Cape Cod SEO - A Search Engine Marketing Blog on Cape Cod
Cape Cod SEO is Derek Edmond's blog about search engine optimization, social media, and internet marketing.
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As B2B marketers assess the strengths and weaknesses of their SEO programs so far this year, the relationship with social media marketing must come into focus. As I wrote in a column last year, 66% of organizations with a formal SEO process were integrating social media into their overall SEO strategy. But social media plays an even larger role for B2B marketing strategy than SEO support.
In a recent Forbes article, the the popular, SEO is Dead / Death of SEO topic took center stage. The article highlighted how questionable SEO tactics (particularly for link building) will no longer be valid. Marketers need to focus on creating truly great content, which in turn earns the right to be shared and searched for.
The problem with the article’s hypothesis was that it was based on an assumption that SEO tactics only use shortcuts for success. My perspective is that SEO is more than a series of shortcuts, but an evolving Internet marketing discipline.
Regardless of what perspective you hold, one thing is true: B2B SEO requires greater integration with multiple marketing specialties.
Last week, Altimeter Group published its report “The Converged Media Imperative,” which explores how paid, owned, and earned media can join together to become a disruptive force in digital marketing strategy.
Converged media represents the utilization of two or more channels (paid, owned, and earned media) working in concert and enabling brands to reach their target audience regardless of channel, medium, or device.
B2B search engine marketing performance is based as much on lead generation as it is on traffic, keyword visibility, and production. As B2B organizations become more competent in digital marketing strategy, lead quality becomes just as important as lead quantity.
It should not be a surprise that fewer form field requirements generate a greater volume of lead opportunities, as visitors do not usually like to give up more information than they have to.
However, fewer requirements may compromise the quality of leads generated. This poses a challenge for B2B marketers.
The Death of SEO. That is the title of the Forbes article forwarded to me this weekend proclaiming SEO will be dead in the near distant future. The sensationalism created by this title is repeated with almost every major Google update in the past half decade, yet SEO continues to be a significant tactic for driving leads in B2B marketing.
Understanding the SEO strategy of a competitive website is a critical component of a B2B SEO campaign. Both traditional (the companies sales and marketing teams often come across) and keyword (those that rank for target keyword phrases in search engines) competition should be reviewed.
Factors B2B search engine marketers should seek to understand about their competition include keyword and content strategy, inbound link information, and social media presence. Here are seven SEO tools we recommend using for evaluating the competition.
Responsive Web Design (RWD) indicates that a website is crafted to adapt to the layout of the viewing environment. As a result, users across a broad range of devices and browsers (mobile and desktop) will have access to a single source of content, ideally easy to read and navigate with a minimum of resizing, panning, and scrolling.
For B2B marketers, a common challenge is targeting the key platforms and mediums where users are most likely to consume information. In today’s digital landscape, this now includes mobile marketing.
According to a recent eMarketer article, nearly one-quarter of B2B ecommerce professionals said that mobile Web was one of the most influential touch points for their customers. In addition, 28 percent of U.S. C-level executives in the B2B space used a mobile device to research business purchases; 21 percent used a tablet.
The B2B marketing landscape continues to evolve. Social media, inbound marketing, mobile marketing, and globalization all are becoming more prevalent in the B2B marketing mix. Here is a look at six new B2B marketing infographics, visualizing various aspects of the challenges and opportunities B2B marketers face.
- How Social Is B2B?
- B2B Marketing: Facebook vs. LinkedIn
- How B2B Marketers Are Scoring Big with Social Media
- 6 Steps to Inbound Marketing Success
- Mobile Marketing by the Numbers
- Marketing in Social Media: What Works for European Marketers
How Social Is B2B?
Is your engagement with an SEO firm the same as participating in a link scheme designed to increase search rankings? Or are your link building efforts working in tandem with your overall marketing strategy and building purposeful relationships?« go back — keep looking »