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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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 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.

October 20, 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:

October 15, 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.

September 25, 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.

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"With little digging, you can see that KoMarketing’s team is frequently educating the SEO industry on best practices through articles, blogs and presentations. If you’re considering hiring an agency you want talented people collaborating to bring you the best search results possible – that’s what you’ll get with KoMarketing." – Katie Meurin, Director of Marketing at Zco Corporation

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