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B2B SEO: 23 Experts Reveal Top Strategies for Success in 2015

August 28, 2015 by

B2B SEO: 23 Experts Reveal Top Strategies for Success in 2015

As more B2B marketers embrace the power of search marketing, the need for effective optimization strategies is more critical than ever. While SEO presents a big opportunity to generate high quality leads, many B2B marketers are in the dark on how to leverage innovative search marketing strategies.

How are B2B marketers implementing SEO strategies in 2015?

B2B SEO: 23 experts reveal top strategies for success in 2015

To explore this topic, we polled a panel of experts and influencers in the search marketing space, asking them “What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”

Here’s an overview of what they shared:

Successful B2B SEO Strategies in 2015

1. Content Marketing

By now, we’ve all heard the cliché that “content is king.” In 2015, 70 percent of B2B marketers said they are creating more content than they did a year ago, according to the Content Marketing Institute. With brand awareness among the most important goals of B2B marketers, there’s no better way to build a brand than to engage in content marketing. Thoughtful, in-depth, targeted content marketing, that is.

It’s no longer enough to just post to your blog every other week. Compelling, valuable and educational content – in the form of video, slide shares, webinars, infographics, and the like – is what will ultimately help B2B companies rank higher in search results through increased backlinks, shares and traffic generated by compelling content.

Many of our expert contributors advised that a great way B2B search marketers can generate impactful content is by creating in-depth articles, guides and expert round-ups. Expert round-ups and in-depth content not only provide value to your industry, they also bring more backlinks and attention to your site.

2. Mobile Optimization

Now that we’ve entered the age of Mobilegeddon, there’s no question that marketers must ensure their B2B websites are mobile friendly. Those that have not done so are beginning to experience significant decline in search engine rankings. How far will they continue to drop? That’s anyone’s guess. However, one thing is clear—as businesses approach the latter half of 2015, there has never been a better time to start focusing on your mobile strategy.

To ensure you appear in search properly, our experts suggest using a responsive design, enlarging your font size and call-to-action buttons, compressing the size of high quality images to speed up load time, slimming down navigation menus, and applying mobile-specific features such as click-to-call and making your address a link for navigation.

3. Retargeting and Personalization

Many experts believe retargeting will be the key to B2B search marketing success in 2015. B2B buyers actually want and expect personalized messaging. You can accomplish this through the use of retargeting and persona targeting, which let you reach prospects on a more personal, compelling level.

By placing visitors who have not taken action on your site into a remarketing campaign, you will be better able to guide these potential customers further down the funnel. That way, you’ll be there when they are ready to make a purchase. You’ve already paid for them to click on your ad and visit your landing page, so you might as well capitalize on their initial peaked interest!

4. User Engagement

As Google continues to place increased value on user signals from search – click-through rate, scroll depth, bounce rate, time on page, dwell time, etc. – it’s important for B2B search marketers to consider the user as the forefront of everything they do.

Search engines are also working hard toward reading social signals and including social media engagement in their ranking factors. For example, when you have a page that’s popular and widely shared, Google indicates that it satisfies visitors – thus it will rank higher in search results.

B2B marketers need to expect Google to start treating social media disengagement like they treat links bought on sites that no one ever visits – by either ignoring it, or penalizing for it. If visitors aren’t clicking on your content – or are clicking, but bouncing back right away to search again – you may find your rankings dropping.

Here’s a quick look at our experts.

Want to know more? Check out the complete answers we received from expert (in alphabetical order by first name):

amy jonesAmy Jones
SEO Consultant

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • Creating big, thorough blog posts, like a whitepaper blog post that you can then break out into many different blog posts. You can then use these posts as guest blog posts on other relevant, industry sites to earn links and generate awareness. I’d recommend B2B marketers create this in-depth, comprehensive content that they can post on their site as a blog post and then submit bits and pieces of it to other sites that will then link back to the larger piece on their site.
  • Companies are finally (with their SEO consultant’s help) recognizing that they need to create content that fulfills a user’s needs/that answers a user’s questions. More and more I am seeing content that answers users’ questions. Google is looking for sites that are answering users’ questions, so of course the sites that are doing so are benefiting with higher rankings. I think B2B marketers should spend time investigating the questions their clients and prospects are asking. If possible, marketers can ask or survey their clients to see what they want answers to or would like more information about. They can then create content that answers these questions. It’s that content that will rank. Google will see that users are engaging with the content and that they are stopping their searching once they find the content. Even if the site doesn’t have traditional ranking signals, content that answers users’ questions, is seeing increased rankings in 2015.
  • Video marketing – video continues to grow in popularity. Users love them — because they make products and services more tangible and can reduce the perceived risk of buying — and so do the search engines. Companies seem to be putting out more videos, which is great if they are deploying a strategy with SEO in mind. I’d advise B2B companies to inform their SEO consultants that videos will be coming and allow their SEO consultants to come up with a strategy prior to the videos are released. To get the biggest SEO bang for your buck with videos, videos should be self-hosted and video site maps should be created and submitted.

brent carnduffBrent Carnduff
SEO Specialist

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • Mobile – this one has been talked to death, but it doesn’t change the fact that its important. Especially following Google’s mobile update earlier this, your website has to be mobile friendly for the search engines, and mobile-user friendly for conversion.
  • Click-through Rate – I’ve been dubious about this one until recently, but enough of the industry “influencers” that I trust have come out in support of it, that I’ve finally accepted it. If you listing is being clicked on from the search pages, and searchers are then staying on your site, Google will assume that you’re a good answer for that query. If they are not clicking, or are clicking, but bouncing back right away to search again, you may find your rankings dropping.
  • This brings into focus two different areas – First, you want to make sure that your user has a good experience once they get to your site, and secondly, it may be time to go back and check your meta-descriptions. Long forgotten or ignored, the meta description is your chance to “sell” to the searcher from the search engine ranking page – could definitely affect your click through rate.
  • Content Creation and Sharing: I know, I know, another obvious one. However, even though Google’s always wanted you to produce GOOD content, it’s getting harder to ignore them. They are downgrading inactive sites (or even inactive Google My Business accounts – not sure if this will continue now), and poor quality content, and rewarding “fresh” high quality content. To compete today, you have to be active in content production and sharing – period

chrismakaraChris Makara
Interactive and Digital Marketing Strategist

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • Remarketing provides businesses with an opportunity to nurture top of funnel prospects – While it’s best to segment/target your keywords and ad copy to deliver the right type of lead for an initiative, there will always be people who just aren’t quite ready to “buy.” However, you have already paid for them to click your ad and visit your landing page. Instead of hoping they remember your company when they are ready, putting these people into a remarketing campaign that ultimately places them into a nurturing campaign will allow your business to help guide these potential customers further down the funnel.
  • Publishing content less often, but more in depth to answer everything – There are many sites that post new blogs daily. Sure, they might have an army of writers to handle this, but how actionable is the content? More often, the content is rather thin and high level. Today’s consumer wants detailed information which are typically longer in length and detail. They have tons of questions. For example, “Why is your product better than a competitor?” or “What’s the difference between Product A and Product B?” By providing more valuable content, your website will be able to provide prospects with the information they are looking for.
  • Spend more time promoting than publishing – This kind of ties back to point #2 above. The real value of your content comes when you get others to link to it. For this reason, I recommend spending more time performing outreach to essentially pitch your content to be linked to as a resource, mentioned in a roundup, or even used to replace broken links on other websites.

