B2B Company Tennant Uses SEO and BrightEdge to Elevate Brand

See how Tennant’s Global Marketing Operations uses BrightEdge to help kickstart and amplify International SEO Strategy and Brand Awareness

Transcript of Tennant's SEO Customer Story

I chose BrightEdge for Tennant because it fulfills the requirements we need to be successful with our SEO program.

I am on AEM for my SEO platform, and there's an integration into BrightEdge. There again it can be more efficient with my operations.

Right now I have a team of three, but I also have global partners that are dotted line to me, solely focused on SEO. I actually just hired one person who will be totally dedicated to the organic channel.

Some of the business value that I get from the SEO tactics that we're doing is creating awareness and discoverability and the authority for the Tennant brand. One of my favorite components of BrightEdge is the dashboard StoryBuilder to really showcase the value that my team adds to the organization. BrightEdge is invaluable to my role, and it really helps to kickstart and amplify my content and SEO strategy.

We do international SEO and really having BrightEdge is going to enable me to scale and be efficient with my operations. Some of my other goals to finish the year is really to increase organic channel by at least 3% to 4% year-over-year.

I really value my relationship with my CS managers. I've used BrightEdge at three different companies and it's some of the strongest partnerships and networking groups that I have. And that goes from the CS manager to some of the local user groups or people that I continue to meet through using BrightEdge.

Request a demo of the BrightEdge platform and see how you can utilize it for your company!

Tennant Customer Story

IBM Uses BrightEdge for End-to-End Organic Success

Hear how Tanu Javeri, Global SEO Strategist for IBM, uses the BrightEdge platform for comprehensive digital marketing accountability

IBM Customer Story 2

Elevating SEO at Cleveland Clinic

Top-Ranked Hospital Sees 43% increase in traffic, 16% increase in appointment sessions, 2/3 of visitors from Organic

Download Case Study

20,000+

pages to manage

97%

improvement in page load time

Elevating SEO at Cleveland Clinic

Top-Ranked Hospital Sees 43% increase in traffic, 16% increase in appointment sessions, 2/3 of visitors from Organic

THE PROBLEM

As recently as three years ago, Cleveland Clinic's focus on SEO for its 20,000+ page website was limited soely to the work of two employees. While SEO performance would grow steadily each year, they struggled to get the necessary traction to make the leap in visibility they felt could be achieved. The team based that sentiment on the amount of content that gets generated in-house on a daily basis by other colleagues within the Marketing & Communications Division. In order to generate that growth, they realized that empowering their fellow caregivers with better SEO knowledge and helping them understand why this was critical for long-term success became one of their top priorities.

THE SOLUTION

After adding on a new member to lead their search marketing efforts, they continued to develop their own skills through online learning, including BrightEdge certification. That was followed by developing and presenting a comprehensive series of ongoing in-house SEO training and measurement sessions that were attended by more than 90 coworkers in the organization over the past three years. These additions to their in-house SEO partners include colleagues from individual service line marketing teams, content marketing, web development, patient education, and website maintenance.

These groups also help spread the importance of the SEO mindset across the organization by connecting directly with clinical staff and leadership. This has been crucial in helping keep SEO as a primary topic when reshaping their content planning strategy. This strategy included gathering feedback that helped writers craft content in a manner used by actual patients instead of relying entirely on complex medical jargon. The approach directly mirrors the organization's "Patients First" mantra.

During this time, BrightEdge has remained a key compotent in their content creation and optimization strategy. BrightEdge Data Cube has been invaluable for keyword research, competitive benchmarking, content gap opportunity analysis, and prioritizing content refresh opportunities for "striking distance" keywords related to key clinical areas of importance. StoryBuilder provides enhanced reporting. ContentIQ helps eliminate redundant pages. BrightEdge also helped them restructure their entire library of health content during their responsive website design project, which ran from the end of 2016 through the first half of 2018.

THE RESULTS

Since spreading the importance of SEO across the organization, these efforts helped drive significant lift in search engine visibility, traffic, and patient acquisition, including the following:

Two out of every three visits to clevelandclinic.org comes from Organic search
A 43% increase in SEO traffic over past two years, including a 15% lift in Organic search traffic year-over-year in 2018 alone
Closed more than 150 content gaps within their Health Library
Boosted organic sessions by 3.5 million visits to their Health Library (19% year-over-year lift)
Increased image search visibility by 87% for targeted keywords (July 2018 vs. January 2017)
Improved page load time by a stunning 97% by completing their website redesign project
Lifted user sessions by 16% year-over-year for traffic to the online appointment request form after entering our website through organic search

Request a demo of the BrightEdge platform today!