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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March 3, 2014: Linkedin LogoThis past month LinkedIn announced they will be opening up the ability for every user to publish their own content on LinkedIn, through individual profiles. This functionality had only been open to a select group of “Influencers”, of which an initial 150 were selected to pilot the program and several more were added throughout the past year or so.

According to the LinkedIn blog post, influencer posts have been very successful, averaging more than 31,000 views and receiving more than 250 likes and 80 comments per post.

February 27, 2014: Yahoo Search Market ShareEarlier this month, news broke that Yahoo’s CEO, Marissa Mayer had started initiatives to get the company back into building its own search technology. This sparked debate amongst industry thought leaders on whether Yahoo could still be a viable player in the search engine market, as detailed on Search Engine Roundtable.

For B2B Marketers, Yahoo simply has not been a source of important SEO emphasis for many years, even though we often talk about SEO for “the big three” (Google, Bing, and Yahoo). Yahoo search has always been a consistently low percentage performer for B2B sites we manage, and the Bing & Yahoo search deal made it even less of a focus. But Mayer’s news, coupled with recent trends in a few key client accounts, made me interested in digging deeper.

January 30, 2014: Keyword research is a fundamental tactic providing business direction for B2B search engine marketers. In uncovering keyword opportunities prospects and customers might use to find an organization’s business solutions, B2B SEO’s can set forth a specific focus for content marketing, link acquisition, and technological development.

B2B SEO Keyword Research

This post is meant to provide further exposition on why B2B SEO’s perform keyword research and what factors and decision-making criteria go into the process. We’ll close the post out with insight into popular keyword research tools and next steps for B2B search engine marketers.

January 23, 2014: Earlier this week a colleague forwarded along Bizo’s latest infographic in partnership with Eloqua, highlighting the B2B buyer’s journey from discovery through sales completion. It had me thinking about the fact that while our job as B2B marketers is getting more challenging, so much more information is accessible to us for analysis and strategic development.

However information overload is a constant challenge to overcome as well. Visualization can play a key component in how we present information and infographics play a key role taking a complex process and communicating it’s impact.

Here is a look at 10 B2B marketing infographics, detailing how our role as B2B marketers is evolving, including everything from the B2B buying journey through content marketing initiatives and strategic B2B marketing initiatives for the New Year.

January 9, 2014: During a recent discussion with another marketing professional, KoMarketing’s decision to obtain a third-party quote and link back to the source was called into question.  According to the individual, our motivation in doing so was “hard [for them] to view …as anything other an attempt to gather legit commentary from credible sources to boost [our] SEO.

Boost our SEO by linking out? My reply was, “The content being written is meant to provide a valuable, comprehensive resource for our readership in a collaborative fashion. Hopefully the piece also provides good exposure for participants.

January 2, 2014: Link building remains a critical component of SEO performance. As illustrated in Moz’s latest search engine ranking report, collecting feedback from more than 100 search engine professionals’ links is still believed to be the most important part of the algorithm (approximately 40%).

But the mechanisms by which inbound links are acquired and valued in association with Google’s search ranking algorithm are changing rapidly. Julie Joyce’s article on Search Engine Watch outlines many of these changes quite and is recommended for review. The bottom line is: Tactics designed for building links solely for SEO performance and minimal user benefit are being increasingly identified and devalued in Google’s search ranking algorithm.

December 30, 2013: Happy New Year from KoMarketing2013 was a successful year for KoMarketing. With an office relocation, developing a team of new hires, and speaking engagements across two continents and multiple cities, there was little downtime over the past year and 2014 promises even greater opportunities for our team.

The beginning of 2013 saw us performing significant program work for clients in Europe.  Our continued client success allowed us to undertake new initiatives in the Asian market, specifically through Baidu search engine advertising. Today, we’re providing internet marketing solutions across the United States, Europe, and Asia, and we’re hoping to expand our presence in the new year.

December 2, 2013: LinkedIn LogoEarlier this year, we highlighted LinkedIn’s significance on B2B internet marketing initiatives. However, as I discussed in a recent column on Search Engine Land, LinkedIn has historically been overlooked by SEOs in favor of other social media platforms, primarily due to the fact that links in profiles and discussions aren’t really “SEO friendly” (links incorporate a “nofollow” attribute).

But as Google refines and rebuilds its search engine algorithm, relationships become a more important factor in building the links that develop relevance for keyword results. As a result, B2B marketers need to reassess how their organizations’ LinkedIn strategies can benefit SEO.

Here are 7 LinkedIn marketing tactics that can be beneficial to B2B SEO initiatives:

November 23, 2013: Have you ever wondered why some of your competitors’ search engine results feature images, address listings, or even video and e-commerce catalog information? One of the reasons this might be happening is because of the micro data and schema.org markup on your competitors’ web page templates.

Rich Snippets Screenshot

November 6, 2013: Mobile Engagement Tactics A recent article on MarketingSherpa highlighted responses from B2B marketers regarding the most effective tactics for engaging mobile users. It was interesting to note that the vast majority of B2B marketers engaged in mobile appeared to have a positive response, at least in terms of their initial feedback on mobile marketing effectiveness.

Video content and broad “ease of use” initiatives were the winners when it came down to the percentage of “very effective” responses but I was also encouraged to see such a small percentage of “not effective” responses across the board. Even though payment systems had the most negative feedback, B2B E-commerce vendors have to be encouraged by the overall numbers indicating at least “somewhat effective” feedback.

Last year I wrote a column on Search Engine Land regarding B2B mobile strategy and SEO. I’m glad to say that even though technology advances at such a rapid pace, I still stand by all of the key takeaways, and feedback from respondents would appear to validate a large percentage of recommendations in the column.

While those recommendations are worth checking out, here are five more key SEO action items for B2B marketing professionals to consider when developing mobile marketing tactics.

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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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