fervil vonFervil Tripoli
SEO Specialist

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • Hard-to-ignore advantages of going mobile – The balance between non-responsive vs. responsive websites has been broken and will never be the same again.Over the years, we’ve seen significant growth in the number of mobile users. According to Statista forecast, the number of mobile phone users will reach almost 5.3 billion. As a matter of fact, Google mentioned that in 10 countries (including US), there are more people who are using mobile devices than computers to search, transact, and purchase online.Due to the rapid increase in number, Google was determined enough to improve the quality of their searches. They have released an algorithm update which makes mobile friendly websites appear higher in search results (Search Engine Land coined the update as Mobilegeddon). It just started to roll out but it presented a tremendous impact in 2015 to all online businesses and webmasters alike. This update is a complete game-changer.Fortunately, it’s still not the end of the world for b2b marketers who missed this online trend. They should start learning how to make their sites mobile-friendly for Google.
  • Involvement in social will not be limited for engagement – In the beginning, social media sites acted as a medium for businesses to communicate and interact with their audience. As time goes by, getting involved in social has advanced into something more significant to B2B and B2C marketers.There are hefty reasons why b2b marketers should exploit social media. Aside from social engagement, some important benefits I think would be:
    • Social conversions – for any online business that yearns to gather some targeted audience for leads and sales, getting involve in social is a great venue to start expanding sales and conversions.
    • Personal branding – having a large following in social media enhances brand awareness and reputation of any online business. It puts more trust plus it augments the overall authority of the business’ website/s.
    • Ranking factors – top search engines like Google are working hard towards reading social signals better which is a reason to have it included in their ranking factors. When you have a page that’s popular and widely shared throughout various social media platforms, it makes Google consider that the page “satisfies” its visitors, thus reward it highly in the search results.
    • More precise targeting for content promotion – I see a lot of websites which married their most beautiful content to paid social advertising and organic promotions in social to effectively spread the word. Many search marketers utilize social paid ads (i.e. Facebook targeted paid adverts) or seed their reputation in relevant G+ communities, Facebook and LinkedIn groups to amplify their business’ reach. Small to Midsized Businesses (SMBs) and even large enterprises shall continue to invest time, money and effort in order to cultivate their social media accounts and reinforce their website content.
  • The rise of upgraded content – There’s no doubt that content marketing will have its place in the latest search marketing trends. In 2015, 70% of B2B marketers are creating more content than they did a year ago, even those who say they are least effective (58%) and those without any type of strategy (56%). Brand awareness came as the “most important goal” by b2b marketers and there’s no other way to leverage a brand than to engage in content marketing. The search will likely become a battlefield for the creative. Marketers are becoming more and more innovative in developing their website content assets as well as their strategy in content promotion. Content repurposing has been more useful than ever. When you have produced an educational, valuable and compelling article, it’s not enough to publish it as a blog post. Find ways on how to turn it into an amazing video, a slide presentation, an infographic or a gifographic.

harris_schaterHarris Schachter
Owner, OptimizePrime, LLC

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • Content marketing informed by audience research. The most successful content marketing starts with a thorough understanding of your customers. Strong persona creation needs to be done through interviews of both current customers and prospective customers. Understand exactly what makes people tick when they’re considering a product or service like yours and appeal to these informational needs any way you can. Some of the best content in the B2B space is that which is easily shareable around companies, like whitepapers and slideshares.
  • Top of funnel PPC. Once you have this content, it’s time to market it. Because transactional searches are typically more expensive to bid on due to competition, a good way to earn traffic for less money is to bid on the informational searches. Drive visitors to your content instead of product pages if you know they’re in the research phase. If you can do this well enough, they’ll fall into the sales funnel with ease.
  • Live Events. Conferences, webinars, and even small MeetUps provide a great opportunity to demonstrate domain knowledge and also engage a viable audience. Invite speakers who are known in the space to come and present, while also making sure your audience (as business representatives) know what your company does. You can then do a variety of things to generate and nurture leads such as run a giveaway in which you collect contact information.

James_BrockbankJames Brockbank
Digital Marketing Consultant

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • A Move To HTTPS – With Google announcing HTTPS as a ranking signal back almost a year back, it ultimately took a few months for businesses to start to take note and make the move. There’s ultimately risks involved when making from HTTP to HTTPS, as with any form of domain change of any sorts, however when planned and executed properly, the rewards far outweigh these.Through 2015, I’ve seen more and more non-eCommerce sites move to an HTTPS domain, both for the added security and reassurance it offers, but also to ensure that the box is ticked in Google’s eyes. In addition, whilst previously many eCommerce sites used HTTPS only on their checkout and cart pages, they’re now rolling this out across the whole site.My top tip here is to purchase an SSL certificate if you haven’t already done so. Of course, HTTPS as a ranking signal is only one of over 200, however given all else equal, if you’re one step ahead of a competitor who hasn’t yet made the move, you’re likely to outrank them.
  • Responsive Design Continues To Grow – Back in April, Google brought into play their mobile-friendly algorithm, making it almost a necessity for sites to be mobile friendly. Whilst we saw a huge growth in responsive design (this is by far the preferred solution for offering a mobile friendly site) across 2014, this growth accelerated in the first half of 2015. Of course, mobile search needs to be a HUGE consideration for marketers and business owners, however user experience needs to come into play as well.Having a responsive site will not only ensure you’re not being negatively affected by Google’s mobile friendly algorithm but that you’re also offering a superior user experience. Search marketing has come a long way since the early days and, as far as I’m concerned, the user needs to be considered at the forefront of everything which you do.
  • A Strong SEO / PR Crossover – Let’s face it – in its traditional approach, SEO IS DEAD! Link building (or dare I say buying – as we know many agencies once did) no longer works and if you want to succeed on the search engines, you need to earn your way there. Producing great content is talked about by many in the industry but this is only the start! It’s all well and good producing this fantastic content but if no one see’s it, they’re not going to link to it.In 2015, we’re seeing a far stronger crossover between SEO and PR, with the promotion of content assets becoming as important, if not more so, than the creation. That’s not to say your content doesn’t need to be first class, however as it does. It’s simply that you need to put far more effort into promoting it and securing coverage of assets than ever before. Put in the hard work and you’ll succeed. Try to get by with inferior content and SEO approaches, on the other hand, and it’s a recipe for disaster!

jasmine_sandlerJasmine Sandler
Digital Marketing Strategist

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • Social Signaling – Marketers must understand the importance of having a strong, frequent, market-position driving content marketing program that leverages social media and signaling to SEO. This includes not only posting; but also appropriate daily commenting on popular and related articles. The appropriate use of hashtags in channel is essential here.
  • Online PR – This is what I have built my business on since 2006 and it is finally getting the attention it deserves. Because Google is rewarding trusted and credible content and sites, Online PR is critical to online brand awareness. This work requires a proper Online PR program.
  • Rich Schema Tags – Both B2C and B2B brands can take advantage of rating systems for products and services. An SEO developer should be engaged to build a strategy for making certain products and services, especially customer reviews visible to the search engines.


