Search engine optimization (SEO) is a channel embraced by organizations of all sizes, and according to recent surveys, it's one of the channels most prioritized by CMOs for 2023. Companies rely on various technologies to help them achieve positive traction in organic search results. These technologies help them understand where their website ranks for keywords they care about, what fixes need to be addressed to ensure search engines see all the content on their site, and how competitors stack up to them, among many other things. To execute SEO, there are hundreds of providers that offer tools ..read more

As the deadline for the Google Analytics 4 (GA4) update approaches, many organizations are faced with the decision of whether to switch to another analytics tool or upgrade to GA4 before the official sunset date. The new iteration of Google Analytics will sunset Universal Analytics (UA) on June 30, 2023, meaning that after July 1, 2023, no additional data will be collected in UA. Users of Google’s enterprise version, GA360 will have until June 30, 2024 to make the switch. What is GA4 and how does it differ from the previous version? GA4 is the latest iteration of Google's analytics platform a ..read more

  One of the biggest challenges of international SEO is that search engines like Google often display different results to users in different countries. There are several signals that search engines analyze that help them determine where your pages should rank and what languages it should appear for. Read our latest article to learn more about international SEO and the key factors that should be considered when developing your global strategy. What is international SEO? International SEO is the process of optimizing your website so that it can be easily found and ranked by search engines ..read more

Happy October, all! We’re here to share with you some updates that happened in the search world over the last month, curating some of the more interesting and important happenings that could affect your digital marketing strategy as we quickly approach the end of the year.  A lot happened in search over the last month, starting off with Google’s annual search conference Search On, which happened in late September. This event usually gives marketers insight into what is coming down the road from Google and can help inform yearly planning and strategies.  October also marks the second ..read more

The way search engines index sites hasn’t changed substantially over the last three decades.  While it is important for web admins to consistently update their processes in line with best practices if they wish to maintain fast, comprehensive indexing, the underlying search engine technology has remained largely the same at a fundamental level.  But that may be about to change.  IndexNow, a protocol that allows for direct communication with search engines, has the potential to dramatically alter the search landscape.  Having control over your website is empowering, and tak ..read more

Short-Form vs. Long-Form Content: What Do Search Engines Want? Which is better for ranking in search engines, long or short content? If you’ve been in the search game for more than a minute, you’ll have encountered that question.  Seasoned search engine optimizers (SEOs) would be forgiven for rolling their eyes at this point. It’s a debate that’s raged almost since the advent of search engines like Google.  It would be easy for us here at BrightEdge to give a short answer and declare “case closed.” But we think that the reality is more complex. In fact, we believe that marketers are ..read more

Optimizing for intent leads to increased performance across the board, whether measured in terms of content engagement, rankings, or conversions. It’s a core part of a successful search engine optimization (SEO) strategy.  However, many companies adopt a faulty approach when it comes to understanding intent. They fail to look beyond the surface meaning of keywords and determine why searchers use them in a fuller and more nuanced way.  This post outlines practical steps for understanding and leveraging searcher intent. You’ll learn how to work from a complete knowledge of keyword int ..read more

Believe it or not, website accessibility is often overlooked when it comes to strategic planning and SEO basics. According to World Bank, 15% of people across the world are living with a disability. Websites like Domino’s had to pay out big bucks for accessibility issues due to their site being incompatible with screen readers, leaving visually impaired people unable to navigate their site. Website accessibility ensures that your site and content are optimized and usable for everyone, with consideration for disabilities.  Accessible websites allow users to find, understand, navigate and ..read more

What is it?   On August 18th, Google announced that it would launch an update to its search algorithm called the "Helpful Content Update." According to Google, this is part of a broader effort to help searchers see more original content written for humans, instead of search engines. This update is rolling out now.   Unlike some algorithm updates, which may target a single page, this update will be sitewide. It leverages a new machine learning algorithm to determine if a high amount of content on your site is deemed not helpful.  If this happens, you might see performan ..read more

A well-executed search engine optimization (SEO) strategy helps you spread your brand message, promote your products, and speak directly to the needs of your audience. Over the last several years, a growing number of businesses have sought to “algorithm proof” their optimization methods. Instead of asking, “What specific changes will help me rank better?” SEOs are instead posing the question, “What are the values and long-term goals of search engines and how can I incorporate these into my strategy?”  If the idea of an “algorithm-proofed” SEO strategy sounds like a valuable asset for you ..read more