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Brian Larson

The Importance of Ongoing Optimization – Tips Included

Brian Larson on Sep 13th, 2012     Content Marketing, Keyword Research, Online Marketing, SEO, SEO Tips

Ongoing Optimization Are we there yet?

Those four words likely conjure up the thought of a seemingly endless road trip of days past. Luckily for you, I’m not going to be talking about road travels in today’s post. No. I have a very different thought in mind, and that is the notion of ongoing optimization.

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.

Ashley Zeckman

Book Review: Keyword Intelligence by Ron Jones

Ashley Zeckman on Dec 22nd, 2011     Book Reviews, Keyword Research, Online Marketing, SEO

Do you have Keyword Intelligence?In my search for a new book to read on keywords I went straight to the source, Lee Odden’s office library.  Right away I noticed Ron Jones’ new book “Keyword Intelligence” while standing in front of a bookcase full of titles to choose from.

What I appreciate about Jones’ book is that whether you are a search marketing guru or you work in another marketing/communications field, it paints things in a light that you may not have thought about before.  Besides a deep dive into keyword research and it’s overall impact on SEO, social media and content marketing, there is a little something in this book for everyone ranging from simple explanations of social networking sites to more detailed information on site migration and architecture.  Curious to know what useful tips I found in Ron Jones new book?

Lee Odden

Need Great Ideas for Blog Content? Start With Questions

Lee Odden on Oct 10th, 2011     Blogging, Keyword Research, Online Marketing, SEO

blog content ideas A lot of the blog content planning for business blogs focuses on different ways to tell the same story about a company’s products, services and key messages. If it’s an SEO approach, then the focus is on content to justify visibility on search engines for specific keywords. Blogs are a great resource for people that are searching for answers, insight, how to’s, others’ experiences and opinion. Finding a way to create content that meets customer needs as well as achieving high search visibility for relevant business solutions is what makes blogs such useful online marketing assets.

One particularly effective way to get content ideas for blogging comes from reviewing web analytics for the kinds of questions people type in to search engines like Google or Bing that deliver visitors.

Lee Odden

5 Keyword Research Alternatives for Mobile, News, Social, Image & Video Optimization

Lee Odden on Sep 26th, 2011     Keyword Research, Online Marketing, SEO

keyword research tools

Keyword and topic research is a significant part of Search, Social Media and Content Marketing.  An understanding of what customers care about related to a brand’s offering and how that manifests as keywords, helps drive how marketer’s approach content, optimization and promotion.

Over the past 5+ years, the search landscape has evolved significantly and optimization has extended beyond the web page to digital assets like images, PDF’s and video, news, social media and mobile. The increased diversity of content requires internet marketers become more creative in their keyword research in order to fine tune the matching of optimized content with what and where consumers are searching.

Lee Odden

Fixed & Dynamic Keyword Lists for Content Marketing: It’s NOT Either Or

Lee Odden on Jul 13th, 2011     Keyword Research, Online Marketing, SEO

keywordsBringing insights about content marketing to light often involves the importance of understanding what topics and pain points customers care about. Creating content for business communications with customers, peers, employees and the industry is an essential part of doing business.

Creating content alone isn’t enough to ensure intended audiences will read it, so researching search keywords and social topics related to your business is a helpful way to empathize with what customers are looking for and what they’re interested in.

Content and SEO go hand in hand, especially for improving discovery of brand stories and key marketing messages. SEO and content marketing best practices call for research into what language customers use when searching for your products and services so that content can be optimized for better visibility. The result of that research is a keyword glossary managed through a SEO Project Management tool and/or a spreadsheet. These phrases are a mix of broad concepts the company wants to be known for as well as phrases indicating more specific customer intent.

Lee Odden

Advanced Keyword Research – SES Chicago

Lee Odden on Oct 21st, 2010     Online Marketing, Search Engine Strategies, SEO, SEO Tips

Advanced Keyword ResearchMy first liveblog for SES Chicago didn’t happen until day three. The lucky topic? Advanced Keyword Research presented by Ron Jones CEO of Symetri Internet Marketing. Ron and I are mutual retweet friends and while I’ve read many of his articles on ClickZ, I hadn’t seen him speak before.

