How Avenue Found Success With Nonbranded Search Traffic

The bottom line, Daly said, was that Avenue wasn't doing a good enough job figuring out how much traffic (i.e., revenue) was going to its competitors. As a result, it turned to an organic search marking company called YourAmigo and its Spider Linker technology to improve its SEO program.

"The technology analyzed our content and search keyword data to find highly relevant, nonbranded search terms that weren't driving traffic to our site," Daly said. Nonbranded search terms are keywords, search queries and terms that people type into search boxes and subsequently use to find a company's products and services on the internet. These terms don't include formal company names.