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SMALL TEAMS, BIG AMBITIONS
Karina Tama-Rutligliano
Senior Manager, Digital Marketing
Carolyn Bao
Sr. Director, Product Marketing
BrightEdge Technologies, Inc.
HOW DO YOU DO SEO? – DCOM METHODOLOGY
DCOM for SEO
Put the DCOM in your dotcom
CARING PEOPLE
We help seniors with daily living at home for over 20 years. We offer personalized service in very
competitive market across 4 states. We are often called in times of crisis – trust is the #1 priority in
how we communicate to prospects online.
Where we began…
• No lead generation on website
• Website was out-of-date
• No content process
• No site management process
• No engagement with sales team
BACKGROUND
• New department: Digital Marketing was a new
department for the company
• New industry: I was new to the industry – I came
from e-commerce background
• Need to convince company to invest in this initiative
• All the marketing content had to be created from
scratch
• Hard to find skilled writers with industry expertise and
SEO knowledge
• Collecting reviews for satisfied clients was difficult due
to their circumstances
CHALLENGES
1-person marketing department,
but I’m not an octopus
• Content marketing strategy
• Local listings
SEO APPROACH – DCOM
Discover
• Created buyer persona
• On-page SEO
• Created Backlink strategy
• Optimized Social Media and PPC campaigns according to organic insights
• Created offers and promotions
• Crated videos
SEO APPROACH - DCOM
Create
•Migrated website to HTTPS
•Redesigned website launching
SEO APPROACH - DCOM
Optimize
•Focus on Organic traffic through content using the BrightEdge platform
•Company sees value in digital marketing
•Testing new strategies
•Constant education/updates about industry best practices
SEO APPROACH - DCOM
Measure
Our Takeaways
• What is better than being ranked first in Google? Being in
rank zero
• Does Quick Answers increase traffic ? - it varies
• Our more visited pages are the ones we have Quick
Answers
• How did we do it?
• Use Data Cube to identify Quick Answers opportunities
• Targeted several keywords within one piece of content –
Got several Quick Answers
Supporting Data
• The Google Answer Box secures an astounding 32.3%
CTR - Search Engine Watch - Feb 2018
QUICK ANSWERS SUCCESS
DCOM more C for Create
• Focus on white papers
• Implement email marketing strategy
• Social media campaigns
• Enhanced collaboration with Sales team
NEXT STEPS
MEASURE – DCOM
Blog Traffic last 3 months
Increase in 3 months
Visits 140%
Page Views 150%
Organic channel grew at
a much faster pace than
all other channels
MEASURE – DCOM
Organic
Channel
THANK YOU
www.brightedge.com

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Caring People Case Study - BrightEdge Share 18 NYC

  • 1.
  • 2. SMALL TEAMS, BIG AMBITIONS
  • 3. Karina Tama-Rutligliano Senior Manager, Digital Marketing Carolyn Bao Sr. Director, Product Marketing BrightEdge Technologies, Inc.
  • 4. HOW DO YOU DO SEO? – DCOM METHODOLOGY DCOM for SEO Put the DCOM in your dotcom
  • 6. We help seniors with daily living at home for over 20 years. We offer personalized service in very competitive market across 4 states. We are often called in times of crisis – trust is the #1 priority in how we communicate to prospects online. Where we began… • No lead generation on website • Website was out-of-date • No content process • No site management process • No engagement with sales team BACKGROUND
  • 7. • New department: Digital Marketing was a new department for the company • New industry: I was new to the industry – I came from e-commerce background • Need to convince company to invest in this initiative • All the marketing content had to be created from scratch • Hard to find skilled writers with industry expertise and SEO knowledge • Collecting reviews for satisfied clients was difficult due to their circumstances CHALLENGES 1-person marketing department, but I’m not an octopus
  • 8. • Content marketing strategy • Local listings SEO APPROACH – DCOM Discover
  • 9. • Created buyer persona • On-page SEO • Created Backlink strategy • Optimized Social Media and PPC campaigns according to organic insights • Created offers and promotions • Crated videos SEO APPROACH - DCOM Create
  • 10. •Migrated website to HTTPS •Redesigned website launching SEO APPROACH - DCOM Optimize
  • 11. •Focus on Organic traffic through content using the BrightEdge platform •Company sees value in digital marketing •Testing new strategies •Constant education/updates about industry best practices SEO APPROACH - DCOM Measure
  • 12. Our Takeaways • What is better than being ranked first in Google? Being in rank zero • Does Quick Answers increase traffic ? - it varies • Our more visited pages are the ones we have Quick Answers • How did we do it? • Use Data Cube to identify Quick Answers opportunities • Targeted several keywords within one piece of content – Got several Quick Answers Supporting Data • The Google Answer Box secures an astounding 32.3% CTR - Search Engine Watch - Feb 2018 QUICK ANSWERS SUCCESS
  • 13. DCOM more C for Create • Focus on white papers • Implement email marketing strategy • Social media campaigns • Enhanced collaboration with Sales team NEXT STEPS
  • 14. MEASURE – DCOM Blog Traffic last 3 months Increase in 3 months Visits 140% Page Views 150%
  • 15. Organic channel grew at a much faster pace than all other channels MEASURE – DCOM Organic Channel

Editor's Notes

  1. Speaker introduction Should I use an agency? How much will it cost? Can I use an outside writer? What is schema? Do I need to have a mobile site? Should be responsive. How much time does it cost to do SEO. Do I want to have Quick Answers? Do I lose traffic from QA? What does BrightEdge do? What’s your blog cadence – 2 per week We spend 10 hours… What does an SEO do, if they don’t have access to content producers? Influence, persuade… Brand guidelines with SEO check list on our website.
  2. When I train new BrightEdge employees in onboarding, I like to use this simple, small data, framework. That’s what BrightEdge calls winning the moments that matter.
  3. Successful Migration from HTTP to HTTPS The website didn’t loss any traffic and Google crawl all the pages within a week. I used BrightEdge for the Migration – I crawled the site before and after - Helped me with redirections – Great Technical Support. Increase in Traffic and Revenue We have increase traffic in 140% We have increase revenue in 100% Content Creation From 0 blogs to 100 blogs with Infographics Acquisition of several Rich Snippets Content getting natural backlinks and social media engagement Content Audit Currently working on Topic Cluster
  4. Successful Migration from HTTP to HTTPS The website didn’t loss any traffic and Google crawl all the pages within a week. I used BrightEdge for the Migration – I crawled the site before and after - Helped me with redirections – Great Technical Support. Increase in Traffic and Revenue We have increase traffic in 140% We have increase revenue in 100% Content Creation From 0 blogs to 100 blogs with Infographics Acquisition of several Rich Snippets Content getting natural backlinks and social media engagement Content Audit Currently working on Topic Cluster