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5 Must-Read Tips for B2B Search Marketing

TopRank Online Marketing on Dec 4th, 2009     B2B, SEO, SEO Tips

Search marketing for B2B

[Note from Lee: A few weeks ago, Michelle wrote a great post on Retail SEO tips and this week, I've asked her to tackle B2B SEO and general search marketing tips, since one-size SEO does not fit all programs. Enjoy!]

Search marketing should be a top priority for organizations in any industry. But B2B search marketing efforts take a slightly different form than the tactics used in consumer focused SEO and PPC programs . Typically, B2B markets are smaller, products and services are more complex, and sales cycles are longer. Therefore, B2B marketers must think a bit differently in terms of target keywords, online content and link building.

TopRank Online Marketing

SEO for Flash: 5 Tips and Best Practices

TopRank Online Marketing on Nov 19th, 2009     Online Marketing, SEO, SEO Tips

flash seoSEO for Flash – is it a reality yet?

One of the most common issues for web sites with poor search visibility involves Google not being able to crawl and index a site’s content. Web sites made entirely with Flash are problematic because there are often no links for search engine crawlers to follow or HTML text to copy.

According to the Opera (browser) developer center, somewhere between 30% and 40% of all pages tested contained Flash files representing a lot of content that may not be included in search results or only partially indexed. Despite a large number of sites publishing content using this type of file format, Flash and search engines have been like oil and water. They just didn’t mix.

TopRank Online Marketing

5 SEO Tips for Online Retailers

TopRank Online Marketing on Nov 13th, 2009     B2C, Blogging, Business of SEO, Content Marketing, Keyword Research, Online Marketing, SEO, SEO Tips

Retail SEO

Online retail websites face a unique set of obstacles when it comes to improving sales through better search engine visibility.  Repetitive product descriptions, a lack of content and frequent churn of products can all be hurdles to overcome. But with these specific tips for retail search engine optimization, online retailers can turn those challenges into opportunities and maximize their organic search traffic.

1. Add fresh content to the website. Many online retail websites focus on selling products rather than informing and providing value to customers, and hence severely lack content. It’s a good idea to include pages on a retail site that are purely content-based. Not only will informative, optimized content improve search rankings, it can help retailers sell more products by engaging customers.

Jolina Pettice

PRSA09: Top 10 SEO Tips for Public Relations

Jolina Pettice on Nov 10th, 2009     Online Marketing, Online PR, PR Conferences, Press Release Optimization, Public Relations, SEO Tips

Lee Odden Today at the PRSA 09 conference, it was a packed room for TopRank CEO (and author of Online Marketing Blog) Lee Odden who gave a presentation on SEO for Public Relations.

He started by explaining why SEO is/should be important to PR Professionals.

In a 2008 Journalists Use of Search Survey by TopRank, we discovered that 91% of journalists use standard search to fulfill a component of their job whether researching a story or locating a subject matter expert.

With journalists writing for more channels and with less resources making your content visible within search is critical.

Here are Odden’s 10 SEO Tips:

TopRank Online Marketing

5 Basic Tips for Video Optimization

TopRank Online Marketing on Oct 29th, 2009     Digital Asset Optimization, Online Marketing, SEO, SEO Tips, Social Media

Video SEO BasicsIf you’re attempting to improve search rankings for your web pages, these days it’s no longer an option not to optimize digital assets. With search engines incorporating video, images and news into standard search results, marketers have the opportunity to achieve increased visibility by implementing basic video SEO principles.

These 5 basic tips for video SEO are a good starting point for marketers looking to improve the “searchability” of their videos.

1. Optimize with keywords.
Just like any type of text-based content, video SEO involves optimizing with target relevant keywords — both for search engines and for user experience. Use keywords in:

  • File name
  • Title
  • Tags
  • URL
  • Link text
Lee Odden

Top 10 Pitfalls of International SEO

Lee Odden on Oct 13th, 2009     Guest Posts, Online Marketing, SEO, SEO Tips

Andy Atkins-Kruger

TopRank is fortunate to have an excellent team of consultants, many of whom contribute here at Online Marketing Blog.  It is therefore, a rare occasion that we invite guest posts. The globalization of search and to follow, search marketing, brings a tremendous need for quality information and best practices.  Search Engine Optimization for North American English can be a challenge on it’s own, but what about SEO for 5 languages and 12 countries? Or 30?

That’s why I’ve invited Andy Atkins-Krüger, CEO of UK based WebCertain, a specialist agency in multilingual search marketing to provide a list of the most common challenges companies face when embarking on international SEO efforts. Avoiding the big mistakes can save companies time, money and embarrassment.

TopRank Online Marketing

Basics of User Generated Content for Search Engine Optimization

TopRank Online Marketing on Oct 1st, 2009     Online Marketing, SEO, SEO Tips, Social Media, Social Networking, Social Search, User Generated Content

User-generated Content [Note from Lee: User Generated Content for SEO is something we haven't written about in a while, but now more than ever, marketers need to find efficient ways to generate content assets for search engines as well as the ability to meet customer needs to interact and share. Michelle takes an updated look that I think companies would do well to consider.]

