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Brightedge Intente Real Estate On Search Engine Results Pages

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The Opportunity Unique Vintage (UV), which sells vintage-inspired clothing online and in a retail store, found itself in a perfect storm of opportunity. When vintage swim styles emerged as a hot trend, the company found itself competing against new – and much larger – retailers for the most valuable real estate on Search Engine Results Pages (SERPs). To prepare for the swimwear sales peak, which occurs in springtime, Courtney Lear Wallace, Director of Digital Marketing & Ecommerce at UV, and her digital agency, EXCLUSIVE, launched a plan well ahead of the 2017 season to optimize key product pages and win coveted SERP real estate. While the team maintained organic rank for crucial topics, UV’s swimwear pages experienced a 10% decrease in organic traffic compared to the same period in 2016. Changes to the Google SERP – Google 4-pack ads, specifically – pushed organic listings for high-performing keywords below the fold. The Solution UV and EXCLUSIVE turned to BrightEdge Intent Signal to increase site traffic and revenue during its most critical shopping season. …show more content…

Analyzed this PPC keyword group using BrightEdge Intent Signal to see which keywords had organic listings above the fold and whether UV content pages ranked above the fold for those keywords. In minutes, Intent Signal categorized the keywords into four groups: Defend, Optimize, Create, and Collaborate. Defend means that both the keyword and its corresponding UV content page have organic web listing above the fold on the SERP. Optimize means that the keyword has organic listing above the fold, and the UV content page is just below the fold, but within “striking distance” Create means that the keyword has organic listing above the fold, but has no related content page that ranks within the top 100 spots on the SERP. Collaborate means that the keyword does not have any organic listing above the fold. This robust reporting made it possible for UV to prioritize its PPC optimization

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