Caring People Case Study - BrightEdge Share 18 NYC
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BrightEdge Award nominated Caring People based on growth in a couple areas - SEO, website traffic, smooth migration from HTTP to HTTPS and backlinks. From over 200 submissions there were only 12 winners and we were one of them! For this accomplishment, I was presented with an award and was asked to present on a panel at the Share18 NYC BrightEdge conference. Our results have been incredible. With a team of 1, we increased revenue by 100% and increased traffic 140% in 2017. Let's keep building! Karina Tama - Rutigliano
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Caring People Case Study - BrightEdge Share 18 NYC
- 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 Where we began… • No lead generation on website • Website was out-of-date • No content process • No site management process • No engagement with sales team BACKGROUND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
- 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.
- 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.
- 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
- 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