Search Engine Optimization

Search engine optimization (SEO) is all about positioning content in front of a relevant audience during the most opportune time in the buying cycle. Because 93% of online experiences begin with a search engine and 75% of users never scroll past the first page of search results, SEO is an essential tactic to include in your digital marketing mix.

Recognized as a top source of information about search marketing and how it integrates with other digital marketing tactics, TopRank is dedicated to sharing our expert knowledge on SEO best practices and helping you take your optimization game to the next level. Heck, we wrote the book on optimization, Optimize: How to Attract, Engage and Convert More Customers by Integrating SEO, Social Media and Content Marketing.

Browse our SEO articles to find tips, guides, news, expert interviews and much more.

Still Struggling with Your SEO Strategy? Focus on These 4 Best Practices for Improved Results

Kevin Cotch
Search Engines, SEO

The pressure of understanding the ins and outs of developing and implementing an integrated digital marketing strategy has many marketers searching for a better way. Search Engine Optimization (SEO) is just as integral to a successful marketing strategy as it was in previous years. That’s right, SEO is not dead but it has changed.

If you’re still struggling to develop a successful SEO strategy, you’re not alone. Search engine optimization experts are still faced with the constant struggle to provide the right results, but the all too often, expectations are focused on vanity metrics or outdated tactics.

Still Struggling with Your SEO Strategy? Focus on These 4 Best Practices for Improved Results

The QuickStart Guide to Using Google Search Console to Increase SEO Visibility

Kevin Cotch
Online Marketing, SEO

There are many powerful SEO tools in today’s marketing world. Most SEO tools can be highly beneficial, but often come with a cost associated with it. However, there are some tools that smart marketers can leverage to assist with the variety of tasks needed on a given day.

One tool that smart marketers can leverage for SEO is Google Search Console. This free tool provided by Google is a great way to gain insights about your site in one main platform. Google Search Console is often underutilized by search marketing teams. To help you get the most benefit from Google Search Console, we outlined the four main areas within the tool to help you reach your search marketing objectives. Before we get into the four main areas within Google Search Console, let’s discuss what the tool even is.

The QuickStart Guide to Using Google Search Console to Increase SEO Visibility

Does Your Website Pass the Mobile Test?

Kevin Cotch
Mobile Marketing, Online Marketing, SEO

It is hard to argue that the adoption of mobile devices hasn’t exploded with popularity. Most searches are being performed on mobile devices, with more searches expected to continue on mobile.

Mobile is not only important for organic performance but for conversions from all types of traffic including email and paid channels. It is important to understand your mobile traffic to focus on the channels that convert the most on those devices. For some websites, mobile devices might bring in the majority of your traffic but the conversions might not be as high as desktop searches, because of less focus on the mobile experience.

Does Your Website Pass the Mobile Test?

SEO Checklist for Content Marketers: 21 Common Mistakes to Avoid

Caitlin Burgess
SEO, SEO Tips

With so much content being created, published and promoted online every second—as well as consumers becoming increasingly self-directed in their quest for answers—competition to capture your audience’s attention has never been more fierce.

As a result, quality and strategic SEO has probably never been more important for helping you be the best answer whenever and wherever your audience is searching.

But as seasoned marketers know, SEO has gone through a tremendous evolution since its early days of keyword-focused content. With more than 2 trillion searches happening on Google every year, today’s SEO is about finding the perfect balance between user-centric content and convincing search engine crawlers that your content is supreme.

SEO Checklist for Content Marketers: 21 Common Mistakes to Avoid

How to Create Best Answer Content: 6 Inspiring Examples

Joshua Nite
Content Marketing, Online Marketing, SEO

Undoubtedly you’ve heard the expression “content shock,” coined by marketing expert Mark Schaefer.

With immense respect, I have to admit: I don’t believe in it.

The idea that there’s so much content out there, people are tired of content altogether? That no one’s giving new content a chance? That it’s too hard to get new content seen?

Not buying it.

I think what’s happening is simply this: People don’t want “content.”

They want answers to questions. They want a few minutes of entertainment. They want to learn something new. They want what they were searching for in the first place.

To reach our audience, we need to stop creating content and start producing the best answer to their queries. Companies that adopt this content marketing strategy tend to top search engine rankings (Top…rankings…there’s an agency name in there somewhere, I can feel it).

How to Create Best Answer Content: 6 Inspiring Examples

The Future of Search Engine Optimization: Top SEO Predictions for 2017

Ashley Zeckman
Mobile Marketing, SEO, SEO Tips

2017-seo-predictions

In the past, the SEO battle was focused on either black hat, or white hat tactics. Black hat SEO was considered extremely aggressive and didn’t typically play by the rules of search engines. White hat SEO tactics on the other hand were typically closely aligned with search engine guidelines.

