How Much Content Do You Need For B2B SEO Success?

Netline CMO Report While B2B SEOs understand the value in content marketing initiatives, we sometimes fail to understand the level of content commitment required to demonstrate success. In the Chief Marketing Officer (CMO) Council's recent study, "The Content Connection to Vendor Selection," researchers uncovered six distinct personas that all consume different types of content and share that content with other levels within the company. According to the report, these various buyers consume a spectrum of content marketing assets in an effort to keep current on new technologies, glean insight and shape purc [...]


Content & SEO Alignment: 3 Steps To Create The Perfect Win-Win

Left Right Brain According to new research, brands invest $44 billion in content every year. As online content marketing budgets rise, it is essential that modern day marketers align their content and SEO efforts to maximize ROI. Have you ever been in a situation where: You create some killer content, but no one finds it online? Your SERP position slides as Google thinks your content sucks? Your technical SEO is awesome, but techs do not understand the human and behavioral element to content production? Left Brain Meets Right Brain For many organizations, SEOs and content marketers have long occ [...]


Just Say No To SEO (Sometimes)

Just Say No to Keyword Rich Titles! There are some SEO rules that you should break. While conventional SEO wisdom advises certain types of behavior, there are times when that advice should be ignored. SEO must be viewed as part of a larger overall marketing picture, and sometimes other considerations must rule the day. Below are three situations where the standard SEO advice is not always the best course of action. Titles & Headlines You are used to being told that you need to load these with keywords. More progressive SEO firms may tell you not to overdo it; and, there are even cases where you might not think about "SEO t [...]


2014 SEO Playbook: On-Page Factors

2014 SEO Playbook Welcome to part 2 of my annual SEO playbook. (Click here for part 1.) I have to thank Danny Sullivan and the Search Engine Land team for giving me the perfect outline for the 2014 playbook, the Periodic Table of SEO Success Factors. Part 2 will cover on-page factors, including content, HTML and architecture. You'll find more than enough food for thought and some very actionable steps. This is not a step-by-step SEO guide, and it's pretty informal. Before embarking on a search engine optimization campaign, do your research or consult with an expert. Content: Quality Quality was a big d [...]


The Concept Of Sameness & Why It Should Matter

Angry Search User! Long ago and far away, there was a world where there was no Web. Back in those early years (such as the 1960's through the mid-1990s), there were certain basic concepts that guided the world of marketing. One of the facts of life during those times was that each market space tended to support somewhere between three and five major brands, and no more. The major brands were the ones competing for general merchandise or services on a national or global scale. Regardless of where you went, they were there. There were other companies in these market spaces, too, but they operated in a niche fas [...]


Why My Optimized Landing Pages Trump Your SEO Or PPC Landing Pages Every Time!

shutterstock_122664076 [caption id="attachment_168573" align="alignright" width="240"] Image via Shutterstock[/caption] Landing page optimization is big business for successful PPC campaigns. Google's weighting of where a paid ad will show and how much each click costs is factored, in part, on the quality of the landing page the ad leads to. But, on the SEO side of things, you don't hear a lot about "landing pages." That's all stuff for ads, right? PPC has "landing pages," SEO has "optimized pages," and they tend to be worlds apart. But that's the problem. We shouldn't think of landing pages and optimized p [...]


Long Tail Content For SEO — 2013 & Beyond

Buy or Leave Web Site There was the old way of doing SEO for the long tail. It worked for a long time, and lots of people made lots of money doing it. But those days are gone. What was the old way, you ask? In a nutshell: Research a long list of long-tail keywords Create a page for each long-tail term Give each page a title tag with the key phrase at the very start of the title tag Implement a header tag with the same key phrase at the start of it Write some simple blather type text that repeats the key phrase once or twice and arguably adds some additional value Focus the page on conversion Oft [...]


Use Site Search Data To Fuel Your Content & Key Phrase Strategy

shutterstock_63556390-blindfolded [caption id="attachment_161981" align="alignright" width="300"] Image via Shutterstock[/caption] Blindfolded, Dave listened carefully to his guide. Her clues about what lay beyond the two doors were interesting, but vague. Then the horn blared. He was out of time! He had to choose his path. But how? He needed more information! Much like Dave, marketers are often in the dark when they make content strategy decisions. More often than not, they rely on data gleaned from out-of-the-box analytics (that only tells half the story). But, you have better options! Why not fuel your content stra [...]


Five Ways To Flip Your Copywriting For Higher Conversion Rates

When faced with creating a conversion-focused SEO landing page, what should our copy focus on? There are so many things we can do -- so many directions we can go -- that it becomes hard to know what to choose. Do I go with statistics or stories? Facts or feelings? Data or discounts? If one of these is good, isn’t a mix of all of them better? Blending Content Types Doesn't Work We know we're blending when we start adding adjectives to our sentences. "Our solution is the most cost-effective, easy-to-use, colorful, highest-intensity, waterproof, process-oriented available on the mark [...]


The Informational Content Advantage

You may have heard that content is king, but the truth is that informational content is king. It's estimated that approximately 50-80% of search queries are informational in nature (pdf). Most websites have very little informational content on them, preferring instead to focus on driving a conversion. These websites are missing an excellent opportunity to capture search market share. Ratios of Informational Content In previous articles, I've written about the importance of theming content -- developing a strategy that truly plays to your customers' search intent. But usually, very little [...]