Josh Bachynski
SEO Researcher and Consultant

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


I don’t know about trends, because trends are a little like fads – and following a fad is always a fool’s gambit ;-)

In fact the top 3 “trends” in 2015 search marketing I see are 1) giving up on SEO and buying AdWords, 2) doing ye olde 2008 seo (i.e., buying links and making blog posts, even disavowing links hoping that the “google-god” will forgive you your “sins”) and thinking it still works / is not risky, or 3) doing nothing because you don’t know what to do

All of this is wrong and will kill your business, eventually :-(

However, in terms of the top 3 ways Google’s algorithms seem to be going, are micro conversions, macro conversions, and popularity

And so, how do b2b marketers take advantage of these algorithmic trends?

In terms of search marketing, B2B is not that much different than B2C – either way a person with likes, values, and hopes will be making the purchase

And so:
1) You need to reach that person with the best value proposition (this is where it might differ between b2c and b2b clients, but not as much as you might think)

2) You need to make sure when they come to your site (from whatever multiple source: social, search, blogs, etc.) they find exactly what they are looking for above the fold, super-fast, super sexy, super easy to use

The majority of your traffic should convert. If not, you are doing something wrong.

B2B sites need to be even more streamlined, less sales speak, even more ease of use for ongoing purchases – in fact, it might be a good idea to have a separate area on the site where repeat b2b customers can easily make purchases

That is what micro conversions, macro conversions, and popularity is all about

And google is directly tracking that in real time these days

Changes to your strategy here can have HUGE and relatively IMMEDIATE results!

dr_kristen_heflinDr. Kristen Heflin
Assistant professor of communication at Kennesaw State University

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • Trend 1 – The increasing importance of optimizing SEM campaigns for mobile devices. With more searches now taking place on mobile devices than on computers, it’s more important than ever to optimize B2B search marketing campaigns for mobile devices. Google has several tools to help marketers easily reach and measure mobile audiences. For example, AdWords offers mobile-preferred ads, which allow you to create ads optimized for mobile devices without creating a separate mobile-only campaign. Google also introduced its Mobile Friendly Test tool, which helps marketers analyze the mobile-friendliness of their site and provides suggestions for how to improve.Of course, once you optimize for mobile, you’ll want to measure the effectiveness of your mobile campaigns. Since data from Google show that 9 in 10 consumers start an activity on one device and finish it on another (i.e., interact with an ad on their phone and then finish their purchase on a laptop) it’s important to measure cross device conversions. Google AdWords now does this with estimated cross-device conversions for display ads. With a little help from these powerful tools, B2B marketers can take advantage of this trend.
  • Trend 2 – Audience-based search marketing tools are producing more effective B2B SEM campaigns. New services offered by Google and Bing provide marketers with the ability to customize search ads to individual audience segments. Services like Bing’s Universal Event Tracking tags, which help track multiple conversion goals, and Google’s remarketing lists, which enable advertisers to customize search campaigns for people who have previously visited their site, already enable advertisers to customize campaigns. These tools will continue to grow in their utility alongside new tools currently being developed. In Google’s rumored new service, audience segments could be defined by the advertiser through advertiser-specified audience tags based on the advertiser’s own online and offline customer data.For example, an advertiser could upload email addresses to Google with corresponding audience tags. Google would then use the email addresses to link the user’s devices to the audience tags set by the advertiser. Advertisers could then serve different, customized ads to each audience segment based on their own insights, which would likely produce more relevant ads for the consumer and better results for the advertiser. While this tool is still in development, the existing tools mentioned above can help B2B marketers reach specific audiences with messages tailored to their unique needs, resulting in a more personal, compelling and ultimately effective SEM campaign.
  • Trend 3 – Tracking keywords that lead to phone calls. According to Google, 70 percent of all mobile searchers have called a business directly from search ads. Understanding which ad inspired your customer to call is an important, yet difficult part of tracking conversions. While there are third-party vendors that offer services to dynamically change phone numbers on webpages based on traffic source, these services can become pricey and difficult to manage if you want to track traffic down to the keyword level because they require you to pay for several phone lines.However, with Google’s Website Call Conversions marketers can track which ads lead to phone calls at no additional charge. The service uses dynamically-generated Google forwarding numbers to replace your contact number on your website. As a result, B2B marketers can see which keywords, ads, ad groups and campaigns are generating call conversions. Armed with this knowledge, B2B marketers can make more effective choices on how to spend their marketing dollars.

larry_kimLarry Kim
Founder, Wordstream

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • The most impactful trend in play right now is one-to-one marketing; the ability to reach out to specific people you may already know, using your email lists, cooked site visitors and even phone numbers of existing clients or customers. This is making PPC feel a lot more like email, where you’re not just blasting out ads, but sending very targeted communications to people you know something about. We’re going to keep seeing new use cases here as Facebook keeps ramping up their use of Atlas and the Google Display Network tries to keep up.
  • A second super impactful search marketing trend for B2B marketers is persona targeting. In addition to keyword targeting, we can add this whole layer of persona data, enabling us to reach prospects on a more personal, compelling level. It gives us far greater insight into context and motivations, so we can tailor messaging and creative accordingly. We’re learning that consumers and B2B buyers actually want and expect personalized messaging and that there are ways to do retargeting right, without being creepy.
  • Speaking of keyword targeting, expect to see it continually deprioritized and eventually phased out altogether. Google already killed off exact match and phrase match and we have so many other signals now — behaviors, traits, demographics and more — that keywords just aren’t a great way to tell what someone might actually be looking for. Smart B2B marketers are looking ahead and starting to future-proof their campaigns by getting over this whole idea that having tens of thousands of keywords in their campaigns is doing them any good.

