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.

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THE PROBLEM

Mining data can be nebulous, overwhelming, confusing, and geared toward paid media. It can also be difficult to figure out where to start. Once you pick a place to start, mining for scale can be difficult among the team. Internally, SEO teams need to figure out a way to find a balance between the right tools and the right training to drive scalability.

THE SOLUTION

Matt Saunders, Director, SEO Strategist at Rosetta agency, faced this issue with his global team. He decided to leverage BrightEdge’s Data Cube to mine big data for all facets of content marketing research, including blog content, rich media, and local search. His first step was finding colleagues across the teams to determine who could benefit from the platform and who would be a good advocate for it. Creating that core group of people, training them daily, and getting them all BrightEdge certified allowed valuable knowledge transfer to all of the other SEOs in the company instead of Saunders being the single point of contact for mining big data.

THE RESULTS

Matt successfully got several members of his team ramped up to scale data mining and found multiple ways to gain valuable insights each within 60 seconds. Using BrightEdge’s Share of Voice report, the team was able to find content expansion ideas by taking competitor URLs, putting them in Data Cube, and finding new keyword and page opportunities, which resulted in 6 new target keyword representing 37k monthly searches. Aligning rich media with the SERP landscape, Data Cube revealed how large an opportunity can be with rich media based on competitive insights and SERP landscape. For Local SEO optimization knowing which queries trigger local listings is half the battle. Saunders quickly saw in the data that local points of interest were a substantial untapped opportunity. The Google SERP carousel has ramped up the urgency for local optimization as prominent competitors become more visible across a substantial number of carousel results. Putting competitor names into Data Cube yields keywords that trigger local listings which in turn can substantially increase your local footprint.

That’s really what Data Cube is built on... Doing all of this complex gathering of information and making it super easy for you to get actionable insights out of it.

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THE PROBLEM

A few years back, Adobe found that overall organic traffic to their website for non-branded keywords was very low. They had one product page with all of their features on it (more than 30 of them), but no detailed features page. Though the content was completely relevant, Google was unable to apply one theme to the page, which resulted in low or no rankings for any one specific keyword.

THE SOLUTION

Kirill Kronrod, Senior Global SEO Manager at Adobe, was tasked with figuring out how to improve overall organic traffic to the website from non-branded keywords. With so many features, the existing page he had was quite long and very dense. He decided that he would run a pilot creating 15 individual pages for 15 of the features. Each of these pages was specific to not only one feature, but also to one of the non-branded keywords they wanted to rank for. He found these keywords through his analytics platform, Google Webmaster Tools, and the BrightEdge SEO platform. He used BrightEdge’s Share of Voice report to see how his test performed, not only in regard to traffic gain, but also to see if and how Adobe was able to capture a larger slice of the pie from its competitors.

THE RESULTS

In the first year, organic traffic for non-branded keywords grew 8% along with improvement in conversions. Adobe then rolled out individual feature pages for the remaining product features and now 63% of all non-brand organic traffic is attributed to the new individual feature pages. Additionally, the Share of Voice report from BrightEdge now shows that Adobe claims about 66% of the traffic from those non-branded keywords, meaning the 5 competitors they’re tracking through BrightEdge only account for the remaining 34% of volume.

BrightEdge Share of Voice report shows for our set of competitors that we identified... how we were able to establish a really big dominance on non-brand optimization and, based on the findings, how we can expand.

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THE PROBLEM

Cabela’s is a national physical and online retailer of hunting, fishing, and camping gear. Jesse Farley, Cabela's online marketing strategist, wants to develop and deploy content that guides customers through their journey to purchase and the user experience they sought. With a large catalog of products, Cabela’s needs to prioritize where to put the content marketing focus to maximize results.

THE SOLUTION

“At the end of the day it’s going to be sales, what drives the dollar. We leverage the BrightEdge platform to look at all of the steps to get to that sale from keyword placement to SERP results, to traffic, and then to sales.

The Data Cube has been phenomenal. It allows us to look at where are we in the mix, where we stack up against our competitors, and informs decisions on, frankly, getting ahead of them.

BrightEdge has been really good at providing us with the statistical data that allows us to drive the business forward. Some of our KPIs are our rankings, traffic and then, ultimately, sales.” See Jesse's Cabela's Testimonial video.

THE RESULTS

“Using BrightEdge allowed us to think outside of ourselves. We want to be able to create unique experiences for our customers that make them feel comfortable and focused in the content they’re consuming.

"BrightEdge enables us to show our executive leadership what we can do and put the metrics behind that that they didn’t necessarily think we would have. So, they hear content marketing and they don’t necessarily know how to monetize that and BrightEdge has allowed us to help get that into their minds. With the BrightEdge platform we’ve been able to communicate the effectiveness of content marketing from the C-Suite up to the board of directors," says Jesse Farley.

"The BrightEdge platform has allowed me to take basically one analyst and treat them as five. It condenses it all into one area to where we can ask the same questions and give the same answers from one platform.”

BrightEdge has given me the ability to elevate not only my program but my career. I’ve been able to really demonstrate to the enterprise how powerful content marketing can be.”