Ron started things out by taking a poll to qualify the audience (smart) to see how many have done keyword research before. Most have.

The importance of keyword research:
Is keyword research strategic or tactical? When we use keywords we reinforce searcher expectations. As marketers, then we have the responsibility to deliver on that expectation. Picking the right keywords plus having relevant content to match equals conversion. As a result, the use of keywords and keyword research is a strategic function.

Lee Odden

Moving from Fragmented to Segmented Online Marketing

Lee Odden on Jul 1st, 2010     Online Marketing, Search Marketing, SEO

Companies today have a virtual smörgåsbord of options when it comes to marketing their products and services online. Lack of expertise, numerous tactical options, pressure for sales in a down economy and the tendency to chase shiny objects cause many online marketing efforts to be fragmented. I really doubt that a significant waste of effort and disconnect with customers is part of any company’s online marketing strategy. But it’s happening. A lot.

Marketers must prioritize what will work best and in the mix of online marketing tactics. According to eMarketer, SEO and PPC have been rated the most effective for conversions and ROI and while some companies are using software like PPC management tools to make things easier, there’s a lot more to consider for better segmentation.

TopRank Online Marketing

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.

Lee Odden

How to Choose the Best Keywords for Optimized Public Relations

Lee Odden on May 5th, 2009     Online Marketing, Public Relations, SEO, SEO Tips

SEO Tips for PR 4 The core of search marketing  is the mix of keyword phrases that people use to search for  information on the web. Part of the value of Search Engine Optimization is to identify what searchers actually enter in the search box. If optimization efforts can focus on the phrases that are equally relevant and in demand, there’s a resonable expectation that the optimized news content will attract more visitors of the right kind: journalists, reporters, analysts, bloggers and even end consumers. 

Choosing the best keywords for news content starts with brainstorming using a mix of sources including the main topic of the content, talking to customers, analyzing competitor news content and topically relevant news that already rank wells. Effective keyword research generates a seed list of concepts from the brainstorming exercise and then proceeds to use keyword research tools to determine the popularity of those phrases as well as discovering related phrases in use.

Lee Odden

SEO Basics: Top 3 Tactics To Improve Search Engine Rankings

Lee Odden on Oct 30th, 2008     Online Marketing, SEO, SEO Tips

We continue our series of weekly SEO basics questions and answer today with a question that acknowledges the value of approaching search engine optimization holistically, but indicates a desire to keep things simple and focus on the basics.

“… you mentioned to use a holistic approach to aid in a better SEO, but specifically what might be the “top 3″ things can I do or focus on my website to best help improve my search rankings on Google”

Since Google dominates the search marketplace, you can read their “How can I create a Google-friendly site?” recommendations. Or you can read on for more SEO insight.

Jolina Pettice

MomentGraphics More Important than Demographics?

Jolina Pettice on Feb 6th, 2008     Keyword Research, MIMA Seminars, Online Marketing, SEO

Jan Leth at MIMA Event
Monday night, Jessica and I represented TopRank at a Minnesota Interactive Marketing Association (MIMA) Event in Minneapolis.

In the first of a series entitled ‘Conversations About the Future of Advertising’, Jan Leth from Ogilvy & Mather gave a presentation entitled ‘Dada, Data, Alpha and Beta’ in which he highlighted how marketers can take advantage of the digital age.

In particular I found interesting, the idea of momentgraphics versus demographics. Marketing of years past would have concluded that we need to know the age, race, income and interests of each of our prospects.

Momentgraphics focuses on the periods of time in which we need to target prospects. For example, someone searching for the phrase ‘cold medicine that works in less time’ is the prime target for a company producing cold medicine. The demographics of that person are irrelevant because we know they are in a ‘target moment’ making them the target market.

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