Posted by: Leslie Russell, Senior Marketing Coordinator

Where has the time gone? It has been over a year since you last updated the metadata so important to your website’s search engine optimization (SEO), you can’t remember when the content on your site was last updated and some of your pay-per-click (PPC) advertising keywords seem a little stale. Now is the time to see which keywords have been performing, revamp your keyword list and get a refreshed search engine marketing strategy rolled out.

Start off by doing a little investigation on the success of your last keyword strategy.

Phase 1: Research

·      Review your site in-depth. Have you updated content or removed content? Are you keeping pace with trends in your industry?

·      Glance at your key competitors’ websites. Are they using different language and keywords throughout their content or metadata? Reviewing their sites may spark additional ideas for your keyword strategy. 

·      Pull analytics reports looking at non-paid and paid keywords.  Consider if all of these terms are still relevant, or if there are new terms you haven’t considered before.

·      Use keyword tools to gather recommendations of adjectives, synonyms, plurals, etc.

·      Take a look your organic and paid visibility. Are you getting exposure for the keywords you consider most important? If not consider how to make those words a higher priority in your refreshed keyword strategy. read more »

Posted by: Sam Eidson, Partner

Keyword strategy is the foundational element of a successful B2B search engine optimization (SEO) program, and it’s not easy. There are SEO tools like keyword popularity analytics to help cover the tactical bases. They can help you narrow down a keyword list, an important step to make sure you don’t spread your efforts too thin. But these techniques won’t help if the keyword strategy isn’t linked to your business growth strategy. To achieve this, use a process specific to B2B.

Start by identifying which audiences you are targeting. Identify the individuals who have a role in the purchase decision of your target organizations – not just the decision makers, but also the users, influencers and ratifiers. Think through the information that’s important to each audience, and develop informational offers (white papers, webinars, ROI calculators, etc.) that will get them to a landing page and encourage them to consider your products or solutions. Sound like a lot of effort? It is. read more »

Posted by: Brooke Caesar, Account Manager

Building the keyword list is the backbone to any successful search engine marketing campaign. If you target keywords that are too competitive, you end up chasing dreams of grandeur. If you target keywords that are too niche, you’ll get the results, but not the traffic. There are many steps in finding the right balance that will get the results and the traffic.

Begin your strategy by brainstorming keywords that are central to your organization and your audience. Once you have compiled a complete list, move onto what your competitors find important. One of the keys to creating that successful keyword strategy involves investigating what is central to your competitors’ strategy.

Review their meta data
What keywords are they using? How are they enticing people to come to their site (call to action)? Go to the competitors’ site and view their code. Take a look at the keywords that they think are beneficial by looking at their title, description and keyword tags. read more »