SEO AUTOMATION THROUGH

BRIGHTEDGE
- PLAYBOOK -
January 2021

Nestlé MSE & E-Business Search Teams

Document for:
SEO Agencies
Nestlé SEO practitioners and experts

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CONTENTS

Document purpose ..................................................................................................................... 3

The team...................................................................................................................................... 4
A) Automated anomaly detection ........................................................................................ 5
Why is it useful ...................................................................................................................... 5
Set up Anomaly Detection Rules Using BE Template (recommended)...................................... 5
Set up Customized Anomaly Detection Rules ........................................................................... 8
Global search recommended set up for anomaly detection rules ............................................ 12
Differences between Alerts, Performance & Insights and Dashboards .................................... 13
Alerts and anomaly detection............................................................................................... 13
Performance & Insights ....................................................................................................... 14
Dashboards ......................................................................................................................... 15
B) Working with Dashboards ............................................................................................. 16
Why is it useful .................................................................................................................... 16
Add New Dashboards ............................................................................................................. 16
Create Dashboards Using a Template ................................................................................. 16
Build Custom Dashboards ................................................................................................... 17
Clone Dashboards .................................................................................................................. 18
Why is it useful .................................................................................................................... 18
How to clone an existing Dashboard.................................................................................... 19
Sharing Dashboards with Stakeholders................................................................................... 22
How to email dashboards .................................................................................................... 22
C) Content optimization & automation .............................................................................. 24
Why is it useful .................................................................................................................... 24
Automated Content Recommendations ................................................................................... 24
Why is it useful .................................................................................................................... 24
Recommendations Summary Report in BE: Pages and Keywords .......................................... 24
Why is it useful .................................................................................................................... 24
Set up instructions ............................................................................................................... 24
Set a Preferred Landing Page (PLP) for a keyword ................................................................. 28
Why is it useful .................................................................................................................... 28
Set up instructions ............................................................................................................... 28
Keyword Recommendations Basics ........................................................................................ 29
Why is it useful .................................................................................................................... 29
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 Access Keywords Recommendations .................................................................................. 30
Filter Keyword Groups with Rules ........................................................................................... 33
Why is it useful .................................................................................................................... 33
Set up instructions ............................................................................................................... 33

Document purpose
The aim of this documents is to provide you with automated processes and routines to apply
in your ongoing SEO activities.
This will enable you to save time, quickly identify any performance issues or growth
opportunities, it will facilitate decision making, prioritization and help you take targeted
improvement actions.
This document provides guidelines on how to leverage Brightedge (BE) tool functionalities
for this purpose: it includes instructions for automation and tips for an optimized workflow.
To illustrate these processes, we included step by step guides on how to use Brightedge
automation features to facilitate your work. These functionalities cover the following areas:
• Anomalies and performance issue detection
• Working with dashboards for automated reporting and quick, meaningful insights
• Automation processes for content optimization

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The team
Operational and day-to-day support - MSE SEO and BrightEdge Teams:

HELGA BENDEA
Helga.Bendea@es.nestle.com

ENRIC VISCARRO
Enric.Viscarro@es.nestle.com

JENNY HODGES
jhodges@brightedge.com

BRIGHTEDGE SUPPORT:
support@brightedge.com

Strategic support - Global Search Team (Global eBusiness Team):

ADAM SKALAK
Adam.Skalak@nestle.com

PATRICIA CASTELLÓ
Patricia.Castello@nestle.com

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 A) Automated anomaly detection

Why is it useful
Anomaly Detection provides an overview of the statistical variations that alert you to new
trends or problems so that you can react appropriately.
You will be able to track core metrics, automatically, to see if they’re continuing to grow or to
track sudden drops in performance.
Also, you can set up rules to track SEO BPI and monitor any significant changes or drops in
the scoring.

Set up Anomaly Detection Rules Using BE Template (recommended)

Note: Once the anomalies are set up, they are visible to everyone who has access to that
account. If there were rules already set up, everyone with an access will see them.

In Settings > Anomaly Detection, click + Create New Rule.

1. Select a template.
• Each template has a brief description as well as a label indicating what dataset the
rule is monitoring
• Optionally, use the search bar to search for a specific template
Note: if the account hasn’t completed the setup (e.g. hasn’t completed GA or GSC
integrations), then you won’t see the anomaly templates related to these integrations.
Also, accounts will not have all the rules if they do not have the right keyword group
set up (e.g. no NG_Brand group). This is why you may see some accounts missing
certain rules.

