TopRank Online Marketing

Ashley Zeckman

A to Z Internet Marketing News: Happy Birthday TopRankBlog!, 2012 Marketing Predictions, Social Disasters, Cashing in on XMAS

Ashley Zeckman on Dec 30th, 2011     Marketing Industry News, Online Marketing, Search Engines, Social Media, Social Networking, TopRank Agency News

21 Social Media Marketing Trends for 2012

Curious to find out what 2012 could have in store for online marketers?  This presentation from DreamGrow shares 21 predictions on what 2012 could look like.

Highlights include:

  • Social CRM making inroads
  • Social media influencing more sales
  • Social commerce on mobile devices

Facebook IPO and Most Popular Social Sites:

“Nielsen: Top Web Destinations, Social Networks and Video Sites in 2011”  As 2011 comes to an end, Nielsen released a review of the top online destinations, social media sites, and smartphone devices.  It is no surprise that Google was the most visited U.S. Web Brand and Facebook was still the leader among social networks and blogs.  Via Nielsen.

Lee Odden

The Dynamic Duo of Business Blog Marketing: Optimize & Socialize

Lee Odden on Nov 25th, 2011     Blogging, Online Marketing, SEO, Social Media

optimize socialize business bloggingBlogs are often rated one of the top content marketing tactics for attracting and engaging customers and eMarketer has reported blogs reach over 50% of the internet audience. But many companies fail to combine two of the most important tools for boosting relevant traffic and reach: Optimization for search engines and for social media.

Most marketers and bloggers understand the basics of a good business blog and the notion of search engine optimization but often focus more on keywords than the customers that are actually searching.  Adding keywords to blog posts is a common SEO tactic but developing a blog content plan around both search keywords and social topics that represent what customers care about can result in content that is inherently more search, social and customer media friendly.

Ashley Zeckman

Search, Social, & Content Work Together at SES Chicago 2011

Ashley Zeckman on Nov 16th, 2011     Content Marketing, Online Marketing, Search Engine Strategies, Search Marketing, SEO, Social Media

Wednesday morning’s panel discussion on search, social, and content was flush with information that was easy to digest and provided helpful tips for implementation. The session was moderated by Anne Kennedy from the SES Advisory board and featured speakers:

• Aaron Kahlow, Chairman & Founder, Online Marketing Summit & SES Advisory Board (@omconnect)
• Arnie Kuenn, President, Vertical Measures (@arniek)
• Lee Odden, SES Advisory Board & CEO, TopRank Online Marketing & SES Advisory Board (@leeodden)

Kahlow Presents the What, Why, How, and Who of Search, Social, and Content

Aaron Kahlow focused on some very basic but essential areas that all marketers should focus on when creating a campaign either online or offline. In regards to search, social, and content he had this to share:

Ashley Zeckman

7 Principles for User Generated Content: Michael DeHaven SES Chicago 2011

Ashley Zeckman on Nov 16th, 2011     Content Marketing, Google, Interactive Marketing, Online Marketing, Search Engine Strategies, Search Engines

SES-Chicago-Michael-DeHavenMichael DeHaven’s presentation at SES Chicago on “User Generated SEO” started with some actual user generated content from the audience. Before the session DeHaven gave 5 volunteers a bite sized Ghirardelli chocolate bar. In exchange for the treat he asked that each of the volunteers write a review of the chocolate and then share it with the rest of the audience.

What Was the Response?
The chocolate was called everything from waxy, to too sweet, messy, and melt in your mouth goodness. In contrast the packaging created by the Ghirardelli marketers was quite different, “take time to slow down and feel yourself melt with each bite.” As you can see the professional marketers took a much different approach than the consumers.

Ashley Zeckman

Grab Your Jacket – The Windy City Blows In Big Talent For SES Chicago 2011

Ashley Zeckman on Nov 1st, 2011     Blogging, Content Marketing, Search Engine Strategies, SEO, Social Media

With over 70 sessions SES Chicago running November 14-18, 2011 is a virtual smorgasbord of information for Marketing and SEO professionals alike.  Many topics will be covered including: PPC, keyword research, SEO, social media, local marketing, mobile marketing, link building, content, optimization, usability, and so much more.  With so many sessions to choose from where should you begin?  Below are a list of ‘must see’ sessions that I will be sure to check out while I’m there.

#1 – Winning! Measuring Social Media Success

While I doubt that Eli Goodman and Tami Dalley will be channelling Charlie Sheen I am still very interested to hear their take on measuring the success of social campaigns.  I would recommend having your social media metrics handy if possible ( I know I will), so that you can apply the speakers instruction on estimating the value of your fans and followers in real time.  Who knows, we may find that we score better than anticipated.

Lee Odden

MarketingSherpa 2012 SEO Benchmark Report

Lee Odden on Aug 31st, 2011     Online Marketing, SEO

MarketingSherpa SEO GuideOne of the report categories from MarketingSherpa that I’ve been reviewing for a long time, as in 5 or more years, is their coverage of Search Engine Marketing.  In particular, the Search Engine Marketing Benchmark Report – SEO Edition.  (See last year’s review here).

