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DM101: Paid, Owned & Earned Digital Media Marketing - Cindy Phan

 
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  Cindy Phan
  Sr. Manager, Digital Marketing Strategy
  VMware, Inc

 

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Real-Time Marketing, Search and Social

BrightEdge SEO Blog
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Andy Betts
M Posted 11 years 9 months ago
t 9 min read

Real-time social media marketing can be a powerful way to engage with your brand’s followers by tapping into current events or trending topics. In this post, we’ll look at ways to stay relevant through real-time marketing, and how search and social data can work together to boost results.

Real-time marketing with Twitter

While the World Cup is long over, real-time marketing lessons from the sporting event live on. Twitter emerged as the clear winner in its social media battle with Facebook for dominance in World Cup coverage, announcing that there were 672 million tweets related to #WorldCup, setting an all-time Twitter record for an event. Of all the brands vying for real-time Twitter engagement, Adidas emerged as the most successful “with over 1.6 million tweets, retweets and replies mentioning the brand” – but not without months on end of careful preparation and planning for each and every possible scenario, according to this report by AdAge. You don’t have to be an Adidas-sized brand to leverage Twitter for real-time marketing, or depend on an event as globally anticipated as the 2014 World Cup. However, you do need a real-time marketing strategy that incorporates your brand’s message, and the right tools to execute it successfully.discover how to work search and social together for better results - brightedge

Check out this post from Twitter on how to use its tools to engage in real-time marketing around events, as well as several case studies showing how others succeeded with their campaigns to help you get started with yours. And keep in mind the other tactics you can use to be a part of the conversation in real time. Besides events-driven Twitter conversations, there are also spontaneous discussions around news. Referred to as “news-jacking,” brands have been known to use current events to be a part of the discussion on Twitter. However, the principle remains the same: a well thought-out brand message that informs and engages, as opposed to a sales blast. Check out these fails for what not to do.

Twitter trending for SEO

An informed social media strategy that incorporates SEO can also drive organic search results. In collaboration with Twitter, BrightEdge developed an innovative tool, “Twitter Trending,” within its S3 platform that allows brands to leverage Twitter for effective real-time marketing and SEO. By tracking topics that are trending on Twitter aligned with your brand’s Web content, you can drive traffic to your site by tweeting that content relevant to those conversations. As this BrightEdge case study of Tiny Prints shows, the online boutique realized a 47 percent increase in organic search rankings on long-tail keywords and URLs that were trending on Twitter by utilizing search and social data together.

This post on Twitter about Tiny Prints’ success highlights the ROI: “Follower engagement on pages and keywords grew 300 percent over a month long campaign that aligned Tweets with digital content.” More data from the case study show how search and social worked together to create great results:

Visibility across search and social — Tiny Prints used BrightEdge Twitter Trending to measure and track the influence of social engagement on organic search rankings. They were able to easily track page and keyword level social sharing on Twitter and correlate these against search ranking of the same pages. Actionable Opportunities — With visibility across social and search, Tiny Prints was able to identify keywords and URL opportunities where rich social engagement and exposure could influence organic search performance. Armed with this data Tiny Prints created compelling tweet content that engaged followers who subsequently retweeted them.

BrightEdge CEO Jim Yu details how Twitter Trending SEO technology (which he refers to as an “SEO-Social super group”) works in this article for Search Engine Land.

An integrated SEO-social strategy: Adobe case study

Beyond Twitter Trending, BrightEdge’s S3 platform informs brands on how social media as a whole drives search results. As Susan Kuchinskas reports for ClickZ, while speaking at the BrightEdge Share 12 conference, Adobe Systems senior manager of global search marketing, David Lloyd, said the following:

Adobe uses the BrightEdge search optimization platform to understand how social media drives organic search results. For example, the platform allowed Adobe to see that seven tweets improved Adobe's rank on the keyword phrase "social analytics" from twenty-eighth to second in one case. In another case, the organic search rank went from fourth to second after 28 tweets and six Facebook actions.

Describing how Adobe achieves its SEO-Social synergy, David said that its content optimization efforts go beyond keyword, URL and link analysis, as the SEO team “organizes its content into ‘product stories,’” which then become a “messaging kit for editorial staff” so “the people doing the writing have search data to back up their stories.” From the report:

Keywords and URLs are shared with the social media team, so that they can optimize blogs, video and help pages, among other content. Social teams link back to the highest-converting target pages on Adobe.com where revenue can be captured. This strategy creates a virtuous circle in which search keywords inform some social media content. Those social conversations drive search equity and help the team make enhancements. These enhancements then improve social ranking, while social conversations inform the keyword strategy.