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2. Create a name for your rule in the Rule Name field

3. Define the dataset to monitor in the rule, using the respective drop-down menu.
Dataset filters are predefined in each template.

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4. Define the conditions that will trigger your Anomaly Detection rule using the
dropdowns in the Define a Trigger Condition section or leave the default trigger
conditions predefined by the template.

5. In the Enter Email Addresses for Anomaly Notifications field, enter the email
addresses of team members who should receive the notification emails. Separate
email addresses using commas.
6. Optionally, click Edit in Advanced Mode to alter the template's default dataset filters
as well as to add more trigger conditions.

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 7. Click Save to start receiving Anomaly Detection notifications at the start of the
next period.

Note: set up frequency that will allow you to keep track of anomalies and act swiftly. In
case of sudden drops, contact your local SEO agency or Nestlé support team
immediately.

Set up Customized Anomaly Detection Rules

1. In Settings > Anomaly Detection, click + Create New Rule.

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2. Click + Create Custom Rule.

3. Enter a name for your rule in the Rule Name field. This field is required.

4. Under Select Data, select the dataset you want to track.

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5. A second dropdown appears to further refine the dataset selected.

6. Depending on which dataset is chosen, a certain set of dimension filter options will
appear under Select Data. You can change the selections in the dropdowns to edit
how your dataset is being defined.

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7. Optionally, click Filter Data to further refine your dataset by applying filters based on
Volume, Rank, etc.

8. Define the conditions that will trigger your Anomaly Detection rule using the
dropdowns in the Define a Trigger Condition section. Click Add Another to add
multiple triggers for your rule.

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 9. In the Enter Email Addresses for Anomaly Notifications field, enter the email
addresses of team members who should receive the notification emails. Separate
email addresses using commas.

10. Click Save to start receiving Anomaly Detection notifications at the start of the next
period.

Note: set up frequency that will allow you to keep track of anomalies and act swiftly. In
case of sudden drops, contact your local SEO agency or Nestle NBS team immediately.

Global search recommended set up for anomaly detection rules

In order to ensure you identify any significant SEO performance drop and reach global
targets, we recommend you to use the following trigger setup for the anomaly detection
rules:
• Visits - decrease > 20% MoM

• Clicks - decrease >20% MoM

• Avg. Blended Rank – average blended rank for NG_Brand worse than position 5 –
MoM

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 • SEO BPI Errors 5% increase MoM

• Share of voice - monthly reporting

o NG_Brand or NG_Product < 40%
o NG_Category <4%
• Share of voice % Change (MoM)
o NG_Brand or NG_Product - decrease > 20%
o NG_Category - decrease > 40%

Alert frequency should be set up to:

- Monthly for all the metrics above: Visits, Clicks, BPI Errors, Avg. Blended Rank and
Share of Voice

Differences between Alerts, Performance & Insights and Dashboards

Alerts and anomaly detection

You can set up your own alerts with Anomaly Detection. Users can manually configure
triggers to monitor any threshold they deem important. Email alerts will contain only
anomalies that were triggered in BE (e.g. ranking decrease, visits decrease, Share of Voice
changes). Please note you will not receive any emails for the accounts where these alerts are
not triggered.
Example of an email with triggered alerts:
From: no-reply@brightedge.com
Subject: BrightEdge Weekly/Monthly anomalies for [Account name]

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Performance & Insights
Performance & Insights section is situated in your BE account Home tab. This shows the
overall performance of your site with trended charts. Additionally, below you will find the
Insights section. Insights require zero configuration and are identified by machine learning.
Insights is your own personal analyst looking at everything in SEO – it will only report on
what is critical for you to work on today. Please note, some BE accounts are already
receiving emails with insights they subscribed to.

Example of an email with insights:

From: insights@brightedge.com
Example Subject: [Your Name], You [main insight description] and 1 more insights.

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Dashboards
BrightEdge also offers the possibility to create dashboards (see chapter B) and to share them
via email. These dashboards contain customized performance reports in the format defined
when dashboard was created. Please note that some accounts are already receiving emails
with the dashboards already created.

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 B) Working with Dashboards

Why is it useful
Dashboards display views containing snapshots of activity and data for your SEO activity.
You can create an unlimited number of dashboards, each relating to a specific need or
role. You will learn how to add new dashboards to BE using different methods (we
recommend using existing templates).
Contact MSE once the account is onboarded to define next steps about dashboard creation.