martin_jonesMartin Jones
Digital Marketing Strategist

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • Personalization – As more B2B marketers have adopted content marketing and the use of long-tail keywords as part of their SEO strategy, searches have become more personalized. This trend has continued in 2015 and shows no signs of slowing down anytime soon.Depending on the personal data that has been collected, each individuals search will yield different results based on the same search terms. Brands that recognize this trend and move to deliver a high degree of personalization along the consumer’s path to purchase, across multiple search platforms, will drive increased clicks, traffic, and business.The key? A brand’s ability to create unique, valued and relevant content that reaches an individual rather than the masses.
  • Localization – The trend of localization in search goes hand-in-hand with personalization and is also positioned to continue for some time. Regardless of the size of an organization, from small business to enterprise, it is an essential element in today’s successful B2B SEO strategy.The number of consumers performing searches for local solutions and services on mobile devices is skyrocketing. Search engines are continually tweaking and changing their algorithms to rank local results higher and provide more relevant results to the user. These two factors alone clearly make the case for a continued emphasis on localized search in 2015 and beyond.Brands and businesses that place a focused effort on both localizing searches and leveraging data to deliver increasingly targeted and relevant results will enjoy a distinct competitive advantage in most markets.
  • Mobile Optimization – Without a doubt, one of the top SEO trends to continue to follow in 2015 is the shift to mobile optimization.In April of this year, Google officially updated its search algorithm to include “mobile-friendliness,” or mobile optimization into its ranking factors. This move marked a significant change in both Googles algorithm and the SEO strategy of many marketers.Businesses that have not updated their websites or optimized them for mobile have begun to see the impact. Many are experiencing significant drops in the search results rankings.How big are the drops? Adobe recently reported from a study they conducted, traffic to non-mobile-optimized websites coming from Google dropped by 12% in just the first two months since the change took effect. That’s significant.How far will they continue to drop? That’s anyone’s guess. However, one thing is clear as businesses approach the latter half of 2015 – There has never been a better time to start focusing on your mobile audience and their importance to your business.With this recent update, Google is sending a clear message – mobile optimization is a key factor in your search ranking, and a trend will be around for some time.

matthew_barbyMatthew Barby
Digital Marketing Consultant

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • An increased focus on searcher behavior within the SERPs – I‘ve ran numerous tests to examine the effects of click-through rate on search engine rankings and the results have been speaking for themselves. Google is placing a huge amount of value on user signals from search – not just CTR but a number of other metrics too.
  • Community engagement – This isn’t necessarily a new tactic but something that works particularly well within B2B industries to create a steady flow of organic links coming through to your website.
  • Ranking for links – This is a concept that I recently discussed within my SEO campaign blueprint case study and it involves ranking content for long tail keywords purely for the purpose of earning links. By this I mean that you target long tail phrases that are asking specific questions, people search for these questions when looking for references for their content and then they link to you. Not only are you creating a ton of useful content but you’re scaling your link building in an effective and sustainable way.

matthew_capalaMatthew Capala
Internet Entrepreneur, Author of Search Decoder

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


In-Depth Articles & Guides

One of the search marketing trends that will continue to dominate B2B is the creation and optimization of in-depth resources and guides. In-depth articles feature both mainstream media and smaller reputable blogs, so there are myriad opportunities to show up in Google for creative B2B marketers. The in-depth articles are relegated to the bottom of the search results, after any advertisements and the organic search results, but they comprise of about 6% of search engine result pages. The keyword here is in-depth, so you really need to write a long-form content that solves a significant problem and provides curated resources and opinions. For example, we published 8k words guide, The Ultimate Guide to Outsourcing SEO to Philippines Done Right , which has ranked on Google on competitive keywords, such as ‘seo phillipines.’

michael_cottamMichael Cottam
SEO Consultant

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • Topics vs. Keywords – Understanding Google’s shift from matching search terms + page titles to more of a search topic + page topic approach.   As an example, Google now appears to understand (and rank pages appropriately) that when someone searches for “best time to go to Costa Rica”, they’re looking for information on weather, high/low airfare seasons, events, etc.  Pages that seem to cover the TOPIC broadly and in detail–talking about all of the important related sub-topics–are ranking better than pages that simply match the search term with their page title.  Content for long-tail terms need to migrate away from their own long-tail-targeted pages and into the head-term pages.
  • Engagement Matters – For the last few years, so many marketers have had a butterless popcorn maker approach to blogging and social media: masses of content flowing out of the machine, with little flavor and no nutritional value to their content–so nobody cares, and nobody shares.  And what’s just as important is this:  Google is undoubtedly starting to measure that engagement–whether it’s just counting the nofollowed links from those shares, or doing some social media platform-specific analysis.  We as marketers need to expect Google to start treating that kind of social media approach like they treat links bought on sites that no human ever visits…by either ignoring it, or penalizing for it.
  • Reputation – In B2B, often it’s difficult to use the traditional reviews systems.  But B2B buyers are often making much bigger purchasing decisions, so establishing your authority through awards, testimonials, your management team’s bios, etc. is important. As well, we’re starting to see negative SEO done more and more, ranging from really spammy link-building (attempting to get a competitor penalized) to reputation attacks (for instance, building links to negative articles about a competitor to attempt to get that article to rank for the competitor’s name).  B2B companies need to be (a) monitoring for these kinds of activities, and (b) proactively working to mitigate the damage.  A year ago, I would have called this paranoia, but today, I have a number of clients I’m having to do ongoing damage control for–and none of them are in industries that traditionally have a lot of black-hat tactics going on.

neil_patelNeil Patel
SEO Consultant, Founder of Quicksprout and KISSmetrics

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • Content marketing – it’s a great way to boost your organic traffic and generate more leads for potential customers.
  • Guest posting – a lot of B2B marketers are guest posting on sites like Forbes and Entrepreneur. They aren’t doing this to manipulate search rankings through link building, but instead those sites tend to rank well in Google. And if they happen to mention your site, it drives signups.
  • Paid ads to webinars – it’s much more cost effective to run paid ads to informational content like webinars and then convert those visitors into customers than it is to drive people directly to your homepage.

nick_eubanksNick Eubanks
Owner, SEONick.net

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • Continued leverage of high production value, long-form resource content used for active and passive link building
  • The use of paid social campaigns to inform detailed demographic persona design, which is then used to segment outreach campaigns for higher response rates from more authoritative content publishers.
  • On-site strategies aimed at increasing customer generated content (CGC vs. UGC) to help augment natural language and build semantic relevancy on product pages.

robbie_richardsRobbie Richards
Lead digital strategist at Royal Jay

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • The Great Pixel Land Rush – More ad dollars will shift from cost-per-click to cost-per-pixel models.Advertisers will pay to pixel readers and create segmented audiences for retargeting. This will enable more targeted messaging across all touch points of the buyer journey, increasing conversion and driving down customer acquisition costs.Social ad platforms will grow in this area with the emergence of Twitter tailored audiences, dynamic custom audiences and Direct sponsored content.
  • UXO and SEO will merge – While traditional ranking factors such as links, on-page and technical optimization will have a large impact…User experience optimization (UXO) will play a much larger role.Search engines will place more weighting on behavioral signals such as:
    • Scroll depth
    • Bounce rate
    • Time on page
    • Dwell time
    • “Mobile-friendly”

A more diverse media mix will emergence.

Content marketers will begin to shift focus more towards video and infographics to boost interaction and keep readers around longer.