Leveraging search and social data plus the power of real time in Twitter is a win-win for multiple channels and your brand’s marketing strategy. If you’re not yet combining channels and tactics like organic search and social, start thinking about how you’ll incorporate your multichannel campaigns in 2015 using the data that’s available to you.

What Is an SEO Company and Do You Need One?

An SEO company helps brands drive business. The work can be done in-house or by an agency or as a combined effort. In either case an SEO company and solution needs to provide the ability to discover, create, optimize, and measure their SEO results.

Success in SEO requires:

  1. Quality content that is thematically organized
  2. Pages that are well linked internally and externally
  3. Site pages that load fast
  4. Use HTTPs and do not have mixed content on secure pages
  5. A site that is mobile-friendly
  6. Excellent technical optimization that makes the site easy to crawl and navigate
  7. Up-to-date sitemaps, robots.txt, and use of the latest code, like schema
  8. Elimination of site errors, especially 404, page not found
  9. A strong plan and content creation cadence
  10. Elimination of duplicate content and meta data
  11. Complete and accurate local and Google My Business information
  12. Lean and efficient site code that runs flawlessly

What began in 2007 as two people working from a kitchen table has grown to more than 375 employees and an SEO company with eight offices worldwide. BrightEdge grew to become the leading SEO company with the most-adopted enterprise SEO platform, assisting over 8,500 brands with proactive SEO and content performance marketing insights that keeps them ahead of the curve.

BrightEdge’s patented tools translate into revenue for clients. From the largest hotel groups to the top 10 online retailers and the biggest companies in technology, brands turn to our company as the platform of choice when they need to measure and optimize the content and win online.

The SEO Company Innovating the Fastest to Help You Stay Ahead of the Curve

Organic search comprises 53% of all searches made online. The need for dynamic SEO strategies, and a comprehensive SEO technology to manage it and refine content into meaningful marketing action, is clear.

Google and other important search engines update their algorithms hundreds of times per year with large and small impact. BrightEdge is a Silicon Valley content performance and SEO company that’s on the leading edge. Part of that means that we’re always building and testing new technology that prepares our customers for changes to the search algorithms, content performance, content marketing, and digital marketing in general. Our platform leverages AI-powered technologies that allows brands to execute on their SEO and Content Performance Marketing within a smart framework, enabling them to stay current with the latest best practices in search optimization, even in cases where algorithm tweaks are no longer publicly disclosed or outlined in detail.

That’s why companies all over the globe rely on BrightEdge as their SEO platform and its patented technologies, like Share of Voice competitive tracking, Mobile Search performance metrics, and unparalleled Social SEO and Content Performance Marketing capabilities. Our rapid rate of innovation and release differentiates us from any other SEO company.

SEO Company BrightEdge StoryBuilder Technology

Here’s a sample of some our powerful innovations as a company:

  • SEO and Content Insights: Our AI-driven capability, Insights, watches for opportunities and threats and communicates the high-priority ones daily to the customer.
  • Mobile-First Era SEO: Your share of mobile customers is growing each day. Search engines like Google continue to emphasize the importance of mobile search optimization in order to compete online. BrightEdge gives you the data to win at mobile search.
  • Secure Search: In an age of secure search and Google’s “(not provided)” data, our page reporting gives you access to total content performance in revenue, visits and conversions at a page level, not just a keyword level.
  • Content Optimization: Content and editorial teams integrate our content optimizer into their CMS to easily create search-optimized content.
  • Competitive Analysis and Insight: BrightEdgedeveloped the first patented “reverse index” of the web that offers you a thorough glimpse into how your content performance footprint compares to your competitors.
  • Global, Local, and Hyperlocal: BrightEdge’s content performance marketing platform integrates with major search engines outside the United States to track the metrics that are important, no matter where your brand takes you. BrightEdge provides hyperlocal Google rank in 72,000 locations across the world to enable regionally precise tracking.

SEO Company that's Proven Across Industries

BrightEdge is the SEO platform of choice for thousands of global brands, including some of the largest brands in the United States like Adobe, Marriott, Nike, 3M, Microsoft, Hallmark, L’Oreal and more. SEO and Content Performance Marketing come together in the BrightEdge platform to drive results for our customers.

Our clients span industries from B2B to B2C and everything in between and have at least one thing in common: complicated digital marketing strategies that require trusted data.