Add New Dashboards

Create Dashboards Using a Template

1. In Dashboards, click New Dashboard.

2. Select a Template.
3. Set the following settings. Please note, not all templates will require all settings.

Setting Description

The name of the dashboard. This will be the name by which the
Name
dashboard is known and viewable to others if made Public.

The privacy setting of the dashboard. Private dashboards can

Folder only be viewed by you. Public dashboards can be viewed by
anyone who has access to your account.

Account The account that charts will report on.

The keyword group that charts will report on. Select All Tracked
Keyword
Keywords to report on all keywords added to the selected
Group(s)
account.

Search
The search engine that charts will report on.
Engine

The device type that charts will report on. The default for Nestlé is
Device Type
Smartphone
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 Setting Description

The listing type that charts will report on. If you leave this blank it
will default to Top page, alternatively select Report Top Page
Only to compare your top-ranked pages' performance against
Listing Type the performance of your competitor's top-ranked pages.
Select Report Preferred Page Only to compare your preferred
landing pages' (PLPs) performance against the performance of
your competitor's top-ranked pages.

We recommend leaving this blank when originally setting up the

dashboard then adding competitors at a later date. The
Competitor(s) competitors that charts will report on. You can select multiple
competitors by holding the CTRL (Œ˜ command) key while you
click.

This can be left blank for most dashboards The page group that
Page
charts will report on. Select All Tracked Pages to report on all
Group(s)
pages added to the selected account.

Email
The cadence the dashboard should be emailed to the recipients
Dashboard
identified. For more information, see Email Dashboards.
Reports

4. Click Continue to Dashboard Edit.

5. Click Save. Once the dashboard saves, click Close.

Build Custom Dashboards

1. In Dashboards, click New Dashboard.

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 2. In Select a Template, click Custom Dashboard.

3. Enter a name in the Dashboard Name field.

4. Select a privacy option from the Folder dropdown.

• Private dashboards can only be viewed by you.

• Public dashboards can be viewed by anyone who has access to your account.

5. Click Create Dashboard.

6. From the newly created, blank dashboard, click Add Chart to begin creating and
adding charts to your dashboard.

Clone Dashboards

Why is it useful
Cloning an existing dashboard is an easy way to add a dashboard with settings that are only
slightly different from an existing dashboard.

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How to clone an existing Dashboard

Contact MSE once the account is onboarded to define next steps about dashboard creation.

1. In Dashboards, select the dashboard you want to clone from the drop-down list at the
top of the page.

2. Click the three-dot icon and select Edit Dashboard.

3. In Edit Dashboard, click Save As.

4. At this point, you have two options:

OPTION 1: Create an exact clone of Dashboard.

1. Select the Create an exact clone of Dashboard.
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 2. Enter a Name.

3. Select a privacy option from the Folder dropdown.

• Private dashboards can only be viewed by you.

• Public dashboards can be viewed by anyone who has access to your account.

OPTION 2: Edit dashboard settings prior to cloning.

Setting Description

The name of the dashboard. This will be the name by which the
Name
dashboard is known and viewable to others if made Public.

The privacy setting of the dashboard. Private dashboards can

Folder only be viewed by you. Public dashboards can be viewed by
anyone who has access to your account.

Account The account that charts will report on.

The keyword group that charts will report on. Select All Tracked
Keyword
Keywords to report on all keywords added to the selected
Group(s)
account.

Search
The search engine that charts will report on.
Engine

The device type that charts will report on. The default for Nestlé is
Device Type
Smartphone

The listing type that charts will report on. If you leave this blank it
will default to Top page, alternatively Select Report Top Page
Only to compare your top-ranked pages' performance against
Listing Type the performance of your competitor's top-ranked pages.
Select Report Preferred Page Only to compare your preferred
landing pages' (PLPs) performance against the performance of
your competitor's top-ranked pages.

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 Setting Description

We recommend leaving this blank when originally setting up the

dashboard then adding competitors at a later date. The
Competitor(s) competitors that charts will report on. You can select multiple
competitors by holding the CTRL (Œ˜ command) key while you
click.

This can be left blank for most dashboards The page group that
Page
charts will report on. Select All Tracked Pages to report on all
Group(s)
pages added to the selected account.