  • Call tracking will explode – In late 2014, Google changed the game by introducing Website Call Conversions. Now, all businesses can implement free call tracking on their website.Advertisers can see keyword-level data across AdWord campaigns.This is incredibly powerful for B2B organizations as the majority of their leads come through phone calls, especially for higher ticket solutions. The ability to track phone leads down to the keyword will make it easier for advertisers to assess ROI and drive more companies to adopt a phone tracking solution.

sean_siSean Si
CEO and Founder of SEO Hacker

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • Schema is growing in Importance – Whether we accept it or not, or whether Google admits it or not, Schema is going to grow as a ranking factor. Right now it is an indirect factor in the sense that it affects SERP click-throughs by adding rich snippets on top of the Meta description, Title and URL.We all know how powerful click-throughs are in the recent “Quality Update” that Google rolled out under the light of “Mobile-Geddon”. Dwell time has never been more important than it is today.
  • HTTPS will be the standard – Google announced that an HTTPS website will have its ranking factor increased by 1%. While that may be true, if your implementation of HTTPS is not done thoroughly, it may be a lot more damaging than the 1% boost that Google promises.Setting up HTTPS correctly can be tricky especially if you started out as HTTP (where I believe 99% of all websites start from). So read up on guides and case studies on how to set it up correctly.
  • Conversion Rate Optimization will affect SEO in greater increments – Whether we like it or not, the effect of the scientific method is affecting startups, corporate teams and even algorithms. CRO deals a lot with the scientific method of testing with the goal of increasing leads, conversions, engagement, etc.Using critical CRO tools like Optimizely, Google Content Experiments, Qeryz, and other such tools for improving your CRO is critical if you want to build a strong SEO foundation that uses user activity and dwell time metrics as proof.

serena_ehrlichSerena Ehrlich
Director of Social and Evolving Media, Business Wire

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


Thanks to Google and the continual evolution of technology, there are quite a few new trends emerging in search marketing.  Here are our three favorite trends.

  • Going Mobile – Google has made several key updates to search as it relates to mobile search. Earlier this year, Google announced they were expanding use of mobile friendliness in search rankings. Websites that are mobile friendly now receive higher rankings in searches initiated on mobile devices, than websites who are not mobile friendly. While many businesses were prepared for this shift, those who have yet to update their sites are now seeing visibility within Google. To ensure you appear in search properly, make sure your website, landing pages and your online newsroom are all mobile friendly and can render easily across all devices.
  • Connect your dots! Marketing automation tools continue to evolve.  Tools such as Pardot and Google Analytics allow you to track the impact of your communications program directly on your business goals.  Use URL Builders to create URL extensions that allow you to track which of your communications are creating the most activity, traffic and conversions within your website. Create extensions for news releases, social updates, advertising, and other marketing collateral to keep your programming separated and then track not only who comes into your site, but if it is their first time visiting you in and how far within the site their journey goes.  Email marketing services like Pardot allow you to track actions within distributed emails as well as landing pages, providing even more data you can use to tweak or update your program.
  • Increasing budgets for program amplification – Today’s smart B2B marketers understand that it costs money to promote one’s website, news and content. It is important that these marketers establish a realistic budget to increase the visibility, and conversions they need to meet their business goals. Paid platforms include news distribution services like Business Wire, amplification products like Google AdSense, social media platform advertising and more.

Smart marketers watch for emerging best practices such as the three listed above and implement the ones most relevant and useful to meeting their business and business goals.

steven_pollackSteven Pollak
SEO Analyst, NCR Silver

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • Look for keywords that you rank for on the second page and try to push them to the first page – I use this one a lot because it’s a relatively easy way to boost traffic. What I do is this: I go into Google Webmaster Tools and bring up the rankings report in the search console. I download the report and then sort it by the average search position, lowest to highest. From there, I examine the keywords that Google shows us ranking for in the 11 to 15 range. Some of these words will have more search volume than others so concentrate on the ones where you’ll get the most bang for your buck. To improve your rankings, you’ll want to spruce up the landing page itself and see what the pages that are ranking on the first page have in them that you might be able to incorporate into your page. Sometimes, it’s as easy as changing the page title and, voila, more traffic.
  • Scope out the competition – I’m a big fan of researching the competition. I often use tools like Compete.com to see what terms are working for my competitors. It’s a great way to discover new ideas for blog posts and landing pages. A lot of times, I am surprised by the long tail terms that these other sites are receiving traffic on.
  • One page = one keyphrase – Don’t make any one page work too hard. It’s not likely to rank in the top 10 for more than one or two phrases anyway. All too often, I see people trying to stuff too many different keyword variations into one page. It’s a waste. If you want to rank for a particular term, build a page around that term. If you want to rank for a similar term, build a second page aimed at that second term.

ted_ivesTed Ives
SEO Consultant

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • Testing tools are really starting to hit the early majority phase of adoption. Unbounce, and Optimizely are in many ways indispensable for B-to-B marketers driving leads, whether they’re focusing on organic or paid; Adalysis is great for paid.
  • BtoB search marketers are increasingly testing non-search channels to get more reach – particularly LinkedIn and Facebook. I’m seeing BtoB marketers get a lot of reach on the organic side simply by engaging in LinkedIn groups, publishing content on LinkedIn, and so forth – and paid can work quite well there for many businesses too. Facebook is a different animal – I think BtoB marketers are more comfortable testing Facebook from a paid standpoint first – it allows quick experimentation.
  • I see a lot of people initially getting excited and implementing Google Tag Manager but then running into governance issues. Not having role-based permissions is a bit dangerous in large enterprises – allowing everyone to push out whatever java script they want to the website is a recipe for problems. So I think BtoB marketers should think in terms of leveraging commercial, enterprise-grade tag management solutions when possible.

venchito_tamponVenchito Tampon
CEO and Co-Founder of LinkCore Media

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


For 2015 and beyond, here are the top search marketing trends that every company in the B2B industry needs to look at:

  • Mobile optimization – making your website mobile friendly doesn’t just help for technical optimization but also in providing a good user experience to the site’s target audience, especially now that mobile phones are in great demand for internet usage.
  • Education-driven content marketing – content is king in context, as it helps navigate certain groups of readers to specific actions provided by the campaign (email subscription, lead generation and social activity).
  • Link earning and building – links is still an important factor in helping a page/site rank in search engines, as they serve as signals of authority and relevance of a certain brand. With expert-driven content and influence, which is built through email outreach and other relationship building activities, links could easily be acquired from high authority blogs/sites that doesn’t just pass link juice to linking pages, but valuable customers/leads to the linking brand.

zac_johnsonZac Johnson
Online Marketing Consultant and CEO of MoneyReign, Inc.

“What are the top three search marketing trends you have seen so far in 2015 that B2B marketers should leverage?”