Up Close: Using The “News Keywords” Tag For Google News

news-paper-headlines-featured It's been about two months since Google launched a "news keywords" meta tag for news publishers. How's it going? Why didn't Google the standard meta keywords tag? The company's not saying, but it did shed a little more light on how to use the tag. Google launched the news keywords tag in September, designed as a way for news publishers to work around the fact that often the key terms they want their stories to be found for don't make it into the story headlines. The primary reason for this are two-fold. First, it can sometimes be awkward or make a headline lengthy to ensure the most rele [...]


Back To The Future: Google Announces A Meta Keywords Tag Just For News Articles

meta-keywords-tags-featured Grab your flux capacitor and fire up the Delorean, folks. We're going back to the future: Meta keywords are back. Well, technically, it's not the same meta keywords tag that died years ago for traditional SEO purposes. No, it's a new news_keywords metatag that Google just announced today and only works for news publishers that are sources in Google News. The new metatag essentially gives publishers some freedom to be more creative in their headlines and article copy, and not have to worry about cramming keywords in everything they publish. Here's a quick explanation from Google News P [...]


The Difference In Keyword Research For SEO vs. PPC

keywords-featured Often when I complete a keyword research project for a client, they ask me about keywords I may not have included, or they want to know what the relative competition on the keywords looks like. This happens often enough that I thought I would remind everyone that while research for SEO and PPC can go hand in hand, they’re actually very different. First, think about what your goals are with each medium. What are you trying to do, and what constitutes success in that area? Next, think about how the keywords will be used. Where, when, how often? Finally, consider what your margin for erro [...]


The SEO Breakdown: Bank Information Center Site Audit

SEO-Audits-Case-Studies-Site-Examples As part of a site audit special series, we're going to review an interesting website, Bank Information Center (BIC). BIC is a non-profit organization that does some very cool things but, like most non-profits, hasn’t updated their website for many years. Needless to say, they have almost no Internet marketing or SEO strategy which led them to ask for help by submitting their site for this series. In this post, I’m going to break down: Who the business is and what they do First Impressions: Overall analysis of website look, feel, targeting and usability Second Impressions: [...]


Infographic: Why Content For SEO?

Why Content For SEO How does content help with SEO efforts? The folks at Brafton have produced a "Why Content For SEO" infographic with lots of stats and information about the topic that you might find interesting: Want the infographic for yourself? You'll find it here: Infographic: Why Content for SEO? [...]


How To Get The Most Search Engine Marketing Value From Key Content Initiatives

One of the major obstacles marketers face, particularly with B2B search engine marketing, is the availability of content to support keyword initiatives. While we realize the importance of new content, the demand for time and resources will always be tested. The key to success: don't try to reinvent the wheel every time new content is required. In this article, we'll explore several areas of content creation and distribution which can assist in creating effective B2B content marketing strategies and support search engine optimization initiatives. The Core Foundation: Value Extraction Many [...]


Sorry, Yahoo, You DO Index The Meta Keywords Tag

Oh, that this weren't true. Last week, Yahoo made news by disclosing that it had quietly dropped support for the meta keywords tag. As a long time hater of that tag and the insane questions it has produced, I was thrilled! But today, I see conclusively that Yahoo still supports the tag. The test was simple. I placed a unique word in the meta keywords tag on the home page of Search Engine Land. This word -- xcvteuflsowkldlslkslklsk -- generated no results on Yahoo when I looked earlier this week. Today, when I searched, it brought back the Search Engine Land home page. Thus, Yahoo indeed ind [...]


Yahoo Search No Longer Uses Meta Keywords Tag

And then there were none. Yahoo has long been the only major search engine that supported the meta keywords tag. However, the search engine revealed today that like the other majors, it no longer supports it. The news came during the Ask The Search Engines session at SMX East in New York today. The search engines were all asked about their support of the tag. Moderator Danny Sullivan noted that only Yahoo provided support of the tag -- prompting Cris Pierry, senior director of search at Yahoo, to announce that support actually had been ended unannounced "several" months ago. Bing doesn't [...]


How To Optimize For Conversion In Organic Search Results

In the past, SEO success was measured by rankings of target keywords; then the focus moved to traffic; today we have moved into the bottom-line era: organic traffic should be measured by its impact on revenue. This post is based on a presentation delivered at eMetrics San Jose 2009. It is about ways to integrate and improve SEO and website usability (using web analytics) and create a synergy that will improve the conversion rates of websites. Measuring SEO success using rankings is out-of-date: rankings fluctuate significantly and do not show any improvement on the website success. Traffic [...]


What SEO/SEM Professionals Should Know About Website Usability – Part 2

In part 1 of What SEO/SEM Professionals Should Know About Website Usability, usability experts Peter Morville and Susan Weinschenk answered the question, "What should SEO professionals know about usability?" For this installment, website usability guru Jakob Nielsen and Kim Krause Berg share their observations and perspectives. Enjoy! Jakob Nielsen's formula for website success "The main thing SEO professionals should remember about Web usability is the formula for website success," said Jakob Nielsen, Principal at Nielsen Norman Group. What's the formula? B = V x C x L Where: B = am [...]


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