<img height="1" width="1" alt="" style="display:none" src="https://www.facebook.com/offsite_event.php?id=6008611837624&amp;value=0">

12 Changes That Will Impact Your SEO Strategy (Or not.)

Mon, May 25, 2015 @ 12:12 PM / by Chuck Lohre posted in Industrial Marketing, Inbound Marketing, SEO - search engine optimization, Blogging and Blog Content Creation, Internet Marketing, CMS - Content Management System, Industrial Search Engine Optimization - SEO, Industrial Marketing Content, Marketing Content, Internet Design and Development, Social Media Marketing and Advertising, Internet Development, Content Creation, Internet Advertising, SEO Strategy

0 Comments

May 25, 2015 // 7:00 AM, From a Hubspot Post with commentary by Chuck Lohre for the industrial search.

Written by Young Entrepreneur Council (YEC) | @

seo-changes.png

SEO is a moving target that can really affect your business. This means that as a startup founder, you need to be prepared to make your strategy work no matter what Google enforces.

(Industrial search doesn't move that much. Sites we have done for hugh water pumps ten years ago are working perfectly well today. There product hasn't changed in 50 years. Why should their site? They just keep getting orders from around the world because we wrote the site for people looking for that very unique pump. If we had anything new to say we would, but we don't)

We asked 12 entrepreneurs what trends they have noticed in the past year and how they have prepared their business. Here's what they have noticed:

1) Increasing Attention to the User

In the past, SEO was all about manipulating data and keywords to gain search engine rankings. However with the leak of Google's Quality Rating Guide back in August, it has become crystal clear that modern SEO is all about adding quality rather than quantity. We shifted our entire content marketing strategy to be about the user, creating engaging content that compels our audience to take action.

– Phil LaboonEyeflow Internet Marketing

(Still, you have to use the words that your visitor is searching for. Search engines can't guess what you are thinking.)

2) Optimizing for Mobile Traffic

Google recently started including a 'mobile-friendly' notion next to website for mobile search results. Making sure you have this next your site increases the CTR for your website and the over amount of traffic. I suggest you test your site with this Google tool.

– Yossi FishlerAndy OS, inc.

(It's all the rage but the jury is still out on this when it comes to multi-million dollar machine tools. A very large percentage of those searches are on a desktop and not a tablet or cell phone.)

3) Emphasizing the Importance of Social

Whether it's social sharing from your site or traffic coming from social media, the importance of social engagements is really affecting SEO. It's part of SEO's way of measuring interactions with your pages and content, which are proving to be more and more important. If no one is interacting, it reflects poorly on your page quality and hurts your chances of ranking.

– Brooke BergmanAllied Business Network Inc.

(The largest social feedback we get is when we misspell a word! Of course we were explaining the energy involved in a process and the preventive maintenance procedures.)

4) Identifying Negative SEO

With penalty algorithms, negative SEO can now impact businesses that are not carefully watching their backlinks and other metrics. There have even been studies of sites hit by negative SEOs that sent bogus traffic and negatively impacted bounce rate and CTR from Google SERPs. Watch your link profile, analytics, and be on the lookout for misuse.

– Marcela DeVivo, Gryffin Media

(The only backlinks we have are from industry directories we like and our customers use.)

5) Focusing on Storytelling

Keyword stuffing is a thing of the past. Now, artful storytelling is the only way publishers will get visibility in the SERPs. Our business focuses on helping brands create compelling content with YouTube creators, so updates to the Google algorithm have been immensely helpful in improving our value proposition to clients and the long-term value brands get from their Grapevine campaigns.

– Danny WongGrapevine

(Keyword stuffing doesn't mean not using you keyword in the URL, title, headline and body. That's just common courtesy to the visitor. And to the search engines.)

6) Introducing More Penalties

Our daily tests from 5,000+ sites prove that you will get penalized for both on-site and off-site issues that you may not be aware of. Look closely at the quality of pages you're indexing in Google, eradicate duplicate content, improve your user experience, and ensure you're monitoring your incoming links, disavowing those that are working against your assets. It matters more now than ever before.

– Alex Miller, PosiRank LLC

(We're not sure if this is duplicate content. But it would be if this was a much more popular blog.)

7) Looking for a Google+ Page

If you are a local business, having a website isn't enough to rank well in Google's local search listings. If you want to rank well you need to unlock, verify, and optimize a Google+ Business Page (referred to more recently as a Google My Business Page). If you want to maximize your search traffic from Google, treat your Google Business Page as you would your website, and optimize accordingly.

– Kristopher JonesLSEO.com

(It's fun to update your Google + page. Not sure if it effects much yet.)

8) Aggressively Targeting Blog Networks

At the beginning of 2014, Matt Cutts, head of webspam at Google, announced that the idea of "guest post networks," which had been effective in the past, were on their way out. In the middle of 2014, Google took action against several large networks, including MyBlogGuest, and penalized many high-ranking sites that had participated in linking schemes. Guest bloggers need to rethink their strategy.

