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B2B Marketing views, news and interviews.

Ongoing Optimization: Strategic SEO Tips For B2B Marketers In 2022

Lane Ellis
Lane Ellis on Mar 16th, 2022
B2B Marketing, SEO Tips

Strategic SEO tips for B2B marketers in 2022 image

How can B2B marketers improve their search engine optimization (SEO) strategies and focus in the fast and furious digital landscape of 2022?

The search marketing arena has always been one of swift changes, and keeping up-to-date with ever-shifting SEO machinations and technical search intricacies can be more than a handful even for top B2B optimization professionals.

Don’t let the complexities that SEO efforts sometimes entail deter you, however, as there are still bountiful and easy-to-achieve benefits for the B2B marketer in many aspects of optimization.

Let’s jump right in and take a look at some of the SEO tactics B2B marketers can apply and benefit from today.


Ongoing Optimization: Strategic SEO Tips For B2B Marketers In 2022

Best SEO Tips for Marketing During the Pandemic Plus 9 Top SEO Platforms

Lane Ellis
Lane Ellis
SEO Tips, SEO Tools

Black and white image of a concerned businesswoman looking out an office window.

How does search engine optimization (SEO) shine during a pandemic, and how can B2B marketers make sure they’re doing all they can with the platforms and tools at their disposal?

For decades SEO platforms have been an integral part of the marketing and research efforts of growing numbers of major B2B brands — each offering a seemingly unending array of ever more helpful features, along with the data insights needed to help businesses succeed.

With 51 percent of primarily B2B global marketing professionals seeing data insights and analysis as the single most important element when implementing a marketing technology stack, SEO platforms are poised to deliver the martech information businesses are eager to get.

MarTech Chart by SmartCharts


Best SEO Tips for Marketing During the Pandemic Plus 9 Top SEO Platforms

Redesigning Your Website? Make Sure SEO & Content Have a Seat at Website Migration Table

SEO and Content Integration During Website Migration

Digital marketers know their company’s website is more than a digital storefront. It’s a marketplace that must deliver a quality, engaging experience for prospects and customers once they arrive. So, it’s no surprise that the average company invests in a website redesign every three years to stay fresh, competitive, and meet evolving customer expectations.

In our experience, however, design faux pas aren’t the biggest marketing missteps that can lead to poor results after a migration—it’s the lack of a solid website migration strategy that encompasses both SEO and content considerations.

There’s no question that SEO needs to play a leading role in the planning, design, and execution of any website migration. But SEO can’t stand alone—it needs a content lens to ensure a solid performance after the switch is flipped.


Redesigning Your Website? Make Sure SEO & Content Have a Seat at Website Migration Table

4 Search Trends That Made Waves in 2017

Joshua Nite
Joshua Nite
SEO, SEO Tips

For the past two decades, the pinnacle of search sophistication was talking to a search engine like you’re Tarzan. “What are the best hiking boots for men?” became “best hiking boots men.” “How many ounces are there in a pound?” became “number ounces pound.” Question words, articles, adjectives, or any such linguistical fanciness would confuse the humble algorithms.

But search is finally getting smarter. Search engines can parse whole phrases, decipher intent, zero in on results that will delight the searcher. And search is moving beyond the desktop or even the smartphone touchscreen, accepting new kinds of input, and displaying output in other formats than the standard ranked list of links.


4 Search Trends That Made Waves in 2017

Q&A: TopRank Marketing’s SEO Experts Share Tips for Creating Better Content

Caitlin Burgess
Caitlin Burgess
SEO, SEO Tips

As a member of TopRank Marketing’s (epic) content team, it’s certainly no surprise that I spend much of my day developing and executing content strategies for the wide array of client programs I work on.

And as I settle in for a content extravaganza each day, my work is guided by an important agency principle: Create content that allows our clients to be the best answer for their audience.

Lucky for me—and perhaps unlucky for them—my work station is strategically placed within staring and shouting distance of every one of our SEO experts. As seasoned marketers know, quality and strategic SEO is absolutely key to crafting content that helps you satisfy your audience’s quest for answers. So, I’m often picking the brains of my neighbors to help me create content that will get results.


