B2B Financial Service Company Increase Performance and Leads with BrightEdge
Joey Lampe of CBIZ uses BrightEdge to simplify day-to-day SEO, track ROI metrics and build overall support for SEO
Transcript of CBIZ's SEO Story:
Right now, some of the challenges with SEO is just differentiating our various service lines. We provide somewhere upwards of 20 to 30 different services. So just differentiating those services and ranking highly for each of those services is one of our main challenges. Organically, we range anywhere from 50% to 70%. It's a very large percentage and that's why we're really focused on SEO for our site.
Traffic - we try to funnel it 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 gaining in our gap analysis from competitors. It's extremely challenging, just because the number of players in the space, but we've definitely gained some traction on some key keywords for various service lines.
The ease of, especially the reporting side for BrightEdge, has been extremely crucial for us. In my position, I have to work with various service line marketing managers. And BrightEdge allows me to really show a more visual picture of what their SEO is doing. Instead of showing spreadsheet after spreadsheet, it's just a nice way to convey dense information in a simplified way.
Our support for SEO has really skyrocketed in the past probably two and a half years once I got in this position.
SEO was kind of on the back burner for a little while, but we realized the importance of how much traffic is coming from organic - that we really needed to focus on and do pretty much an entire sweep of how our SEO is doing across the website and that's kind of where BrightEdge helped. It allowed us to pull all of our on-page SEO for all of our hundreds of pages on our site.
BrightEdge provides a quick look to see certain pages are doing well. But if they're not, even more importantly, just to make sure to see where we need to put our resources to increase those pages that might be falling off.
I probably do SEO somewhere between five to 10 hours a week. I'm in the platform, close to that amount of time.
The gains could be anywhere from tens of thousands to hundreds of thousands of dollars per client. And that's where the importance from differentiating our service lines from one another and making sure we're ranking highly on each of those service lines is extremely important.
Without BrightEdge, it would just make everything a lot more difficult.
B2B Finance CION Investments on SEO Optimizations
Alison Tyler, Digital Marketing Strategist for Cion Investments, leverages BrightEdge to bring multiple teams together for site and content optimization
Transcript of CION Investment's SEO Customer Story:
We are always optimizing pages on our website and making sure that it's very user friendly. Our marketing team is pretty much involved; there's one person on our operations team who sometimes plays a role. And then we outsource the dev team which also plays a role.
I found Recommendations really useful either keyword groups or pages and understanding what we can adjust based on of what our goal is. I found that really interesting and insightful.
We have a few main keyword groups that we use. But understanding how we can differentiate different articles and pieces of content within those keyword groups so that they're not almost competing against each other is valuable.
We are using a local strategy in terms of territories, more so for the sales team, to enable them when they're doing individual emails or communications to understand what these people respond to. But local SEO could potentially be something we use, you know, in terms of marketing strategy in the future.
BrightEdge has really been able to guide us in terms of data or on a weekly basis what we can look into--just little things to optimize our site better. That's really helped guide us in that sense. We kind of have a home base to come back to and understand.
BrightEdge lets us perform better organically. What are these little things we can do? The way BrightEdge helps a lot with that keyword research is huge, something we need to be tapping into a lot more I think because of compliance reasons because of the nature of the financial industry, we can't sell product.
We can really guide people straight to our product page. In order for them to get there they have to be interested in where they land. And be able to stay on the page and continue browsing pages enough to get to that product page. It's really important to make sure that the content that they're getting is what they want to read.
Organically, the main driver is educational pieces, also thought leadership. Educational pieces to kind of pull them in and just understand who we are as a brand. They may bring up to their financial advisor that they're interested in alternatives, or even better Cion.
Request a demo of the BrightEdge platform and see how you can utilize Recommendations for your company!
Cion Securities Customer Story
Container Store Increases Organic Traffic Revenue 96%
Cade Burk captures 30% increase in keywords in 1st rank position and 68% increase in organic traffic conversion
93%
increase in organic traffic
68%
increase in organic traffic conversion
BACKGROUND
The Container Store is the leading specialty retailer of storage and organization products in the United States and the only national retailer devoted solely to the category. The company has strong roots in physical retail and ecommerce is an emerging channel for them.
The Container Store did not have a methodical approach to content marketing and for capturing organic traffic. Prior to hiring a dedicated SEO manager, the website development and marketing groups didn’t focus on organic search. They needed to leverage technology to capitalize on the organic traffic opportunity.
THE SOLUTION
SEO Manager Cade Burk used the BrightEdge platform to create page groups, populate with logical keywords, on-page 
recommendations, and identified the best pages to map the keyword topics. In addition, he took an active role in content generation and HTML tagging and used BrightEdge backlink technology to map backlinks and target new sources of links.
