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BOSTON BRIGHTEDGE
USER GROUP
KICKOFF
June 28, 2017
Erik Newton
Vice President Customer Marketing and Head of SEO
Intros
User group set up
New research
Videos
POVs
Certification
Share Insights Tour Chicago 10/4
01
02
03
04
05
07
08
AGEN...
Function?
Certification?
BE Certified Group?
SEO Maturity?
Share?
Biggest SEO Challenge?
SEO, Content, Management
Certifie...
CHARTER WHAT DO YOU WANT THE
USER GROUP TO DO?
Share ideas
Share product knowledge
Career development
Frequency
Unique onl...
1) Moderator
2) Assistant moderator
Nominations? Vote?
Budget: BrightEdge
Must be exclusive BrightEdge user
Brand
No solic...
Still find that
Organic is over
half of all digital
marketing
channels
Organic and
Paid, collectively,
account for
roughly...
MOBILE
• 82% of query results are different on desktop vs
mobile
• 44% of the time the first page that ranks is a
differen...
1. User experience
2. Reputation
3. Tracking and Analytics
4. AMP
5. PWAs
6. Ranking signal
7. Imperative & Requirement
Ye...
Yes, they have marketing and SEO value
QUICK POV: PRESS RELEASES
1. Generate traffic
2. Rank on topic within PR
sites
3. O...
1. Voice search is expected to reach 50% share of
queries by 2020 according to Comscore
2. Could be as large a growth fact...
.
Ultimate SEO Dashboard For CMOs
The right SEO dashboard can translate raw SEO data into compelling stories that empower ...
Today’s Presenters
Jeff Selig
Overdrive Interactive
• VP, Earned Media and Analytics
• Makes things for websites people cl...
Bridge the gap between SEO’s importance and the attention it usually gets from management
Photo:http://www.thezooom.com/20...
Agenda – Breakthrough SEO Communication
• Preparation
• Data
• Storytelling
• 10 Key Pieces to the Ultimate SEO Dashboard
7 Questions CMOs Need Answered
1. How are we doing?
2. Are we doing better than last year?
3. Are we growing our brand?
4....
CMO’s Increased Accountability in 2016
• Growing expectations of marketing and accountability for results
Source: Gartner:...
How Are You Doing?
NewCo’s Sample Dashboard
• https://app18.brightedge.com/dashboard/7931
Summary – Breakthrough SEO Communication
The right SEO dashboard can translate raw SEO data into compelling stories that e...
• BrightEdge certification
• Join the BrightEdge
Certified group
• BrightEdge Content
Writer Training
Free and unlimited
C...
We are looking for partners for:
• Integrated search, paid search optimization
• Voice search
• Quick answers
• Page load ...
https://chicago.events.brightedge.com
SHARE17 IN CHICAGO and SAN FRANCISCO
Watch the video here: https://videos.brightedge...
 Responsive site is a given
 Go to HTTPs
 Add gated page link to every SEO landing page
 Check your page load speed
 ...
BrightEdge User Group (Boston)
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BrightEdge User Group (Boston)

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On June 28th, 2017, Overdrive Interactive hosted a BrightEdge User Group. The user group provides a friendly setting where local SEO and content marketing professionals can meet and share industry insights and platform best practices while enjoying a delicious dinner and drinks. The following presentation by Erik Newton, VP Customer Marketing and Head of SEO at BrightEdge, and Jeff Selig, VP Search, Social, and Analytics at Overdrive Interactive, covers the latest search and content marketing research and strategies. To watch a recording of the presentation and see pictures of the event, visit: http://bit.ly/2u7I6zt

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BrightEdge User Group (Boston)

