Item: BrightEdge
Rating: 9
Author: Lynn Lomibao

Overall Satisfaction

Use Cases and Deployment Scope

At Walker Advertising, the Online department (a division of the Media department) were the primary users of BrightEdge. However, reports from BrightEdge were used to share with managers, as well as the CEO and COO.

Pros and Cons

Pros

The Recommendations were particularly useful for me, since I was the Content Producer at Walker. The insights were critical to the development of new content.
The Analysis / Share of Voice module was great for understanding how our efforts stack up against our strongest competitors. This helped us better prioritize our work and tighten our focus.
The Reports and customizable desktops were very useful in explaining the work the Online department does, and most importantly, the link between our SEO efforts and online lead generation. It helps validate our work!

Cons

Streamline functionality for completing tasks. Sorry, that's my only complaint.

Return on Investment

Increased efficiency
Validation of SEO efforts and the online team
Better lead conversion

Alternatives Considered

This was the first tool of this type that I used. But we had heard a lot of good things about BrightEdge and were sold after our first demonstration. It just took us time to get the budget approved for it.

Likelihood to Renew

Pretty much already said everything!

Likelihood to Recommend

If you're producing a lot of content, and you probably should be, having a tool like BrightEdge is critical for understanding what those efforts are accomplishing -- e.g., what areas need improving and what the competition is doing. Having this sort of analysis is not only good for prioritizing but also for demonstrating to key stakeholders the value of SEO.

I really liked having bi-weekly phone meetings with our BrightEdge rep, but because of our different levels of usage, it probably would have been more helpful to tailor those meetings to specific users.

Product Usage

Users and Roles

4 - Our Online Marketing Manager is the face of the Online team to the rest of the agency. He reports the results of our SEO efforts, develops the overall strategy and direction for the department based on those results and overall company goals, and determines what resources are needed to achieve goals. Our Online Marketing Specialist is the report guru. She makes sure everyone has the information they need when they need it. As the Content Producer, it was my job to continuously monitor the performance of our content and to modify content as appropriate. I also used the Analysis module quite a lot to see what the competition is doing. We also had another team member assist with those functions.

Support Headcount Required

4 - Basic understanding of SEO and better-than-average computer skills.

Comments

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BrightEdge did more for us than any SEO firm ever did.

Software Version

Modules Used