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Author Archive: Derek Edmond

Derek EdmondDerek 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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5 Key SEO Action Items for B2B Marketers Optimizing For Mobile

Written by Derek Edmond November 6th, 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.

30 Great Tweets from MarketingProfs B2B Marketing Forum #mpb2b

Written by Derek Edmond October 20th, 2013

I had the pleasure of attending MarketingProfs’ 7th Annual B2B Marketing Forum a couple weeks ago and feel grateful to have been surrounded by such a group of talented marketers, sharing their knowledge and experience in B2B marketing. It was great to have the show so close to home but difficult because the temptation to tackle everyday work responsibilities was so close.

Fortunately, the twittersphere made attendees and virtual participants feel like they were really there with an amazing stream of updates and shared information. Here are thirty of my favorites:

Business to Individual (B2i): The New Imperative for B2B E-commerce Marketing?

Written by Derek Edmond October 15th, 2013

Mike Ni CMO AvangateB2B buying behavior, specifically research and evaluation, is shifting more towards online mechanisms. This behavior is being fueled not only through Internet connectivity speed or access but device usage as well. Mobile device adoption brings information to the B2B buyer anytime and in almost any location.

Naturally, B2B marketers are looking at more ways to capitalize on the sales opportunities found online and look at e-commerce as an opportunity to build the sales and revenue funnel. B2B e-commerce extends far beyond traditional product purchases and into subscriptions, software add-ons, renewal services, and premium memberships, among other opportunities.

The Big List of (Not Provided) Search Recommendations for B2B Marketers

Written by Derek Edmond September 25th, 2013

A discussion on Threadwatch Monday drew greater visibility to the fact that Google has begun encrypting all queries through the search engine, even for users who aren’t signed in to Google. Danny Sullivan of Search Engine Land confirmed this shift with Google, as discussed in the recent article on SEL this week and highlighted in news coverage on our site as well.

(Not Provided) Traffic Percentages

The impact of this shift in search technology means that nearly 100% of keyword data, as reported in web traffic tools like Google Analytics, will be indefinable (“not provided”). For B2B marketers, this adds an arguably unnecessary challenge to the lead analysis of search program execution and the measurement of the ROI of SEO programs.

8 SEO Recommendations for Maximizing B2B Case Studies & Collateral

Written by Derek Edmond September 18th, 2013

A recent survey of US agency executives from RSW/US, as covered by eMarketer, revealed that client case studies and content marketing were the top two self-promotional tactics used to generate leads, as indicated by 62% of respondents.

Agency Self Promotional Tactics

Case studies can be difficult to obtain. Speaking in our industry in particular, many of our clients are concerned with how a case study might give away a competitive advantage. This tends to hold true in other B2B verticals as well. Broadly speaking, case study development often involves multiple stakeholders in the review process, especially when working in coordination with larger organizations.

Understanding the Search Engine Results Page: One Screenshot at a Time

Written by Derek Edmond September 11th, 2013

The analysis of search engine results is a critical component of the SEO professional’s role. But good analysis requires a thorough understanding of the specific components of a search engine result listing. As Google technology continues to innovate, the depth of information found in the search engine results page (SERP) has certainly expanded.

We often get asked why various experiences and information gets displayed in the search engine results for keyword targets. Fortunately, Google Webmaster Tools offers an interactive landing page for marketers to better understand the components of search engine results commonly found Google SERPs.

Google Search Results

Here is a quick rundown of some of the common elements B2B marketers should be aware of in their evaluation of SEO performance.

For B2B Internet Marketers in the Industrial Sector: Bigger Opportunities But Greater Challenges Await

Written by Derek Edmond August 29th, 2013

B2B industrial companies are increasing their online marketing budgets in 2013 and into next year, with an emphasis on search engine optimization and content creation. These findings represent a small sample of information for B2B marketers found in GlobalSpec’s 2013 Industrial Marketing Trends report, released earlier this summer.

B2B Industrial Marketing Budgets

Nearly 83% of those surveyed are spending as much (51%) or more (32%) on marketing in 2013.

How To Extend B2B Marketing With Better Social Media Measurement Tools

Written by Derek Edmond August 15th, 2013

One of the key reasons B2B marketers remain skeptical with social media as a primary tactic in digital marketing  is the inability to determine ROI. It’s not that B2B marketers fail to understand the adoption rates of social media platforms and their influence in online behavior, it’s the lack of clarity between time and investment in social media activity for business purposes, with measurable marketing gains, that leads to B2B marketing unease.

The ROI conversation continues to have legs because historically, B2B marketers have not had access to clear social media metrics, which are necessary to begin the framework for marketing program evaluation. While we have access to web reporting tools, metrics specifically within social media platforms have been poor at best.

5 Ways to Determine How Well Your B2B Brand Message Resonates Online

Written by Derek Edmond July 31st, 2013

When building out a distinctive B2B brand message, one of the questions branding experts might ask is, “What are the current perceptions and attitudes about your brand?”. We all have our own perceptions, but nothing compares better than how others perceive or associate your message. While the easiest and most direct way to obtain this answer is to actually ask the customer(s), there are reasons why this might not be possible.

First, customers are busy and it can be difficult to get their time for such an exercise, especially for such a potentially penetrating question. Second, because of the sensitive nature this infers, customers may be reluctant to speak candidly (this is why branding experts would often want to interview customers separately).

Fortunately there are internet marketing related reports and resources that provide immediate insight into how well your B2B brand message resonates with target audiences. Here are five examples to consider.