Today’s world of SEO looks much different (and it’s about time). Instead of hyper focusing only on keywords or search engine needs, smart marketers are concentrating first and foremost on the needs of users. User experience as it relates to mobile accessibility, content structure and user intent on search engines have become the new norm.

Content is the reason search began in the first place. – Lee Odden

The Future of Search Engine Optimization: Top SEO Predictions for 2017

PPC + SEO = A Winning Team for Search Marketing Success

TopRank Marketing Editor
Online Advertising, SEO

A winning team requires the proper line-up, teamwork and the ability to fill-in the performance gaps. A winning team for search requires the proper line-up of Paid and Organic strategies to ensure increased visibility and growth. Many B2B companies pigeonhole PPC as strictly a lead gen or a sales tactic but now is the time to go from tunnel vision to full spectrum search.

Why do we all need to start paying attention to organic and paid search integration? With the recent changes to Google’s SERP results page, many companies are starting to see organic visibility slide along with organic traffic as paid advertisers are garnering more real estate on the page. Google continues to push more algorithm updates and while they many not all be as impactful as RankBrain, Panda, or Penguin, SEO and organic rank is becoming increasingly difficult to manage.

PPC + SEO = A Winning Team for Search Marketing Success

What You Need to Know About the Voice Search Revolution From Microsoft’s Purna Virji #MNSummit

Kevin Cotch
Marketing PR Conferences, SEO

We may not already notice the change, but voice search is all around us. Voice search can help us complete tasks when we are occupied or busy multitasking. We unconsciously change the way we search on a computer or a text search compared to when we search with our voices. With the growing interest of voice search and digital personal assistants growing, we must ask ourselves as marketers how is voice search going to change the world for advertisers?

In her presentation at MNSearch Summit, Purna Virji from Microsoft stated that by 2020, 50% of search will come from voice (comScore). She outlined the steps to get prepared for voice search for paid and organic search queries. Since the growth of voice search is growing, now is the time to get ready for voice search and to become an early adopter.

What You Need to Know About the Voice Search Revolution From Microsoft’s Purna Virji #MNSummit

How to Address Technical SEO Issues to Increase Content Visibility

Kevin Cotch
SEO

Technical SEO Issues to Address

[Note From Ashley: Kevin is an SEO Analyst on the team at TopRank Marketing and has done an exceptional job uncovering and fixing technical issues for our clients. This is Kevin’s first post on TopRankBlog.com and we look forward to him sharing his technical expertise on an ongoing basis with our readers.]

Websites that don’t work and are hard to navigate can be an incredibly frustrating experience for any user. If they load slowly, have broken pages, or duplicate content it can deter visitors from coming back and make it less likely that the content that you’ve worked so hard on shows up in search results.

How to Address Technical SEO Issues to Increase Content Visibility

Where SEO Fits in Digital Marketing Strategy for UK Marketers

Lee Odden
SEO

On each of my trips to Europe or elsewhere abroad to a marketing conference, it is inevitable that someone will say, “We’re 1-2 years behind digital marketing in the U.S.”.

The reasons for this vary, from the capabilities of agencies to demand amongst business buyers of marketing services. Business culture in the UK drives many companies to react to competitors more than leading their respective market with new marketing tactics.

Budgets are another reason why a lag exists between the U.S. and Europe – there’s simply more money being spent on digital marketing, advertising and PR so there’s more resources, opportunity to experiment and innovate.

Where SEO Fits in Digital Marketing Strategy for UK Marketers

Lee Odden Educates B2B Marketers on SEO for Content Marketing

TopRank Marketing Editor
B2B Marketing, Online Marketing, SEO

As content marketing professionals, most of us would consider SEO a highly technical domain. Best leave that to the real nerds, right? Wrong. Google, Bing and all the other search engines have significantly altered their algorithms in the past few years. And these changes continue to favor the highest quality content, often rewarding smart content marketers with first position rankings.

With a bit of SEO sweet sauce, your content marketing sandwich will taste much better to search engines, and users too. Below, I will explore 4 major themes from TopRank Marketing CEO, Lee Odden’s recent Content2Conversion talk on SEO for Content Marketers, including:

The State of SEO in 2016
Understanding Self-Directed Buyer Behavior
How to, “Be The Best Answer”
How to Create Smarter Integrated SEO Content for The Web

Lee Odden Educates B2B Marketers on SEO for Content Marketing

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