  • Expert Blog Posts – Yes, expert blog posts are on the rise. Not only are they great for blog content and bringing in a ton of social shares, they also rank very well in the search engines. You can see two examples of expert blog posts here and here. The end goal for every expert based post is to provide value, feature experts within your industry and also put in the time and effort to gain more backlinks and attention to your site.
  • Retargeting- Billions of dollars are spent on search marketing every year. If you aren’t following up on your advertising after that first visitor and click takes place, you are simply missing out. When someone searches for something through Google, Yahoo or Bing, they are genuinely interested in the topic or ready to make a purchase. Through the use of retargeting, you can setup ad campaigns that will display only for visitors who have come to your site through search and never made a purchase or took an action on their first visit. This retargeting guide from HubSpot is a great place to start.
  • Implement a Blog into Your Business – Having a blog is simply one of the best ways to increase your search rankings, backlinks and content that appears within the search results. No matter what type of brand or business you have, there is definitely content that people are looking for, and a blog is the best way to deliver it to them. Another huge benefit of blogging, is being able to guest blog on other sites and gaining powerful backlinks and exposure back to your site — best of all, when done correctly, this process is free and extremely effective.


A big thank you to everyone who contributed to this post!

If there are any search marketing trends  that weren’t mentioned by our experts, let us know in the comments section below.

You can also stay up-to-date on the latest search news by visiting our blog regularly  for our biweekly search roundup along with other BtoB digital marketing and PR news.

Google Alphabet Acquisition and More Search Marketing News

August 13, 2015 by

The search marketing industry is always changing, so it’s important to stay up to date on the latest news and best practices. Here’s a round-up of some of the most recent search marketing news and trends. Hope you enjoy

1. Google Alphabet Acquisition

In a surprising turn of events, Google announced on Monday that it will soon be acquired by Alphabet, Inc. a holding company formed by Google founders Larry Page and Sergey Brin. Alphabet will operate as a collection of companies, the largest of which is Google.

In a post from the Google blog, Page explained the reasoning for Alphabet’s creation. Basically, Google is involved in a lot of ventures that aren’t internet related (think: glucose contact lenses, Calico, Fiber, auto-driving cars, etc.) and the founders wanted to create a space to focus on efforts not directly related to Google’s internet products (think: search, ads, maps, apps, etc.).

With Larry Page and Sergey Brin taking over Alphabet’s management as CEO and President, Sundar Pichai will take over as CEO of Google. The Alphabet/Google merger has not taken place yet, but will likely happen later this year. Essentially, Alphabet will absorb all of Google’s stock, merge with Google and then make Google a subsidiary company of Alphabet.

In other news, the domain abc.wtf redirects to the Microsoft search engine, Bing. Take that, Alphabet.

2. Moz Ranking Factors Study

In an effort to better understand search engine algorithms, Moz surveyed 150 search marketing experts on over 90 ranking factors and ran correlation studies to gain insight into the factors that influence a websites visibility in search engines. Moz partnered with data partners SimilarWeb, DomainTools and Ahrefs to improve their study.

The search marketing study aimed to show the characteristics of web pages ranking highest in the search engines to help lead SEO practitioners toward better SEO practices.

The survey asked search experts to rate ranking factors on a scale of 1 (not influential) to 10 (very influential).

Here’s what they found:

  • Domain level link features (quantity of links, trust, domain authority, etc.) are the most influential ranking factor
  • Page level link features were the second most influential feature (PageRank, anchor text distribution, etc.)
  • Page-level keyword and content based features were the third most influential features (content relevance, on-page keyword optimization, content quantity, etc.)
  • The least influential ranking factors are: social metrics, TLDs, and user engagement.

Graph of Top SEO Ranking Factors 


(graph credit: Moz)

View complete study here.

3. The Latest on Recent Google Panda Update

Many questions have surfaced since Google launched a Panda refresh in mid-July. Why is the refresh rolling out so slowly? How will it affect my site? Will it affect only parts of my site or the whole thing? Etc, etc.

Luckily, Search Engine Land was able to get ahold of Google and answer some of these questions for us.

Google explained the reason they are rolling out the update so slowly is because they are shifting toward more continuous, gradual Panda rollouts. They also explained some pages may drop while others stay the same as some pages might be hit by Panda before others. While Panda is a site-wide action, it may not affect all pages the same way because Panda is only one of 200+ ranking signals. Google advised to watch analytics and isolate google organic traffic so you will be able to note any large swings in rankings that take place.

Moz Online Marketing Survey and More Search Marketing News

July 30, 2015 by

Search News Roundup

The search industry is always changing, so it’s important to stay up to date on the latest news and best practices. Here’s a round-up of some of the most recent updates and trends. Hope you enjoy!

1. Moz Releases 2015 Online Marketing Industry Survey

Earlier this week Moz released a survey of over 3,600 online marketers. Here are a few of the highlights:

  • 49% of respondents are in-house search marketers
  • 71% of in-house marketers have small teams of only 1-3 people
  • 36% of agency marketers reported working with more than 20 clients in the previous year
  • The top five agency services are: SEO, SEM, social media marketing, content creation and web development
  • 81% of agency respondents provide both SEO and SEM services to clients
  • 66% of agency content marketers rank “content for SEO purposes” as their top priority
  • 87% of respondents reported Google Webmaster Tools as their “top SEO tool,” followed by Google Keyword Planner (79%)
  • Google Alerts and Google Trends were reported as top content tools
  • Google Analytics was the most widely used analytics tool (91%)
  • Facebook, Twitter and Google+ were among the top three social networks used by marketers
  • The top five activities of online marketers were: analytics, keyword research, site audits, content creation and social media marketing
  • The top five services requested were: analytics, content creation, conversion rate optimization (CRO), brand strategy and social media marketing.

SEO news round up


(Image credit: Moz)

To read the full 2015 Online Marketing Industry Survey Report, click here.

2. Bing Organic Referral Drop Update

In last week’s SEO News Round-up, we reported a big decrease in Bing organic search referral traffic. It was hypothesized that the drop in referral traffic had something to do with an algorithmic update or Google analytics, leaving many webmasters with questions.

According to Search Engine Land, a Bing spokesperson said the decrease in organic referral traffic is due to Bing’s gradual move to encrypt their searches. Bing warns that a decrease in organic referral traffic  may increase over time as they migrate searchers over to HTTPS.

3. Google Updates Adwords Quality Score Reporting

On Monday, Google announced it is changing the way keyword quality score is reported. Don’t worry, the changes only affect the numbers you’ll see in AdWords, not the way quality score is calculated or the ad auction. Google explained this change will help them behind the scenes to improve reporting accuracy for keywords with traffic. Keywords will now default to a score of 6 and will update when impression accumulate within a day or so.

4. YouTube Arguably Second Largest Search Engine

More and more users are turning to YouTube for search purposes, making it the second largest search engine. For instance, “how-to” searches grew 70 percent year over year according to recent information released by Google. YouTube is proving that video content is more engaging and may even be more informative than a page of text. YouTube’s success can also be attributed to Google displaying primarily only  YouTube videos in its search results.

To expand marketing reach, it is very important to have a presence on YouTube to bring more traffic to your website. By ranking in YouTube’s search results, you also have a chance to rank in Google’s web and video search.

For a complete list of YouTube optimization best practices, click here.

Google Panda Refresh and More Search Marketing News

July 23, 2015 by

Search News Round-Up

The search marketing industry is always changing, so it’s important to stay up to date on the latest news and best practices. Here’s a round-up of some of the most recent updates and trends. Hope you enjoy!