THE RESULTS
In just 7 months, the results were dramatic: 30% increase in keywords in 1st rank position (more than 1000 keywords), 93% increase in organic traffic, 68% increase in organic traffic conversion, and 96% increase in organic traffic revenue.
BrightEdge is programmed to help with business SEO efforts at any level, know what kind of content is being searched, and enables us to create better-performing pages.
The Container Store Case Study
CM203: Scaling Content: Production, Process & Culture - Robert Reneau
Robert Reneau
Director
Maxim Integrated Products, Inc.
Share15 - CM203: Scaling Content: Production, Process & Culture - Robert Reneau
CM201: Demand for Content: People, Personas & Intent - Michael Mothner
Share15 - CM201: Demand for Content: People, Personas & Intent - Michael Mothner
Wiley Captures Additional $1,860,000+ Annually
Austin Kane, SEO Strategist of Wiley overcame severe algo penalty, increased traffic by over 6 million page views
90%
growth in SEO traffic
6 million
additional monthly page views
THE PROBLEM
Wiley is a 208-year old content publisher that is addressing a seismic transformation in the industry’s history -- digitization. They have a wealth of content and face the critical need to develop strong online visibility and traffic to their web sites and products. Their challenge is to capture search traffic for both existing and new content while dealing with growing competition and the ever-changing search environment.
SEO Strategist Austin Kane recently faced a search engine algorithm update and penalty that wiped out virtually half of the natural search traffic to one of his websites.
In addition, he needed to prove the value of investment in content marketing and SEO to secure support and resources from management to remedy the penalty and grow organic search as a primary marketing channel.
THE SOLUTION
On Dummies.com, Austin used BrightEdge to identify and isolate the various technical issues that caused the algorithmic penalty. Utilizing the platform, Austin was able to make the development teams aware of the issues by assigning tasks for implementation. On the next crawl and re-index, the team witnessed a full recovery and even higher levels of visibility than in pre-penalty periods.
On EfficientLearning.com, Austin used BrightEdge to analyze competitors, conduct a thorough site audit, optimize existing content, and launch numerous link-building campaigns. The platform helped the team prioritize SEO initiatives, create a strong workflow, and implement tactics according to schedule. This allowed the team to reap the benefits of enhanced visibility prior to their peak season of business.
THE RESULTS
On Dummies.com they’ve seen growth in organic search visibility and organic search traffic increased by more than 6 million additional page views per month. This resulted in approximately $360k more in programmatic ad revenue when annualized. On EfficientLearning.com SEO traffic grew by 90% and contributed to incremental annualized revenue gains that exceed $1,500,000.
Being able to identify opportunities and track changes and results in BrightEdge have helped us generate big ROI and get stakeholders ‘on-board’ with SEO best practices.
Wiley Case Study
How Time Increased Key Search Traffic Over 45%
Page 1 ranking keyword count improved from 620 to 75, leading to a 34% increase in traffic and revenue
3-4
months for SEO success
THE PROBLEM
Time Inc. has 95 iconic media brands that serve 81 million online visitors every month who generate ad inventory they sell to advertisers. Time’s content development effort is vast, varied and complex, so coordinating SEO efforts is extremely difficult. Time’s SEOs face duplicate content, lack of thematic grouping by keyword, non-optimal internal links, and significant crawl and redirect errors. The holidays present a significant opportunity for a media company, but also create narrow time bands in which to enhance and optimize the site for SEO. Travel and Leisure and 4th of July, Halloween, Thanksgiving, and Christmas topics represent 9.7 million+ search query volume.
THE SOLUTION
Binti Pawa, Head of SEO for Time Inc.'s Affluent Media Group, works on such brands as Travel + Leisure and Food & Wine, where she is responsible for leading, developing, and integrating SEO and content strategies. Pawa approached the holiday opportunity by doing a site audit, creating a keyword content model, and using the keyword and content features of the BrightEdge platform. In addition, Pawa resolved over 500 crawl errors. She also executed the kind of fundamental internal link and anchor text recommendations provided by the On-Page Recommendations of the platform. Sitemaps were improved, rich snippets were added, and duplicate landing pages were removed. After doing all the technical work, she found her best keyword opportunities and built content around it. And the results were stunning.
THE RESULTS
In the 4th of July season Time improved its Page 1 Food & Wine 4th of July rankings from 2 keywords to 7, which led to a 30% gain in organic traffic vs. 1 year earlier. Overall Food & Wine Page 1 ranking keyword count improved from 620 to 757, which produced a 34% increase in traffic and ad inventory. Travel and Leisure keywords ranking and traffic increased 45%. Pawa found that tracking, tools, timing, and planning are critical to capture the significant seasonal search volume and that 3-4 months is the appropriate lead time required for SEO success.
Keywords are still important. You have to know what keywords you want to go after. We did so much research and took so many approaches and BrightEdge has really helped us do that and monitor our success”