Case Study: Stanley PMI doubles organic traffic and revenue with BrightEdge

Stanley Doubles Traffic and Revenue with Effective Site Migration Using BrightEdge

Stanley consolidated two separate web properties in Sept–Oct 2015 to create a single commerce site, with Digital River managing the migration and BrightEdge supporting the organic search strategy, execution, and tracking. The primary challenge was to limit any negative impact to the organic channel—protecting organic traffic, revenue, keyword presence in search results, and pages indexed—despite removing a product category that risked decreased performance.

BrightEdge and the team used detailed mapping, planning, auditing, and regular information sharing plus platform tracking (including Data Cube) to guide the migration. The result was rapid, measurable growth: a 77% lift in first-page terms in month one and a 156% total keyword increase by December versus October; nearly 40% of keywords on page one and over 7.5% at #1; organic traffic at about 200% of pre-migration levels and daily organic revenue nearly doubled by mid-January, with 600+ keywords added to page one.

Stanley PMI

Christopher Birkholm

Senior Manager, Marketing Digital River