Ninety-six percent of clients recommend BrightEdge technology. Head to our Customer Success Stories page to hear testimonials from customers including Cabela's, Best Western, and Epicor who leverage BrightEdge for SEO results.

SEO Company with Exceptional Customer Success

Our content performance platform is backed up by an exceptional customer success team consisting of alma mater of companies, like Accenture, Salesforce, Adobe, Google, McKinsey, Starbucks, Wells Fargo, and Yahoo.

The BrightEdge Customer Success team offers an ongoing partnership that features a proven onboarding program, consulting on content performance and BrightEdge technology best practices, and the most popular and used training and certification program among any other SEO company.

Prioritizing your strategies, assessing your success periodically and helping you make consistent progress are just some of the areas in which our Customer Success team collaborates with you.

SEO Company BrightEdge leader in SEO

Thought Leaders in SEO, Digital Marketing, and Content Performance

As the leading content performance marketing and SEO software, we take pride in cultivating the professional community we’re a part of through knowledge sharing. We do this in top search engine publications, at industry conferences and through BrightEdge’s own Share event, which brings together the world’s leading brands to talk about strategies in digital marketing.

We catch trends before they happen, analyze them and share with the community what we’ve learned. You can see examples of our insight in Search Engine Land, Marketing Land, and Search Engine Watch, to name a few.

SEO Company Accompanied by an Accomplished Management Team

In addition to Jim Yu and Lemuel Park, BrightEdge’s management team includes accomplished executives from Salesforce.com, Digg, AOL, and Microsoft.

SEO Company with a Global Footprint

BrightEdge is based in San Mateo, CA with offices in New York City, Cleveland, Chicago, Seattle, Tokyo, Sydney, and London. Each BrightEdge office is strategically placed in order to have a finger on the pulse of digital marketing hubs around the world.

Because many of our clients are international companies and brands, we have people on the ground in many of the regions we serve. In order to create the most valuable experience for clients, our company spans countries and cultures, ensuring we comply with various regulations where our clients operate, and consult on SEO and content performance strategies that make a connection and drive results.

Global SEO Company employees - Brightedge

The BrightEdge team in San Mateo.

We see what we structured with BrightEdge in a very collaborative way, a great partnership where we can continue to position ourselves in a world class digital marketing leadership role and absolutely the innovations that we’ve seen from BrightEdge have helped us.

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Dave Lloyd of Adobe on Scaling Globally and Social Media

Twitter SEO Case Study for Tiny Prints

Tiny Prints Grows Search Rankings 47%

BrightEdge - Twitter Case Study

Tiny Prints grows search rankings 47%

As search becomes more social brands are actively aligning their digital marketing strategies across channels.

For Tiny Prints, engaging customers meaningfully across social media channels like Twitter is a top priority.

In this case study you will learn how Tiny Prints:

  • Increased their search rankings by 47%
  • Grew their Twitter followers by 3x
  • Gained full visibility across search and social channels

Download case study now.

Facebook Preferred Marketing Developer

Leveraging social media for search provides a significant opportunity for digital marketers to provide broad sweeping organization benefits, including: reputation management, increasing brand and product visibility, and driving engagement on social media sites.

Through a partnership with Facebook, BrightEdge has introduced a new way for digital marketers to effectively analyze, track, and optimize content performance for Facebook. BrightEdge is a Facebook-approved technology vendor in the highly selective Facebook Preferred Marketing Developer (PMD) program: an indication of the external validation of the unique ability BrightEdge has in delivering technology that makes social marketing easier and more impactful.

BrightEdge drives Social Content Performance with Facebook by:

  • Optimizing Facebook pages for relevance with search engines to increase organic rankings and traffic for those pages
  • Measuring the impact of Facebook Shares and Likes on improving rankings of any page on your website, especially pages targeting high-value head terms
  • Competitive analysis of your competitors social strategies to identify opportunities for you to gain an advantage
  • Demonstrating the ROI of your social efforts by creating reports and dashboards that measure the impact of your Facebook engagement, including traffic and revenue metrics

Taking Social Content Performance efforts for Facebook a step further, BrightEdge S3 Social Site Audit makes it possible to quickly analyze and track all Facebook optimizations by measuring compliance with Open Graph. Social Site Audit provides automated recommendations and instant reporting on Facebook optimization, giving practitioners and executives instant visibility into how Facebook is impacting their organic performance today, and over time.

social seo, Social Media Optimization

The social media tracking in BrightEdge is really valuable, it allows us to compare how likes and shares affect the rankings, and it gives us a chance to see where the opportunity is to share new content with our audience in social media.

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