from $10s of thousands to $100s of thousands. And that's why differentiating our service lines from one another and making sure we're ranking highly on each of those service lines is extremely important."

There are tools out there that do certain portions of what BrightEdge does, but none that pulls all those tools into one ecosystem. Without BrightEdge, SEO would be a lot more difficult. - Joey Lampe, CBIZ, Inc.

THE BACKGROUND

In June 2019, the Teradata site and SEO program had a lot of both technical and content issues. It required analyzing what was happening with the site from all angles and figuring out next steps.

THE SOLUTION

BrightEdge ContentIQ enabled Ron Weber, Sr. Global Digital Strategist at Teradata, to see what technical fixes were required. "Seeing that score tick up, week after week has been a key part of my winning strategy." Weber realized that their cloud section was under-served, under-utilized, and under-optimized. He had an SEO-led strategy which doubled the number of pages optimized from 14 to 28 within a six-week time span.

"BrightEdge affects my content strategy in the most impactful way, which is looking at competitors. That is something that has served me well for the number of years I've had BrightEdge. Being able to know what my competitors are ranking for that we absolutely should be ranking for is one of those things that I can bring to any content team and bring them the reason to believe why they need to produce content to capture it."

THE RESULTS

For Teradata, the number of keywords in the first and second search rank positions have doubled and the number of keyword rankings across the board have doubled. Teradata's number of keywords that rank have increased by three times and, in the last six months alone, they've seen more than a 32% increase in keywords ranked on page one.

The net impact that the leads we're gathering is up three times what they were back in June 2019. The number of leads that are coming from our mega-data customers is significant -- much moreso than prior to doing SEO. --Rob Weber, Teradata

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Background

Orangetheory Fitness is a science-backed, technology-tracked, coach-inspired group workout designed specifically to produce results; it is not a gym. While Orangetheory Fitness is a well-known, successful brand, they struggled to digitally promote brand identity and visibility as science-backed rather than a run-of-the-mill gym.

Orangetheory Fitness partnered with The Tombras Group as their SEO agency to improve lead generation with BrightEdge. The goal? Increase awareness and consideration for Orangetheory's 1,100+ studios by strategically improving their search engine share of voice for key terms related to fitness that also included 'gym'. Tombras conducted a Site Audit using BrightEdge to discover ranking for on and off-page content, technical insights, and listings.

The Solution

Utilizing BrightEdge ContentIQ, along with weekly Hyperlocal Rank Reporting, Tombras was able to identify long-tail keywords important to Orangetheory Fitness, both globally and locally. Previously focused on keywords including 'group workout' and 'fitness studio', Tombras helped

 Orangetheory understand they were missing out on ranking for valuable keywords in the industry. They developed a strategy called 'More Than a Gym' and dove into SEO best practices. Working together, Tombras and Orangetheory produced SEO-driven copy and long-tail keywords that both gave them exposure and still encouraged their brand voice.

Results

SEO Branded search increased by 13.1% in 2018 and 16.7% in 2019. Orangetheory saw a 9.9% increase in new organic users and a 104% increase in non-branded, organic search traffic.

Orangetheory wanted to increase brand awareness and drive sales. In the first year of the SEO program they saw a 26.6% increase in new studio lead growth. SEO helped increase traffic, leads, and free trial signups. That allowed Orangetheory coaches and sales staff to increase the number of new members. Add it all up and Orangetheory saw a 9.7% increase in YoY revenue, making it one of their most successful periods ever.

"From content to technical, we've been able to demystify local-level SEO performance with trending data and automated alerts. Scaling Hyperlocal SEO has always been a challenge, but with Tombras + BrightEdge innovating the space, we've been able to achieve actionable insights from millions of data points." - Ryan Edwards, Sr. Vice President of Integrated Search at The Tombras Group

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BACKGROUND

Travel Nevada is the official destination marketing organization for the state of Nevada. They have historically relied on paid search and media to gain visibility in front of their target audience and drive traffic to their website. While the results of these campaigns have been positive, their team was able to use marketing intelligence tools such as Google Analytics to identify a large opportunity for "always on" visibility through an investment in search engine optimization (SEO) services. In 2018, Travel Nevada partnered with Noble Studios to elevate their marketing efforts with a variety of digital services including SEO utilizing BrightEdge.

THE SOLUTION

Beginning with their existing content and site architecture, Noble Studios found opportunities to take advantage of quick wins using Anomaly Detection and Recommendations. Using BrightEdge ContentIQ, they discovered technical fixes including ADA-compliance issues that were passing down from previous site migrations and negatively impacted SEO.

By analyzing the top 300 site pages for traffic and seeking pages where keyword rankings had either dropped or plateaued, Travel Nevada started their journey to better SEO by updating internal linking, meta descriptions, page titles, and image alt text. Next, they tackled opportunities for existing and new keywords to rank well for Google's People Also Ask and Quick Answers. BrightEdge Page Reporting and Keyword Reporting were used to monitor progress. Finally, by diving into BrightEdge's Gap Analysis technology, Noble Studios located Travel Nevada's major SEO and business competitors to determine target topics for new content creation.

