TopRank Online Marketing

Archive for April, 2010


Lee Odden

B2B Search Engine Optimization: Focus on Content SEO

Lee Odden on Apr 30th, 2010     B2B, Content Marketing, Marketing PR Conferences, Online Marketing, Other Events, SEO

MarketingProfs B2B Forum is coming up quickly next week and I will be presenting about an hour of essential search engine optimization tips and insight specifically for B2B web sites along with Vocus Product Manager of PRWeb, Jiyan Wei.

There’s a tremendous opportunity for B2B marketers to leverage SEO to increase prospect acquisition and to facilitate after the sale support and upgrades.  Most B2B marketers create a substantial amount of content to guide prospects through sales cycles that are much longer than companies selling consumer products/services.

Lee Odden

Add a Call To Action (CTA) Popup to WordPress

Lee Odden on Apr 29th, 2010     Blogging

I know that popups are one of those words that bring chills to some people, but they can be an effective way of promoting a product or service your blog.

Now we’re not talking about old school popup browser windows, but rather a small CSS window that shows on top of your content. These types of popups often bring a higher conversion rate, as compared to a button or form in the sidebar, as they allow the visitor to easily focus on one thing.

Call to action (CTA) popups can be used to:

  • Announce a new product or service.
  • Advertise a sale.
  • Obtain more subscribers.
  • Promote an event.
  • Call out a white paper or case study.
  • Publicize company news.
  • … and many more.

More than likely, you’ve just seen ours.

Popup

TopRank Online Marketing

Thought Leadership on Social Media Strategy

TopRank Online Marketing on Apr 29th, 2010     Public Relations, Social Media

With more businesses realizing the power of digital channels to nurture relationships, rally fans and build customer affinity, opportunity abounds for savvy professionals.

But with execution all over the board how should those who are new get started?

To answer that question, we posted thoughts from a variety of marketing and web professionals on social media strategy before tactics.

It’s an ongoing debate, but the consensus among the marketing and PR crowd is clear:  strategy before tactics is the logical approach for businesses to take when engaging in social media.

Sarah Evans provides a clever analogy:

Lee Odden

Should You UnGoogle Your Online Marketing?

Lee Odden on Apr 28th, 2010     Online Marketing, SEO, Social Media

Several years ago (2007) I was asked to give a presentation at Jill Whalen’s High Rankings Seminar in Minneapolis. This was pretty cool because I had been reading Jill’s newsletter for years beforehand. The topic I spoke on was “UnGoogle Your Search Marketing,” where I discussed how to employ blogs, social media and optimized press releases as alternative, yet complimentary sources of web site traffic.

While search is the primary source of web traffic for our sites at TopRank Online Marketing and certainly for our client web sites, I think that now, more than ever, it’s important to “UnGoogle” your search marketing. Before anyone thinks I’m talking about ignoring Google completely, I suggest reading on.

Lee Odden

Social Media Strategy – A Definitive Guide

Lee Odden on Apr 26th, 2010     Online Marketing, Social Media

It’s a debate that’s more common than you might think. Strategy or Tactics first when it comes to social media? Many companies approach their participation on the social web tentatively, picking a popular tool like Twitter, Facebook or for the more adventuresome, a blog. The exercise of setting up and populating a profile, friending others and seeing what happens is akin to the proverbial “throw spaghetti against wall to see if it sticks” school of marketing.

There’s a time and place for tactics, for strategy and for experimentation. I think it’s perfectly reasonable for a company to test certain channels without a broad corporate wide commitment to being more social. However, that effort should be guided by smart analysis of audience, tools and with the aid of goals and measurement methodology. Without a plan, social media efforts often fail, waste time, money and detract from the brand experience.

Lee Odden

How I Started Blogging. What’s Your Story?

Lee Odden on Apr 22nd, 2010     Blogging, Online Marketing

While today’s online media are abuzz with the latest and greatest social media tactics and tools, for many of us that have been around a little while, it was blogging that started our social media careers.

It’s funny to think that in 2002 a type of site called “blog” came up on my radar as a possible marketing tool. At the time, many blogs were personal diaries posted anonymously or by people with a little tech savvy and plenty of opinion. Writing personal thoughts on a public web site was absolutely the last thing I would ever consider doing.  However, it was a curious thing and I started a few blogs anonymously to see what it was like. Unfortunately, the excercise was so foreign, poorly executed and without feedback, that I deleted them.

