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.

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August 5, 2015: TrustOne of the key takeaways uncovered in our 2015 B2B Web Usability Report was that trust and credibility were significant attributes required in the B2B website experience. But beyond the website, it seems like the most successful vendors establish trust and credibility across all areas of the online marketing experience, right down to the individual level when possible.

Trust is a core component of a successful search engine optimization initiative as well. Without it, your communication efforts surrounding link building and content marketing may fall flat and your message go unheard or unread.

July 28, 2015: Small Conversion Actions are Better than No Conversion ActionsWhile researching keywords for a client, I came across an excellent resource (from one of their competitors) that performed well in organic search for a particular keyword opportunity. Based on competitive SEO research from SEMRush, I’m pretty certain the site receives a fair amount of organic traffic for its position.

However one critical issue arose in page evaluation: there was nothing left to do when I was finished reviewing the content marketing asset in question. With limited navigation and no easy-to-find action at the bottom of the page, it was too easy just to click away.

July 21, 2015: Landing Page ConceptOne of the most direct ways B2B marketers can improve SEO, PPC, and ultimately lead generation initiatives is through the development of landing pages, designed to showcase individual content marketing assets.

Basically, every content marketing asset can serve as an opportunity to be found in search results. As such, they need a unique place online, through the B2B organization’s website, to serve as a “home base” for lead generation and search visibility.

Why build individual landing pages? Consider the following benefits (among others):

  • An opportunity to define a unique keyword strategy for SEO, or support an existing strategy.

June 30, 2015: Link BuildingIn my last post, I wrote about the fact that there are two key components of successful link outreach. The first component is getting people to actually open your link requests and what elements online marketers should consider.

In this post, I want to address the second component of successful link outreach: how to increase the likelihood that publishers will actually say “yes” when you have successfully started a conversation about link acquisition.

Yes, there are elements of your email communication that increase the likelihood someone will open your message once received (see my last post). But the reality is that savvy online marketers start the communication process weeks, if not months in advance.

June 18, 2015: Oliver, circa 1967Last week I had the good fortune to participate in a content marketing meetup hosted by the team at Curata. As we discussed the history of search engine technology and ended with the importance of both content and links for SEO, the question was ultimately asked, “how do you actually get links?“.

Somewhat off the cuff, I replied “I ask for them“. While this may seem either obvious, possibly too direct, or even flippant, the reality is that in today’s SEO environment, shortcuts and short-sighted tactics designed to “game” Google’s search results in particular simply don’t work.

May 28, 2015: Boston Fort Point DistrictHere in the Greater Boston area, we’ve finally shaken off a bitter winter and look forward to the warmth of summer.

But as the Memorial Day holiday weekend passes us by, how does the progress of your B2B online marketing initiatives look?

Are you well on your way to hitting your goals or struggling to maintain performance?

As we move into the end of the first half of the year, its important to reassess online marketing performance and make certain we don’t lose track while enjoying the summer.

May 21, 2015: Hitting The Proverbial WallThere are times when a content marketing initiative’s results seem to plateau. Ideas grow stale, motivation might wane, or it may seem like all of the opportunities have been covered. This may happen with every online marketing program, be it content development, SEO performance, or building a presence in social media.

More importantly, this doesn’t just happen with unsuccessful strategies. In fact, some of the most productive B2B content marketing initiatives need the occasional refresh to keep things moving in an upward trajectory.

May 14, 2015: There are a lot of questions when someone starts a new blog and is developing an ongoing blogging initiative. In addition to defining objectives and success metrics, simple concerns on how to actually write an effective blog post arise as well.

This post provides a quick outline of 12 tips and best practices we would recommend when writing better blog posts. It is based off of past experience and what we have seen work for our clients in the past.

May 7, 2015: B2B Marketing MeasurementWhen we begin a new online marketing program, the evaluation of the conversion actions on the website is one of the first places we turn our focus towards . Believe it or not, more than a few times, we have learned in our first kickoff meeting(s) that that there is little more than a general contact form or relatively untraceable emails and phone numbers on the website.

Fortunately for B2B marketers, resources like Google Analytics offer multiple opportunities to track leads and conversions, beyond standard website performance metrics.

Why should the B2B marketer care about tracking conversions?

April 21, 2015: Google on MobileLast week my colleague Brendan Cottam detailed key aspects of Google’s Mobile Friendly Update, being released today. This update will potentially give a ranking boost to mobile-friendly pages in Google’s mobile search results.

We’ve received questions about this update from clients and partners and the reality is that for the most part, the percentage of traffic from mobile devices, smart phones in particular, is much more limited than in other industries and markets.

That said, we can practically guarantee percentages will increase over time as technology evolves and adoption to continues to increase as well. So this shift in focus and behavior to a mobile friendly browsing behavior must be part of the long-term online marketing strategy for B2B marketers.

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.

John Yeung

"The team at KoMarketing does a great job providing best practices, new ideas, and management of our PPC program. They went above and beyond to meet our needs. The decision to partner with them was one of the best thing that has ever happened to us" - John Yeung, Digital Marketing Manager, Stratford University

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