Conductor Tool Drives Organic Success

We use Conductor within our marketing department. It is primarily used by our web, external communication and digital marketing teams. This tool helps us to measure our organic reach. What I like about it most is that we are able to watch certain "tracked keywords" and not all the keywords that we might rank for - this helps to eliminate noise and focus in on what we think is important for our business.

We have pulled in our Google Analytics data. While this is not our reporting tool of record, it gives us a good idea of growth and success we are seeing on the website. With this data being so visible, I've been able to get a broader buy-in for SEO with our writing team and leadership. This tool has impacted how we measure SEO and our content goals since it is updated regularly automatically and allows me to focus on improvement than manual tracking.

We have setup reports specifically for each writer so they can see how the pieces they do perform organically. Their manager reviews this with them and has started to suggest updating pages that are underperforming - and those that are performing well to see if we can do even better. Since these are automated it save a lot of time doing "reports" and being able to focus on continuous improvement.

We consistently use explorer to see the types of keywords our competitors are ranking for - and if those keywords would work for us too. Additionally, we use explorer for our keyword research. It has helped make some major name change decisions on how we refer to things internally vs. externally in order to meet the search intent of our audience.