Lee Odden

Google is Skynet. Search Suggest Opinions

Lee Odden on Apr 21st, 2010     Google, Microsoft Bing, Online Marketing, Search Engines, Yahoo

To know what the world is searching for must be amazing. Search engines like Google, Yahoo and Bing are in that position but they’re not exactly sharing those insights. Well, except if you do a little guess work and leverage their keyword research or keyword suggest tools. For example, the suggest-as-you-type features that all the major search engines now offer can provide some interesting insight “on the fly” into what people are searching for.

For quick keyword research, Aaron Wall has a Google Suggest tool for keyword suggestions that adds more options and insight.

There’s some entertainment value to this as well. Start typing in “my girlfriend” or “my boyfriend” and you’ll see what I mean. Along those lines, let’s see some examples for each major search engine using the syntax, “Google is “:

Lee Odden

Reader Poll: Help Make Online Marketing Blog Even Better!

Lee Odden on Apr 20th, 2010     Blogging, Online Marketing, Reader Polls

Thanks to readers like you, TopRank’s Online Marketing Blog has experienced a long and rich blogging life over the past 6+ years with 2,300+ posts, hundreds of thousands of unsolicited links from powerful industry web sites and content that has helped thousands of readers become smarter online marketers.

We watch what our readers say in comments on and off the site as well as looking at referring keywords in web analytics and site search keywords to get an idea of what our valued community is interested in. With over 30,000 RSS subscribers and well over 100,000 unique visitors, we appreciate your attention a great deal and want to do our best to be a helpful resource.

Lee Odden

Key Questions to Optimize Your Content Marketing Strategy

Lee Odden on Apr 19th, 2010     Content Marketing, Online Marketing

I’ve been thinking about how entering the content marketing space is not for the faint of heart. It can be a signifcant undertaking both in terms of resources and a change in an organization’s approach to marketing and sales. Obviously, content marketing is better for some companies and industries than others. Outside help also makes a difference.

While increasing numbers of companies are realizing they  must provide more than product information to satisfy customers, many of those same companies fail by implementing random tactics and missing out on benefits like better search visibility.

In order to take full advantage of the significant gains in search traffic that are available with a content focused marketing effort, it’s essential to answer some key questions:

TopRank Online Marketing

Top 5 Search Terms at Online Marketing Blog – Including Pirates

TopRank Online Marketing on Apr 16th, 2010     Blogging, Online Marketing, Search Engines

Here on Online Marketing Blog, we post a tremendous amount of insight on organic  search optimization and content marketing related topics each month. But how about the site search tool on our own blog? Who’s searching for what, and why? And what are they finding?

Mining the site search report from Google Analytics can be very useful since it’s an indication of what our visitors want to read more of. Here are the six most popular site search terms for Online Marketing Blog including our favorite, “pirates”.

1. Facebook

With Facebook taking off as a top channel for social media marketing, it’s no wonder that them comes up as our leading search query. Just consider the recent numbers:

  • Facebook boasts more than 400 million active users
Lee Odden

SEO with Feeds & XML

Lee Odden on Apr 15th, 2010     Interviews, Online Marketing, SEO, SEO Tips

SEOMuch of the search engine optimization advice found online and at conferences centers around keywords and links. A lot of the spotlight on internet marketing has focused on content and social media. There’s no question that we’ve been a strong proponent of these tactics, sharing many, many posts on them.

Content and link based SEO relies on the search engine crawlers to find web pages and digital assets on their own. Search engines are far from perfect at this, so the opportunity to provide search engines with structured lists of content via feed, can provide some companies with a competitive advantage.

Lee Odden

Max Kalehoff on Social Media Advertising, Blogging & the Future of Paid Search

Lee Odden on Apr 14th, 2010     Blogging, Interviews, Online Marketing, Search Marketing, Spotlight on Search

One of the most insightful voices in the online marketing industry when it comes to advertising is Max Kalehoff of Clickable. I was introduced to Max at a Search Insider Summit conference several years ago with very high regard by David Berkowitz, another intelligent voice in the industry, so I knew immediately he was someone to pay attention to.

Max’s company recently announced the addition of Facebook Advertising to their PPC management platform and he was very kind to take the time to answer several detailed questions about social media advertising on the Clickable platform, the future of the online advertising industry, slimy SEO middlemen, how he stays current and blogging about his Weber grill. :)

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