RESULTS

The BrightEdge DataCube score gave Noble Studios and Travel Nevada insight into their relentless SEO efforts by proving their YoY growth rate of 1842%. Total keyword visibility increased by 24% and keywords ranked on page one saw a 126% increase. Most importantly, Travel Nevada’s keywords ranked in the prized position one saw a 135% increase. Noble Studios utilized StoryBuilder to produce custom reports to present these excellent results to the Travel Nevada team and their board.

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THE PROBLEM

"I did extensive research looking for the best SEO and content tool. The first thing that made me choose BrightEdge over the competitors was the Data Cube--the fact that it uses actual data versus extrapolated data. Every other one I looked at was extrapolated data. Extrapolated data provides an educated guess, but it’s still a guess versus real data. That made a big difference."

THE SOLUTION

"After a software purchase, a lot of time the service and attention just falls off. But the BE team, every one I’ve had over the years, has just been better and better, and that’s incredible. The service is so hands-on that it’s almost like a part-time head count.

BrightEdge is a really invaluable to help build buy in for content. It’s really hard to try to explain to people that we work to rank for 'this' keyword. You can’t rank for a word you don’t have content for.

On our main site, position and traffic are good but similarly we still need to expand content. I have a new boss, so we did this thing I called an SEO 'deep dive.' I brought her in and did a 50K foot overview of all the different components that make up my job and when we got to certain ones, particularly content and search, I pulled BrightEdge up. I did a comparison between us and some competitors, and I was actually fairly shocked at the recent progress."

THE RESULTS

"The green arrows and up percentages were the best I’ve seen. We gained 25% on 10 striking distance key words, so that’s impressive and perfect timing, so thanks to BrightEdge for that. That was just month-over-month and we picked up 25% traffic volume without the benefit of new content. There are just some keywords that due to scale, we may never get first rank, but if we can move up just a few places that’s a big win. That helped me immensely with 'buy in' for content production going forward." -- Frank Priboy, Advertising Manager, Melton Truck Lines

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BACKGROUND

soak.com is an online bathroom retailer operated by Luxury For Less Limited. Based in Nuneaton, Warwickshire, soak.com supplies bathrooms, radiators, and lighting.

soak.com’s SEO manager, Hannah Bryce, was interested in a way to streamline SEO activities in order to prioritize the most lucrative on-site actions, while managing off-site and technical activity across three large ecommerce websites. The main aims of implementing BrightEdge were to improve search engine rankings and to increase share of organic search traffic–both with the aim of increasing organic conversions.

THE SOLUTION

“With BrightEdge, the adage of ‘you get out of it what you put in’ is certainly true. By taking time to input the most relevant data at the start, the recommendations the platform created were extremely effective. The results speak for themselves and now I keep the site well maintained with BrightEdge Recommendations. The support of the BrightEdge team has also been valuable to us from advising when to change keywords to onsite training. Another bonus is the professional services team as it’s always good to have another opinion on technical issues from international migrations to algorithm updates.” 

Since joining Brightedge in 2018, soak.com has utilized the full platform suite to achieve their SEO goals and overcome legacy challenges. Anchoring predominantly on Recommendations, Data Cube research, and the platform’s extensive and detailed reporting capabilities, the company has increased the organic channel’s contribution to all sessions by 30%. 

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BACKGROUND

Philips Hue, a leading smart lighting brand, offers more than the convenience of wireless light control. Philips Hue believes in giving consumers the best lighting experience to enrich their daily lives. The main website focuses on providing relevant content about the brand and product experience. However, to reach online consumers looking for a lighting solution that fits their needs, Philips Hue decided to inspire and educate through enriched content via blog posts.

THE SOLUTION

The team worked together to brainstorm the content strategy with the help of internal experts who use BrightEdge for keyword research and internal reports. They created clusters of non-branded and generic keywords which were then transformed into relevant topics for the target audience. The goal was to prioritize keywords with high search volume that align with the brand campaign calendar plan. Using the BrightEdge product, the team was able to identify popular lighting topics with low competition, host the new blog, and automatically and manually optimize the content to improve SEO performance.

THE RESULTS

With the help of the BrightEdge team, Philips hue was able to launch their blog as a pilot in the UK, which increased the visibility of non-branded keywords, such as “bedroom lighting ideas,” “living room lighting ideas,” etc. This also helped the team expand the brand’s content strategy from focusing only on core brand content keywords to capturing new traffic with a data-driven, SEO-focused, topical content strategy.

In 6 months, their website accrued an additional 400K organic impressions with a clickthrough rate of 2.5%. The team is now rolling out the blog to other key markets, such as the United States, the Netherlands, and more.

