Teradata Achieves High Keyword Positioning and B2B Lead Generation
Teradata's Global SEO Strategist, Ron Weber, utilizes BrightEdge to optimize all aspects of their content and SEO strategies
Transcript from Teradata's SEO Story:
The current program at Teradata really was when I took over it was a house on fire. We had a lot of technical issues. We had a lot of content issues. And really it was starting from scratch. It was really analyzing what was happening with the site from all angles and figuring out what to do next.
I am the only person in SEO at our company. I do work with a content team. I have a vast array of resources at my disposal. We have a lot of content-rich assets that are already in place - just a lot of pages that needed to be optimized.
My digital team, which was four people back in March, is now eight. The commitment from management is there. We're pulling resources from all other departments. SEO-led, digital-led; is really what the call to arms is at my company.
The house was on fire when I took it over - a lot of technical SEO work had to be done. Now, we're to the point where we are driving leads. B2B lead gen is the sole focus of our website - that's what SEO is driving towards - that's what everything is driving towards.
As an example, when I first took over SEO I realized that that our cloud section was under-served, under-utilized, under-optimized. I took the section, and I had an SEO led strategy which doubled the number of pages. We went from 14 pages to 28 pages within the span of six weeks put up those pages quickly. They all had SEO journeys in mind. They were all SEO optimized.
The number of keywords in the first position have doubled, the number of keywords in our second position have doubled, and the number of keywords, just across the board, have doubled rankings, all the way from page one to page four to 10. The net impact on the leads that we’re gathering specifically to cloud have been three times what they were back in June.
Our company focuses on megadata customers. I can't quantify what that is, but I do know that the number of leads that are coming from our megadata customers are significant; much more so than prior to doing SEO.
ContentIQ and, as I mentioned, our platform was on fire when I first started in and so being able to see that from BrightEdge perspective was great. And seeing that score tick up, week after week has been really part of my winning strategy.
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. And 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.