1. Google Panda Refresh is Here

After months of waiting, Google announced a Panda refresh has taken place. You probably won’t notice any immediate changes as Google is rolling out the update at an incredibly slow pace. Google said the update has only affected two to three percent of websites so far, so it could take months before you see an algorithmic impact on your site.

The new update means that sites who suffered or were penalized from the last Panda update have the potential to rise up in Google’s search results again. If you were hurt from the last Panda refresh, expect to see a gradual change in organic rankings over the next few months.

2. How Does Google Handle the New Top Level Domains?

After a lot of questions and misconceptions about how Google handles the new top level domains, Google’s John Mueller published a blog post to clear the air.

For those who don’t know, a Top Level Domain (TLD) is the most general part of a domain name in an internet address and always comes after the last dot in a URL (.com, .org, etc.). Search marketing practitioners often believe that Google prefers some TLDs over others. John Mueller squashed those beliefs when he stated there are no TLDs that Google finds more important than others–they are all treated equally when it comes to rankings.

Google said new TLDs like .BRAND and .how will be treated the same way as old TLDs like .com and .org. Mueller said the new TLDs won’t influence the way they crawl, index or rank URLs.

Don’t go running to a new TLD just yet. Moving you website to a new domain can have big impacts on your SEO efforts. Domain changes take time to adjust to, so it’s best to stick with a domain that will benefit you for the long-run.

For more info, check out Mueller’s blog post.

3. Bing Search Traffic Decline

Notice a big decrease in Bing organic search traffic? You’re not alone. Webmasters everywhere are wondering if this could be due to an algorithmic update. Turns out it might have to do with Google Analytics. Barry Schwartz at Search Engine Land analyzed dozens of websites in Google Analytics and noticed the same pattern—about 20 percent declines in Bing organic search traffic across the board. On the flip side, he also saw about a 200 percent increase in referral traffic.

Sounds fishy. Both Google and Microsoft are investigating the issue.

4. Google Maps Rolls Out Location History Timeline

Ever wish you had a way of remembering the restaurant you went to at the beach last summer? Well, if you used Google Maps to get there, you’re in luck! Google announced they are producing a new feature in Google Maps that lets desktop and mobile users see a timeline of where they’ve traveled in a given period. Google hopes its users find this feature beneficial for remembering and viewing the places they’ve been in a given day, month or year.

For more information, read Google’s blog post.

5. Most Googled Products On The Planet

Kidneys, Nose Jobs and Cows… Oh my! Ever wonder what people are searching for the most around the world? Check out this cool map showing what different countries are filling in the phrase “cost of ____” with.

Google’s Cross-Device Benchmark and More Search Marketing News

July 9, 2015 by

Search News Roundup

The search world is always changing, so it’s important to stay up to date on the latest news and best practices. Here’s a round-up of some of the most recent SEO and PPC updates and trends. Hope you enjoy!


1. Google’s Cross-Device Benchmarks

New research from Google proves that users often switch devices before converting. Therefore, if you aren’t tracking cross-device conversions in Adwords, you’re letting valuable insight into how your advertising dollars are performing pass you by.

But what are cross-device conversions? According to Google they are estimates based on aggregated, anonymized data from a sample set of users that have previously signed-in to Google services. If you want to dig deeper, Googler Matt Lawson can help: What Google’s New Cross-Device Benchmarks Actually Mean For Advertisers.Search News Roundup - Google’s Cross-Device Benchmarks

2. Bing Got You Down?

If you’ve noticed a drop in your Bing rankings recently it’s most likely because your site has moved from HTTP to HTTPS using an extension of TLS called SNI. As more sites migrate to HTTPS to receive Google’s promised rankings boost, Bing has failed to keep up. Why? Bing can’t crawl sites with this specific implementation of site security, but can only manually whitelist them.

For more information, check out this article on Search Engine Land: Drop In Bing? Moving To HTTPS (SNI) Would Have Caused It.

3. Google Panda Refresh Still Coming Soon

At the beginning of June, Google’s Gary Illyes announced that the new Panda refresh would be released in two to four weeks. By doing some simple math, it’s easy to figure out that a month has come and gone and there’s still no refresh in sight. However, late last week in a German Google Hangout, Google’s John (Johannes) Mueller said that we can expect to see the Panda refresh “in a few weeks.”

4. Bing Mapping Upgrade

Earlier this week, Microsoft announced that its Bing Maps update will include new search layers and enhanced content. More specifically, the company’s placed an emphasis on context, exploration and planning, bringing the service closer to Google Maps functionality than ever before. In fact, users will now be able to create layers of search results around a specific point or area thereby planning out an entire trip in one map.

However, while this will prove useful for those planning their next big vacation or night out on the town, experts expect it will be less so for those simply seeking business listing or directions from A to B.

Post-Mobilegeddon and More Search Marketing News

June 25, 2015 by

Search News Round-Up

The search marketing industry is always changing, so it’s important to stay up to date on the latest news and best practices. Here’s a round-up of some of the most recent updates and trends. Hope you enjoy!

1. Post-Mobilegeddon: What Happened?
Google’s mobile-friendly update, coined by many as “mobilegeddon,” has been quite the topic of conversation amongst digital marketers. Since the announcement of a mobile update, SEOs have worked hard to get their sites up to par as the impending doom of the mobile update loomed over their heads. The mobile-friendly update finally took place and after taking some time to adjust to it, the update was not as dramatic (or surprising) as imagined to be.

Some key findings are:
• Non-mobile friendly URLs are showing up less in the first three pages of Google’s search results
• Sites with user experience scores of 80 and higher are deemed “mobile friendly”
• Brand name searches were not significantly impacted – even brand sites not optimized for mobile

2. Google Trends Update
Based on Google’s more than 100-billion searches completed every month, Google Trends implemented its biggest update since 2012. The new update allows searchers to track the topics most people are searching for and where in the world interest is highest. If you are wondering what was trending yesterday or two years ago, you can now select any time range from the date picker to determine trends. Google also announced it is combining YouTube and Google News data with search data to determine which topics are gaining the most attention.
Google has also redesigned its homepage to be more “story centric,” focusing on currently ranking topics.

3. How Google Uses Clicks in Search Results
Google’s Gary Illyes explained how Google uses clicks for rankings at SMX Advanced last month. He cleared things up by stating that Google uses clicks made in search results for evaluation and experimentation—not for ranking. Google believes clicks are too easily manipulated and thus cannot be considered for ranking purposes. If clicks went into ranking, companies could simply hire people or robots to click on links in search results, making it appear your site is better than your competitors. This was Google’s official statement, but many SEOs believe it is still open for debate and testing.

Google Panda Update Coming Soon and More Search Marketing News

June 18, 2015 by

Search News Round-Up

The search marketing industry is always changing, so it’s important to stay up to date on the latest news and best practices. Here’s a round-up of some of the most recent updates and trends. Hope you enjoy!

