Search Engine Optimization

Search engine optimization (SEO) is all about positioning content in front of a relevant audience during the most opportune time in the buying cycle. Because 93% of online experiences begin with a search engine and 75% of users never scroll past the first page of search results, SEO is an essential tactic to include in your digital marketing mix.

 

Recognized as a top source of information about search marketing and how it integrates with other digital marketing tactics, TopRank is dedicated to sharing our expert knowledge on SEO best practices and helping you take your optimization game to the next level. Heck, we wrote the book on optimization, Optimize: How to Attract, Engage and Convert More Customers by Integrating SEO, Social Media and Content Marketing.

 

Browse our SEO articles to find tips, guides, news, expert interviews and much more.

 

Lee Odden

Relationship Powered Link Building #Pubcon Florida

Lee Odden on Apr 12th, 2018     Link Building, SEO

Relationship Powered Link Building Pubcon

Keywords, content and links. This is the currency of the Search Engine Optimization world and the rules for spending that currency seem to be in a constant state of flux.

At TopRank Marketing, we take a conservative approach to attracting links through purely organic means. Our focus is on creating content that’s actually worth being linked to with an emphasis on customer engagement and share optimization over pure SEO value.

The irony of this approach is that while we don’t “build links” directly for SEO, the attraction based approach we take typically results in links that are very high value and sustainable that many overt link building tactics.

In this session at Pubcon Florida, Ann Smarty @seosmarty from Internet Marketing Ninjas broke her multi-year silence on link building to share her current insights on the topic of link building through relationships.

Lee Odden

How to Leverage Influencer Marketing for Improved SEO #Pubcon Florida

Lee Odden on Apr 11th, 2018     Influencer Marketing, SEO

How to Leverage Influencer Marketing for Improved SEO

This session on influencer marketing and SEO is the first up for me on day one of Pubcon Florida, which has grown from a one day to a two day event. It’s easy to see why: The speaker line up is chock full of current smart search marketing advice from a great collection of expert practitioners.

With moderation duties handled by Susan Wenograd @SusanEDub the speakers for this session included the dynamic duo of:
Marcela De Vivo @marceladevivo from SEMRush
Dixon Jones @Dixon_Jones from Majestic

First up is birthday woman Marcela De Vivo. Happy Birthday Marcela!

Influencer Marketing is hot right now for a variety of reasons: consumers increased use of ad blocking, increased competition and working with the right influencers can make your marketing more effective, especially with SEO.

Anne Leuman

SEO + Paid Search: An Aristotelian Lesson in Search Marketing Integration

Anne Leuman on Apr 2nd, 2018     Digital Advertising, Search Marketing, SEO

Paid and SEO Search Marketing Integration

The first search engine was created in 1990, over two millennia from when Aristotle, the famed Greek philosopher, walked the earth. Having never lived in a world that included a search engine, let alone paper, you might be wondering what advice Aristotle could possibly offer when it comes to search marketing, but one of his most famous quotes offers an invaluable lesson:

“The whole is greater than the sum of its parts.” 

Even in ~330 BC, Aristotle understood that combining two tactics together results in powerful outcomes that are greater than their individual parts.

Adopting this classic teaching to your modern paid search and SEO tactics, means getting more bang for your buck in search marketing. For starters, integrating paid and organic search has been found to increase conversions by 200%, according to Search Engine Watch. If you want to maximize your potential return on your search marketing efforts, they need to work together.

Joshua Nite

This Changes Everything: How AI Is Transforming Digital Marketing

Joshua Nite on Feb 19th, 2018     Content Marketing, Email Marketing, SEO

How AI Is Transforming Digital Marketing

Will artificial intelligence (AI) put marketers out of work?

It’s a question I’m seeing a lot lately, and to me, it’s a strange one. It’s like if everyone 150 years ago was asking: “Will the tractor put farmers out of work?” Of course, John Deere didn’t put farmers out of business; better tools just made them more efficient and better able to scale.

Granted, the tractor did reduce the demand for horses and farmhands. So, no, AI will not put you out of work…as long as your work is creative, innovative and intelligent. If all of your daily work can be done by a machine, eventually it will be.

Joshua Nite

4 Search Trends That Made Waves in 2017

Joshua Nite on Dec 13th, 2017     SEO, SEO Tips

For the past two decades, the pinnacle of search sophistication was talking to a search engine like you’re Tarzan. “What are the best hiking boots for men?” became “best hiking boots men.” “How many ounces are there in a pound?” became “number ounces pound.” Question words, articles, adjectives, or any such linguistical fanciness would confuse the humble algorithms.

But search is finally getting smarter. Search engines can parse whole phrases, decipher intent, zero in on results that will delight the searcher. And search is moving beyond the desktop or even the smartphone touchscreen, accepting new kinds of input, and displaying output in other formats than the standard ranked list of links.

