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Company: WhiteHat Security

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With added than 15 years of abstracts and analytics at its fingertips, WhiteHat Aegis offers a cardinal of solutions to advice assure your agenda business. The WhiteHat Appliance Aegis Belvedere provides the casework appropriate to defended the absolute software development lifecycle, while WhiteHat Sentinel Dynamic can acquisition and fix vulnerabilities afore the bad guys do.

(whitehatsec.com)

Business Challenge

As account about abstracts breaches inundated the accessible in 2017, WhiteHat Aegis saw a adventitious to capitalize on it and body a acceptability as a trusted antecedent for security-related capacity as bodies searched for answers. The aggregation absitively to actualize a Knowledge Center to advice abashed advice seekers acquisition the answers they needed, but it had to accept advice authoritative abiding its action was sound.

Vendor of Choice: BrightEdge

According to BrightEdge’s website, it “transforms online agreeable into absolute business results, like traffic, engagement, and revenue. BrightEdge’s SEO belvedere is powered by a adult AI and apparatus acquirements engine. Because it crawls the web and collects first-party data, it is the alone aggregation able of web-wide, real-time altitude of agenda agreeable assurance above all agenda channels, including search, social, and mobile.”

(brightedge.com)

The Problem In-Depth

Cybersecurity is on the apperception of every CEO. You don’t alike charge to be a acceptable agenda business to be afraid about this threat. Big-box food such as Target and The Home Depot accept been in the crosshairs of hackers that are afterwards shoppers’ claimed information. Back Equifax appear it had been breached in September 2017, added than 145 actor barter begin out their advice had been compromised. The big account of 2018 has revolved about Russian corruption of Facebook’s abstracts to advice skew the 2016 acclamation and the fallout from that. Never has the charge to assure your agenda business been added evident.

WhiteHat Aegis best up on this arrangement aback in 2017 back it seemed as if hardly a day went by back there wasn’t a big abstracts aperture in the news. The business aggregation saw an befalling to authorize the aggregation as a anticipation baton in the amplitude by developing a Knowledge Center comment for its admirers to admission quick answers on topics, such as aegis breaches. But the company’s baby business aggregation bare some advice perfecting its agreeable business and SEO strategy.

“The aboriginal claiming we had from a agreeable business angle was that we had a bound cardinal of resources,” says WhiteHat’s chief administrator of agenda strategy, Avi Bhatnagar. But the alone barrier to success wasn’t aloof about manpower. The aggregation provides appliance security. “It’s circuitous in nature,” says Bhatnagar. “We additionally had to anticipate about what that appropriate agreeable is activity to attending like.”

The Solution

Back in 2016, WhiteHat Aegis started alive with BrightEdge during a website redesign. In an accomplishment to accommodate users with a bigger agenda experience—that included rolling WhiteHat’s blog agreeable into its website and a absolutely acknowledging design—the aggregation confused to a avant-garde CMS that could accommodate with its business technologies. But it was additionally cerebration about “how we can alpha accepting bigger attendance on amoebic chase results,” according to Bhatnagar. Enter BrightEdge’s SEO platform.

“We chose BrightEdge because of some of our affliction points,” says Bhatnagar. WhiteHat capital to apparatus added automation for on-page SEO. It capital added actionable insights and a affiliation that would “build an addendum of our business aggregation through a third-party vendor.” 

BrightEdge’s SEO belvedere is powered by a adult AI and apparatus acquirements engine, and it fit the bill for WhiteHat. However, by 2017, WhiteHat was affective above basal SEO and attractive to advantage BrightEdge’s Smart Agreeable framework to booty its agreeable business a footfall further.

According to BrightEdge’s website, “The Smart Agreeable framework provides article affiliated to a fast lane: it packs abundant SEO and mobile-friendliness best practices into the agreeable from the moment it is appear so that it gets to the top of the SERP [search agent after-effects page] in a almost beneath bulk of time, alms strong organic chase success.”

Kevin Bobowski, SVP of business at BrightEdge, says the company—founded by Jim Yu and Lemuel Park in 2007—was created to abode demands that were unmet in the exchange and accommodate recommendations about convalescent the website to advance SEO. Today, BrightEdge claims added than 1,650 all-around customers, including brands such as 3M, Adobe, Microsoft, VMWare, Nike, Macy’s, TIME, Wyndham, Marriott, Groupon, and Audi.

The Outcome

“How do we acuminate our agreeable strategy?” was the catechism WhiteHat was attractive to acknowledgment back it angry to BrightEdge for help, according to Bhatnagar. The aggregation capital to annex out from its archetypal circadian agreeable and do article to capitalize on Google’s micro-moments, which Google describes as “those moments, consumers apprehend brands to abode their needs with real-time relevance.” 

Education is commonly absolute important for sales at the top of the funnel, says Bhatnagar, but it’s become added important throughout the absolute journey. With a sales aeon of 8–10 months or alike longer, WhiteHat needs to accumulate its abeyant barter abreast all forth the way.

“We started appliance Smart Content,” says Bhatnagar. “That was an befalling to anticipate about accretion our horizons.” That’s back the abstraction of a Knowledge Center came about, primarily focused on quick answers that adjust with Google micro-moments. The Knowledge Center provides definitions and cant and additionally answers questions, such as “What is appliance security?” and “What is dev ops?” Central to auspiciously commutual this assignment was the action amoebic chase and agreeable achievement platform, BrightEdge, which combines SEO and agreeable business practices to actualize Smart Content, which is self-aware and self-adjusting, convalescent agreeable analysis and engagement. 

Leveraging Smart Agreeable bore absorbing after-effects for WhiteHat. “We’ve been on this adventure for over a year now,” says Bhatnagar.  In that time, “our amoebic attendance on Google has actually doubled”—WhiteHat has apparent 100% advance in amoebic impressions. Meanwhile, the bulk of cartage the website gets from amoebic has added about 60%. According to Bhatnagar, “one of our better achievements with BrightEdge has been about website leads,” which accept added 150%.

This success has aggressive the WhiteHat aggregation to agreement more. Now, the aggregation aligns SEO and amoebic chase with added initiatives. In abounding ways, the agreeable that WhiteHat and added BrightEdge barter create is alone bound by the acuteness of the marketers accepting the insights. Bobowski says, “One of our DIY amusement banker sites … is appliance the absolute questions bodies affectation in chase in its email business campaigns.”

He adds, “If you accept the chump … and body agreeable for that, it can sit on your website and perform, but can additionally do all this added stuff.” For instance, the Society of Theater in London created agreeable answering questions about which shows to see in London over the holidays. That agreeable was additionally appear on amusing media because the agreeable is automatically optimized for those channels as well. Once you apperceive what your barter want, it alone makes faculty to bear that agreeable to them on all their favorites channels.  

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