You’ve heard it before: Content is king. But there won’t be much of a kingdom unless that content is optimized. But who is going to create it? Useful, relevant content doesn’t come cheap, especially when your goals are to publish on a consistent basis. As an internet marketer, if you haven’t tapped into the power of user generated content, you may be giving up a goldmine of SEO assets to your competition.

TopRank Online Marketing

SEO Copywriting On The Road: Strange Scenes Inside The Wizard Academy

TopRank Online Marketing on Aug 26th, 2009     Online Marketing, SEO, SEO Tips

wizard

“Easy reading is damn hard writing,” opened chancellor Roy Williams at last week’s Wizard of Ads training seminar, ’12 Languages of The Mind.’

Never is this quote from Nigel Hawthorne (not Nathaniel Hawthorne, as it’s commonly credited to, per Williams) more apt than when you are a writer of any trade struggling to find that opening hook.

(To serve a personal example, the percentage of time I spent drafting this opening paragraph will exceed the percentage of time spent on any one remaining section of this entire post.)

SEO copywriting serves perhaps the greatest challenge when finding that hook, as we copywriters are encouraged to begin our posts with keywords as far up and to the left as possible in our titles.  (This post may be a bad example, as a blog that begins with ‘SEO Copywriting’ carries the promise of inherent fascination within.)

Lee Odden

18 Questions to Assess Readiness of Content SEO

Lee Odden on Jul 8th, 2009     Content Marketing, SEO, SEO Tips

digital asset optimizationA big part of helping companies with Search Engine Optimization and content based marketing efforts is to assess the assets available. Digital Asset Optimization (DAO) involving multiple media, file types and distribution/search channels isn’t going to be efficient or effective unless there’s a firm grasp of a company’s available media and content production processes.

When TopRank works with prospective companies that want to take advantage of search and content based marketing, we go through a discovery process with them.

Here are a few of the questions companies should ask themselves to determine readiness for optimizing digital assets:

Resources:

  • Is there a person or committee that “owns” the search marketing or social media marketing initiative?
  • What departments, business units, cost centers and approval entities will be involved with the SEO program?  Social Media?
TopRank Online Marketing

Use A Creative Commons License As An Online Marketing Tool

TopRank Online Marketing on Jul 7th, 2009     Online Marketing, Online PR, SEO Tips
two-columns

image credit: Sergio Tudela via Flickr (cc 3.0)

A Creative Commons license is an simple way to encourage others to share, remix, and reuse your digital content. If you’re publishing material of any variety to the web and looking to have it spread, licensing your work under Creative Commons is smart as it actively encourages sharing with permission and attribution.

“Obscurity is a far greater threat to authors and creative artists than piracy.”Tim Oriely

With the release of Chris Anderson’s new book, Free: The Future of a Radical Price there is a heated debate going around the web about the idea of free. I’m not going to get into the economics of free, but purely from a marketing perspective, free is the great equalizer. Especially when talking about digital content, talented producers can leapfrog gatekeepers and get noticed fast. Creative Commons was designed to work with what the web naturally does, and that’s share the best content freely without resistance.

Lee Odden

Is Your Web Site SEO and Social Media Friendly?

Lee Odden on Jun 2nd, 2009     Online Marketing, SEO, SEO Tips, Social Media

search social media friendlyNumerous companies are losing vast amounts of revenue due to their web sites doing poorly in the search engines.  Web sites that are not easy to find via search miss out on attracting new customers as well as repeat customers that use Google to navigate sites they already know about. Is the same true for web sites that are not social media friendly?

People discover new sites through search, but also through recommendations made via email, word of mouth and through social media content. Making a web site social media friendly will facilitate the saving and sharing of content with others, extending reach and facilitating engagement. 

Lee Odden

Making News Content Search & Social Media Friendly

Lee Odden on May 12th, 2009     Online Marketing, Online PR, SEO, SEO Tips, Social Media

SEO & Social Media for Public RelationsChanges in consumer preferences towards news consumption and sharing habits via the social web present both challenges and opportunities for PR agencies.  Searchers increasingly expect to interact with what they find via search. 

The opportunity for Public Relations is to understand that leveraging social media as a distribution channel to attract buzz and earn links is as important as keyword optimization of social media content to improve visibility on standard search engines.  Simply put: SEO and Social Media go together like peas and carrots.

The nature of the social web encourages participation: sharing, voting, commenting and linking. Popular social content gets exposure, traffic and can result in a substantial number of relevant inbound links.  Keyword relevancy plus aboundant inbound links to content equals improved search engine visibility. Whatever keywords that are used to describe optimized news content that becomes popular within social channels like news, bookmarking and media sharing are what that content will tend to rank highly on in standard search engines.

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