Author Archive: Derek Edmond

The other day a group of colleagues were discussing SEO strategy with the owner in the software business. The individual was looking for ways to refine the website’s visibility in search engines.

As the discussion unfolded, it became apparent that the website did not have a significant SEO problem.  ... Read the full post

Leads that turn into sales are certainly the most important conversions when evaluating the effectiveness of a search engine marketing campaign; or any marketing campaign for that matter. However, if you’re only focusing on closed deals as the yardstick for measuring these efforts, you might be missing other opportunities for defining value.

Here is a short-list of additional conversion opportunities marketers should consider when measuring value of a search engine marketing (online marketing) campaigns.  ... Read the full post

The other day a B2B company called inquiring about our SEO services. While our services where not a good fit in this specific circumstance, a distinct challenge surfaced that’s worth writing about.

The company was interested in gaining visibility for broad keywords (unrelated example: “packaging manufacturer”) but only served a specific regional market (such as “packaging manufacturer in Boston”)

B2B organizations focused in a local or regional market will find difficulty creating an SEO campaign for broad-based keyword strategies. A few possible reasons:  ... Read the full post

A common question about keyword research and the Google keyword tool is whether to ignore keyword opportunities that list “not enough data” for global and local search volume estimates.

The answer is NO; the misconception is that “not enough data” means “no one is searching for this keyword”, which in many cases will be far from the truth.  ... Read the full post

Last week Laura Lippay wrote a post for the Yahoo Search Marketing Blog detailing how marketers can use Yahoo! Site Explorer for checking backlinks to their website(s).

I bookmarked the article because it’s a great tutorial on how to use Yahoo! Site Explorer (YSE) and identifies some of the not-so-visible benefits of registering your site with the search engine.

There is no question that YSE link reporting functions can be of tremendous value for marketers and site owners. However it is important to realize not all links listed will directly benefit a search engine optimization strategy.  ... Read the full post

At the foundation of an search engine optimization campaign are keywords. Google’s free keyword tools can be an important tool for uncovering opportunities, but it’s not always as simple as just finding a keyword and placing it on a page.

This post is designed to offer background and recommendations for identifying keywords and applying them to an SEO strategy, in coordination with the use of Google keyword tools.  ... Read the full post

While researching social media best practices I came across this infographic on CMO.com, created by 97th Floor that I thought I would share with our audience.  ... Read the full post

The other day a friend forwarded a message from an SEO professional questioning the reason their company set up and was developing social media profiles.

The person argued that since most of the links created via social media were “nofollow‘” there was no benefit to incorporating these tactics in an SEO strategy.

For search engine marketers, social media strategies are much more than a just method for securing direct links through submissions, posts, and updates. Here are five reasons social media should be a part of your SEO strategy.  ... Read the full post

Once B2B Marketers realize the critical need for content to support online initiatives, it is easy to get so entrenched in creation that the marketing of that content is overlooked.

There is an adage in the Internet marketing space that “content is king” or “build it and they will come“. The unfortunate truth is that content still needs to be marketed to achieve visibility. Gary Vaynerchuk hit the nail on the head when he was quoted saying,

“Content is king but marketing is queen and the queen runs the household.”

How does the B2B marketer develop content and also create marketing strategies for bringing visibility of that content to their target audiences online? The answer lies in search engine marketing and social media strategies.  ... Read the full post