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BACKGROUND

As an innovative product design firm, Atlanta-based Thrive needs to be visible to the right buyer at the right time. Apart from trade shows, industry conferences, and referrals, Thrive’s best opportunity to get in front of new buyers is through their website.

As a means of generating more business, creating an SEO campaign to drive website traffic was a critical foray for Thrive. They partnered with Atlanta-based digital marketing and SEO company, AIS Media, to create an SEO campaign designed to meet aggressive business goals.

THE SOLUTION

The business team needed to understand Thrive’s target audience in order to develop an effective keyword strategy that captured their buyers’ decision making. AIS Media leveraged BrightEdge’s Data Cube to determine which keyword opportunities would be most valuable for their goals. AIS Media developed a keyword strategy broken into two keyword-specific groups that mapped the content of the site to nurture ranking growth and benefit user flow. AIS Media segmented the needs of each audience by developing content that would Leverage BrightEdge’s preferred landing pages and recommendations engines.

AIS Media then developed additional content for each keyword group to bolster content for case study work, expertise areas, and staff pages. Because Thrive worked with high-profile companies, such as Chick-Fil-A, Coca-Cola, and The Home Depot, case studies helped Thrive’s website appeal to their audiences and supported their journey through Thrive’s thought leadership content.

THE RESULTS

12 months into the SEO campaign, the site had an 87.8% increase in page #1 Google-US rankings for these two keyword groups. As a result, Thrive’s organic traffic increased 64.8% compared to the previous year. Google’s first-page visibility also allowed Thrive to increase online market share, as measured by the BrightEdge Share of Voice tool. According to Jon, CEO at Thrive, their organic leads helped source and secure major client deals.

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BACKGROUND

InterDent is a dentist service organization, representing nearly 200 dental offices across eight states. Before Wpromote, each of their locations had its own microsite with very similar content across all of them which resulted in internal cannibalization of their SEO efforts. In addition, InterDent did not have a content strategy in place, or much visibility into keyword rankings on a per location basis.

Wpromote needed to define a strategy that would provide insight into how each individual dental office location ranks for primary keywords, such as ‘dentist’ and ‘dentist near me’. Also, establish a way to drive more traffic to the website through a comprehensive content strategy with information that was truly valuable to Gentle Dental and SmileKeepers patients.

THE SOLUTION

Wpromote leveraged BrightEdge Hyperlocal Tracking to setup custom search engines for each dental office location which allowed them to simulate searches as if the user were in the area surrounding the dentist office. Because of this enhanced visibility , they were able to focus their efforts on offices that are underperforming in the Local 3 Pack.

Wpromote also utilized Data Cube as a primary resource to figure out which topics and keywords would be used on the InterDent website. This provided critical search volume metrics that provided key insights into what dental topics their audience was demanding. Along with detailed analysis of competitive metrics, they were able to target less competitive keywords until their website had established more authority.

THE RESULTS

After the consolidation of the InterDent website had launched in August of 2017, their website ranked for 62 keywords on Page 1 and had a Data Cube score of 536. As of January 2019, the InterDent website has produced amazing results of a Data Cube score of 330,750 and ranks for 2,439 keywords on Page 1. Finally, InterDent has increased the percentage of offices ranking in the local 3 pack for primary keywords from under 40% to over 98%.

We've seen a 25% year-over-year increase in lead volume from SEO and could not be happier with Wpromote's performance.

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THE PROBLEM

Kiddie Academy, a leader in educational child care, has two distinct business objectives 1) connect the Kiddie Academy brand to their consumers locally and 2) reach new potential franchisees to help expand their network of centers across the country. Prior to BrightEdge, they used a variety of SEO tools and partners to establish a strategy to increase organic search. However, these strategies were more of a reactive approach to SEO and made it difficult to measure how effective their initiatives were in terms of performance. Kiddie Academy’s digital marketing team needed a solution that would ultimately help generate leads and inquiries from prospects seeking childcare or people looking to start a business.

THE SOLUTION

Just over two years ago, Kiddie Academy selected BrightEdge as their primary SEO platform which immediately made an impact by helping them to identify critical content gaps within their website. The BrightEdge team also provided key recommendations to produce wins for Google Quick Answer search terms which resulted in higher traffic volume to newly established targeted locations. In fact, the insights from BrightEdge helped produce higher traffic and rank even before local academies had opened.

THE RESULTS

Kiddie Academy recently conducted a study that reflected an average of 67% increase in monthly organic traffic and a 41% growth in monthly organic conversions over the last two years. Currently, organic traffic leads the way in terms of all website traffic, even beyond their paid initiatives, and over half of all lead conversions. These results have paved the way for their executive teams to encourage an SEO-led enhancement for new website initiatives and adding a new position to their digital marketing team with exclusive focus on SEO.

Working with BrightEdge Customer Support was extremely helpful... They know our business, what our challenges are, and what we are trying to solve for. They were able to introduce the latest innovations of the platform and adapt it to our business needs and solve it from a Kiddie Academy lens.

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