Beyond Google: SEO and the Social Web
Lee Odden on May 18th, 2010 Content Marketing, Online Marketing, SEO31Share
88 billion (OK, 87.8, we rounded up). That’s the number of search queries Google web properties are responsible for each month according to comScore.
Core to many search marketing strategies is to “Fish where the fish are” and make no mistake, the fish are decidedly hanging out on Google. YouTube, Gmail, Blogger.com and many other online services from Google make its presence ubiquotous in the online marketing world.
Now imagine if Google disappeared tomorrow. What would that do to your marketing? What would it do to your business?
Some of the people reading this post have experienced such a disappearance. Not of Google going away, but the experience of their own sites or pages disappearing from high visibility positions within Google search results.
Beyond Google: SEO and the Social Web
12 Comments and 319 Reactions
B2B SEO: Content Sourcing & Optimization
Lee Odden on May 3rd, 2010 B2B, Content Marketing, Online Marketing, SEO, SEO Tips31Share
B2B marketers have always been in the business of “content marketing“ with white papers, case studies, webinars, demos, free consultations, ebooks and the like. Longer sales cycles due to more complex products and services and business purchasing processes often require more information. The content used to educate buyers of B2B products and services can be a very valuable asset when it comes to content optimization and acquiring leads via organic search.
When assessing B2B client resources for optimization, most marketers focus on web pages and increasingly, digital assets and social media content. Web pages are more often directly linked to by other sites vs images or video, so it makes sense to start optimizing a B2B site’s web pages. The operative word in that last sentence is “start”.
B2B SEO: Content Sourcing & Optimization
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B2B Search Engine Optimization: Focus on Content SEO
Lee Odden on Apr 30th, 2010 B2B, Content Marketing, Marketing PR Conferences, Online Marketing, Other Events, SEO9Share
MarketingProfs B2B Forum is coming up quickly next week and I will be presenting about an hour of essential search engine optimization tips and insight specifically for B2B web sites along with Vocus Product Manager of PRWeb, Jiyan Wei.
There’s a tremendous opportunity for B2B marketers to leverage SEO to increase prospect acquisition and to facilitate after the sale support and upgrades. Most B2B marketers create a substantial amount of content to guide prospects through sales cycles that are much longer than companies selling consumer products/services.
B2B Search Engine Optimization: Focus on Content SEO
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Key Questions to Optimize Your Content Marketing Strategy
Lee Odden on Apr 19th, 2010 Content Marketing, Online Marketing35Share
I’ve been thinking about how entering the content marketing space is not for the faint of heart. It can be a signifcant undertaking both in terms of resources and a change in an organization’s approach to marketing and sales. Obviously, content marketing is better for some companies and industries than others. Outside help also makes a difference.
While increasing numbers of companies are realizing they must provide more than product information to satisfy customers, many of those same companies fail by implementing random tactics and missing out on benefits like better search visibility.
In order to take full advantage of the significant gains in search traffic that are available with a content focused marketing effort, it’s essential to answer some key questions:
Key Questions to Optimize Your Content Marketing Strategy
11 Comments and 301 Reactions
5 Ways to Leverage Real Time Search in Your Online Marketing Mix
MichelleB on Apr 9th, 2010 Blogging, Content Marketing, Online Marketing, SEO, Search Engines, Social Media28Share
Since late 2009 when Google introduced real time search, the concept has gained a lot of attention.
Today, real time search is at the top of the priority lists for all the major search engines – Google, Bing and Yahoo!.
As part of the new technology, Google is combining live updates from sites like Twitter with the latest news headlines and blog posts in search results.
For web searchers, real time search means the ability to discover breaking news the minute it’s happening.
For marketers, it presents a whole host of opportunities to increase online visibility. Here, we’ve provided five ways to leverage real time search in your online marketing efforts.
5 Ways to Leverage Real Time Search in Your Online Marketing Mix
11 Comments and 370 Reactions
5 Tips for Better B2B Branding
MichelleB on Mar 26th, 2010 B2B, Blogging, Content Marketing, Interactive Marketing, Online Marketing, Social Media26Share
Think branding only falls in the B2C court? Think again.
In fact, three of the top 10 brands in 2009, as ranked by Interbrand, generate a sizable amount of revenue from their B2B customers: IBM, Microsoft and GE.
As a B2B marketer your brand is your most valuable asset.
B2B branding is less about cool, hip monikers (the Apples and Starbucks of the world) – and more about thought leadership.
Particularly in down economies, B2B prospects and customers conduct significant research leading up to purchases. That means you as a marketer have to educate them early on, and establish your brand as a trusted resource that gets their problems and has the solution.
To help your organization be seen as the thought leader it is, we’ve identified five B2B branding tips:
5 Tips for Better B2B Branding
16 Comments and 281 Reactions
How To Develop Great Content – SESNY
Adam Singer on Mar 25th, 2010 Content Marketing, Marketing PR Conferences, Online Marketing, Search Engine Strategies17Share
At Online Marketing Blog, content marketing is frequently a hot topic. And with good reason: it’s a vital skill for marketers. Not only do we at TopRank Online Marketing see great results implementing content marketing for clients, but the industry as a whole sees it as a clear trend. Consider the following stats:
- 6 in 10 marketers plan to spend more on content marketing in 2010.
