Forever indebted to the crew at Conductor!

Conductor [(Formerly Conductor Searchlight)] is being used mostly by the SEO and Content teams, but there are also users from our Product & Development teams when and where it makes sense.

We use Conductor to align our Content and SEO teams on many aspects of the digital process, including topic selection, SERP rank reviews, competitive analysis, content briefs, training of new employees, benchmarking and much more.

It's helped us to gain a better view into our organic content performance, especially as it relates to competition and the evolving SERP placements. We're able to identify content gaps, quickly create briefs to help guide our writers, and even ramp our writers on SEO tactics much faster than usual. We simply have a much clearer view of SEO performance, and key levers to pull to improve it moving forward.

We've only integrated Google Analytics and SEM Rush into our current reporting for Content and SEO, but our Dev team has integrated a few other tools that I'm not familiar with. The process is incredibly easy, and they help you with every step in the process. It's given us a clear, consistent view of performance over time and has brought sometimes separate insights together into one report.

I've touched on this several times already, but this is my favorite thing Conductor [(Formerly Conductor Searchlight)] does. Their platform is set up to allow our SEO and Content teams to collaborate on the many steps of the collaboration process, from initial competitive and gap research to topic selection and outlining to measurement and performance. It's been invaluable in bringing those two groups closer and making them more efficient. It also helps the onboarding process for new employees, as we know they're all getting the same view and ramp process.

While I did use Explorer to search for audiences via subject / non-brand keywords, I had a good idea of who our competition was in the space, and so spent a lot of time evaluating our users in that way. Who is ranking in the SERP for "xxx" and "yyy" and how high, and are they beating us, and what does their content look like, and how can we do it better? Explorer was invaluable in letting us start from general and dig really deep into the specifics of not only a topic, but more importantly, what our competition is doing in the space.