Blog Archives: Search Engine Optimization

October 23, 2014: The typical B2B organization has many unique web pages and content assets. Analyzing overall organic or referral traffic data is helpful, but sometimes those performance metrics do not indicate whether specific SEO efforts are working or allow us to properly frame the story of our efforts to important stakeholders. In this post, I will walk you through three of my favorite custom reports in Google Analytics that add value to reporting and testing. In addition, custom reports have saved me a large amount of time spent on monthly, quarterly or annual SEO reporting.

September 9, 2014: In a few weeks, I’ll be heading down to NYC for SMX East where I’ll be speaking on the panel “Competitive Research for SEO.” The details of the panel are as follows:

Date/Time: Tuesday September 30th, 10:45am

Summary: Your competitors have top rankings in search results for some of your prime keywords. So how did they do it? Savvy SEOs know how to analyze and understand the strategies of the competition, and then use that knowledge to rev up their own efforts to achieve even greater visibility and reach. During this panel, our experts will discuss the tools and tactics they use to mine valuable competitive insights, and use that knowledge to maximize their own SEO strategies.

September 3, 2014: The other day members of our team had an informal discussion on how we choose keywords for our clients’ web pages. We base keyword selection on criteria that includes factors like relevance, competitiveness, and existing search results. The development of good keyword research also incorporates marketing prowess, data analysis, and experience working with SEO over time.

Keyword Determination

Keyword research is the life-blood of a search engine optimization campaign. The implementation of effective keyword research can lead to high quality traffic and leads over the long term, from organic search engine visibility. Poor keyword research leads to frustration and leaves site owners questioning the value of SEO.

While you can find a more comprehensive tutorial I wrote on keyword research here, in this post I’ll go over 12 questions to ask when performing keyword research, in an effort to drive better results and opportunity for client SEO programs.

July 17, 2014: With more businesses integrating SEO into their marketing teams (and with it increasingly becoming mainstream), SEO has moved beyond just keywords and links and it’s now, in fact, influencing all facets of marketing. It’s even creeping into other departments like IT.

While that opens the door for overlap, it also introduces full coverage and a better overall marketing program. And…just like SEO is influencing other departments, other departments should be influencing SEO.

I’ve talked previously about how the SEO team can use PR strategies to build links but there is much more that can be done to help a business be successful. Here are 3 other things your SEO can be doing right now:

July 10, 2014: Google+ recently celebrated its three year anniversary, and with it brought the appreciation of many marketers and social network users who thought Google+ would go the way of Google Buzz or Orkut, two of Google’s other former social offerings.

However, Google+ has utilized a clean, modern interface and many unique features (such as photo storage/editing and integration with other Google apps) to make it a useful social network that is getting used by more and more people. Because of this, there are several reasons why B2B marketers should be using Google+, both on a personal branding level and as an organization.

July 1, 2014: Last week we wrote a best practice guideline for a client, on how to acquire quality links in today’s SEO environment. In preparation, I wanted to review a history of changes and shifts we’ve experienced and also validate, through third party and search-specific references, why we recommend certain tactics and best practices.

Google Webmaster Videos present a great opportunity to validate perspective on why B2B marketers should be focused on acquiring high quality, relevant links, focusing on appropriate target audiences, and understanding why certain tactics can be considered “questionable”.

I wanted to share some of the most appropriate findings for B2B marketers that I discovered in this blog post. In addition to healthy dose of Matt Cutts (Head of Google’s Webspam Team), these videos cover common questions, link building tactics, and the impact of link building schemes and questionable behavior. You can use the links below and also after each video to navigate through the videos and sections.

Common B2B Link Building Questions

June 26, 2014: Have you seen this joke make the rounds through your LinkedIn or even Facebook news feeds? As illustrated in this screen grab of a tweet from Shaun Moynihan in late 2012, @Moynihan received an astounding 2,300 retweets and 630 favorites for it, but The Atlantic actually covered “Twitter’s Best Joke”, among other humorous variations, nearly a year earlier.

Twitter

Unfortunately, the joke is based on a bit of truth. You see, variations of this tactic worked really well in the late nineties (and maybe in several years following). Check out the agenda for the very first Search Engine Strategies in November 1999. An entire panel was dedicated to writing meta tags! Yes,  this type of page optimization mattered back then.

June 19, 2014: One of the biggest challenges we hear about in the world of marketing is around the idea of silos. As companies grow, and new people and departments are added, it’s easy to become segmented and communication can become more difficult than it once was.

We end up finding the paid team working within the paid team, the communication team working within the communication team, the SEO team…well, you get it. As businesses (and marketers), we need to make sure we are breaking down these silos to see the bigger picture. We need to understand how each channel works, what is successful, and how we can use this information to enhance our own strategies.

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 27, 2014: When a major algorithm update happens like it did May 20th, it’s always interesting to see reactions from both the search community, affected businesses, and the media. After all, it wasn’t too long ago that the only people who knew (or cared about) what an algorithm update was were those in the search industry.

However, with Google updates becoming more mainstream and large businesses drawing media attention when they are hit, more people are aware of, and asking questions about, algorithm updates. For this reason, I thought I’d address some basic questions that we often hear from partners, friends, and clients.

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.

Jodi Coverly

"I worked with KoMarketing during my time at Pongo in a variety of roles. At first, they were doing the work for us, but in the end, they trained my growing team on Search Engine Marketing (SEM). Their education of the importance of Search Engine Optimization (SEO) led to us launching a job search blog, over 30 learning center articles, and a social media campaign. I would not hesitate to recommend the KoMarketing team for any size project you may have." - Jodi Coverly, Marketing Manager, Pongo LLC

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