Q&A: TopRank Marketing’s SEO Experts Share Tips for Creating Better Content

SEO Checklist for Content Marketers: 21 Common Mistakes to Avoid

Caitlin Burgess
Caitlin Burgess
SEO, SEO Tips

SEO Checklist to Avoid Mistakes

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

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

Ashley Zeckman
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

7 Ways to Optimize Your Web Content for Humans & Search Engines

optimize for humans

In case you haven’t heard, Search Engine Optimization (SEO) is not dead. In fact, SEO is an absolute must for successful content marketing, but gone are the days where the first two words dictate how you execute the third.

Ever since Google dropped its Penguin update in 2012, user experience has become the primary focus of good SEO. Yes. Today’s SEO is about finding the perfect balance between user-centric content and convincing search engine crawlers that your content is supreme.

Now, I’m pretty confident that everything I just said isn’t news to you. However, actually accomplishing that perfect balance may be something you’re still working on. And that’s where I aim to help.

Below are some best practices and tips for optimizing your on-page content for human users and search engines:


7 Ways to Optimize Your Web Content for Humans & Search Engines

Linkbuilding the Right Way for Search Engine Optimization

Linkbuilding Panel at #SESCHI

In late July, Google updated it’s stated policy on what ‘linkbuilding’ activities now constitute link schemes. While the update was clear  – heavy hyperlinking in press releases, advertorials and large scale guest-blogging are now considered link schemes – the repercussions of the update and it’s lasting impact on SEO have been far more murky.

Nobody likes murky. Not in a drink and especially not when real business outcomes are associated with search visibility and the traffic it generates.

With the session promise of sharing how to linkuild the right way, Jennifer Slegg introduces Chuck Price, Founder of Measurable SEO. Jumping off the stage to begin his presentation, Price’s goal is clearly to dispel the notions that links ‘no longer matter.’ He starts with humor and honesty, “[l]inkbuilding is NOT sexy! Nor is it fun.” But, Price asserts, links are still the number 1 factor influencing search ranking. Two thing are certain, Matt Cutts has said as recently as July in an interview with Eric Enge, that links still matter and not all linkbuilding is bad.


Linkbuilding the Right Way for Search Engine Optimization

Navigating a Website Migration like Indiana Jones: Ensuring a Smooth SEO Transition

Website Migration Presentation #SESCHILet’s face it— at one point in your life you’ve probably wanted to be James Bond, Indiana Jones, Wonder Woman, or any other number of superheroes. Personally, I’ve wanted to be all of them…more than once. For some odd, and inexplicable, reason Indiana Jones was always my favorite.

If you’re like me, you gave up that life of dodging sink holes and escaping life-threatening situations in creatively unrealistic ways to work in digital marketing. But, Simon Heseltine from AOL and Dave Rohrer from Covario are giving us the chance to be channel our inner superhero again—by navigating the sinkholes created by website migrations.

In their SES session (moderated by Jim Hedger who couldn’t resist a photo-op with the speakers) these two experts addressed the sinkholes created by different migrations, as well as the ways to avoid the potential traffic decreases and reduced ROIs.


Navigating a Website Migration like Indiana Jones: Ensuring a Smooth SEO Transition

Lose the SEO Lingo and Optimize for Customers

SEO CopywritingNo doubt, you’ve searched Google or Bing and found web pages that were clearly “optimized” in the name of SEO. That kind of copy might help a page appear higher in search results (less so with Panda) but doesn’t do much for readers once they click through.

When I see those pages, it reminds me of the increasing importance of optimizing for customers and user experience vs. the common overemphasis on search engines.  Keep in mind, technical SEO and how bots interact with servers and web pages is timeless, but writing web copy that’s more useful and a better reflection of what customers are looking for, (vs. chasing the most popular keywords alone) just makes sense.


Lose the SEO Lingo and Optimize for Customers