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Lee Odden

6 Steps to an Optimized and Socialized Content Workflow

Lee Odden on Dec 4th, 2014     Content Marketing, SEO, Social Media

optimized integrated content

Digital marketing tactics have changed over the years but one thing has not – Customers are in the driver’s seat when it comes to the insights marketers need to deliver relevant, meaningful and useful content at the right time and the right place.

To realize the benefits of customer insight requires an integrated approach – especially when it comes to content – discovery, consumption and interaction.

Moving from planning to practice, especially within a large organization with regional operations, business units, divisions and departments, processes are essential for adoption, quality and scale. Operationalizing the integration of content, social media and optimization is one of the essential workflows that marketing departments can implement. But what does that look like?

Lee Odden

How a Shift from All SEO to Social & Influencer Content Boosted Page Views by 500%

Lee Odden on Nov 25th, 2014     Content Marketing, Influencer Marketing, SEO

social influencer content

A small business technology company was focusing their online marketing efforts on SEO and this approach proved to be effective for several years.

Research revealed relevant keywords in demand from searchers actively looking for solutions in this software category. Existing content was optimized, cross linked and new content was created where needed. Content was promoted to attract links and social shares to ensure a presence on crawlable social media platforms.

But then organic traffic began to slow down in growth and eventually decline, despite following SEO best practices capable of the most specific Google scrutiny.

A decision needed to be made: Will more aggressive SEO tactics be used or was it time to shift perspective?

Lee Odden

3 SEO Predictions I made in 2005 – Was I Right? What About Search in 2025?

Lee Odden on Nov 10th, 2014     Online Marketing, SEO

Future of SEO

I gave my first public presentation about online marketing just under 10 years ago for MIMA (Minnesota Interactive Marketing Association) called “Search Engine Smarts – Organic, PPC, SEO, Blog – What Does it All Mean?”.

It was at the J.J. Hill Library in Saint Paul early one morning and about 60 people showed up. To say I was nervous is an understatement.

Back then TopRank Online Marketing was focused mostly on search marketing. My, how things have changed.

Or have they?

In the presentation there’s basic advice about SEO such as:

Use keywords in content: Research keywords and ensure their presence in unique title tags, on-page headings, in text links between pages, as image alt text and within the body copy – but don’t overdo it.

Lee Odden

How to Incorporate SEO and Influencer Content

Lee Odden on Nov 5th, 2014     Content Marketing, Influencer Marketing, SEO

Optimize Influencer Content for Search

Make no mistake, discovery of content through search engines is more important than ever. But the practice of optimizing content for search visibility has changed substantially.

As search engines look for signals of credibility amongst content and links, humans do the same thing. In the way that links alone used to drive the search visibility of a web page up, endorsements and mentions from industry influencers can still boost the visibility of a brand. As a result, the trend towards influencer and advocate marketing is on the rise.

While SEO and influencer content might seem more meatball sundae than PBJ, I assure you, the combination can be whatever you want it to be, because it’s content. Understanding demand for topics reconciled with the brand’s ambitions around a topic, search optimization insights applied to an influencer content program can boost both the quantity and the quality of attraction.

Lee Odden

How SEO and Inbound Marketing Can Grow Your B2B Marketing Performance

Lee Odden on Jun 26th, 2014     B2B, Online Marketing, SEO

B2B SEO Inbound Marketing

Call it organic marketing, call it inbound marketing or even content marketing – the practice of creating useful information to generate demand and attract an audience of buyers vs. buying ads to push messages out to them is one of the highest impact, low cost approaches to digital marketing a business can take.

The practice of optimizing content for better search visibility goes hand in hand with the broader approach of inbound marketing. SEO best practices can be applied to content across the entire sales cycle to surface brand content during awareness, consideration and purchase behaviors as well as after the transaction to reinforce retention and advocacy goals.

Lee Odden

SEO Storm or Light Shower? Google’s Panda 4.0 Update

Lee Odden on May 22nd, 2014     Google, Online Marketing, SEO

Google Panda 4.0

The thunder clap of Google’s Matt Cutts’s Twitter post could be heard across the web this week with the announcement of the search engine’s latest update, Panda 4.0.

Of course the type of Panda I’m talking about isn’t a cute bear from China. It’s the name of an algorithm used by Google to filter out low quality content from search results.

The first Panda update in Feb, 2011 was fairly aggressive, affecting about 11% of queries on Google and millions of searchers. Panda also had an impact on more than a few website owners who fell from the search results like hail from the sky.

Barry Schwartz at Search Engine Roundtable reports that this most recent Panda update is expected to affect 7.5% of English search queries and with 12.5 billion searches per month on Google, that could be a pretty big storm for the SEO world.

