SEO - Search Engine Optimization

8 Questions B2B SEO’s Should Ask In Buyer Persona Development

A few weeks back I wrote a column for Search Engine Land on B2B buyer personas. In exploring the persona concept, it further supported my opinion that for SEO to truly be effective for the B2B organization, SEO needs to run hand-in-hand with traditional B2B marketing initiatives.

In this post, I want to discuss how B2B SEO discovery can be integrated into buyer persona development, in turn creating a more effective search engine optimization strategy in the long run.

5 Increasingly Commodified SEO Solutions That Confuse B2B Marketers

While discussing the changes in the search industry with a B2B marketing colleague earlier this month, he mentioned that many marketing professionals may be confused about SEO, particularly when it comes to advising clients on search initiatives.

Jargon, conflicting “expert” opinion, and technological changes (like search algorithm updates) all add to the confusion. B2B marketers know how important organic search can be to their online marketing initiatives, but often get confused as to what they truly need. All they know is that they “need SEO.”

4 Ways SEO Impacts B2B Content Marketing Initiatives

B2B marketers are spending more than 25 percent of their budgets in the development, delivery and promotion of content, according to a recent survey run by the CMO Council and NetLine. Their objectives are to drive business leads, influence customer markets and grow brand presence and authority. More importantly, 87 percent of respondents indicated that online content has a moderate to major impact (67 percent and 20 percent respectively on what vendors they chose to work with.

While B2B sales and marketing groups appear to understand the need for better alignment through content marketing needs, strategic development is still in its infancy.

20 Ways To Get Your Content In Front Of Early-Stage B2B Buyers

A recent article in BtoB Magazine highlights how marketing to the electronics engineering vertical is changing due to technological innovation and the demands of a more specialized (and time-constrained) workforce. The focus of the article centers around content marketing designed to attract buyers at every stage of the buying cycle, particularly early-stage awareness.

B2B marketers in this vertical are beginning to understand that the investment in early-stage engagement initiatives is just as critical, if not more so, than late-stage, more traditional marketing collateral such as technical spec sheets and sales presentations.

Read the entire post on Search Engine Land.

5 Ways to Create Productive B2B SEO Benchmarks in a ‘Not Provided’ World

How do you measure SEO performance now that “not provided” keyword data is so prevalent?

This question comes up frequently in client meetings and conversations with colleagues in the industry.

In some cases, “not provided” keyword traffic percentages represent more than 50 percent of a client’s search referral volume. This creates a significant hurdle when you’re trying to demonstrate results for campaign initiatives.

The challenges SEOs face in demonstrating ROI of keyword strategies mirror greater concerns B2B marketers have with website optimization initiatives overall. A recent MarketingSherpa article highlights the fact that more than half (53 percent) of B2B marketers surveyed indicated they couldn’t (or didn’t) calculate the ROI of their website strategies.

5 Critical Components of Successful B2B SEO Content Marketing Execution

Content marketing is a critical component of effective B2B marketing programs, and B2B search engine marketing in particular.

According to data from the 2013 B2B Content Marketing Report, a coordinated effort between MarketingProfs and the Content Marketing Institute, B2B marketers are spending 33 percent of their marketing budgets on content marketing, up from 26 percent last year. 91 percent of B2B respondents were engaged in content marketing in some capacity. In other words, if your organization is not invested in content marketing, you are well behind the curve in today’s B2B marketing environment.

A Case Study In B2B SEO Keyword Analysis

A few weeks back, Dr. Peter J. Meyers (“Dr Pete“) wrote a post on SEOmoz about the average position in the browser screen a number-one ranking in Google appears. It is an interesting piece of research, and I recommend reviewing it.

My two key takeaways were:

  • More Google-specific features, such as advertising and local results, are taking up real estate in Google search results pages.
  • Search marketers need to be looking beyond keyword visibility reports and what is actually displayed in search results for primary keyword targets.

8 Questions B2B SEO’s Should Ask In Buyer Persona Development

A few weeks back I wrote a column for Search Engine Land on B2B buyer personas. In exploring the persona concept, it further supported my opinion that for SEO to truly be effective for the B2B organization, SEO needs to run hand-in-hand with traditional B2B marketing initiatives.

In this post, I want to discuss how B2B SEO discovery can be integrated into buyer persona development, in turn creating a more effective search engine optimization strategy in the long run.

What B2B SEOs Need To Know About Buyer Personas

While buyer personas (user personas) are an established concept in broader B2B marketing discussions, it has taken on new life in recent years. The shift organizations are making to a digital marketing strategy coupled with innovation in technology (should) allow Internet marketers the ability to deliver effective content marketing campaigns across segmented audiences or targeted groups.

Developing B2B buyer personas can be an essential part of this, since understanding the goals, needs, and limits of a buyer are important to crafting the right content needed for SEO and social media marketing. This column takes a look the development of buyer personas for B2B marketing and the impact SEO professionals should have on the process.

4 New Marketing Fundamentals Impacting the B2B SEO Professional

In Forrester Senior Analyst Anthony Mullen’s new report, “Emerging Touchpoints Require A Marketing Mind Shift“, he identifies four fundamentals marketers must realize, in order to succeed in today’s technology and information-rich environment. His article in Advertising Age discusses these fundamentals, which are:

  • Design is the New Marketing
  • Value is the Currency
  • Agents Broker Brand Relationships
  • People are the Regulators

Citing additional Forrester research, Mullen indicates that more than half of US online adults are already annoyed by the amount of advertising they see, and 37% would rather not be contacted by brands at all.

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