The BrightEdge Solution Shades of Light took a targeted, systematic approach to content planning, production and implementation to maximize the impact of each new piece of content. “We knew from our analysis of key business category search volume that there was substantial search demand for the types of products Shades of Light offers, but there was little to showcase the business’s expertise in styling, designing, and curating these product sets” said Anna Taylor, SEO associate manager for Merkle Inc. “The valuable insights were there, we just needed the right pages, with content structured the right way to capture those search users.” The content-building approach was comprised of three parts and supported in each stage by the BrightEdge platform: 1. Keyword Gap & Competitive Lands

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