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 8, 2015: Organizations request information from KoMarketing for a range of business reasons. Sometimes its only for one specific problem or program initiative, but in others, it is a much more comprehensive program request.

For example, one prospect recently contacted because they felt their existing PPC vendor was failing to grow with their organization. Another inquired on SEO because they were about to engage in a site redesign. Still another was interested in learning about our perspective on optimization for LinkedIn.

September 3, 2015: Packages on Conveyor SystemsA couple weeks back, a small business owner, that had found my information through my columns on Search Engine Land, emailed looking for guidance on how to make a decision on SEO services.

They were redesigning their website. Their web developer was offering them a monthly SEO package as a component of the entire sales process. Not having researched SEO in-depth, they were reluctant to make the investment (just under $600 / month) without more information.

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.

Contact KoMarketing

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.

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"KoMarketing understands how to present and execute recommendations across the organization, from the IT professional to strategic marketing leadership. They go beyond expectation in working with the client to evaluate, execute, and implement program initiatives." - Silvina El Baba, Senior Manager, Web Marketing, EFI

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