  1. 1. BOSTON BRIGHTEDGE USER GROUP KICKOFF June 28, 2017 Erik Newton Vice President Customer Marketing and Head of SEO
  2. 2. Intros User group set up New research Videos POVs Certification Share Insights Tour Chicago 10/4 01 02 03 04 05 07 08 AGENDA LOTS OF CONTENT, INTERRUPT ME OFTEN https://www.brightedge.com/events/brightedge-usergroups-2017
  3. 3. Function? Certification? BE Certified Group? SEO Maturity? Share? Biggest SEO Challenge? SEO, Content, Management Certified? Interested? Never, a few times, regularly Basic, Foundation, Case Win, Storytelling, Integrated Been once, twice, more, not yet Technical, Content, Resources, Political, Silos GETTING TO KNOW THE BOSTON USER GROUP
  4. 4. CHARTER WHAT DO YOU WANT THE USER GROUP TO DO? Share ideas Share product knowledge Career development Frequency Unique online location? What else? 01 02 03 04 05 06
  5. 5. 1) Moderator 2) Assistant moderator Nominations? Vote? Budget: BrightEdge Must be exclusive BrightEdge user Brand No soliciting MODERATORS Functions will be more organic with customer moderator
  6. 6. Still find that Organic is over half of all digital marketing channels Organic and Paid, collectively, account for roughly two thirds of digital marketing activity Far and away the largest channel 51% 67% HUGE NEW RESEARCH SEO Channel Share Organic 51% Social 4% Paid 15% Other 30% Channel report
  7. 7. MOBILE • 82% of query results are different on desktop vs mobile • 44% of the time the first page that ranks is a different page NEW RESEARCH
  8. 8. 1. User experience 2. Reputation 3. Tracking and Analytics 4. AMP 5. PWAs 6. Ranking signal 7. Imperative & Requirement Yes, you must go to HTTPS in 2017 QUICK POV: HTTPS
  9. 9. Yes, they have marketing and SEO value QUICK POV: PRESS RELEASES 1. Generate traffic 2. Rank on topic within PR sites 3. Organize news flow 4. Expand site content
  10. 10. 1. Voice search is expected to reach 50% share of queries by 2020 according to Comscore 2. Could be as large a growth factor in search as mobile was between 2012 and 2017 3. Juniper predicts combined digital assistant prevalence to grow 255% to 5.5 billion by 2021 Yes, you should start engaging a voice strategy in 2017 QUICK POV: VOICE SEARCH
  11. 11. . Ultimate SEO Dashboard For CMOs The right SEO dashboard can translate raw SEO data into compelling stories that empower and persuade decision-makers
  12. 12. Today’s Presenters Jeff Selig Overdrive Interactive • VP, Earned Media and Analytics • Makes things for websites people click • Bought 1st domain 1994
  13. 13. Bridge the gap between SEO’s importance and the attention it usually gets from management Photo:http://www.thezooom.com/2012/06/2818/
  14. 14. Agenda – Breakthrough SEO Communication • Preparation • Data • Storytelling • 10 Key Pieces to the Ultimate SEO Dashboard
  15. 15. 7 Questions CMOs Need Answered 1. How are we doing? 2. Are we doing better than last year? 3. Are we growing our brand? 4. Are we doing better than the competition? 5. Are we growing revenue? 6. How is Germany performing? (GEO) 7. How can we do better?
  16. 16. CMO’s Increased Accountability in 2016 • Growing expectations of marketing and accountability for results Source: Gartner: CMO Spend Survey 2015-2016: Digital Marketing Comes of Age % of marketers own or share P&L responsibility 73% % say they plan to have a P&L in the next 24 months 18% Only 9% don’t expect to have P&L responsibility
  17. 17. How Are You Doing?
  18. 18. NewCo’s Sample Dashboard • https://app18.brightedge.com/dashboard/7931
  19. 19. Summary – Breakthrough SEO Communication The right SEO dashboard can translate raw SEO data into compelling stories that empower and persuade decision-makers
  20. 20. • BrightEdge certification • Join the BrightEdge Certified group • BrightEdge Content Writer Training Free and unlimited CERTIFICATION
  21. 21. We are looking for partners for: • Integrated search, paid search optimization • Voice search • Quick answers • Page load speed • Other? Let’s work on a case together CASE STUDIES
  22. 22. https://chicago.events.brightedge.com SHARE17 IN CHICAGO and SAN FRANCISCO Watch the video here: https://videos.brightedge.com/share16/BrightEdge-Global-Insights-Tour.mp4
  23. 23.  Responsive site is a given  Go to HTTPs  Add gated page link to every SEO landing page  Check your page load speed  Get certified and go to BrightEdge Certified Group and post  Certify a colleague to build SEO team  Think about integrated search and talk to a paid search manager  Harvest keywords by strategy and build into tactical workflow  Advance SEO maturity by defining an experiment and case  Start to get ready for voice search by building focus on rank 0 and 1 Benchmarks and tactics to confirm or try in the office on Thursday 10 TAKEAWAYS AND FOLLOW UPS

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