Steve Slater

How We’re Building a Digital Advertising & SEO Dream Team

Steve Slater on Nov 14th, 2017     Digital Advertising, SEO, TopRank Agency News

In today’s competitive and content-saturated digital landscape, SEO is no longer a stand-alone, sure-fire way to grab audience attention in the search results. As a result, the role of a search marketer is transforming beyond the traditional walls of organic SEO and merging with the world of digital advertising — and the hunt for skilled marketers with the right mix of both skillsets is heating up.

At TopRank Marketing, we’re taking part in that hunt.

After more than 15 years as a digital marketing agency, if there’s one thing we’ve learned, it’s that the collective talent of our team members is what drives our clients’ success and our company’s success. And we have our sights set on building a dream team including SEO Specialists and SEO Strategist roles.

Kevin Cotch

What You Need to Know About Optimizing Content for Voice Search

Kevin Cotch on Nov 1st, 2017     Search Engines, Search Marketing, SEO

Voice Search Content Optimization

Thanks to the emergence of technologies such as mobile personal assistants, Amazon Echo, Google Home, Cortana, and others, there’s no doubt that voice search is on the rise. These days, consumers can send text messages while driving or use a mobile personal assistant to complete simple actions. In fact, Gartner predicts that about 30% of searches will be conducted without a screen by 2020. In addition, another study from ComScore, states that voice searches will account for nearly 50% of searches, too.

That means we marketers need to start thinking how we can get our content in front of our audience via voice search channels. While optimizing content for voice search can seem daunting, there are a few easy tips that can help you start gaining more visibility for those types of queries.

Kevin Cotch

Create Ranking Content by Conquering Competitive Keywords

Kevin Cotch     Content Marketing, SEO

Learn how to Conquer Competitive Keywords

Content marketing and SEO have become more challenging over the last couple years. But why? SEO has become more data driven to help search marketers prioritize what keywords they should be targeting and how to setup a proper strategy. Additionally, the increase in digital competition and investment from companies has had a significant impact.

To conquer any keyword you want to rank for, there are multiple steps that you should take as a marketer to see the best return on your investment. SEO still works and is not “dead.” Instead, SEO takes patience and dedication to see the results that you are expecting. There are no silver bullets for search engine optimization. With that being said, let’s go through the steps to rank for competitive keywords.

Caitlin Burgess

6 Quick & Dirty SEO Research Tips for B2B Content Planning

Caitlin Burgess     B2B Marketing, Content Marketing, SEO

When it comes to crafting compelling content that informs, engages and inspires action, seasoned B2B digital and content marketers know our content needs to captivate both humans and search engines to be effective. After all, 81% of B2B decision makers conduct research before reaching out to a vendor, so we know our content needs to meet them whenever and wherever they’re searching.

As a result, striking that “perfect balance” between SEO and user experience is a must—and that perfect balance is rooted in the content planning stage.

“SEO needs to be baked into the process early so that the optimization is as natural as possible,” Kevin Cotch, TopRank Marketing SEO analyst, says. “It can’t be treated as an afterthought. It’s not only more efficient to do your research up front, but it also enhances the content by helping you touch on the specific phrases your audience is using to search to solve their pain points or answer their questions.”

Caitlin Burgess

3 Important Ways Social Media Can Boost Your SEO

Caitlin Burgess     SEO, Social Media

Today, there’s little doubt among marketers that SEO and social media are two must-have components of any effective digital marketing strategy. After all, SEO is arguably the founding-father-tactic of digital marketing, and social media is the place on the web where our audiences gather, share and engage every day.

But over the years, there’s been some confusion on how these two tactics work together to achieve marketing results—and understandably so. Back in 2010, Google told Search Engine Land’s Danny Sullivan that links shared on Facebook and Twitter were used as a ranking signal. Then in 2014, Google’s Matt Cutts released a video stating Facebook and Twitter pages were “currently” treated like any other web page for search—i.e. social media was no longer a direct ranking factor.

Kevin Cotch

3 Reasons You’re Not Getting the SEO Budget You Need to Be Successful

Kevin Cotch     SEO

SEO Budget

I have heard digital marketers say that Search Engine Optimization is “free” traffic. I want to help set the record straight by letting you know that SEO is not “free.” Budgets are still needed to write content and have a SEO consultant work on a website.

There have been multiple times in my career that I needed to create a compelling argument for more budget for an SEO campaign. These types of recommendations are often challenged, yet thousands of dollars for PPC can be spent without blinking an eye. Some marketers would say it’s easier to see the ROI on ad spend compared to the SEO campaigns and initiatives that we are also running.

Joshua Nite

The Big Top: A New Model for SEO-Driven Content

Joshua Nite     Content Marketing, SEO

For over a decade now, the fundamental unit of content marketing has been the blog post. Your post may be a block of text, an infographic, or a listicle about memes, but the underlying structure is the same. A regular cadence of posts to the company blog is the foundation of most content marketing strategies.

The problem is, each individual blog post has only a small window of effectiveness for SEO. A post might go viral, get hundreds of shares, and then sit in your archives for eternity. Identifying and promoting evergreen content can get more mileage out of a good post. But by nature and design, these posts aren’t built to be an enduring SEO resource. Think about it: When was the last time you clicked through on a blog post that was over a year old?