SEO Workshop 2020

Descartes
Presented by Tyler Adair
 Google Analytics

BrightEdge
Topics
Sprout Social

Drupal 8 CMS
Introductions
Monday Tuesday Wednesday
Google Analytics and BrightEdge Drupal CMS, BrightEdge, Sprout Drupal 8 CMS working session

SEO Workshop 2020

WORKING SESSIONS FOR GA, BRIGHTEDGE, SPROUT AND DRUPAL

CONTENT STRATEGY IDEAS

QUESTIONS OR FOLLOW UPS

RESOURCES: BRIGHTEDGE , SEO CHECKLIST AND RELATED LINKS

SEO Workshop 2020

Google Analytics &
BrightEdge
• BrightEdge integrates with Google Analytics

• GA data drives (majority) BrightEdge reporting

• BrightEdge collects and organizes metrics from Google Analytics into

actionable tasks and reports

•Some reports in BrightEdge can be delayed by up to a week

▪GA allows views into real time and last 24 hours metrics
GA Reports:
Audience
• Users

• Page Views

• Sessions

• Bounce Rate

• Demographics
GA
Reports:
Users Flow
Interactions of users from

start to exit pages

GA Reports:
Acquisitions
• Organic search

• Direct

• Referral

• Social

• Paid search

• Email
GA Reports:
Behavior
• Behavior Flow > Site Content >
Content Drilldown : largest
content area

• Landing Pages: Most popular

pages on your site

• Exit pages: opportunity to

optimize and lead user to form,
contact, etc.
Run Reports from GA

Break
Questions?
 Advantages of using BrightEdge with Google
Analytics

Takes all the raw data from Google Analytics Organizes and streamlines content delivery, content
optimization recommendations, and industry insights
 Advantages of using BrightEdge with Google
Analytics

• Tracking ranked keywords and content with

focused optimization

• Analysis of current users and related content for

publication

• Impact of social media

• Linking health and management

BrightEdge
Menu Features
BrightEdge

Home: High overview of site performance.

BrightEdge

Dashboards: Reporting and metrics

BrightEdge

Research:
• Content Research (powerful feature)

• Opportunity Forecasting (planning)

• Competitive Analysis (current

competitors)

• Backlink Analysis (reputation mgmt.,

content optimization)
BrightEdge

Action
• Site Audit (technical issues, broken
links, page speed)
• Recommendations
• BrightEdge Content
• Tasks
• Campaigns
BrightEdge

Reports:
• Keyword reporting (tracked)
• Page reporting (tracked)
• Site report (ctr, impressions) driven
by search console
• Search Volume
BrightEdge

Settings:
• Profile & Preferences
• Keyword Management
• Site Preferences
• Product Settings
• Admin Settings
BrightEdge : Home
• Trending
• Year over year
• Organic visits report
• View insights for all domains listed
BrightEdge : Dashboard
• Weekly reporting 2019

• DSG month reporting

• End of quarter reporting

• End of quarter share of voice

comparison
BrightEdge : Dashboard
New Dashboard
Recommended
• Executive dashboard
• SEO Lead Dashboard
BrightEdge : Dashboard
Create dashboard
• Select template and rename

• Choose options for correct

domain/search engine

• Customize metrics or add charts

• Save As and Rename
• Close

• Choose date range by week or

month
BrightEdge : Dashboard
Creating a Story :

•Create task specific charts that answer

common questions

Example: Weekly reporting

-Dropped from page 1
-Moved onto page 2
 -Create new dashboard or edit existing one
Executive

Break SEO Lead

-Create Custom Report by Charts

BrightEdge : Research
Content Research
• Keyword
• Site
• Pages
• Research by country domain

Overview; keyword rankings

Long tail keywords
Excellent area for new content or alt-tag
content

Content Strategies- breakdown of content

• Images
• Videos
• Carousel
• Quick answers

Competitor analysis and find keyword gaps

for new content
BrightEdge : Research
• Opportunity Forecasting (planning) – not
currently used for Organic SEO

• Competitive Analysis (current competitors)

Based on keywords chosen

• Backlink Analysis: waiting until redesign is

completed
 Create Organic Identify top 10
Run Keyword Gap
Keyword Report Page 1 and Page 2
against competitor
from Data Cube keywords

Break
BrightEdge : Action
Site Audit (technical issues, broken links, page
speed)

Recommendations
• By top 25
• All pages
• Assign correct keywords to pages
(PLP)
• Run Content Research on url for
optimal keywords

*Identify top rankings keywords (Datacube)

*Assign and remove non ranked keywords in
settings
BrightEdge : Action
• Recommendation summary report
separates recommendations by content
type

• BrightEdge Content
Auto analysis of keywords entered
Ideal for blog articles, white papers, new
content

• Tasks

• Campaigns
BrightEdge : Reports
Keyword reporting (tracked)
• Keyword movement indicators
• Dropped out of Page 1 – content needs
improvement
• Moved into page 2 – focus on improving
content and links

Page reporting (tracked)

• Traffic performance report

Site report
• Click through Rate
• Driven by search console

Search Volume
• Trends of tracked keywords
BrightEdge : Settings
Profile & Preferences
• Home
• Certification (great for review)

Keyword Management
• Keywords
• Keywords groups
• All keywords groups
• By content area
• Est keyword report (paid)
• Custom CTR (ecommerce)