The sub-title is appropriately a great indication of the theme for this guide: “Research and Insights for Creating and Capitalizing on a Rich End-User Search Experience. This is a far cry from the days of “Boost Your Search Engine Rankings and More!”.  As Online Marketers have matured, there is an increasing focus on optimizing for customers and customer experience vs. the sole KPIs of rankings and traffic.

Lee Odden

#Optimize Your Online Marketing With Social Media, SEO & Content

Lee Odden on Aug 30th, 2011     Online Marketing, SEO, Social Media

OptimizeWith the boom in brands publishing content and the explosion of user generated content from social networks, the competition to stand out is only going to get more challenging for companies that rely on the web to attract new business.  Online Marketers that adapt, evolve and scale through a more holistic approach to marketing online gain both short and long term benefits, distinct from competitors reliant on the latest tactic du jour.

The process of change starts with acknowledgment that change is needed and then extends to identifying goals, understanding target audiences & communities, developing an approach and tactical mix for reaching business objectives. Assessing a starting point is usually accomplished through an audit, research and benchmarking for future performance tracking.

Lee Odden

How SEO Can Work With Content Strategy

Lee Odden on Jul 19th, 2011     Content Marketing, Public Relations, SEO

Content Marketing OptimizationRecently I spoke with Content Strategist, Margot Bloomstein, who was conducting research for an upcoming publication about Content Strategy intended for a variety of audiences. In particular, we discussed productive interactions and exchanges between Search Engine Optimization professionals and Content Strategists.

Organizations advance their reach and engagement goals through content and Strategists work to audit, develop strategy, plan, create and maintain that content. Ahava Leibtag provides an excellent and practical approach at CMI in her post, “Creating Valuable Content” which outlines how content should be: Findable, Readable, Understandable, Actionable and Shareable.

SEO and content strategy intersect in more ways than optimizing web pages with keywords. My take on Margot’s question, “How does SEO and content strategy interact?” starts with understanding customer segments, behaviors and preferences for information discovery, consumption and sharing. Knowing what customers care about and how those concerns and interests manifest as search keywords and social topics folds very well into the keyword research practiced by professional SEOs.

Lee Odden

Effective Use of Keywords in Content Marketing

Lee Odden on Jun 21st, 2011     Content Marketing, Online Marketing, SEO Tips, Social Media
Keywords Content Marketing

Wordle Cloud Using the Text of This Article

I recently had an interesting discussion with Ron Jones who is writing a book specifically on using keywords for online marketing called “Keyword Intelligence“. He was researching for the content marketing portion of the book and we talked about where keywords fit. These kinds of discussions are great for blog posts so here are a few ideas for you on keywords, SEO, Social Media and content.

Content marketing is customer centric and therefore often focused not only on creating information to educate prospects and customers about product/service features and benefits, but also about topics of interest relevant to the situations that cause people to need or want those products and services.

Lee Odden

SES Toronto: SEO is Dead. No it’s Not.

Lee Odden on Jun 14th, 2011     Marketing PR Conferences, Online Marketing, Search Engine Strategies, SEO

SEO is DeadModerated by Jonathen Allen, the SEO is Dead. Long live SEO! session included a number of “salty dog” SEO experts: Terry Van Horne, Jim Hedger and Garry Pryzklenk.

Essentially, the key questions discussed in this panel centered around what is it that we’re doing as marketers that could be considered as SEO vs. Marketing.  Other topics included: Google +1, personalization, evolving nature of SERPs, “Trust Rank”, analytics and other technical aspects of SEO were discussed.

Moderator: What does search engine optimization mean anymore? The thing about SEO is that there are many technical considerations. What ranking factors still matter? Should we still be considering tags, H1, Titles, etc.

Terry: Title tags are one of the biggest factors.

Lee Odden

3 Phases of Social Media SEO – Where Are You At?

Lee Odden on Jun 7th, 2011     Online Marketing, SEO, Social Media

Social SEO PhasesAs Google puts the squeeze on traditional ranking signals and subsequently, Search Engine Optimization tactics, the growing emphasis on social signals has many SEO practitioners getting more serious about social engagement.

While search marketing has been a key part of our consulting practice since 2001, our Online Marketing agency’s work with Public Relations and blogging since 2003 has helped us develop an appreciation of the influence and engagement outcomes possible with social media pretty quickly, vs. solely as a promotion channel for links. That sentiment is growing rapidly as of late with many traditional SEOs.

Lee Odden

Blog Marketing Strategy: 7 Steps to Social SEO Success

Lee Odden on May 26th, 2011     Blog Marketing, Blogging, Content Marketing, Online Marketing, SEO, Social Media

Blog Marketing Social SEO At BlogWorld Expo in New York this week I presented a session about Dominating Your Niche with Social Content and SEO.  It was crammed with information and I know there are many online marketers looking for practical advice on business blogging and blog marketing that didn’t attend.  Based on the blog marketing we do here at Online Marketing Blog and in the consulting that I do, here are  7 practical steps online marketers can take for social media and SEO success with a blog.

All marketing efforts should start with a goal and means for measuring success, so I do not get into specifics on those tasks in this list, but focus more on the content and promotion.

1.  Social SEO Personas

Personas Social Media SEO

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