- 71% of bloggers who maintain blogs for a business – their own or one they work for – report that they have increased their visibility within their industries through their blogs (as just one example of content marketing in action).
- Content marketing plays an integral role in many of the top digital marketing tactics marketers implemented in 2009.
How To Develop Great Content – SESNY
5 Comments and 200 Reactions
10 Steps to Optimize Your Content Marketing Strategy
Lee Odden on Mar 24th, 2010 Content Marketing, Digital Asset Optimization, Online Marketing, SEO42Share
SES New York kicked off with an excellent keynote presentation by David Meerman Scott (interview) followed by a panel on Digital Asset Optimization including Mark Knowles, Chris Boggs and myself. Richard Zwicky moderated.
The rising importance of optimizing one’s digital assets came out of Google and other search engines’ decision to start including information and file types from other sources than their main search index. Some queries trigger search results that go beyond web pages, MS Office docs and PDF files to include sources such as images, blog posts, news, video thumbnails, books and shopping.
While many SEOs were responding to the changed landscape of the Search Engine Results Page (SERP) and optimizing for other file types, many others were already optimizing holistically under the premise of, “What can be searched on can be optimized“.
10 Steps to Optimize Your Content Marketing Strategy
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12 Tips on Live Blogging & Content Marketing at SXSWi
Lee Odden on Mar 12th, 2010 Blogging, Content Marketing, Marketing PR Conferences, Online Marketing3Share
So here I sit in the DFW airport hanging out with David Berkowitz and Joe Morin waiting for my connection to Austin. What better way to spend that 45 min than to write a helpful blog post? A big part of my “mission” for SXSXi is to create content after all.
I have several other goals like networking (reconnecting and especially new contacts), competitive research, recruiting and potential client prospecting. But content marketing is our bread and butter. It can be an effective tactic for you too, especially if you can learn to be highly efficient at liveblogging conferences.
Here are a few tips that will not only give you a tested and proven guideline but should improve your efficiency and quality of output.
12 Tips on Live Blogging & Content Marketing at SXSWi
4 Comments and 239 Reactions
5 Sure Fire Tactics to Promote a Business Blog
MichelleB on Feb 26th, 2010 Blog Marketing, Blogging, Content Marketing, Online Marketing, Social Media45Share
Relevant, Consistently Updated Content + Flawless Technical Functionality & User Experience = Perfect Blog Launch
What’s missing from the equation above? You guessed it: blog promotion.
Creating a glitch-free blog with informative content means next to nothing without attracting readers.
Start promoting your blog today with these five effective tips:
1. Involve influential industry bloggers.
By linking to popular blogs, you can gain the attention of both the influential blogger and his or her readers.
But your blog won’t be the only one to benefit. You’ll be giving the other blog a little link juice – and be paying them a compliment at the same time.
Try out a few of these ideas for leveraging other blogs:
5 Sure Fire Tactics to Promote a Business Blog
50 Comments and 734 Reactions
How to Source Content on Twitter
Lee Odden on Jan 26th, 2010 Blogging, Content Marketing, Microblogging, Online Marketing11Share
With the increasing emphasis on content marketing for both SEO and Social Media, I thought I’d offer some specific tips on dealing with one of the most prevalent issues companies face in this area: long term sourcing of content. While we’ve written about content sourcing for corporate blogs in the past, but this post will emphasize how to use social media darling Twitter to find a goldmine of useful resources, tips and information that your customers will love and keep coming back for more.
The irony here is that there’s been speculation as to whether the growing popularity of Twitter has reduced the effectiveness and popularity of blogging. The reality is that Twitter and blogging compliment each other exceptionally well. Here are 5 tips on how to use Twitter to do just that:
How to Source Content on Twitter
9 Comments and 460 Reactions
A Challenge: Content or Die
Lee Odden on Jan 14th, 2010 Blogging, Content Marketing, Online Marketing13Share
Time after time, when I discuss the search and social media based opportunities for companies to reach new customers and achieve other online communications goals, it comes down to content. Most companies understand the need to have a web presence and publish some kind of web site. For many, the creation of a web site is a one time event with minimal updates. Marketing budgets are tight and companies are frugal.
For the most part, updates and new content on many web sites are limited to news, an occasional press release or product announcement. Site owners are happy with the design and employees are happy they don’t need to come up with new content. IT staff do whatever they can to minimize site maintenance (which often means shortcuts or templatization that makes page level editing difficult). Essentially, this kind of web site with static content is a tombstone when it comes to being a search marketing asset.
A Challenge: Content or Die
Content Marketing Category - Online Marketing Blog
1 comments:
Many institutions limit access to their online information. Making this information available will be an asset to all.
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