7 Predictions for 2013: Search Marketing & Big Data Analytics. How To Build A Better B2B SEO Strategy In 2013. It’s the last week of 2012. If you’re reading this column, you are forsaking at least a bit of much needed rest for some serious B2B SEO planning in 2013. For me, the few days ahead are about research, preparation, and getting milestones in place for client initiatives (and probably finishing one or two or three outstanding commitments as well). The tactics designed to support your B2B SEO plan most likely include content marketing, third-party link outreach, and social media development, as well as a few enhancements related to Web development.
It’s one thing to know these are the important tactics to execute, but it is another to figure out where to find inspiration for execution. Here are places within your own traffic reporting tools to look first, when crafting tactics for a B2B SEO strategy in 2013. Keyword Referral Data It seems obvious but is often overlooked; at least, the long-tail. Getting a lot of irrelevant data? Visitor Activity In Coordination With Search Referral Data.
Social Sharing Best-Practices for B2Bs and B2Cs. As might be expected, the best day and time of day to share content via social media depends on your target audience (business or consumer) and the specific social platform you're using, according to research by Compendium. Based on social sharing data from 300 companies using the Compendium content marketing platform, the research found the following: When sharing B2B content via LinkedIn, Sunday is the most effective day of the week (ranked by number of clicks generated), whereas Monday is the most effective day of the week for sharing B2C content with LinkedIn members.When sharing B2B content with Twitter followers, Wednesday is the most effective day of the week, whereas when sharing B2C tweets, Mondays and Wednesdays are more effective than any other day of the week.
Below, other findings from Compendium. Timing of Social Shares Timing is important, too. The best time of the day to post content similarly varies by business type and social channel: Industry Survey: PPC Is Losing Ability To Generate Leads. SEO continues to be the top lead generating channel among U.S. digital marketers, while PPC’s effectiveness as a lead gen channel is dropping significantly. B2B marketers are even saying that social media marketing is now more effective than PPC as a lead gen channel.
That’s according to the 2nd annual State of Digital Marketing survey from WebMarketing123, an online agency based in California. As they did a year ago, Webmarketing123 surveyed more than 500 U.S. marketers, 65 percent of whom self-report as B2B marketers. Reps from companies including GE, Sony, Cisco, Olympus, Bose and FedEx took part. Survey respondents were fairly well divided in company size, with 32 percent coming from businesses with 1,000 or more employees and 23 percent from companies with 50 or fewer employees. Most Effective Lead Generation Channels Both B2B and B2C marketers are giving SEO more credit this year for lead gen than a year ago and less credit to PPC.
Measuring SEO = A Challenge. The Difference In Keyword Research For SEO vs. PPC. 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 error is. What… Is Your Quest? In SEO, your goal should be to understand the keyword landscape of a topic. For PPC, your goal should be to find the keywords that you can bid on. You should focus on keywords that suggest a purchase (or goal completion), that represent a category area that is profitable for you, and that you can’t easily get ranked for in organic (most of the time – there are exceptions to this).
Organic vs. Paid Search Results: Organic Wins 94% of Time. Search engine users overwhelmingly click on organic results on Google and Bing by a margin of 94 percent to 6 percent. That’s according to new research from GroupM UK and Nielsen, published today by eConsultancy, based on a sample of 1.4 billion searches conducted by 28 million UK citizens in June 2011. On the organic side, the research also broke down brand vs. non-brand click-through rates, as well as click-throughs by vertical. On the paid side, the research revealed some demographic data about who is most likely to click on PPC results.
Finally, it determined whether Google or Bing delivered more successful searches. Organic Search Results & Click-Through Rates Others have previously tried to gauge organic click-through rates (CTRs) for the top 10 results on Google and Bing, resulting in varied percentages, but with a recurring and obvious theme: the higher you rank, the more people click on your website; the lower you rank, the less clicks and traffic your site gets. Google vs. 6 Types of Retargeting Every Marketer Should Know. When it comes to the topic of retargeting, most marketers instantly think of search retargeting, which they happen to already be running at least one campaign for.
