The strongest search marketing campaigns pursue rankings for a
combination of high-traffic phrases that are likely to bring many
visitors to the site as well as highly-specific, 3- or 4-word
phrases that are more likely to convert a targeted buyer.
Any good search marketing campaign has a multi-pronged approach
to achieving top rankings. Blending such factors as site structure,
content relevance, and online press releases will influence your
site’s chances for success. Starting in 2011, engagement is a key
metric that can be measured by activity in the social networks and
how much time is spent by users on your site.
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By publishing and then pulling content from social media, you
increase the number of brand searches and drive more traffic to
Once an SEO gets to a certain level of expertise, he or she can
typically select a list of key phrases and map out exactly what
steps are necessary to get those phrases ranked. This week's
infographic demonstrates what that equation for ranking success may
look like for a long-tail phrase.
The strategy behind the addition of articles to a website is
typically twofold: provide insightful information for current /
potential clients and create valuable content for search engines.
This week's infographic illustrates some simple tips for making
certain your articles have the best potential for being found both
by readers and search engines.
Perhaps the greatest benefits of organic SEO are the unexpected
rankings a site can get by earning a top spot in the engines. This
week's infographic demonstrates how, through solid search
marketing, related phrases can get ranked without additional or
Don't make the mistake of thinking content that isn't html-based
can't be optimized. A PDF document gives SEOs one more chance at
ranking for targeted keywords. This week's infographic illustrates
some simple tips for optimizing PDFs.
A search engine marketing campaign isn't complete without
including some elements of social media. While engaging in social
media alone can provide impressive results, this week's infographic
illustrates how properly planned tactics can have a positive impact
on your search results.
The Algorithm. If an SEO had a nickel for every time that phrase
was mentioned in a day. Over time we've become more comfortable
with the main triggers that affect search rankings. But, it's
leveraging the sum of all factors that can really give you an
advantage over the competition. This week's infographic explores
the lengthy list of both well proven and somewhat subjective
factors that go into a ranking algorithm.
Although occasionally used on its own, paid search can be a
great complement to an organic optimization strategy. Research has
shown that having a presence in both natural and paid results
increases the overall likelihood of receiving a click. This
infographic breaks down some of the main ways in which PPC
advertisers can positively affect campaign click-through rates.
It's hard to dispute that the Long Tail is an important concept
in Search. A lot of times, though, we tend to think of the long
tail as being a B2C concept by relating it to specific product
names in ecommerce situations. But, it's just as relevant in the
B2B world. One-word phrases bring businesses up against a lot of
competition, but the benefit of increased traffic may outweigh the
expense of ranking. On the flip side, credibility-building site
assets like case studies can be optimized with longer-tail phrases
in order to boost the probability of conversion. Where does your
SEM campaign fit into the curve?
When it comes to SEO, there are certain elements that need to be
in place for any newly-designed or updated website. Have 301
redirects been put into place? Is the robots.txt file authored to
allow adequate crawling? This infographic depicts a handy checklist
that will help get you through any new site launch or
Keyword research involves so much more than just looking up
search frequencies. Critical factors such as budget restrictions,
competition levels, and business strategy must be considered in
order to develop a results-driven search marketing plan.
Part 2 of our 3-part series infographic details an essential
element of keyword research: exploring conversations that are
happening on the web. By combing through competitive and industry
websites, relevant blog postings, and popular tag sites, new
phrases are discovered and search frequencies can be
When you begin the process of keyword research, the first step
is to think like your target audience and how they would enter the
phrases for what they are searching for.
Depending on your search marketing strategy, the keywords you
select should align with the areas that you are targeting.
Image optimization is a powerful way to visually display your
products in the results of search engine queries.
Smart search marketers utilize eCommerce optimization to make
every web page instantly accessible to searchers.
Tagging allows the user to label content they find on the web in
a way that will be easy for them to remember.
When optimizing for highly-competitive terms, strategically
clustering related phrases around the main keyword can cause a halo
effect in the SERPs.