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:

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.

April 16, 2015: Late last year I wrote about important changes Google has launched for B2B marketers to be aware of (you can read that post here). Needless to say, Google continues to launch new functionality and change product offerings. In this blog post, I wanted to highlight eight key (and free) Google resources that B2B marketers should keep bookmarked for future reference.

Google AdWords Features History

Google AdWords Feature Announcements

The recent launch of Google’s AdWords Features History timeline was what prompted me to write this piece in general. With AdWords becoming such a significant part of many of our clients’ online marketing initiatives, keeping up to date on changes and enhancements is critical.

April 9, 2015: 2015 B2B Web Usability ReportGoogle Analytics and other reporting tools can tell you a great deal about what buyers do once they get to your website – which pages they click, the flow from one page to another, conversions, etc.

But B2B marketers also need to know what buyers actually want from a vendor website. Which content elements are most important to their target audiences? What causes them to leave a website and not return? And most importantly, what website factors will encourage the prospective buyer to take the next step in the sales process?

March 31, 2015: We’re closing in on the launch of our second annual B2B Website Usability Report. Last year, we learned a lot about the objectives of the B2B buyer and how vendors may miss opportunities to connect and provide further value through their website presence.

This year, not only did we want to see if B2B vendors had improved their efforts, but we wanted further clarity in several points of respondent feedback that left us scratching our heads. One of those points was in the impact of social media and blogging on the vendor selection process.

March 17, 2015: One of the significant discussions happening in the search community, and highlighted at SMX West earlier this month, is the evolving look of the search engine results page. There is rarely a classic, “ten pack” of organic search engine results when searching Google.

Evolution of Google SERPs

This change has become even more pronounced in the past few years, with the influence of several key factors.

First, and often through the webmaster integration of structured data, Google is able to provide a more detailed search result experience. Oftentimes, searchers will find everything from ratings to site-specific cross-links to supporting e-commerce information within individual organic and paid search engine results.

March 12, 2015: Last summer I wrote about the importance LinkedIn can be for executing B2B SEO link building. Success derives from the amount of trust and authenticity one conveys when actively networking. And the first place to start is through your LinkedIn profile.

While I detailed several key LinkedIn profile elements that help convey trust, the objective of this post is to provide even more examples through exemplary LinkedIn user profiles found online.

Why LinkedIn Again?

As illustrated in the 2015 B2B Content Marketing report, put out by the Content Marketing Institute and MarketingProfs, 94% of B2B content marketers are using LinkedIn to distribute their content. And in Holger Schulze’s 2014 B2B Content Marketing Trends Report, LinkedIn tops the list as the most effective social media platform for delivering content.

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 were on 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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