Google Panda Update SEO News

1. Google Panda Update Coming Soon Earlier this month, Google’s Gary Illyes announced the new Panda update will be released in the coming weeks. Illyes said the update will be more of a “data refresh” rather than an algorithmic change. What does this mean? It’s hard to tell now, but Illyes speculates some sites suffering from this algorithm may see a recovery in the future.

2. Domain Authority Decline Did you recently notice a decline in your Domain Authority? Don’t worry, so did we. Early last week, Moz released their latest Mozscape Index leaving many perplexed as to why their Domain Authority dropped drastically. This update includes even fewer URLs, root domains, subdomains and total links than the previous Index from May 5. The good news is that Domain Authority is a relative metric and is most valuable when examined against a group of similar sites. We would suggest looking to see if your competitors’ Domain Authorities dropped as well, and if they did, you don’t have much to worry about and should continue monitoring and optimizing your site as usual. It’s always a bummer to see your Domain Authority drop when you’ve been working to gain quality links, but remember it can take 2-3 indexes before Moz recognizes the new links, so don’t give up just yet.

3. Google “Near Me” Searches Double According to Google, search queries containing phrases like “nearby” or “near me” have doubled in the past year with 80 percent of searches coming from mobile devices. In response, Google has launched a new Nearby Business mobile ad product tool that features buttons to get directions or to click to call a business. A click to buy button will also start appearing on select search ads soon.

4. Google TV Attribution Last year, Google released Adometry TV Attribution, which measures the online impact of offline channels such as television and radio. Recently, Google announced that search query information is now being integrated with Rentrak airings data to help marketers better understand the important searches their broadcast investments generate.  Broadcast media doesn’t only drive people directly to websites—it drives them to search.  According to Google, “TV attribution allows companies to analyze minute-to-minute aggregated Google Search query data against spot-related keywords to detect and attribute search ‘micro-conversions’ to specific TV airings.” With this data, brands can better assess their broadcast investments, keyword performance and ad creative.   Check back over the next few weeks for more SEO news and the latest updates from key players in the world of search.

Mobile-Friendly as a Ranking Signal for Google

April 21, 2015 by

Google is rolling out an updated algorithm – that factors in “mobile-friendliness” as a ranking signal – on April 21 (that’s today!).

Clients are asking us a few questions.

  1. 1. What does this mean?

Google will be increasing the visibility of sites that are optimized for mobile.

  1. 2. What should we be doing?

If you don’t’ have a mobile optimized site, you should begin work to create one. Don’t freak out though. Google is not going to penalize your site because it is not mobile-friendly. Google may, however, rank another site that is mobile-friendly – when a user queries a term that is relevant to what you offer – over yours.

If you have a mobile optimized site, good news for you. Your site may now perform better than it was on the search engines because it may outrank those that are not mobile-friendly. Think more traffic!

We think the most important thing to point out is, your site should be optimized for mobile, regardless of Google’s algorithm update. A mobile optimized site will improve site performance and conversions rates. It will provide users – who are more than 60% likely to use a mobile device or tablet to perform research (comScore report) – a better experience. If you’re site is not optimized for mobile already, this should have been on your radar prior to Google’s announcement of the algorithm update. Don’t you want to improve site performance? But more importantly, don’t you want more conversions?

If mobile optimization is not a top priority for your company, here’s a push to make it one.

We’re constantly telling clients that first and foremost, do things on your site that will improve the user experience. Usually, those activities are beneficial for search as well. Google’s algorithm update is a great example of that case in point. Optimize your site for mobile – which will improve a user’s experience – and Google will reward you for it.


When Bad Pitches Happen to Good Journalists

April 7, 2015 by

Quick Tips for Delivering Value to Reporters

Imagine for a moment that a majority of the people you work closest with are completely dissatisfied with your contributions. Pretty awful thought, right? Unfortunately, that’s exactly what PR professionals are facing with journalists. According to PRNewser and Forbes, a whopping 68 percent or journalists are unhappy with the current state of PR pitches, a.k.a. our emails (and bad pitches).

Let’s take a cue from Olivia Pope and “handle” this pitching problem. PR pros can’t afford to waste opportunities to generate awareness and earn visibility for the brands and products they represent. The following are a few quick tips for delivering valuable pitches:

  • Do Your Research

While there isn’t a silver bullet for securing news coverage, the more tailored your pitch is, the more likely you’ll earn media interest. Fire up Google and research outlets and reporters that cover the topic you’re pitching. Then craft a personalized email that ties your story idea to their specific beat.

  • Tell a Compelling Story

Relevance is important, but keep in mind, just because a reporter covers technology doesn’t necessarily mean they’ll cover your product or company. In other words, give the reporter a compelling story to tell. A good rule of thumb: focus less on the actual product/company and more on the people it helps and the impact it makes.

  • Paint the Picture with Visuals

Take your story a step further, and show journalists why it’s newsworthy. Part of journalists’ dissatisfaction with PR pitches is the lack of visuals supplied. In fact, a recent survey from ISEBOX states that 80 percent of journalists feel frustrated in needing to spend more than 30 minutes collecting visual content for stories. Have a photo, infographic, or video that supplements your pitch? Share it!

To sum up, quality is always better than quantity when it comes to pitching. Before reaching out to a reporter make sure your pitch is valuable by ensuring it’s relevant, compelling, visual, and of course, brief.

How do you add value to your pitches? Share your tips with us.


Young pros must STOP

February 24, 2015 by

Since being a college sophomore, networking and seeking out advice from PR pros has come naturally to me. Today as a young professional, reaching out for suggestions and assistance from more seasoned industry leaders and resources is still something I’m comfortable with.

As a desire to learn more about and grow within the PR industry, I enjoy reading up on industry trends and professional development articles. A few days ago I read an article on PR Daily, a resource I’m learning from, about things young PR pros need to stop doing and thought it was on-point. After reading the 10 points the article outlines, two really hit home.

The article references that young professionals tend not to speak up and that they also accept existing processes. In not speaking up, you may be withholding the next brilliant client campaign that everyone loves. You would hurt your company and your client by not mentioning your idea.

By not accepting existing processes, you could have a more small-scale impact. If you have an idea that would improve your organization, why wouldn’t you vocalize it? It’s very possible others haven’t thought of executing a task the way you have.

To take the PR Daily article a step further, I thought some of the points could translate to how Arketi operates. From my time here, I’ve learned all employees are encouraged to be comfortable and start doing. Arketians very much believe that it’s important to go outside of your comfort zone and take challenges by the horns. When you’re challenging yourself, everyone can win.

I recommend young professionals just start doing. If you’re going outside of your comfort zone, you are learning new things and growing. Don’t worry about making mistakes, a mistake can become your biggest learning opportunity. Of the mistakes I’ve made, each has taught me something about myself or a situation that I have since done differently.

So, young pros, how do you feel about the 10 things article? Do you think anything is missing?

For the more seasoned professionals, what things do you see young pros doing that they need to stop immediately?

Feel free to share your thoughts below.