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.

 

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.

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 on Aug 24th, 2017     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 on Aug 21st, 2017     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 on Jun 28th, 2017     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 on Jun 19th, 2017     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?

Caitlin Burgess

Q&A: TopRank Marketing’s SEO Experts Share Tips for Creating Better Content

Caitlin Burgess     SEO, SEO Tips

As a member of TopRank Marketing’s (epic) content team, it’s certainly no surprise that I spend much of my day developing and executing content strategies for the wide array of client programs I work on.

And as I settle in for a content extravaganza each day, my work is guided by an important agency principle: Create content that allows our clients to be the best answer for their audience.

Lucky for me—and perhaps unlucky for them—my work station is strategically placed within staring and shouting distance of every one of our SEO experts. As seasoned marketers know, quality and strategic SEO is absolutely key to crafting content that helps you satisfy your audience’s quest for answers. So, I’m often picking the brains of my neighbors to help me create content that will get results.

Kevin Cotch

Is Keyword Cannibalization Hurting your SEO Performance?

Kevin Cotch     SEO

Is Keyword Cannibalization Hurting your SEO Performance?

Keyword cannibalization is a common issue that applies to all types of websites. To make matters worse, some marketers are not aware that their website might be facing this issue. Instead, marketers often look at a website on a page-by-page basis instead of the whole website when it comes to targeting keywords.

In fact, many websites face a this issue because of historic content or a lack of a clear search strategy. It is important to identify and address a major search engine optimization issue to maximize your search visibility and plan your future content creation.

Kevin Cotch

Still Struggling with Your SEO Strategy? Focus on These 4 Best Practices for Improved Results

Kevin Cotch     Search Engines, SEO

SEO Strategy

The pressure of understanding the ins and outs of developing and implementing an integrated digital marketing strategy has many marketers searching for a better way. Search Engine Optimization (SEO) is just as integral to a successful marketing strategy as it was in previous years. That’s right, SEO is not dead but it has changed.

If you’re still struggling to develop a successful SEO strategy, you’re not alone. Search engine optimization experts are still faced with the constant struggle to provide the right results, but the all too often, expectations are focused on vanity metrics or outdated tactics.

Kevin Cotch

The QuickStart Guide to Using Google Search Console to Increase SEO Visibility

Kevin Cotch     Online Marketing, SEO

There are many powerful SEO tools in today’s marketing world. Most SEO tools can be highly beneficial, but often come with a cost associated with it. However, there are some tools that smart marketers can leverage to assist with the variety of tasks needed on a given day.

One tool that smart marketers can leverage for SEO is Google Search Console. This free tool provided by Google is a great way to gain insights about your site in one main platform. Google Search Console is often underutilized by search marketing teams. To help you get the most benefit from Google Search Console, we outlined the four main areas within the tool to help you reach your search marketing objectives. Before we get into the four main areas within Google Search Console, let’s discuss what the tool even is.

Kevin Cotch

Does Your Website Pass the Mobile Test?

Kevin Cotch     Mobile Marketing, Online Marketing, SEO

It is hard to argue that the adoption of mobile devices hasn’t exploded with popularity. Most searches are being performed on mobile devices, with more searches expected to continue on mobile.

Mobile is not only important for organic performance but for conversions from all types of traffic including email and paid channels. It is important to understand your mobile traffic to focus on the channels that convert the most on those devices. For some websites, mobile devices might bring in the majority of your traffic but the conversions might not be as high as desktop searches, because of less focus on the mobile experience.