TopRank Online Marketing

Search Marketing


Ashley Zeckman

Steven Yap of Google: Adjust Your Search Engine Marketing Strategy to Meet Consumer Needs

Ashley Zeckman on Aug 20th, 2012     Online Marketing, Search Marketing

Your customers are using multiple channels and devices to consume information

Until recently search marketing was the channel that many companies thought they had “all figured out”.  As the online marketing industry evolves many are finding it difficult to move into the next phase, which includes cross-channel optimization.

I recently attended a presentation from Steven Yap, Head of Emerging Products and Markets at Google where he covered that very topic.  Figuring out how search can help produce wins that really matter, and determining what role search marketing plays in a broader marketing campaign leaves many marketers stumped.  In this article I’ve included some helpful tips from Yap as well as some best practices for cross-channel optimization.

Brian Larson

Expert Video Marketing Strategy – Spoiler Alert: Cat Videos Included #SESNY

Brian Larson on Mar 22nd, 2012     Online Marketing, Search Engine Strategies, Search Marketing, SEO

Video Marketing for Content MarketersHave you worked yourself to the bone on a video marketing campaign only to see the results fall flat? Do you have a wealth of video content but are unsure how to leverage it effectively to serve your marketing objectives? Can your presence on YouTube be summed as ‘well, we have a channel’?

If you answered yes to any of those questions, you’re not alone. Getting results through your video marketing efforts can be a challenge if you don’t have the right game-plan. However, you’re in luck! At day 2 of SES New York TopRank CEO Lee Odden moderated a panel discussion with leading industry video marketers.Their stellar tips and insights that can be found below.

Ashley Zeckman

Online Marketing Best Practices: Software & Technology Marketing

Ashley Zeckman on Feb 28th, 2012     Blogging, Content Marketing, Email Marketing, Online Marketing, Search Marketing, SEO

software marketing best practicesAt TopRank Online Marketing, we work with clients in many different industries each facing a unique set of problems.  One of the industries we provide online consulting for regularly is software.  Be it network monitoring, healthcare system and hospital software, email marketing, project management, or B2C software, promoting technology solutions has been a part of our expertise since TopRank was founded over 10 years ago.

Software development continues to become even more valuable in today’s social, mobile and overall digital world as companies begin to migrate what were once offline industries into SaaS and cloud based services.  It wasn’t too long ago that recruiting, sales, and marketing relied heavily on meeting in person or over the phone. With advancements in software and devices, organizations are now able to accomplish the same if not better results at a drastically reduced cost.

Ashley Zeckman

Online Marketing News: Women Dominate Community Management, Google Privacy, FBI Social, Twitter Censorship, McD Hashtag Gone Wrong

Ashley Zeckman on Jan 27th, 2012     Content Marketing, Google, Online Marketing, Press Release Optimization, Search Marketing, Social Media

Social Media Community Managers

The 2012 Community Manager Report

Community Manager is an essential, yet still uncharted territory for many companies that are expanding their presence on the social web.  What should you know about the current state of this position?

  • 67% of Community Managers work for a brand
  • The most popular city for Community Managers is New York
  • 65% of Community Managers are Female

Be sure to check out the rest of this report presented by Social Fresh.

Google & FBI: All Your Social Data Are Belong to Us

For non-geeks, here’s the reference (Zero Wing video)

Ashley Zeckman

Google+ for Business: 5 Things Marketing Professionals Should Know About Google+

Ashley Zeckman on Jan 17th, 2012     Content Marketing, Google, Online Marketing, Search Marketing, Social Media

Chris Brogan Google+ for BusinessGoogle+ has been on the lips of every online marketing professional since early 2011.  With a base that has now passed 62 million users and the integration of Google+ into Google search, it has become clear that Google+ is here to stay.

As this new social platform continues to evolve it may be difficult to keep up with the latest trends, changes, and tactics for creating an optimized and influential Google+ profile for you and your business.  With recent events and the release of Chris Brogan’s new book “Google+ for Business: How Google’s Social Network Changes Everything” Lee and I thought it seemed a good time to compile some helpful tips of our own and some from Chris’s new book to help professionals take some of the fear and uncertainty out of using Google+.

Ashley Zeckman

Online Marketing News: Google+ Search, $10 per Twitter Follower, Facebook 1 Billion Users, Foursquare Search Engine, Social ROI: No, Really!

Ashley Zeckman on Jan 13th, 2012     Google, Online Marketing, Search Engines, Search Marketing, Social Media

Search, plus Your World

The big news this week centers around the changes that Google has rolled out related to Google+ integration with search, which as the tech press buzzing.  Google is aiming to bring users additional search functionality that is incorporated with their Google+ profiles.   The official Google blog states that “you should be able to find your own stuff on the web, the people you know and things they’ve shared with you, as well as the people you don’t know but might want to… all from one search box.” Industry observers are saying it’s too much Google+, all the time.

Regardless, it’s a new dimension on the face of search and that spells opportunity (for those optimists among us) to Optimize. Here are a few tips on Google+ optimization. Be sure to add TopRank to your Google+ circles!

