Archive for April, 2010
Socialnomics a people driven philosophy
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B2B Search Engine Optimization: Focus on Content SEO
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MarketingProfs B2B Forum is coming up quickly next week and I will be presenting about an hour of essential search engine optimization tips and insight specifically for B2B web sites along with Vocus Product Manager of PRWeb, Jiyan Wei.
There’s a tremendous opportunity for B2B marketers to leverage SEO to increase prospect acquisition and to facilitate after the sale support and upgrades. Most B2B marketers create a substantial amount of content to guide prospects through sales cycles that are much longer than companies selling consumer products/services.
While much of that content is published online, most of it isn’t optimized for search and digital assets are often ignored as potential traffic drivers via search. In this session, we’ll focus on core SEO to help make a website’s content search engine friendly and talk about best and worst B2B SEO practices for processes to optimize content for better search results. The PRWeb case study will show how they worked to refine their content management system overall so it would be technically search engine friendly. Other topics include: large website issues, duplicate content and what to consider when planning a website redesign.
Thought Leadership on Social Media Strategy
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With more businesses realizing the power of digital channels to nurture relationships, rally fans and build customer affinity, opportunity abounds for savvy professionals.
But with execution all over the board how should those who are new get started?
To answer that question, we posted thoughts from a variety of marketing and web professionals on social media strategy before tactics.
It’s an ongoing debate, but the consensus among the marketing and PR crowd is clear: strategy before tactics is the logical approach for businesses to take when engaging in social media.
Sarah Evans provides a clever analogy:
Would you pick up a phone and randomly dial 10-digits? Unless you’re prank calling, probably not. The phone is a tool for communication, just like social media is a tool. Before making a phone call, sending a tweet or launching a blog, strategy is essential. It will guide the decisions you make, the platforms you use and how you interact.
Yet, in social media marketing and PR, it’s common for communications professionals to dive immediately into tactics without strategy “randomly dialing numbers” as Sarah notes above.
Should You UnGoogle Your Online Marketing?
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Several years ago (2007) I was asked to give a presentation at Jill Whalen’s High Rankings Seminar in Minneapolis. This was pretty cool because I had been reading Jill’s newsletter for years beforehand. The topic I spoke on was “UnGoogle Your Search Marketing,” where I discussed how to employ blogs, social media and optimized press releases as alternative, yet complimentary sources of web site traffic.
While search is the primary source of web traffic for our sites at TopRank Online Marketing and certainly for our client web sites, I think that now, more than ever, it’s important to “UnGoogle” your search marketing. Before anyone thinks I’m talking about ignoring Google completely, I suggest reading on.
Focusing content creation efforts solely to serve Search Engine Optimization purposes can be limiting. If the the only purpose for creating content is for search engine visibility, the publishing web site may improve search traffic but disappoint when it comes to converting that traffic. SEO alone might not be enough.