Site Preferences
• Page Groups
• By solution, industry, etc
• URL normalization (reporting purposes)
• Recommendation Rules
BrightEdge : Settings
Product Settings
• Whitelist IPs & Default User Agent
• Anomaly detection (home)
• Content Optimizer (BE content settings)
• ContentIQ (crawl configuration)

Admin Settings
• Invite team members (writers, consult, etc)
• User management
• Usage (kw, page allotment)
• Your Sites & Competitors (share of voice)

Integrations
• connected to GA, Search Console, Facebook
and other options
Break
Assign optimized keywords to preferred landing pages (PLPs)
Recommendations
By top 25
All pages

To find optimal keyword, Run Content Research on url for organic ranking keywords
Page Groups
Create page groups by content type
Solutions
Content strategies and SEO
improvements
 What has not been working

▪Tracking all keywords across all ranks

▪Creating content without a strategy or
goal
▪Not having balanced content and
publications across the site
 Balanced SEO formula:
(Traffic to your website) x (Conversion rate) = (leads or sales) What’s working
➢Improving content that ranks on page 2 and move to
page 1
➢Creating industry specific content that answers a
question, provides information, establishes DSG as
reliable and trustworthy site/company by providing
unique, thoughtful, insightful and shareable content
➢Establishing a goal for new content: form submission,
promote product or solution, etc
➢Evaluating competitors online that are ranking for the
same industry content. Discovery of new keywords or
content to create or improve.
➢Creating internal links and backlinks for DSG
➢BrightEdge- assigning the correct keyword to the
appropriate content
➢Creating content for industry specific
keywords/phrases/questions
➢Cross promotion from social media and internal
marketing efforts
FY21 Objectives
Improve keyword volume and rank
▪ Improve traffic to site
▪ Improves lead and contact opportunities

Consolidate/Redirect content receiving 0 traffic and 0 backlinks

▪ Repurpose content where applicable

Increase cross site links and strategy to improve content crawl

▪ Improves indexing
▪ Increases keyword volume
▪ Increases backlinks
▪ Increases reputation

Establish reporting and actionable items on a weekly, monthly and

quarterly basis

Integrate Social media content and metrics into content population

 Metrics: Keywords on page 1
Improvements: improvements from Oct 2018- Oct 2019
Increase on Page 1 October 18: 1,402 October 19: 1,826
Keywords
 Total ranked keywords (only tracked keywords in BrightEdge) growth

Total Keyword volume March 2018

Page 1: 288 keywords

November 2019

Page 1: 555 keywords

improvments Page 2: 85 keywords

Page 3: 46 keywords
Page 2: 79 keywords

Page 3: 110
 Keyword audit by country
Content -Remove non ranking keywords
--Or create new content to begin ranking

Strategy and ---Validate by search volume

suggestions Identify rank 1 and rank 2 keywords

-Track pages
 Organic keyword reporting from Data cube
(BrightEdge)
-Identify page 1 and page 2 keywords naturally
ranking

Content -Identify competitors using organic metrics

-Optimize content on page 2
--SEO content checklist

Strategy and -Answering questions within content around subject

matter

suggestions -Creating links between related content and image

tags
--Link from page 1 ranking content, to related page 2
content
--Alt-tags utilizing keywords
-Publish content on a regular schedule and
incorporate Social media content
-Use “Long tail keywords” in content (from reporting)
 Site Audit (BrightEdge)
-Correct severe and moderate errors
Content -Broken links
-Missing content
Strategy and Recommendations (BrightEdge)
suggestions -Importance of preferred landing page and keyword
association in BE
Drupal: DSG Production level overview
Recreating pages in the updated Drupal CMS

Access to production level url: https://dev-descartes.pantheonsite.io/

Login: early
Password: access

Login with Descartes.com/user credentials.

You will need to reset your password
Drupal: DSG
Production level
overview
Block based construction with
responsive grid elements
Region
Once logged in, choose region
from Language drop down
Editing a page
Choose from drop down menu
Enter edit mode
Choose Edit button
Edit mode
Block based content
Click to edit
Click into space near content
Grid based content
Cards are placed within a
responsive grid for mobile
optimization.
Admin Settings
Main menu access
 Translate content by region
Drupal
Working Create new content pages where needed
Session *Changes to sitemap will need to verified
Sprout Social
Group

Dashboard
Messages
Tasks
Feeds
Publishing*
Listening
Reports*
Dasboard
Overview of all accounts under
group
Separated by media type
(linkedin, FB, Twitter, etc)
Tasks
As the team grows, manage
responses and edits through
tasks
Feeds
Twitter feeds by list type,
friends and follows
Instagram (NA)
RSS Reader (NA)
Publishing
Compose to post and publish
content to connected accounts
view schedule and posted
content
Reports
Recent updates added more
reporting
Provide overview of volume,
engagement, demographics
and other metrics
Twitter Reports
Trends
Keywords
Facebook Reports
Pages
LinkedIn Reports
Pages
How to post and
publish
Publish Icon
Choose account from drop
down
Upload image before text
Enter text (maximum 1300
characters)
Choose tag or create one

Schedule post
Immediately
Scheduled
Choose optimal time
Queue
 SEO
SEO content Checklist (Tyler)
https://searchengineland.com/library/channel/seo
https://moz.com/

Additional BrightEdge
Help

Resources Sprout
https://media.sproutsocial.com/pdf/Sprout-101-User-
Guide.pdf

Drupal
https://www.drupal.org/docs/8/modules/gutenberg
Thank you!
SEO Workshop 2020
Descartes
Presented by Tyler Adair