Hard to blame them, since search retargeting is, in fact, the fastest growing type of retargeting and has proven to have some of the highest returns. But the truth of the matter is, highly effective marketers explore other types of retargeting to acquire and engage potential audience. During the “PPC Beyond Search” panel at SES San Francisco 2012, Dax Hamman broke down six different types of retargeting every marketer should know. 1. Search Retargeting When using search retargeting, you’re essentially going after individuals on search engines who have searched using keywords or phrases relevant to your business.
Keep in mind that when deciding to use this type of retargeting, you're making assumptions based on the searcher’s intent. 2. Let’s say you sell PPC management software. 3. 4. 5. 6. Summary. Microsoft Advertising Takes On Conversion Funnel. The conversion funnel has become a cliche in marketing circles. Worse than that, while it’s convenient shorthand for how to target consumers, it’s too simplistic, according to Natasha Hritzuk, global director of insights and analytics at Microsoft Advertising. In its stead, Hritzuk has concocted the Consumer Decision Journey. “What this decision-making journey really did for us is it flagged up two key areas that have never really been addressed by any traditional consumer research—they’re not even really reflected in the context of the purchase funnel,” said Hritzuk.
Those stages sandwich the conversion funnel’s phases to include “this moment in time where information filters through and actually makes me to decide to change my product or my brand and then this final phase where I buy something and like it but am not genuinely satisfied until other people validate for me that I’ve made the right purchase.” How To Sell Search Retargeting To The CMO. Whether you are a search marketer or a display planner, chances are you now know what search retargeting is and are contemplating a test (for those of you not familiar, search retargeting is a display media buy that focuses on just those individuals who have searched for something that matters to you but who haven’t yet visited your site). The last barrier to overcome is to convince the CMO of its merits. How Does Search Retargeting Work? If you are going to sell a search retargeting test internally, you need to know the basics better than they do: search retargeting is a display media buythe data is primarily collected using ‘referrer’ data through data partners that are paid for placing a vendor’s pixelprimarily the data is from the major engines (Google, Bing and Yahoo!)
A typical test campaign will be between $15k and $50k and the campaign charged on a dCPM (dynamic CPM) basis, meaning that the advertiser gets maximum benefit passed backed to them. Retargeting Is Not Digital Stalking. 7 Tips for Developing a Killer Keyword Strategy. InShare79 Develop a keyword strategy that will have a much higher success rate and provide you with the results you are looking for. As I consult and train people on Internet marketing, I typically ask whether keyword research is a strategic function or a tactical one. Often people think it's tactical because of the tedious nature of the work. I submit it is not only strategic but also foundational to all marketing channels you will use. 1. Conversion: This strategy is what most of us are after.
Branding: The branding strategy is just that. Hybrid: You can of course bring both of these strategies together and have 90 percent of your keywords dedicated to a conversion strategy. Identifying this up front will help you put your keyword research in the right perspective. 2. To do this, you want to analyze your analytics frequently by keyword and observe visitors' behavior when they come to your website or landing page. The final and most important metric is conversion. 3. 4. 6. 7. Understanding Google's New Page Layout Algorithm | Blog | Daily Dose. Google issued a new warning to webmasters that it is updating its algorithms again, this time targeting websites that choose to display ads that run above the fold -- that is, the section of a webpage visible without scrolling.
And before you start griping that Google just won't leave well enough alone, this change is a good thing for everyone who values accuracy and well-written content. What this latest algorithmic improvement does is cut out the riff-raff, leaving the door open for well-designed, high-quality pages that attract visitors with their content instead of various SEO tricks, ploys and greediness. Here's what happened: Google began hearing complaints from users who said they were growing weary of having to scroll down a webpage past a forest of advertisements in order to find the content they were seeking in the first place. Consequently, as a result of the search engine's algorithm action last week, these ad-riddled sites might not rank as highly as they once did.
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