Email
The cadence the dashboard should be emailed to the recipients
Dashboard
identified. For more information, see Email Dashboards.
Reports

4. Click Continue to Dashboard Edit.

5. Click Save. Once the dashboard saves, click Close.

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Sharing Dashboards with Stakeholders
You can email a copy of any dashboard to multiple recipients. When you email a report, a
copy of every chart on the dashboard is sent in the body of the email. You can also attach
the charts as a PDF.

How to email dashboards

1. In Dashboards, select the dashboard you want to email from the drop-down list at the
top of the page.

2. Click the three-dot icon and select Email this dashboard.

3. Select Send Now to send the report immediately or Schedule to set a reoccurring
delivery of the report.

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 C) Content optimization & automation

Why is it useful
Content optimization is a core activity for SEO, requiring a combination of very time-
consuming activities, from keyword research and categorization, to identifying the most
relevant content pages to optimize / create, to content performance measurement, etc. For
this reason, it is essential to automate the content performance analysis process, in order to
directly obtain actionable insights and targeted recommendations about the pages or
keyword groups to optimize. This will enable you to maximize your content performance by
focusing your effort on the most relevant activities.

Automated Content Recommendations

Why is it useful
Recommendations take the guesswork out of content performance by providing prescriptive
actions to take for optimizing pages based on your tracked keywords.
Recommendations in BrightEdge enable you to automate the process of keyword
optimization and receive analytics and recommendations for your entire keyword footprint.
This process also helps you see which top keywords and pages to focus on that will have the
biggest impact for your website. Recommendations specifically focus on improving keyword-
page pairing visibility through on-page recommendations and off-page recommendations.

Recommendations Summary Report in BE: Pages and Keywords

The Recommendation Summary Report for all pages or a page group displays an overview
of all recommendations.

Why is it useful
Recommendation Summary Report is useful if you want to quickly view all pages that need
a particular type of recommendation. It also provides useful information on the
recommendation categories that you need to improve in the most.

Set up instructions
To review and manage the summary report, follow these steps:
1. In Recommendations, from either the Pages or Keywords option, click
the Recommendation Summary Report button.

2. In the table list, review the following columns:

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 • Page URL & Target Keyword: The specific page the data row is about. Click
the blue square icon next to the URL to visit the actual page on your domain.

• Total Search Volume

• Page authority

• Rank

• # of Keywords

• # of Recommendation (click to see them)

3. To modify the table columns, click the Columns dropdown box and select the
Customize option. Additionally, you can save the column arrangement for future use
by entering a title. Once complete, click Apply.

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4. To filter the data, click the filter button and follow these steps:
• Click the Create option
• On the Custom Filter page, select from the available dropdown options and then enter
the keyword or phrase in the available field
• Click the +Add Another option to add additional filters
• To save for future use, select the Save Filter checkbox and then enter a title for the
filter
• Click Apply

5. In the table list, to review a specific recommendation details, click Details within the
row of a recommendation that you want to investigate further.

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6. From here, depending on the type of issue that has been identified by
Recommendations, you can review the page recommendation and assign a task to a
team member to correct the issue. In BrightEdge online support, see the Assigning
Tasks article for more information.

7. On the Summary report, to review only a specific type of recommendation, select

from the report and the details table will update to reflect only the type of
recommendation selected.

8. To add a summary report to your Dashboard, click the Add to Dashboard button.
From there, enter a title and select a location for your report to display in Dashboards.
Once complete, click Add.

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Set a Preferred Landing Page (PLP) for a keyword
A Preferred Landing Page (PLP) is a page on your domain where you want customers to land
for a specific search query.

Why is it useful
BrightEdge uses keyword-page pairings to drive recommendations, opportunities, and
analysis on your domain.
Setting a PLP for a keyword is vital for SEO because it allows you to focus your efforts on
optimizing a page for a specific keyword.

Set up instructions
1. In Settings > Keyword Management, click Keywords OR Keyword Groups.

If the Keyword Groups option was selected, select the Keyword Group that has the
associated keyword you want to add / edit a PLP. Note: if you don’t have keywords, then you
will need to add them first.

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 2. Identify the keyword you want to add / edit a PLP.

3. Enter or edit the URL of the PLP and click Save. The PLP for the selected keyword is
now added or updated.

Keyword Recommendations Basics

The Keywords Recommendation report in BrightEdge displays an overview of the
recommendations for each of your keyword-page pairings. Recommendations are geared
towards the page paired with each keyword. For better control over keyword-page
pairings, you can set a Preferred Landing Page (PLP) for a keyword (as explained above).