– Sathvik TantryFormSwift

(This is the practice of making a post to your blog with a URL to the site they are promoting. They are done by robots and sounc goofy.)

9) Optimizing for User Experience

Where do take your SEO strategy when you've got links, titles, and content covered? Recently we've revamped our site to offer a better user experience. Within three months of rolling out the changes, time on site is up 30% and our bounce rate is down 9%, all while our search traffic is up almost 110%. Google is looking for quality indicators. Make sure your user experience isn't sending the wrong ones.

– Nick ReeseBroadbandNow

(What is a better user experience? Making it easy to find what they are looking for with out looking too busy.)

10) Becoming More Predictable

SEO is now easier than it has ever been thanks to big data. The key to successful SEO is having a strategy in place that records your previous efforts, compares those efforts to your current results, and then predicts which activities will provide the most value in the future. SEO was an art before big data. Now it is a science.

– Roger BryanEnfusen Digital Marketing

(Determine the keywords that are important to your business. Write your content to educate the visitor about those topics. If you don't rank, buy AdWords, but never stop trying to rank free naturally. We have retired AdWord programs after the client's site was ranking naturally for all the important phrases.)

11) Using Location as a Source

Since we are a global identity verification company, it's important to understand how changes in Pigeon's algorithm would affect the visibility of our website in local listings.

– Stephen UffordTrulioo

(Even un-local purchasing is effected by location. Local offices and sales reps are the cause.)

12) Optimizing for Entity Search

We're always looking for opportunities to increase our footprint in Google's search results. With more search queries 'answered' directly in Google's search results, we only need to spend a few hours of development to be eligible for inclusion. As semantic markup expands to identify more entities, our business will be relevant for more complex and user-specific queries.

– Andrew SaladinoKitchen Cabinet Kings

(What he means is, if the visitor can get their answer by never clicking on your link, Google has succeeded. But a tree does make a sound even is no one is there to hear it.)

Read More

Why Blogging is the #1 Marketing Communication for Sales Leads

Wed, Mar 27, 2013 @ 02:36 PM / by Chuck Lohre posted in Marketing Communications, Inbound Marketing, Industrial Advertising, SEO - search engine optimization, Blogging and Blog Content Creation, Internet Marketing, CMS - Content Management System, Technical Writing, Industrial Marketing Content, Marketing Content, Advertising Design, Business to Business Advertising, Business to Consumer Advertising, Content Creation, Cincinnati Advertising Agency, Advertisement Design, Advertising Literature, blogging, Advertising Agency

0 Comments

Writing is the primary basis upon which your work, your learning, and your intellect will be judged.

Thanks to Marquette University.

The internet is based on the written word. A system based on visual images is coming up fast but it's not here yet. So until then we must deal with the written word. Google's search algorithm is based on being able to search quickly through related words. You can start at the beginning and go through any list one at a time or you can break up the deck of words into stacks and search each one at the same time. Another method is to follow the connections between cards. But it's all based on the relationships between words. I learned about Google's algorithms by taking the Algorithms Design and Analysis Part 1 Course offered by Sanford University.

Marketing Blog Communication Leads resized 600
Customers' want accurate information on the products they are considering purchasing, a marketing communication blog can fulfill that need. Thanks to Hubspot.

The future of marketing is a customer calls and is ready to buy. They have already done their research and have decided on whom they are going to work with. You!

Marketing Communications for Consumers

This illustration isn't for industrial marketers but you can replace Pinterest, Instagram and Foursquare with the industry blog, association and continuing education. Don't forget about them. Thanks to SocialMediaToday.

"I thought great content led to connections, but really, it’s the other way around. Feeling like an idiot, I decided to give it a shot. I wrote about the same topics. My writing didn’t improve at all. I promoted my posts in exactly the same way. The only difference was I made some friends with popular bloggers first, and then I asked them to help me promote it. Here’s what happened: Within one month, I was averaging 1000 visitors a day from StumbleUpon, Delicious, and Digg. Why? Because I got to know Brian Clark, and he connected me with social media power users who promoted my posts," thanks to Guest Blogging Jonathan Morrow.

LinkedIn Mapping Marketing Communications resized 600

LinkedIn Labs, InMaps shows you your network. "What do the different colors means? We assign colors based on how all of the people in your network -- such as people you went to school with, friends or colleagues -- are interconnected. Our algorithm looks at your graph of connections and finds up to eight common groups. The denser your network is (plus, the more of your connections who are also connected to each other), the better the algorithm is able to differentiate. We don’t use any other information like groups, companies or shares to group people by color - we just look at your network structure. Use your mouse-wheel or the + and – buttons to zoom in your map. An individual's name only appears when you zoom. You can also mouse over nodes to reveal names and headlines. When you click on a node, it loads the individual's information on the right panel and highlights their connection on the map." My network is pictured above with one of my connections selected.

