TopRank Online Marketing

SEO


Lee Odden

Break Free of Bad SEO Advice – Optimize for Customers

Lee Odden on Jun 28th, 2012     Online Marketing, Online Marketing Strategy, SEO

break free bad seo adviceDespite years of warnings from Google and especially from search quality guy, Matt Cutts, there’s a certain segment of internet marketing consultants that continue to give out bad advice:  SEO shortcuts, tricks and loopholes with manufactured content and buying links to gain an artificial advantage that runs contrary to Google’s Guidelines.  Complicating matters is the fact that large numbers of companies are taking that advice in their rush to win traffic and sales.

The result? Getting penalized, removed from the index or other consequences affecting visibility of their content in search. From the Florida update almost 10 years ago to the Panda and recent Penguin updates, it’s clear Google is committed to narrowing down what kinds of SEO tactics can have an explicit impact on search visibility in their quest for quality.

TopRank Online Marketing

Square Zero: 5 Survival Tips for Better Keyword Research

TopRank Online Marketing on Jun 21st, 2012     Keyword Research, Online Marketing, SEO

It’s a situation you have never before found yourself in.  It is fraught with anticipation – and potentially –danger.  And oftentimes – it can be the difference between success or failure.

It is the square zero experience – and if you find yourself developing a keyword glossary that will drive your online marketing campaigns for an indefinite amount of time – you might be in one.

For a good primer on keyword research, check out chapter 7 of Optimize, of which I am a contributor.  But showing you the implementation steps for keyword research alone isn’t enough to prepare you for the reality of creating the topical framework that will define your entire online marketing strategy – and could help shape the life of your online business.

Lee Odden

9 Steps towards Optimized Content Marketing Nirvana #sesto

Lee Odden on Jun 11th, 2012     Content Marketing, Marketing PR Conferences, Online Marketing, SEO

optimized content marketing nirvanaSearch Engine Optimization has been around for at least 15 years and has undergone many changes as search technologies and consumer behaviors evolve. At the same time, Content Marketing has captured the attention of companies and consultants in many industries as one of the latest areas of focus for better digital marketing performance.

As a practitioner of SEO and Content Marketing for many years, it’s interesting to see SEOs work to get their arms around building more content focused search marketing strategies. At the same time, content marketers are evolving their skills at SEO to attract qualified traffic to all the great content being created.

Lee Odden

Classic Marketing Consulting Fail: “What We Got Here is a Failure to Implement”

Lee Odden on May 21st, 2012     Business of SEO, Content Marketing, Online Marketing

implementation failIf you’re old enough to remember the classic movie, Cool Hand Luke, there’s a moment when a rebellious prisoner played by a young Paul Newman refuses to “go along” with prison rules despite some grueling punishment. The warden, played by Strother Martin, made the famous observation about a lack of communication.

The failure to communicate is probably the most important cause of failure with client and internet marketing consultant relationships. Everything from managing expectations to performance reporting are affected. One of the most common outcomes from a lack of communication in a consulting engagement is the failure to implement.

Lee Odden

Is Your Optimization Meaningful or Mechanical?

Lee Odden on May 7th, 2012     Online Marketing, Optimize Book, SEO

optimization meaningful or mechanicalWhile I’ve been to Belgium the past week for the fine Fusion Marketing Experience, I decided to take a day trip to Paris yesterday since it was only 2 hours away by train. As you may know, I do a bit of traveling.

The quality of the experience, memories and the stories you get to tell after visiting other countries are usually the most meaningful. Sure “stuff” is fun to get, but how often do you think “I met too many cool people” vs. “I bought too many souvenirs”?

As I talk to other people about traveling (and online marketing), the spectrum of perspectives is pretty amazing. It’s just like the wide variety of perceptions towards optimization and social networking. For some people, both are simplified as checklists. Keyword list? Check. Take a picture of the Eiffel Tower? Check. But what did it mean?

Lee Odden

12 Timeless Link Building Tips for Business Blogs

Lee Odden on Apr 30th, 2012     Blogging, Link Building, Online Marketing, SEO
link building

Link Building for Business Blogs Doesn’t Need to Be Risky

As a key component of a hub and spoke online marketing strategy, blogs can be very effective for social media network engagement, online PR, customer service, and as search engine optimization assets. While there are numerous cases studies of business blogs (I like to think Online Marketing Blog is one) providing tremendous value, blogs are simply software tools and what you get out of them is in proportion to how well you know how to use them.  One of the common areas of lost opportunity with business blogs is link building.

