Transcript of United Airlines' SEO Story:

Right now, we're working on a massive content migration to a new CMS. We have a lot of technical issues right now with our website. We're also building a lot of the new pages in the React JavaScript framework. That's been a big challenge for us. We have about 180,000 pages indexed right now. And about 1000 of those are content pages and those are the ones that we're focusing on with this migration.

We're working on international SEO, as part of our content migration and our new CMS has the capability to translate in nine different languages. We're in the process of getting all the hreflang tags set up. Getting site maps set up for every different language version.

I'm a big fan of the BrightEdge dashboards. I'm able to log in, look at the dashboards, find the data that I need rather quickly. I can go in with data and show the leaders of our company, how much money they could potentially be getting from SEO and it's really caught a lot of people's attention at United.

But in March of this year there was a core algorithm update, and we lost 17% of our traffic. Without BrightEdge I wouldn't have the data I need to make a case for SEO.

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

  Chad Hallert
  Director of Digital Strategy
  Noble Studios

Chad Hallert is the Director of Digital Strategy at Noble Studios. He explained to the room the importance of genuinely integrating your teams. Integration requires actual change in your output, not just adding numbers together in a document. When paid search and SEO work together, for example, they can achieve great results. The data we get from the various silos and departments in our organization can all benefit others. Looking at the micro-moments in the consumer journey can also help brands identify opportunities for integration by understanding the types of content most likely to benefit customers.

  Collin Colburn
  Researcher
  Forrester Research

Collin Colburn is a researcher at Forrester Research. He spoke about the importance of creating a frictionless, anticipatory, and immersive marketing experience in the world of post-digital marketing. He drove home the point that marketers really need to do what they say; customers are not nearly as interested in what marketers say as they are in what marketers do. Consumers today are interested in personalized messages, rather than general broadcasts, and they want brands that understand the value of being human, helpful, and handy.