Writing plus sharing equals marketing communications.

"As a blogger, I do have one thing in my mind regarding the blog posts. Blog readers should share the blog posts on social networks wherever possible which we don’t see very often. As most of you know, social media sharing has greater impact on search engine optimization and social shares of your article would definitely improve the overall buzz of your blog," thanks to Pawan Bawdane.

"A new era of digital communications has opened an array of new channels that businesses can use to educate, enlighten, and engage audiences. Enterprises, both large and small, across the globe are embracing these news channels and using them to better communicate their narrative and control their storytelling in order to win visibility, cement alliances, build relationships, drive sales, and ultimately better connect and influence the decision makers who purchase their products or services," thanks to Greg Matusky.

It's not enough to just write a 600 word blog twice a week. You need to cultivate a group of like minded bloggers and promote each other. The internet is like an ocean. You can't treat it like a neighborhood pond. There's nothing wrong with that and that is what most of the internet is for many companies, a small world of just employees, reps, customers and friends. But if you are going to reach out to the U.S. or the world, you are going to have to learn to leverage the internet capabilities to do that. Welcome to a brave new world. It's fun.


If you liked this post, you may like:

Industrial New Product Introduction Marketing Communications Part 1/2

Industrial New Product Introduction Marketing Communications Part 2/2

 


Meeting

Request Free Guide

Download our free guide to Internet Content and Online Prospect Relations Management.

Read More

How to sell the Hubspot Marketing Communication System

Tue, Mar 12, 2013 @ 01:50 PM / by Chuck Lohre posted in Marketing Communications, Inbound Marketing, Blogging and Blog Content Creation, CRM - Customer Relationship Management, CMS - Content Management System

0 Comments

Today, a whole new set of online media needs to be managed for effective marketing communications.

Hubspot marketing communications resized 600

Hubspot's tools make marketing communications management possible for marketing departments while educating them on Internet marketing communications best practices.

Several months ago we were asked to quote a client a Content Management System (CMS) and a Customer Relationship Management (CRM) system together. We had never been happy with the CMS systems we had worked with and tried to teach clients how to use. The content creation and management were done in small windows separate from the look and feel of the web site we were editing. The clients just didn't find editing intuitive. Glitches in management of photos and sizing photos made some systems even more aggravating. We were aware of the most common customer database systems but they weren't part of content editing.

Content management marketing communications resized 600

With all the buzz about Marketing Automation, it made sense to bring content and customer relationship management together. Marketing Automation tracks an Internet user around the web and markets to them while monitoring their interest in a product or service. Once they have reached a certain level of interest, person-to-person contact is made. The salesperson is armed with the potential customer's needs and interests.

Just like any group looking for technology, we searched the Internet for CMS and CRM! After a pretty amazing webinar, we scheduled a conference call with one provider and learned that the starting package was well into six figures. Our client was looking at a five-figure budget. But we didn't find Hubspot searching on either of those topics. We found out about them from their Facebook advertising and email newsletters.

Advertisement Design Marketing Communications resized 600

Hubspot really practices what they preach. Educate the customer until they have no other choice but to purchase your product. At first, we were interested in their competitive marketing analysis, but began to learn about everything else they integrated:

Marketing Communications Trends resized 600

  • Content management
  • Customer database
  • Integrating social media
  • Email marketing
  • Blogging
  • Best practices for Internet marketing

We were sold and immediately signed the agency up for a partner account to resell Hubspot. First, we streamlined our site for migration, which took about two weeks. The site was reformatted exactly so we went live right away.

Then, we got down to the real work of simplifying, adding Calls-To-Action and starting a marketing communications blog. We are committed to posting two 600-word blog posts per week. Our strategy is to write about each of our core services. After several blogs on each service we will add them together to create a valuable enough document to entice visitors to provide their contact information. After we're done with one cycle, in about a year, we'll start all over again updating our content.

Call To Action Marketing Communication resized 600

The great thing about Hubspot for us is that it has verified things we were already doing. Offering educational content in exchange for contact information. Industrial companies have been doing this for decades. Manufacturers always wanted to know where their technical specifications and detailed articles were being distributed. Those leads are evaluated and distributed to their sales reps.

Blogging marketing communications resized 600

We have always been prolific bloggers and social media contributors, but Hubspot has taught us how to focus those resources to encourage and measure how visitors are interacting with our sites. And that's exactly how to sell Hubspot. Clients want to blog, use social media and integrate visitor's information to nurture the sales process. So in the end, Hubspot will sell itself if you just make sure to give the client a taste of each of the features. Whether it is motivating an employee to post to or edit a blog; making pages easy to edit; or having the sales force manage a customer contact list for email; the client will understand the capabilities immediately.

To learn more about how to take it to the next level, you may want to read our blog post How To Realign Your Marketing Communications with Sales.


Meeting

Request Free Guide

Download our free guide to Internet Content and Online Prospect Relations Management.

Read More