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:

December 22, 2014:

As we approach the end of 2014, we have a lot to be thankful for here at KoMarketing. 2014 was our tenth consecutive year of impressive growth and we are fortunate to be able to share more client success stories and witness the continued professional development and accomplishments of our team members.

A Few Key Highlights:

  • In coordination with Dianna Huff, we launched our inaugural B2B Web Usability Report, exceeding 2,000 downloads and mentions in more than a dozen notable marketing publications.

December 16, 2014: Earlier this month, MarketingSherpa’s chart of the week covered survey results on the types of content sources B2B marketers trust most, as they pertained to the quality of the source publishing third-party contributed content. For those of us working specifically in the online component of content marketing, the results might be surprising, and are certainly worth noticing.

Chart: What Content Sources Do Customers Trust?

Q. What do you think is generally higher quality?

What content sources do customers trust?

Articles found in printed publications ranked higher in perceived quality than those generated online. Even print-based advertorials, where the intent should clearly be understood as promotion, were considered of higher quality (at least by those surveyed), than all but one of the four forms of digital publication choices offered.

November 25, 2014: There is a misconception for some that a social media strategy is easy to develop and implement. While social media sites are simple to use – submission forms with less than a handful fields, one-click voting buttons, and updates written in 140 characters or less – simplicity in success cannot be further from the truth.

November 18, 2014: With the end of year fast approaching, many organizations are taking a good look at budgets and priorities for the new year. Software Advice’s recently released 2014 B2B Demand Generation Benchmark report revealed that the vast majority of B2B marketers (79 percent) use at least 11 different marketing software applications.

Software Solutions Used
Software Advice Marketing Platform Usage

More importantly, over 80% of marketers said they would either increase their spend in 2015 (41%), or spend the same amount (43%) during the new year. B2B marketers identified 15 different channels their marketing budgets will be focused on; for the vast majority of respondents, spending will remain the same or increase across all channels.

October 31, 2014: As detailed in an article on Search Engine Land this past month, a new Google eye tracking study outlines the evolution of Google search results from 2005 to today. The key takeaway? Searchers are now looking outside of the “golden triangle” of top organic results when performing Google keyword searches.

What is the “golden triangle?” Per research from Eyetools and search marketing firms Enquiro and Did-it, the vast majority of eye tracking activity during a search happens in a triangle at the top of the search results page. The areas of maximum interest create a “golden triangle.”

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

Contact KoMarketing Associates

If you have questions or would like to talk with us about our online marketing services, call us at 1-877-322-2736 or use our contact form to get in touch with our leadership team.

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

Subscribe to our free quarterly newsletter to get the latest recommendations for B2B SEO, PPC and social media marketing: