BACKGROUND

Windsor Store is a fashion company with a mission to inspire and empower women through clothing and accessories that make them feel beautiful. Prior to leveraging BrightEdge's SEO Platform, Windsor was working with other external solutions for expert SEO recommendations.

"We made a strategic pivot to focus on driving SEO performance. The initial goals centered around building an internal SEO team, launching an SEO platform to monitor performance, and providing data-driven insights," said Angelique Tavizon, Digital Marketing Analyst of SEO at Windsor Store.

"The key to success was not just understanding SEO performance but also: what keywords are driving organic traffic; ranking of focused keywords; what does and doesn't perform; and website page reporting for PLPs and PDPs," she said. They sought to perform keyword research, identify technical SEO insights, and to better understand how the organic channel works in tande, with other digital marketing channels.

SOLUTION

The Windsor marketing team consists of one full-time SEO and an extensive team that assists in SEO production including creative, eCommerce, IT, influencer marketing, affiliate marketing teams, and more. The team leverages the entirety of the BrightEdge SEO Platform including Data Cube, Site Report, Dashboards, ContentIQ, Keyword Reporting, and more as the key SEO tools to analyze organic opportunities in order to increase traffic and exposure to windsorstore.com.

In order to maintain up-to-date content, Windsor built authority through original content including images, and optimized for both the users and the customers at different experiences. They performed extensive keyword research through BrightEdge to maximize organic ranking opportunities and define critical keywords and optimized using technical and strategic tactics. Then, they refined SEO efforts based on team collaborations and keyword analysis in order to optimize in a most detailed effort. They optimized further down to an individual PDP (product detail page) level which can be important for many eCommerce sites to focus on.

The team executed on-page SEO efforts including optimizing title tags, meta descriptions, and image SEO for all content including blog posts. For technical SEO efforts, they resolved all technical errors including orphan pages and duplicate pages, and focused on decreasing page load times with their IT department.

Windsor also re-platformed their website to Shopify in early August and focused on Google images where they found an opportunity to help consumers shop via images. The team drove results by updating file format, server location, and leveraging structured data for images. They continued to refine strategies based on the results they received.

RESULTS

Within six months, Windsor Store saw a 55% increase in ranking image results and a 59% increase in page one keyword rankings. Furthermore, they've seen an increase in impressions by more than 73%, improved average rank, and an increase in the overall number of relevant ranking keywords.

The BrightEdge team has been a strategic partner from the start, their data-driven approach helps us act on opportunities enabling us to optimize our website in an efficient manner to drive increased keyword rank, impressions, webiste traffic and ultimately sales through the organic channel."

BACKGROUND

Established in 1980, Manulife Singapore provides insurance, retirement and wealth management solutions to meet the financial needs of our customers across various stages of their lives. Globally, Manulife Financial Corporation, is a leading global financial services group providing relevant financial, insurance, and wealth and asset management advice and solutions for our individual, group, and institutional customers.

With a digital team in-house, Manulife Singapore was trying to measure how they fared against the competition in the organic space, spending countless hours consolidating data from various SEO tools in vain. A more structured approach would be critical to their success.  

Manulife partnered with BrightEdge to leverage the SEO platform that they could not only track keywords, improve ranking, but also identify opportunities and detect site errors needing technical ­fixes.

“The BrightEdge team provided us with a value-add by not just providing us with a SEO tool, but they would make recommendations based on data. It was like having an additional SEO consultant with the regular sync-ups,” Alvin Lim, Manager, Digital Marketing of Manulife Singapore.

THE SOLUTION

Prior to partnering with BrightEdge, Manulife was “only scratching the surface” when it came to SEO efforts. While they spent time optimizing meta tags, there was minimal optimization beyond that.

Since partnering with BrightEdge, the Manulife Digital Marketing team is able to prioritize specifi­c SEO strategies and works in-house to implement both on-page and technical SEO such as optimizing meta tags. They utilize ContentIQ - pre and post-migration - to prioritize technical SEO fi­xes to advance the site’s overall health. They also emphasize focus around achieving superior content performance.