Ashley Zeckman

3 Ways to Optimize Images: Search, Social Media & User Experience

Ashley Zeckman on Jan 5th, 2012     Digital Asset Optimization, Online Marketing, Search Marketing, SEO
Optimize your images for search, social, and a target audience

Optimize Your Images for Better Digital Asset Optimization

From Marketing to PR, digital assets are an essential part of the content used to tell stories and communicate brand messages.  For publishers and public relations professionals, optimizing the images used in news stories and press releases can have an important impact on visibility in search engines.  Images not only add flavor to news content, but they are also an opportunity to extend the reach of your message through image specific search.

Images are essential for both search and social media marketing with growing popularity as a social media asset. Long time image hosting and social network Flickr hosts well over 50 billion images and social media image sharing services like Instagram and Pintrest have exploded in popularity:

Ashley Zeckman

7 Ways to Improve Your Online Reputation Management Strategy

Ashley Zeckman on Dec 19th, 2011     Online Marketing, Search Marketing, Small Business, Social Media, Social Networking, User Generated Content
Effectively Manage Your Online Reputation

Is your reputation management strategy a turn off to your customers and critics?

Should we respond, get angry, fire back, ignore the situation, censor comments, or just see what happens?  Those are some of the many questions that marketers are faced with today.  With more and more consumers and customers turning online to share what they think of a particular brand or company it has become increasingly difficult to capture everything that is being shared.

In April of this year Yelp.com reached 50 million users with over 17 million reviews on their database.  If you are a professional responsible for online reputation management it makes you wonder how many other means are there for your customers and critics to share their opinion about your company.

Ashley Zeckman

5 Tips For More Effective B2C Internet Marketing

Ashley Zeckman on Dec 1st, 2011     B2C, Content Marketing, Interactive Marketing, Online Marketing, Search Marketing, Social Media
Internet Marketing

Is your internet marketing strategy putting customers to sleep?

Compared to B2B companies, businesses that serve consumer audiences are typically focused on a much shorter sales cycle due to the cost and nature of the purchase.  They are searching for a one stop sale.  B2C companies typically target a single decision maker or customer segment instead of multiple decision makers and influencers.  As a result, the approach and internet marketing tactics mix needs to be more relevant to the consumer vs. the business buying experience.

The Holiday season gives B2C marketers plenty of reasons to improve their focus on best practices in internet marketing. Competition is tough for online buyers, so what should B2C marketers keep in mind with their Internet marketing strategy? Here are 5 essential tips for B2C marketers to get more sales online:

Susan Misukanis

Thanksgiving Wishbone Competitiveness & Content Marketing Tips – Who Knew?

Susan Misukanis on Nov 24th, 2011     Content Marketing, Email Marketing, Link Building, Online Marketing, Search Marketing

For many people who have grown up celebrating Thanksgiving, the holiday for giving thanks has a underlying theme: Winning the wishbone. Besides the mounds of wonderful food and extended family gathered at many US households, there might be plenty of turkey to go around, but there is only one wishbone.

Believe it or not, competitive pursuit after a Thanksgiving turkey’s wishbone is a perfect metaphor for understanding better customer centric content marketing.  Prepare yourself for a Thanksgiving themed post without the tryptophan side effects.

5 Steps of A Wishbone Strategy Applied to Content Marketing
Here’s how the wishbone strategy works and how you can apply it to your content marketing strategy.

Thanksgiving-Turkey

Ashley Zeckman

5 Press Release SEO Posts & 10 Bonus Tips for Better Google Rankings

Ashley Zeckman on Nov 22nd, 2011     Content Marketing, Online Marketing, Press Release Optimization, Public Relations, Search Marketing

Press Release SEO has been one of the most popular topics to attract Google search traffic here on Online Marketing Blog.  We’ve seen the ups and downs in the Public Relations industry over the years and have helped inform many Public Relations professionals on the finer arts of SEO by speaking at events like PRSA, providing training for PR agencies and corporate communications departments and writing about the topic here.

After seeing the nice write up by Adam Sherk on Ragan on how to write press releases Google will love, I decided to curate a list of our own Press Release Optimization tips and share them with you. Plus Lee’s added a few more at the end of this post.

Ashley Zeckman

Search, Social, & Content Work Together at SES Chicago 2011

Ashley Zeckman on Nov 16th, 2011     Content Marketing, Online Marketing, Search Engine Strategies, Search Marketing, SEO, Social Media

Wednesday morning’s panel discussion on search, social, and content was flush with information that was easy to digest and provided helpful tips for implementation. The session was moderated by Anne Kennedy from the SES Advisory board and featured speakers:

• Aaron Kahlow, Chairman & Founder, Online Marketing Summit & SES Advisory Board (@omconnect)
• Arnie Kuenn, President, Vertical Measures (@arniek)
• Lee Odden, SES Advisory Board & CEO, TopRank Online Marketing & SES Advisory Board (@leeodden)

Kahlow Presents the What, Why, How, and Who of Search, Social, and Content

Aaron Kahlow focused on some very basic but essential areas that all marketers should focus on when creating a campaign either online or offline. In regards to search, social, and content he had this to share:

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