Case Study: Central Michigan University improves local search visibility with BrightEdge

Central Michigan University uncovers 52% volatile keywords with BrightEdge

Central Michigan University, a large public institution, faced the challenge of understanding its search engine optimization performance in a highly competitive digital education space. To gain clarity on how its rankings fluctuated across different local markets, it partnered with the vendor BrightEdge and utilized its leading technology for local-level keyword tracking and data collection.

Using BrightEdge, the university implemented a detailed local search experiment that tracked keyword performance across several Google search engines. The solution confirmed that non-branded keywords were significantly more volatile, with an average of 51.94% showing large ranking variances. This data enabled the development of a practical set of local-search best practices, helping Central Michigan University better target potential students in its most valuable local markets.

Central Michigan University