With BrightEdge, the Manulife team has been able to reduce 75% of their time spent on data compilation. “Prior to using BrightEdge, we spent days to compile the data to analyze for insights. Today with BrightEdge, we are able to easily glean actionable insights and take action to capture new opportunities in less than a day,” Lim said.

THE RESULTS

With BrightEdge, Manulife Singapore saw a 38% increase in organic visits YoY from 2018-2019 and 60% of Manulife’s priority keywords moved into page one.

Following a Site Audit of Manulife’s URLs, the team was able to reduce 90% of the website errors found following their site migration. Manulife’s SEO team uses Dashboards to report SEO successes to C-level management. “The data and insights are rolled up to our Regional dashboard which is shared with the C-level audience. It helps us to show our growth story from organic search channel,” said Lim.

“Unlike most SEO tools that are disparate and have to be used in conjunction, BrightEdge consolidates all the necessary SEO data and turns them into actionable insights to help focus on continuous performance optimization.”

THE PROBLEM

For two years IBM utilized an internal tool for their SEO needs that limited their capabilities in two main areas: 1) It did not allow them to track categories, making it difficult for their team to properly track data effectively, 2) The lack of data integration limited their ability to view trends to properly track the performance of their pages.

THE SOLUTION

Many of the IBM team members were already familiar with the BrightEdge platform from previous roles, making it an easy choice to select BrightEdge due to its access to robust data points and integration capabilities with other platforms to achieve their reporting goals. With the assistance of the BrightEdge team, IBM was able to seamlessly migrate a massive amount of data from their internal tool to the BrightEdge platform.

THE RESULTS

With the shift to BrightEdge, IBM is now able to:

• Create a clear page hierarchy to manage the amount of URLs for a large enterprise organization.
• Create a newly formed SEO framework to break down their priorities to a product level and enable their team to define what they want to achieve from an optimization perspective.
• Leverage dashboard capabilities to capitalize on integrated analytics data to accurately track their new product performance, providing their product owners with an end-to-end journey. Product owners can now focus their attention on which keywords they should be leveraging and how their pages are performing.
• Roll out an international expansion of their SEO solutions to key geographical teams by leveraging BrightEdge’s ContentIQ to prioritize technical fixes.

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THE PROBLEM

Schneider Electric is the global leader in energy management and automation, operating in over 100 countries with over 170,000 employees and selling BtoB and BtoC. They already have over 500 registered users of the BrightEdge platform. Fisher’s goal is to permeate SEO and content performance into every aspect of website ownership, development, and content creation, and to make SEO experts out of everyone who touches the site.

THE SOLUTION

“The transformation that I’m really trying to bring about is that today marketers are data scientists. If you’re not running your process by the numbers, it may not be an issue now, but you run the risk of being eclipsed by your competitors who are. One of the ways that we’re trying to run the business by the numbers is by making the numbers more easily available. We’ve worked closely with the analytics team to integrate everything into BrightEdge. We use dashboard features to automatically deliver this data in a really consumable format at regular intervals, which takes the pressure off a person to make reports and gives the task to BrightEdge to do it best.” See David's video.

THE RESULTS

“BrightEdge helps us in globalizing and standardizing our approach to SEO so we have standard topics and standard keywords groups that each country and language can leverage, which makes sure that there are no content gaps or misses as we globalize and localize our SEO approach. In our first six months with the BrightEdge platform we had 500 users logging in regularly to check their statistics. We also underwent a massive web migration to an entirely new platform, entirely new design, and entirely new brand. We used BrightEdge professional services to help us with that migration and as a result we’ve seen an increase in organic traffic each month since then.”

BrightEdge has really helped me elevate the SEO program at Schneider Electric to generate not just adoption but excitement.

Request a demo of the BrightEdge platform today!