Lee Odden

Marketing Boring Products – It’s Not A “Boring” Problem, It’s a “Knowing Your Customers” Problem

Lee Odden on Apr 23rd, 2012     Content Marketing, Online Marketing, SEO

boring product marketingIn the search engine marketing world, effective online marketing comes down to surfacing keyword opportunities that reflect a demand for solutions (products/services). Content about those products is created and optimized to attract search traffic for popular and relevant keywords.

Niche products often suffer from a universe of keywords that have low popularity counts and that creates a challenge. Because in the world of SEO, accountability starts with driving more organic, non-branded search traffic to a company website. If there’s very little demand for the keyword phrases identified, it can be frustrating for all.

A common reaction to that frustration is to accuse the products, company or industry as being “boring”.  But here’s the thing:

Brian Larson

Linkbuilding Like a Nerd #SESNY

Brian Larson on Mar 27th, 2012     Link Building, Online Marketing, Search Engine Strategies, SEO

Linkbuilding EssentialsLinkbuilding has to be one of my favorite aspects of SEO. All too often people use the analogy of linkbuilding being a popularity contest. As someone who views linkbuilding in a somewhat different light – and as someone who was considered by only his parents as ‘cool’ – I think it’s time to put that analogy to bed. Yes, being the sexy-fun brand will undoubtedly drive links for your site. But in my opinion, it’s the quality of the information on the page that will not only help you succeed in proactively acquiring links, but will also inspire others to link to your page. Or to return to the analogy, the cool kid might start out with the lead, but it’s the smart kid (see nerd) who ends up winning in the long run.

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

Is Your Local Optimization Landing You New Customers or Leaving Them Lukewarm? – #SESNY

Ashley Zeckman on Mar 21st, 2012     Local SEO, Mobile, Online Marketing, Search Engine Strategies

google places optimizationThis afternoon I attended the panel presentation titled ” Local Myth Busters – Local Optimization Facts Proven or Debunked” which featured four very knowledgable panelists who provided a great mix of instruction and high level tactics.  This session was very focused on Google Places and finding a way to stand out from your competition.

If you are responsible for local marketing or would like to begin implementing a local/mobile marketing strategy these are some tips you don’t want to miss.  Below I have included what I considered to be highlights from the presentations.

Traditional SEO & Citations: Andrew Beckman (@Andrew_Beckman)

When implementing traditional SEO you’re on the hunt for backlinks.  When deploying a local search strategy you want to populate your “place” data among different channels in a cohesive way.  Citations (or mentions of your business) are key for ranking algorithms from search engines like Google.  How can you determine the value of a particular citation?

Lee Odden

Content & Customer Optimization Presentation from Search Congress Barcelona

Lee Odden on Mar 1st, 2012     Online Marketing, Optimize Book, SEO
Barcelona Search Congress

View from our "boat" in Barcelona during Search Congress

I’m about to go on stage at the Search Congress conference in Barcelona and I thought I’d share the presentation that I’ll be giving. Don’t worry, only the title page is in Spanish but all the photos are from my last trip to Barcelona.

As a complement to the growing amount of Content and Social Media focused advice being given by traditional SEOs, this presentation is in line with our approach at TopRank to customer-centric content optimization.

Instead of focusing solely on keywords as inspiration for optimization, this presentation provides a framework and example of how a customer centric approach would segment customer data into personas and then map keywords, topics and content types according to each persona’s journey through the buying cycle.

Lee Odden

It’s Not SEO Anymore, It’s Marketing. Deal With It.

Lee Odden on Feb 29th, 2012     Online Marketing, SEO
Customer Centric SEO

Optimize For Customer Experience

When people learn I’ve recently written a book called Optimize they usually ask what it’s about. I say it’s about optimizing customer discovery and engagement with content. The response I usually get is something like, “Oh, cool. I thought it was about SEO.”

Well, in a way optimizing content and customer experiences is SEO. That’s because what most of the better SEOs practice today is really more about the promise of marketing: attracting, engaging and inspiring customers to buy.

Whether it’s Google, Social Networks, Online News Media, Digital Assets or any other channel/format for content – best practices optimization is in effect for smart companies that want an advantage.

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