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:

June 2, 2014: Stats with CatsGoogle might be doing it’s best to create a divide between PR professionals and SEO practitioners. Last year Google updated their webmaster guidelines to specifically call out questionable link building practices used in press releases. Nearly a year later Google’s latest algorithm update might have taken aim at press release distribution sites like PRNewsWire.com, PRWeb.com, and BusinessWire.com. This according to coverage from Search Engine Land and SEER Interactive.

May 19, 2014: Dos Equis ManLast week Casie wrote a column for Search Engine Land on tactics we used for acquiring “good links” in the recent past. I love these ideas but most importantly enjoy how they integrate much more cohesively with our client’s broader marketing initiatives.

An important factor in the amount of success in execution relies on effective outreach communication. There is preparation involved in securing the conversations that make these link building tactics possible. While we’ve outlined tips and suggestions for successful link building outreach in the past, this type of communication arguably takes greater preparation based on it’s long term impact to client and brand.

Site owners and publishers are immensely skeptical when they receive the email correspondence from the SEO practitioner. I’ve been on the receiving end of this skepticism myself and one can’t really be surprised when industry leaders / search engine spokes people like Matt Cutts and Duane Forrester call out abused SEO tactics and misguided outreach.

With link building still in mind, we need to be more focused on the business of helping others in their own online marketing endeavors. If we can provide recognizable value to the publishers we want links from, it’s that much easier and more powerful in the long-run.

Here are four concepts we use to help others that hopefully lead to our clients acquiring high quality links and long term business relationships.

April 24, 2014: Earlier this month MarketingSherpa released a chart from last year’s Email Marketing Benchmark Report, highlighting budget priorities across various B2B marketing programs. SEO, Paid Search, and Google AdWords were fourth on the priority list, with 58% of respondents indicating they will increase budgets for these initiatives in the coming year.

MarketingSherpa Chart

I always find it interesting that “SEO” gets put in an isolated category. From one side, we’re fortunate to work with organizations that dedicate budgets for SEO specifically but it’s critical to realize that the most impactful SEO strategies extend throughout a range of B2B marketing initiatives.

March 27, 2014: LinkedIn Announcement

Just in time for tax filing deadlines, LinkedIn has announced that they will remove the Products and Services tabs found within LinkedIn Company Pages. For those organizations invested in copy and recommendations requests for this section, you’ll have to adjust course. This comes as little surprise though, since LinkedIn launched Showcase pages late last year, which will become the effective replacement.

This post provides an overview for B2B marketers transitioning content from LinkedIn Products and Services to LinkedIn Showcase Pages, as well as a best practices in LinkedIn Showcase Page development.

March 10, 2014: The Inaugural B2B Web Usability Report
Towards the middle of last year, Dianna Huff reached out to Casie Gillette and me with a simple idea: We’d seen many reports on how B2B buyers find information online and what tactics B2B marketers were using to reach target audiences, but we couldn’t find anything of significance when it came to the buying experience once that buyer actually got to the vendor website.

  • What elements of the B2B vendor site were most valuable?
  • What elements supported trust and credibility?
  • What elements were frustrating, annoying, and absolute show stoppers?

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.

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.

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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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