Why is it useful
The Keywords Recommendation page guides you on how to improve your SEO
performance for your tracked keywords. You will see a list of pages that require optimization.
This would save you time, allowing to focus on solving actual optimization.

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Access Keywords Recommendations
In order to use this feature, your account should have the keyword tracking and keyword
grouping set up; also if your Google Search Console is connected to BE, more insights will be
available.
To access Keywords Recommendations, follow these steps:
1. From Recommendations, click the Keywords option.

2. To select from your grouped keywords, click the Select Keyword Group dropdown
and select from the available option. To view all pages with recommendations,
select All Keywords.

Note: This selection will control what displays in the keyword recommendations
table, and the Top 25 Keywords and View All Keywords options.
3. To search for a keyword, enter a search term into the field and then click Search.

4. Select either the Top 25 Keywords to Focus On or View All Keywords buttons.

Note: You can view these recommendations for the top 25 keywords or for all of your
tracked keywords. The top 25 keywords are selected based on keywords with low
difficulty, meaning they are keywords that will be easiest to optimize for. Keyword
difficulty is based on its rank on the default search engine, rank change, page
authority, search volume, and number of recommendations. You can toggle between
viewing recommendations for the top 25 keywords or for all keywords by clicking
the Top 25 Keywords to Focus On or View All Keywords buttons. Additionally, you
can filter recommendations by all keywords or a specific keyword group.

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5. In the table list, review the information in the columns:

• On-Page Recos: Displays whether or not on-page recommendations are

enabled for the keyword-page pairing.

• Off-Page Recos: Displays whether or not off-page recommendations are

enabled for the keyword-page pairing. You can toggle off-page
recommendations by clicking in the column next to the keyword-page pair you
are interested in.

• Keyword to Page: The keyword the data row is about, with the paired page
listed beneath. This will be your PLP if this has been set up.

• Organic Listings Above the Fold: Identifies whether a keyword has any
organic results ranking above the fold.

• Keyword Difficulty: The difficulty of increasing SEO performance for the

keyword-page pairing. Keyword difficulty is based on rank, page authority, and
off-page factors like backlinks and social signals.

• [Default Search Engine] Rank: The current rank of the keyword-page pairing
on your default search engine.

• Rank Change: The change in rank for the keyword-page pairing since the
previous reporting period.

• Page Authority: The page authority of the keyword-page pairing.

• Search Volume: The number of times the keyword was searched on the
default search engine in the past month.

• # of Recommendations: The number of BrightEdge recommendations

available to improve your keyword-page pair's rank. Click the
recommendations to view details. For more information on the
recommendation details page, see Manage Keyword Recommendations.
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6. To modify the table columns, click the Columns dropdown box and select
the Customize option. Additionally, you can save the column arrangement for future
use by entering a title. Once complete, click Apply.

7. To view keyword details in Keyword Reporting, click the keyword within in the table.

Note: This action will take you into the Keyword Reporting part of the platform. From
there, you can view the keyword details, rank report and history, and the keyword
group membership. For more information on Keyword Reporting, see the Keyword
Reporting article in BrightEdge support.
8. To access settings for Recommendations, click the Recommendations Settings

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Filter Keyword Groups with Rules

Why is it useful
Filtering rules for keyword groups help you quickly deep dive into your keyword data to
access meaningful segmented keyword categories for reporting or for identifying targeted
improvement actions dedicated to specific keywords.
Setting up your Keyword Groups is an essential first step to be able to use this filtering to
further drill down your keyword data based on specific criteria.
Note: For instructions on Keyword Groups filtering, please refer to the BE support article.

Set up instructions
1. In Settings > Keyword Management, click Keyword Groups.

2. Click Filters > Create.

Select the target value. Values include:

• Group Name
• Description
• Desktop Search Engines
• Smartphone Search Engines
• Tablet Search Engines
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 • Data Frequency
• # of Keywords

3. Select the operator value. Values include:

• Contains
• Equals
• Does Not Contain
• Does Not Equal

4. Enter a filter value.

5. Optionally,
• Click + Add another to define another rule for your filter

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 • Select the Save filter checkbox if you want to name and save the filter for later
use. Select the Make filter visible to others checkbox to make your filter
available to other users in your organization

6. Click Apply.

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