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Leveraging PR To End The B2B Content Development Struggle

One of the biggest challenges B2B clients grapple with is content creation. Developing material that is fresh, relevant, and keeps users coming back—while also being SEO-friendly—can be difficult. This is a problem. Fortunately though, there’s an easy and effective solution. And it’s closer than you might think. The situation For the most part, B2B organizations struggle with content development for one reason, and it’s not because they don’t have anything to say. Rather, the problem can be attributed to staffing, or a lack thereof, as content development typi [...]


Think Beyond The Click: How To Build Landing Pages That Convert

Landing pages are an important tool in any online marketing campaign. They are one of the best ways to convert web clicks into clients, and can help to maximize your online performance. Here are some tips for getting started and building an effective landing page that meets the needs of your clients. What is a landing page? A landing page is a web page that a visitor reaches after clicking an online ad or a link, and contains detailed information about the specific product or service that is mentioned. The landing page should be considered part of the marketing campaign and shoul [...]


Are Your Customers Looking For A Problem? Solutions Are Search Marketing!

The main problem with marketing is it's too much marketing and not enough problem—your customer's problem. Too often, we focus on our product instead of what our customer needs. Instead of trumpeting how great our products are, the Internet rewards companies that let their customers come to them. And just how do you let your customers come to you? Search marketing is a good place to start. Some of the most successful search marketers know how to focus on the customer's problem to allow customers to come to them. Consider an example. You've just been named the product manager for [...]


Search Illustrated: Keyword Research (Part 2)

In part 2 of our 3-part series, today's infographic details an essential element of keyword research: exploring conversations that are happening on the web. By combing through competitive and industry websites, relevant blog postings, and popular tag sites, new phrases are discovered and search frequencies can be determined. Graphic by Elliance, an eMarketing firm specializing in results-driven search engine marketing, web site design, and outbound eMarketing campaigns. The firm is the creator of the ennect online marketing toolkit. The Search Illustrated column appears Tuesdays at Sear [...]


Search Illustrated: Keyword Research (Part 1)

Thorough keyword research, done with the website's goals in mind, is critical for a successful search marketing campaign. In part 1 of a short series dedicated to keyword research, today's infographic explores the first—and arguably most important—step in the process: thinking like the customer. Graphic by Elliance, an eMarketing firm specializing in results-driven search engine marketing, web site design, and outbound eMarketing campaigns. The firm is the creator of the ennect online marketing toolkit. The Search Illustrated column appears Tuesdays at Search Engine Land. [...]


Meta Keywords Tag 101: How To “Legally” Hide Words On Your Pages For Search Engines

If there's anything I particularly hate when it comes to SEO, it's the meta keywords tag. I so wish it had never been invented. It's practically useless, yet people still obsess over it. In this article, I'll explain more about why you shouldn't worry about it except perhaps for misspellings, as well as which search engines support it. The meta keywords tag is one of several of meta tags that you can insert into your web pages to provide search engines with information about your pages that isn't visible on the page itself. For example, my Meta Robots Tag 101: Blocking Spiders, Cached Pages [...]


Lower Keyword Focus To Improve Search Engine Rankings

Before November of 2003 it was easy to rank well in Google for just about anything just by using the keywords in your anchor text and plastering the term everywhere in your page copy. I appreciate that, knowing that back then I ranked in Google's top 10 results for search engine marketing without knowing much about the topic. As time passed it became clear that Google began to look for natural and unnatural patterns, and what I was doing did not fit the mold. In a recent 100% Organic column, Jill Whalen wrote you can't OVER optimize, which is true, but what put you at the top of the search [...]


SEO Tips & Tactics From A Wikipedia Insider

I am a Wikipedia administrator, and I specialize in complex investigations. When Jonathan Hochman suggested I write an article for Search Engine Land, he mentioned that this publication and its readers regard Wikipedia as a search engine. It probably comes as no surprise that my spine stiffens at that concept, but media professionals and Wikipedia volunteers seldom understand each other. So I'll illustrate my perspective with an example: let's have a look at some politicians. I cite this instance because it was not one of the cases I handled and it has already been in the news. On Janu [...]


Keyword Stuffing Is Gross And Disgusting!

June was a busy travel month for me. I spoke at the SMX conference in Seattle and SES in Toronto, as well as at our own High Rankings Search Marketing Seminar. The common thing throughout my travels (besides discussing search marketing) was the abundance of food! On the road, you can't help but eat, and eat, and eat, and eat. I can't count the number of times I felt stuffed, especially at the last event. I'm far from being a health-nut, but after awhile, when you eat so much you just start to feel stuffed and gross. So what's this got to do with SEO? In my last column, "Keep the Faith [...]


