The B2B space tends to see a bit of a slowdown in the summer, but this shouldnt preclude important SEO efforts. Late summer is the ideal time to tighten SEO strategy and put in motion preparatory steps for the fall and winter, when the conference season gets back in full swing and end of year goals draw painfully close.
Here are five recommendations designed to get B2B SEO professionals through the dog days of summer and into a position to end the year on a high note.
While recent Moz analysis comparing the impact of Google +1 activity and search engine ranking was debunked by Googles Matt Cutts just this week, you cant argue the significance of Google+ within the portfolio of Googles technology investments. Google+ is an important way for Google to provide what they hope will be a better search experience for their users.
To that extent, almost every search marketing professional would agree that building connections through a Google+ profile is a critical component of the social networking platform. Spend some time this summer investigating the activity of strategic partners, industry colleagues, and customers/prospects even semi-active in Google+, and seek to bring them into your Google+ circles.
Content marketing is a critical component of B2B SEO initiatives. In Holger Schulzes presentation on B2B Content Marketing Trends 2013, the most significant challenge B2B marketers surveyed face is finding the time and bandwidth to create content. That response is consistent with what CMI and MarketingProfs found in their latest content marketing survey as well.
One reason marketers struggle with content marketing productions goals is a lack of preparation on content ideas from the start. The summer months are a perfect time to reassess content marketing strategy and ensure tactics align well with keyword goals and objectives. Take the time now to define concepts and put together milestones for content delivery.
I wrote a column earlier this year discussing B2B content marketing execution in-depth and here are some other recommended resources on this topic as well.
Sticking within the content marketing theme, another area of focus can be in offsite content development, with the ultimate goal of link acquisition. One of the best opportunities is with guest blog post or third party article development. Of course these tactics have come under fire in recent months as well.
Cutts offered some perspective on Googles perspective and the abuses of guest posting in a video found in Google Webmaster Tools YouTube Channel. Eric Enge took this one step further in interviewing Cutts on the types of link acquisition that would be considered valid and how website owners (could) abuse the system.
Remember when there was no such thing as "not provided" keyword referrals? Even if your organic search performance has vastly improved since late 2011, it could be worthwhile to evaluate the top terms delivering traffic to your site and compare that information with keyword performance in recent months.
To evaluate the change and impact associated with "(not provided)" percentages, you have to look beyond keywords of course, and into landing page destinations and visitor page view information.
Take stock of how the search engine results landscape has changed for your strategic keyword targets. Peter Meyers of Moz put together a tremendous set of slides detailing how search engine results (SERPs) have changed dramatically over the years.
There is no longer fixed position in SERPs (i.e., 10 standard links). With more aggressive blended search results (news, video, images, etc), there are many more opportunities for B2B marketers to leverage media and broader content marketing assets.
We no longer work in a static online environment. Its important for B2B marketers to take advantage of as many opportunities as possible to gain visibility and placement in organic search results.
While it is certainly tempting to ditch the laptop and enjoy the weather we cant forget the "long game" as it pertains to success in B2B SEO. Slower months are the perfect time to catch up on new initiatives and invest in analysis meant to provide a foundation when business schedules and deadlines get more hectic.
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