Last month BrightEdge released its latest technological product, Content Optimizer. Built as a tight integration into Adobe Experience Manager, the product claimed to allow marketers the opportunity to optimize new content for search rankings, traffic, and conversions as it is being authored.
Fast forward four weeks and Content Optimizer already has one happy customer. Online travel agency Travelocity says that the product has fixed 67 percent of its search engine optimization (SEO) errors. In addition, the company now enjoys greater time-savings, content team alignment, and faster website policy adoption.
David McCarty, manager of CMS at Travelocity explains that the company has thousands of revenue-generating pages with attractive travel deals on flights, trains, hotels, cars, and vacation packages. Delivering great deals with a superior user experience so customers can easily make bookings is key to Travelocity’s online strategy. Organic search is a key traffic driver – representing nearly 70 percent of all search traffic for the online travel market. Ensuring that landing pages are readily accessible by search engines and comply with search engine quality guidelines is critical to Travelocity’s growth.
One of the biggest drivers of Travelocity ‘s success through Content Optimizer has been the ability to empower content writers with SEO capabilities that can scale the impact of the SEO team, says McCarthy. Through the right technology and coaching, the SEO team is now able to be primarily involved in defining the SEO standards and policies. This has enabled the content team to make optimizations that drive traffic and conversions.
In addition, SEO professionals are able to analyze error distribution, identify common errors and the source of these errors, and take corrective action, he says. By enforcing policies rather than making optimizations to individual pages, the SEO team has a significantly broader impact in ensuring that landing pages have maximum online performance from day one.
McCarty adds: “This has been a big deal for us. We can now optimize 100 percent of our landing pages for organic search performance and drive more revenue.”
SEO image on home page via Shutterstock.
There is of course a lot of discussion about content and what does and doesn't work online. Is long-form the key? Does short-form content have a role to play? Are there other factors at play?
There is still confusion over which search results are ads and which are organic, at least in the minds of some web ... read more