Author Archive: Derek Edmond

derek-edmond-150 Derek Edmond is Managing Partner and Director of Search Engine Optimization of KoMarketing. Learn more about Derek's background and experience on his about page.

Connect with Derek in the following social media communities:

September 29, 2014: Earlier this year, we released findings from a survey we ran in conjunction with Dianna Huff, asking B2B buyers about the role vendor websites play in the B2B buying process. We’d seen many reports on how B2B buyers find information online and what tactics B2B marketers were using to reach target audiences, but we couldn’t find anything of significance when it came to the buying experience once that buyer actually got to the vendor website.

While there were certainly results that reaffirmed recommendations we’ve made consistently throughout the years, several came as a surprise as well.

September 3, 2014: The other day members of our team had an informal discussion on how we choose keywords for our clients’ web pages. We base keyword selection on criteria that includes factors like relevance, competitiveness, and existing search results. The development of good keyword research also incorporates marketing prowess, data analysis, and experience working with SEO over time.

Keyword Determination

Keyword research is the life-blood of a search engine optimization campaign. The implementation of effective keyword research can lead to high quality traffic and leads over the long term, from organic search engine visibility. Poor keyword research leads to frustration and leaves site owners questioning the value of SEO.

While you can find a more comprehensive tutorial I wrote on keyword research here, in this post I’ll go over 12 questions to ask when performing keyword research, in an effort to drive better results and opportunity for client SEO programs.

August 26, 2014: 18 Ways to Measure a Search Engine Optimization CampaignLast spring, I had the opportunity to instruct a course for MarketingProfs University’s Search Marketing School 2014. My contribution, “10 Measurement Tips for SEO Content” (now live on MarketingProfs University) focuses on key reports and analysis designed to connect SEO-related content marketing efforts with business performance.

While I’ve based my presentation for MarketingProfs on the performance of SEO-related content marketing assets specifically, there is a much greater range of SEO-related benchmarks B2B marketers should consider.

The following is a list of 20 performance metrics we recommend that B2B marketing managers use to establish goals and achieve success with their search engine optimization programs. Unless specified otherwise, all metrics are assumed to be tracked on a regular (at least monthly) basis.

August 7, 2014: LinkedIn Announces Unique Content Marketing Score For UsersIn my latest column for Search Engine Land, I discussed how we use LinkedIn as a B2B link building tool, designed to research, identify, and communicate to potential third party publishers.

But at the foundation of all effective LinkedIn outreach is a well designed, fully developed LinkedIn profile. Without this, your outreach initiatives lack trust and credibility.

This post highlights ten key elements that every LinkedIn member should consider, whether you’re using LinkedIn for B2B link building, professional networking, or looking for your next job opportunity.

July 1, 2014: Last week we wrote a best practice guideline for a client, on how to acquire quality links in today’s SEO environment. In preparation, I wanted to review a history of changes and shifts we’ve experienced and also validate, through third party and search-specific references, why we recommend certain tactics and best practices.

Google Webmaster Videos present a great opportunity to validate perspective on why B2B marketers should be focused on acquiring high quality, relevant links, focusing on appropriate target audiences, and understanding why certain tactics can be considered “questionable”.

I wanted to share some of the most appropriate findings for B2B marketers that I discovered in this blog post. In addition to healthy dose of Matt Cutts (Head of Google’s Webspam Team), these videos cover common questions, link building tactics, and the impact of link building schemes and questionable behavior. You can use the links below and also after each video to navigate through the videos and sections.

Common B2B Link Building Questions

June 26, 2014: Have you seen this joke make the rounds through your LinkedIn or even Facebook news feeds? As illustrated in this screen grab of a tweet from Shaun Moynihan in late 2012, @Moynihan received an astounding 2,300 retweets and 630 favorites for it, but The Atlantic actually covered “Twitter’s Best Joke”, among other humorous variations, nearly a year earlier.

Twitter

Unfortunately, the joke is based on a bit of truth. You see, variations of this tactic worked really well in the late nineties (and maybe in several years following). Check out the agenda for the very first Search Engine Strategies in November 1999. An entire panel was dedicated to writing meta tags! Yes,  this type of page optimization mattered back then.

June 2, 2014: Stats with CatsGoogle might be doing it’s best to create a divide between PR professionals and SEO practitioners. Last year Google updated their webmaster guidelines to specifically call out questionable link building practices used in press releases. Nearly a year later Google’s latest algorithm update might have taken aim at press release distribution sites like PRNewsWire.com, PRWeb.com, and BusinessWire.com. This according to coverage from Search Engine Land and SEER Interactive.

May 19, 2014: Dos Equis ManLast week Casie wrote a column for Search Engine Land on tactics we used for acquiring “good links” in the recent past. I love these ideas but most importantly enjoy how they integrate much more cohesively with our client’s broader marketing initiatives.

An important factor in the amount of success in execution relies on effective outreach communication. There is preparation involved in securing the conversations that make these link building tactics possible. While we’ve outlined tips and suggestions for successful link building outreach in the past, this type of communication arguably takes greater preparation based on it’s long term impact to client and brand.

Site owners and publishers are immensely skeptical when they receive the email correspondence from the SEO practitioner. I’ve been on the receiving end of this skepticism myself and one can’t really be surprised when industry leaders / search engine spokes people like Matt Cutts and Duane Forrester call out abused SEO tactics and misguided outreach.

With link building still in mind, we need to be more focused on the business of helping others in their own online marketing endeavors. If we can provide recognizable value to the publishers we want links from, it’s that much easier and more powerful in the long-run.

Here are four concepts we use to help others that hopefully lead to our clients acquiring high quality links and long term business relationships.

April 24, 2014: Earlier this month MarketingSherpa released a chart from last year’s Email Marketing Benchmark Report, highlighting budget priorities across various B2B marketing programs. SEO, Paid Search, and Google AdWords were fourth on the priority list, with 58% of respondents indicating they will increase budgets for these initiatives in the coming year.

MarketingSherpa Chart

I always find it interesting that “SEO” gets put in an isolated category. From one side, we’re fortunate to work with organizations that dedicate budgets for SEO specifically but it’s critical to realize that the most impactful SEO strategies extend throughout a range of B2B marketing initiatives.

March 27, 2014: LinkedIn Announcement

Just in time for tax filing deadlines, LinkedIn has announced that they will remove the Products and Services tabs found within LinkedIn Company Pages. For those organizations invested in copy and recommendations requests for this section, you’ll have to adjust course. This comes as little surprise though, since LinkedIn launched Showcase pages late last year, which will become the effective replacement.

This post provides an overview for B2B marketers transitioning content from LinkedIn Products and Services to LinkedIn Showcase Pages, as well as a best practices in LinkedIn Showcase Page development.

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Melissa Sopwith

"The team at KoMarketing was great at listening to our organization's needs to ensure they wereon the same page with goals and objectives. The provided a clear path for getting to desired results, were fast and flexible when adjustments were needed and above all else, provided the highest level of client service. KoMarketing is a pleasure to partner with!" - Melissa Sopwith, Marketing Manager, Guidon Performance Solutions, a Teletech Company

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