TopRank Online MarketingTopRank Online Marketing Blog

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.

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

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.

Evan Prokop

Does SEO Still Matter?

Evan Prokop on Jul 24th, 2013     Online Marketing, SEO

SEOWe’ve all heard “SEO is Dead” from alarmists, the uninformed, and in countless link bait articles (irony?). But is there any truth to it?

While Search Engine Optimization may look completely different than it did even a year ago, I firmly believe that SEO is not only alive, but thriving. Here’s why:

Some of SEO is Dead

Many tactics that have fallen under the SEO umbrella can safely be considered dead, either because they don’t work anymore, never worked, or still work but are in violation of Google’s guidelines. I’m not going to spend time discussing why they don’t work or are risky, because that’s not what this article is about, and there has been plenty written about the topic.

Lee Odden

The Truth About Content Marketing & SEO

Lee Odden on May 30th, 2013     Content Marketing, Online Marketing, SEO

SEO tunnel visionOver the past few years, there’s been a tremendous focus on content creation in the search and overall digital marketing world. Once you get past the hype, there are plenty of well documented case studies showing the ROI of a content marketing approach.

Unfortunately, content marketing campaigns are often guilty of paying little more than cursory attention to the optimization of digital assets for search. There might be a “keywords” or “SEO” check box on a task list, but it’s not anything that takes full advantage of search based discovery. The content might be engaging and inspire action, but good luck finding it on a search engine.

Why is this? It can be a mix of factors ranging from the ambiguity of SEO cause and effect to prioritizing tactics according to the ability to implement and understand how to measure their impact.

Miranda Miller

7 Steps to SEO at Scale: How to Ramp Up Your Search Engine Optimization Strategy

Miranda Miller on May 22nd, 2013     Online Marketing, SEO

Scalable SEO in brands and organizationscomScore reports that in April 2013 there were over 20 billion search queries and of the 13 billion+ handled by Google, 16% of daily searches have never been seen before.  Each of those attempts represents buyers looking for solutions at the moment of need. Online marketers that take advantage of modern, scalable search engine optimization best practices as part of their overall digital marketing mix can gain a significant advantage over competitors to become “the best answer” when it matters most.

Understanding the basics of search engine optimization can be challenging given how often major search engines update and change the rules. However, buyers’ overwhelming use of search to find solutions is too great to ignore its influence on the buying cycle and achieving sales growth goals.

Miranda Miller

Online Marketing News: Facebook’s Redesigned Newsfeed, Google Attacked Over Elephant Ivory Ads

Miranda Miller on Mar 8th, 2013     Online Marketing, Online Marketing News

2013 Social Media Roadmap

Intuit Shares a Social Media Marketing Roadmap for Brands in 2013

Intuit shared an incredibly helpful infographic on their Small Business Blog to guide marketers in their social strategy this year. Path to Social Success in 2013 assigns a theme for each quarter; we begin the year by taking a social media inventory. As we enter the second quarter next month, it’s time to focus on working on relationships. The third quarter is all about integrating everything, while at the end of the year it’s time to take stock and look forward.

Of course, these are all important aspects of social media management throughout the year. Intuit’s guide is a good reminder to help marketers remember to revisit each area and concentrate on it at some point in 2013.

Lee Odden

War of Words: Myth-Busting Search Engine Optimization

Lee Odden on Dec 27th, 2012     Marketing PR Conferences, Online Marketing, SEO

Mythbusting Search Engine Optimization SEOIn last week’s post about myth-busting social media, I asked what other marketing tactic or channel has attracted as much conjecture, blind advocacy and malarkey.  Only SEO can compare to social media when it comes to the volume of misperceptions and out-dated information posing as “best practices” online.

They say that the only things you can count on in life are death and taxes. Also, that search engines will change.

Google runs over 20,000 experiments per year and at any given time, 50-200 different versions of Google’s core algorithm are helping billions of searchers find what they’re looking for.   Add to that, personalization by location, past search history and the influences of the social graph and you have one of the most complex and fast changing systems ever created.

Lee Odden

A Strategic View of Search Engine Optimization – Where Does SEO Fit in Your Content Strategy?

Lee Odden on Nov 19th, 2012     Online Marketing, Optimize Book, SEO

strategic search engine optimizationCompanies large and small, in industries from retail to manufacturing, publish content online with an expectation that a certain audience of people will find, read and act on that content.  While most Search Engine Optimization efforts are rightly focused on marketing goals like acquiring more customers and increasing revenue, making purchases is not the only reason consumers use search or ask for referrals through social networks.

There’s a lot of tactical advice online about search, social media and content marketing for companies that want to better connect with customers but that advice doesn’t always consider the differences between types of companies or even content within companies. For the best return on marketing investment, it’s important to understand that there are notable differences in tactics for effective optimization depending on who the audience is, how they prefer to discover, consume and act on information.  The very nature of B2C vs. B2B or small company vs. large company content, audience and outcomes can be different, so the approach to optimizing content for search and social media must be tailored accordingly.

Ashley Zeckman

Be Afraid: 33 Scary Online Marketing Tales of SEO, Social Media & Content Marketing

Ashley Zeckman on Oct 31st, 2012     Content Marketing, Online Marketing, SEO, Social Media

Scary Online MarketingHappy Halloween to all the online marketing ghosts, ghouls, and goblins out there.

Have you ever heard or received a really bad piece of online marketing advice?  Maybe the recommendation was founded on total hearsay, completely out of date or you discovered that the suggestions actually hurt, rather than helped? Scary! At one time or another we’ve all received the trick and not the treat in our internet marketing candy basket.

In this post you’ll find 20 scary SEO, social media and content marketing tales from the team at TopRank Online Marketing and from our friends on Twitter @TopRank, fans on Lee’s Facebook page and the TopRank Facebook page.

BOO! Scary Stories From the Crypt

1 – Classic scary: “Build great content and it will attract visitors all on it’s own. SEO isn’t necessary for good content to stand out.”

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

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.

To optimize your online marketing performance, contact us at TopRank | ©2014 TopRank® Online Marketing | Top