Finding Customers Through Anti-Commercial Queries

There's a fallacy that sellers create for themselves, that most people go online to spend money. -- Ammon Johns, from How Many Search Queries Are Really Unique?, I checked the AOL database :-) You research a niche for a business online, and find a genuine need in an area that larger businesses aren't filling. You work with a designer to create a site that's both easy to use and search engine friendly. You do keyword research for your products and services, and find the best terms to use that you expect your targeted audience to both search for, and that they likely would expect to see o [...]


Dating Tips For B2B Marketers

Just what do search marketing and dating have in common? According to Seth Godin, the keynote speaker at last week's Search Engine Strategies Conference in Toronto... plenty! When it comes to finding an appropriate partner and building a long-term relationship, there are some interesting analogies. B2B marketing challenges We know that business buyers go online - throughout the entire buying process -- to research, compare and finally select products and services. We also know that it's common for offline marketing campaigns to drive prospects online where they search for more i [...]


You Can’t Fake Real Content

If you read SEO articles and forums, you've surely read over and over again how important "good content" is for your SEO efforts. You've heard how you need to write lots of informative articles about whatever it is you offer. Some SEO types even say to write an article a month or a week or even a day—all for the sake of the search engines. They'll often tell you to start a blog, and encourage you to post in it often. "Become an expert!" they'll advise with glee. "Or at least make it look like you're one." The problem with all of this is that not everyone is an expert, nor should they be [...]


13 Tips For Getting Page One Search Rankings

How do you get what you want on page one for your brand phrases? When facing negative content at the top of the SERPs, it’s a challenge many companies want to conquer very quickly. The good news is that it is doable; it’s just that not many people talk about how to do it. If you have unfavorable content ranking for your brand, the best approach is to just get the favorable sites on the Internet to outrank the unfavorable site, pushing the unfavorable down to page two. How do you do this? You merely need to give the favorable sites a nudge, by increasing their link popularity. The pr [...]


The Search-Friendly Appeal Of User-Generated Content

Content comes in all types, lengths, and mediums. From an SEO point of view, we simply know that it's important—no, crucial—to add content on a regular basis to our web sites. The content we add must be of value to our potential buyers. But truthfully, "writing content" is the most difficult and time-consuming part of the search engine marketing process. I've been in the SEO industry for nine years, and I can honestly say that writing content is the part that most SEOs dread. Optimization isn't a problem. It's writing content that's the problem! One solution: User-generated c [...]


What Are Search Engines Saying About Your Brand?

In the offline world, companies make it a priority to influence the message people see in the media. However, in the search marketing world, very few companies make an effort to influence the message seen in search results pages. Instead, many companies ensure their website(s) are at the top of page one, and leave Google, Yahoo and MSN free to determine what to display in the remaining positions. What many companies and public relations professionals do not realize is that you can employ strategies to influence what the search engines display for your brand. As a search marketer, whether [...]


Keyword Research Steps & Tool Update

Five Steps to Effective Keyword Research by Lisa Barone shares some of the basic steps to take when it comes to keyword research, which is the cornerstone of SEO. Complimentary to Lisa's article is an updated tool by SEO Book named New Keyword List Cleaner Tool. [...]


Wordtracker Adds UK Keywords Option To Keyword Tools

Wordtracker, a very popular keyword tool used by search marketers, has added UK keywords to their existing tools. This means, those wanting to target the UK region, will have an option to specify UK keywords only and will be shown related keywords based on that data. How does Wordtracker gather such information? Wordtracker's Andy Mindel said: "We collect uncompressed log files from the ISPs. From these we extract the keywords from the major engines including Google, Yahoo, AOL and MSN amongst others, leaving just over 4% of the original files." They then go through these log files, extra [...]


How Many Words Should My Articles Be To Rank Well?

Aaron Wall has an excellent write up named Optimal Word Count & Web Page Copy Length. In short, Aaron explains that there is "no universal correct or incorrect answer to how much content is right." Aaron then goes through tips on how to write good content, that is easy to read and "optimized for user experience." The article is worth a read. Not only does it detail what type of content search engines may like, but it also gives examples by publishing format. [...]


Yahoo To Build New Keyword Research Tool & Wordtracker Launches Free Tool

There have been recent reports that the Overture Keyword Suggestion Tool has been sporadically offline. In response to those reports, Yahoo issued a statement telling us that the Overture tool has been getting hit hard by users but will "continue to exist until we replace it with an improved product." The new tool is expected to be released "later this year" and will support an API and be found within the new Yahoo Search Marketing area. Since we don't have a free tool from Yahoo that is reliable at the moment, Aaron Wall informs us that Wordtracker released a new free keyword tool at http:/ [...]


Screaming About The Search Tail

Over the years, I've done many introduction to search marketing sessions where I talk about the value of having good, descriptive pages. Those let you tap into the search tail, the "onesies and twosies" terms, as I've called them, that might come up only once in a month. Add all those up, and they can outweigh or be as important as the top terms you deliberately target. Today, I had to chuckle at one particular query that brought us a visitor that illustrates the search tail concept: why did google have the scream That was the query that brought one person in from Google. We c [...]


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