Lee Odden

How an Online Marketing Audit Can Help A Small Business Optimize Search, Social & Content Marketing

Lee Odden on Apr 24th, 2014     Content Marketing, Optimize Book, SEO, Small Business, Social Media

Online Marketing Audit

An increasing number of companies feel they have a solid content marketing strategy and tactical mix in place. Now it’s time to think about how to integrate an “Optimize and Socialize” approach into the overall online marketing program.

Two key considerations for implementing a scalable “Optimize and Socialize” content marketing approach involve where SEO and social media optimization fit within the content planning and publishing process and the skills of Social Media and SEO content creators. Here is a small business example that uses an Online Marketing Audit to start finding the answer to those questions about process and skills.

Small Business Marketing Problem: No Time For Content

Lee Odden

New Rules for SEO Mechanics & Link Building – It’s a Race You’re Probably Not Winning

Lee Odden on Feb 17th, 2014     Online Marketing, Search Engine Strategies, SEO

SEO Race to WinLast week I attended and presented at the SES conference in London where online marketers from all over Europe and as far away as Australia converged to learn about integrated marketing and paid, earned, and owned media.

With it’s history in search marketing, the conference complemented presentations on digital marketing with sessions on SEO as well.

Making sure content is easy to find by the right audience in search is an important part of our consulting at TopRank Marketing, so I am acutely aware of the changes in the search optimization world from Panda to Penguin to Hummingbird. Regardless, as a content and social media focused marketer, it was interesting to hear the shift in current SEO and link building best practices.

Eliza Steely

What Google Hummingbird Really Means and What Marketers Can Do About It

Eliza Steely on Feb 5th, 2014     Google, Online Marketing, Other Events, Search Engines, SEO

Google Hummingbird

Note from Lee: You know the phrase, kill two birds with one stone? That’s what we’re doing with this post format and the topic of Hummingbird.  Our team at TopRank is known for liveblogging conferences, but this co-created blog format is something new. At the same time, we’re covering a topic (Google Hummingbird) and search + social media that I think warrants some clarity and practical advice. In this post, you’ll see insights our team members took from the SMBMSP event followed by “TopRank Tips” from Eliza and myself.

In the digital marketing world, change is inevitable. At some point in life we are all forced to adapt, change paths, learn new skills or face something we definitely weren’t expecting.

Lee Odden

What’s the Difference Between Content Marketing and Content for Links? The Wrong Answer Could Cost You

Lee Odden on Jan 29th, 2014     Content Marketing, SEO
Chubby Spiderman

This Spiderman aims to please, but he’s just not the real thing

As someone with roots in the search marketing community it’s been amazing to see how the the phrase “content marketing” has been adopted and redefined.

Whether it’s opportunism or simply being adaptable to the times, the difference in approach to what content marketing is between digital marketing communities like Content Marketing Institute and many in the SEO and social media marketing world is striking.

For brands investing in content marketing, the difference between content for links / SEO and content for customers can be costly in terms of risk, return on investment and performance.

What’s the difference? 

Lee Odden

Why A Transition From Optimizing for Search Engines to Optimizing for Customers is Essential

Lee Odden on Dec 18th, 2013     Marketing & PR Industry, Online Marketing, SEO

optimize for customersJudging by the daily new business inquiries we get every day, there’s a groundswell of companies that have become frustrated at the lack of cause and effect data from their SEO programs.

Sure, there are workarounds for things like “not provided” keywords, but the lack of information and uncertainty about what Google will take away next is causing many marketers to diversify into other owned, earned and organic areas: social media, content marketing, online public relations, and certainly into online advertising.

At the same time, as SEO practitioners have matured as marketers, the shift from keywords as the driver for content optimization and creation have been displaced by a focus on answering customer questions along the sales cycle.

Brian Larson

Linkbuilding the Right Way #SESCHI

Brian Larson on Nov 6th, 2013     Link Building, Marketing PR Conferences, Online Marketing, Search Engine Strategies, SEO, SEO Tips, SEO Tools

Linkbuilding Panel at #SESCHI

In late July, Google updated it’s stated policy on what ‘linkbuilding’ activities now constitute link schemes. While the update was clear  – heavy hyperlinking in press releases, advertorials and large scale guest-blogging are now considered link schemes – the repercussions of the update and it’s lasting impact on SEO have been far more murky.

Nobody likes murky. Not in a drink and especially not when real business outcomes are associated with search visibility and the traffic it generates.

With the session promise of sharing how to linkuild the right way, Jennifer Slegg introduces Chuck Price, Founder of Measurable SEO. Jumping off the stage to begin his presentation, Price’s goal is clearly to dispel the notions that links ‘no longer matter.’ He starts with humor and honesty, “[l]inkbuilding is NOT sexy! Nor is it fun.” But, Price asserts, links are still the number 1 factor influencing search ranking. Two thing are certain, Matt Cutts has said as recently as July in an interview with Eric Enge, that links still matter and not all linkbuilding is bad.

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